Overview

Amazon provides sellers with Professional selling plans the ability to offer gift wrapping and gift messaging services to customers. These features can improve sales conversion rates by enhancing the buying experience, particularly during peak gifting seasons like the holidays, birthdays, and special occasions. Understanding how to configure and manage these options is essential for sellers looking to capture additional revenue and stand out from competitors.

Key Points / What Sellers Need to Know

• Professional plan required — Gift options are only available to sellers on a Professional selling plan. Individual sellers cannot offer gift wrapping or gift messaging.
• Not enabled by default — Neither gift messaging nor gift wrapping is turned on automatically. Sellers must manually enable these features through their account settings.
• Per-item configuration — Gift options are managed at the product level through inventory files, meaning sellers can choose which specific products are eligible for gift wrapping, gift messaging, or both.
• Per-item pricing — Amazon charges sellers on a per-item basis for gift wrapping. Sellers cannot set a flat fee to cover wrapping for an entire order.
• FBA gift wrapping — Fulfillment by Amazon (FBA) offers gift wrapping services for eligible items at no additional cost to sellers, making it a built-in perk of using FBA.
• Product restrictions — Certain product categories are excluded from gift options, including media formats such as DVDs and some other restricted categories.

How Gift Options Work

When gift options are enabled, customers can indicate during checkout that their order is a gift. By default, selecting the gift option removes product prices from the packing slip, which is useful when items are being shipped directly to a recipient. However, customers also have the choice to include pricing information on the packing slip if they prefer. The buyer's selections regarding gift messaging and price display appear on the packing slip available within the seller's order management page. Sellers who create their own custom packing slips will need to handle the gift messaging text and product price visibility on their own.