Product Inserts and Getting Reviews.
THE DO’S, DO NOTS, SHOULDS AND MUSTS.
Fresh on my Industry Blog Feed, Bradley Sutton, Kevin King and Rafale Veloz of Share-It Studio discuss Product Inserts in Serious Seller Podcast #564. It’s a lengthy listen and transcript to grab the nuggets, and I was already writing a blog on Product Inserts, so I decided an actionable summary was a good idea.
The Beef.
Product Inserts are a staple of most items sold on Amazon. From asking for unbiased reviews and how-to guides, to offering tips, they’re are a great way to add value to the shopping experience. The beef from Kevin King is that Amazon Sellers are being told lies, believing that you can’t send visitors off Amazon to your own links. I don’t blame them, because in the Communication Guidelines it says,
Permitted Messages may not include any of the following:
* External links unless they are secure working links (https, not http) necessary for order completion or links to Amazon
External Links / Necessary for order completion. That’s it right there. If Amazon wanted to argue that your messaging isn’t necessary for order completion, they could. So while I agree with Kevin (he delivers examples of what’s working now), you also need to be cautious and not anger the Amazon Gods in any way. This update from 2019, points reviews as being the main beef Amazon had with us all.
What You Can’t Do With Amazon Product Inserts
Influence or incentivize a positive review.
(be mindful of joining 2 CTA’s together, it may look like an exchange for a review)
Ask buyer to contact you direct instead of leaving a negative review.
Send promotional marketing, including coupons
Display an email address or phone number unless it’s for warranty, shipper providers or manufacturing
Provide a link to your website.
A few things seem debatable here, in the pod, Kevin says you can send them to your website, social media links etc. You can capture information. You can send them to your site to get a coupon off their next order. And you, could claim that discount on your own site.
But offering them a discount hey, you know you just bought this blender. We have an accessory kit. As an Amazon customer, you get 20% off. It's not sold on Amazon, it's only available directly from us. Then yeah, that should be fine.
I guess this could be the beef Kevin has. The guidelines are ambiguous. Well, they are to me at least! These rules could just apply to review emails, in which case, product inserts doesn’t really seem to have any rules beyond influencing reviews.
Here’s What People Are Doing With Product Inserts.
Including recommendations from #564
Send them to a warranty activation link
Send them to get accessories
Send them to something free - Listen to #564 to hear Kevins free calendar example
Request an unbiased Rating or Review or of their experience (ask only once)
Include your logo and brand name. Make sure they could search for you easily if they wanted to.
Give Support (how to use) or a link to a support video
Include a joke! Place the answer behind a link, or another part of the insert (aka BDSN newsletter).
Link to an app that compliments the product in some way
Send a free gift as the insert - surprise
Send a free gift (get them to provide details first)
QR code to a free e-book
The takeaway message is innovation. The use of an app is current and “now”. And as the guys point out in the pod, it’s with you all the time. Just keep sending those leads back to your Amazon Store!
Must Dos
Follow Communication Guidelines
Don’t be misleading or deceptive
Don’t be spammy or exaggerate
Provide real, truthful, useful information
Offer Value
There really is no need to be spammy or weird in your insert. If you literally have nothing to say, then say nothing. Before you write it, ask yourself: Is this useful and meaningful?
Amazon Product Insert Should Dos
Track your Data. Make sure you have a way to monitor the insert response
A/B Testing. Try different captures, see what works best.
Build a List. At the very least, start building a list of fans/buyers
Give the customer one thing to do (one QR code etc). It’s easier to get a clear action.
Match your insert to your brand. Consistent messaging builds trust, authority and likability.
Make all value-adds relevant and meaningful. If there’s zero value, don’t offer it.
Make sure your insert is seen, but don’t make your package hard to open because of it.
Putting an insert into your product just for shits and giggles is a waste of money. Make sure there is a real reason for it, and make it work for you. It’s a Product Asset you can’t be without!
Product Insert Benefits Without Breaking TOS
List Building! Cheaper than PPC.
Gather Pixel Data – Rafael describes inserts that direct you to a landing page, but a payment page redirects to Amazon. The pixel is on the lander so you can grab data.
Listen to the Serious Sellers Podcast or read the transcript here
Amazon Communication Guidelines watch >> via YouTube. Read Here >> Communication Guidelines
And, minimize bad reviews, by helping customers with product set-up.
Can You Influence Good Reviews Through Your Insert?
Yes, and no. If your product is truly awful, your insert could end up as an everlasting reminder to write a bad review. If your product needs assembly, your insert could be the difference between a frustrating experience vs an easy one. At the end of the day, your product is what will attract the review, and your product description sets up the expectation. If you oversell your product, you will get negative reviews anyway! Inserts can’t fix that.
You cannot directly or indirectly ask for a good review. Click here to find out a better way!
But you can certainly ask for a review. Double check your work and make sure nothing sounds like an incentive!
Not Sure If You’re TOS Compliant?
It can be daunting if you’re a new FBA Seller. If you’re unsure, keep it vanilla or send it to a professional to write it for you.
