, Inc. (“Amazon”) recently began blocking messages that are sent to buyers who have chosen to “opt out of unsolicited messages” from Amazon. Many sellers have come to us with questions, so we’re sharing our answers here.

What does it mean if a buyer “opts out of unsolicited messages?”

Buyers who have opted out of unsolicited messages will only receive emails with information that is critical to completing orders, including product customization questions, delivery scheduling or issues with a shipping address. Currently, the only way for a buyer to opt out is by calling Amazon Customer Support. There is not an option on the Amazon website.

*Important Update (March 31, 2017): after further conversations with Amazon and our own independent testing, it seems that Amazon buyers now have the ability to opt out via their account communication preferences (as an alternative to calling Amazon).


What happens if I send emails to these buyers?

No penalty will be imposed for attempting to send an email to a buyer who has opted out of unsolicited emails. Amazon will simply block the message, and you will receive a notification that the buyer has opted out. Currently, this is the only way to identify buyers who have opted out.

What if I need to contact the buyer?

You can send messages to the opted-out buyers if you have information that is critical to completing orders. The messages should be sent directly from Buyer-Seller Messaging and the subject should be “Additional Information Required.” Sending non-critical information by this method could result in a penalty, including suspension of your seller privileges. Non-critical items include shipment confirmations, product manuals, out-of-stock notices, and feedback or product review requests.

*Important Update (April 7, 2017): Amazon has since updated the opt-out policy to remove references to suspension.
*Important Update (May 16, 2017): The policy has been updated regarding the subject line. To send messages critical to completing the order to buyers, include “[Important]” in brackets anywhere in the subject line of the message. The email will not be blocked.


How can I avoid sending additional emails to these buyers?

Forward the Amazon opt out notification email to [email protected]. (Click here for a quick video on how to auto-forward such notifications.) FeedbackFive will add the buyer’s email address to our global opt outs and never send them another email. Once we become aware that a buyer has opted out, we no longer send emails to that buyer from any FeedbackFive account. Our customers benefit from FeedbackFive’s size and maturity in the industry.

Can I identify buyers who have opted out of unsolicited messages?

Amazon does not currently provide this information to sellers in Seller Central or through their API. We’ll provide an update as soon as opt-out information becomes more widely available.

For more details, refer to the Buyer-Seller Messaging FAQs, especially the last three questions on the page.

Please contact us if you have any questions.

Do you have any additional information about this?

We’ve put together the following overview video, which we hope provides you additional context. 

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Laura Pugliese

Laura Pugliese is a Product Manager at eComEngine. She enjoys helping Amazon merchants grow their business with smart, automated software tools.

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    This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.