Email Marketing for Amazon Sellers: Why It Matters and How to Succeed

Most Amazon sellers put all their energy into product listings, PPC ads, and making sure they don’t run out of stock right when sales start picking up. But there’s one big opportunity that often gets ignored: email marketing.

It makes sense that this feature is often overlooked – Amazon has all these rules about how you can contact buyers, and let’s be honest, most people treat marketing emails like that awkward “We should catch up!” message from an old coworker, ignored and buried under a pile of unread promos.

But here’s the thing: email marketing works. This can turn first-time buyers into repeat customers, build a loyal customer base, and even help you grow your brand outside Amazon’s marketplace.

Yet, many sellers miss out simply because they assume it’s not an option or they simply have no idea how to do it (it’s okay).

The good news is that you can use email marketing while staying within Amazon’s guidelines. In this guide, we’ll cover why email is a must-have for Amazon sellers, the challenges Amazon puts in place (and how to work around them), and strategies to make email work for your business.

If you want to build a stronger brand and connect directly with your customers (without relying only on Amazon) keep reading.

Email Marketing: Why Does It Matter?

It Builds Real Connection With Your Customers

On Amazon, customers buy and move on – but that doesn’t mean you have to be forgotten. Email marketing lets you stay in touch, keeping your brand fresh in their minds for the next time they’re ready to shop. You can share tips, exclusive deals, or even just a friendly “Hey, we’ve got something new!” message to your customers. Because let’s be honest – most people barely remember what they had for lunch yesterday, let alone where they bought that gadget they loved. But if you land in their inbox at just the right moment, you’re suddenly top of mind when it’s time to reorder. And just like that, you’ve gone from a forgettable purchase to their go-to Amazon store.

It Gives You Control of Your Customers

Selling on Amazon can feel like riding a rollercoaster: you’re up one day, then a surprise algorithm change or a new competitor sends you plummeting (ouch). But with email marketing, you’re not just along for the ride – you’re in control. Introducing a new product or doing a random sale? You don’t need Amazon’s permission to reach out. You’ve got a direct line to your customers without any middleman.

It Can Bring You More Sales

Spamming your customers with random discount emails? Cringe and boring. Sending the perfect email to the right customer? Now that’s how you make sales happen. If someone just bought a meat thermometer, why not tempt them with a sweet deal on BBQ tools? It’s like saying, “Hey, we see you’re serious about grilling – how about leveling up?” When emails feel personal (and not like a desperate sales pitch, or worse, spam), people actually pay attention… and add to cart.

It Gives You (Very) Helpful Insights

Amazon keeps customer data locked up tight, but with email, you actually get useful insights. You’ll see who’s opening your emails, what they’re clicking on, and what they’re buying. That means you can tweak your offers and messaging based on real data, no more guessing around.

Email Marketing Limitations for Amazon Sellers

Alright, let’s talk about the tricky part – Amazon’s rules. If you’re thinking about sliding into your customers’ inboxes with discount codes or a friendly “Hey, mind leaving us a good review?” – yeah, don’t do that. Amazon has strict (but reasonable) rules on how sellers can reach out to their customers, and breaking them could get your account suspended. Here are some things you can and can’t do:

What You Can Do:

• Use Amazon’s built-in review request – If you use FBA (Fulfilled by Amazon), you’re allowed to ask for a review through Amazon’s system. It’s a hands-off way to “ask” for reviews that won’t get you in trouble.
  
• Take advantage of Amazon’s Customer Engagement tool – This lets you send updates to your followers about new products, sales, and more. It’s not a full-blown email list, but hey, it’s still something!

What You Can’t Do:

• Bribe customers for reviews – Offering freebies or discounts in exchange for a review?
  
• Spam people with random emails – Just because someone bought a spatula three months ago doesn’t mean they want weekly updates on your store. If it’s not related to their order, skip it.
  
• Beg or bully for better reviews – No need to explain this one. Just… don’t.

Let’s Talk About Privacy Laws (More Rules Outside of Amazon)

As if Amazon’s rules weren’t enough, you also have to follow actual laws. In the U.S., the CAN-SPAM Act says:
– You have to let people unsubscribe easily (No guilt-tripping. If they want out, they should be able to leave with a click.)
– Your subject lines must be honest (no “You Just Won $1,000!” tricks).
– Your real address needs to be in the email (because sketchy businesses don’t last long).

And if you’re selling internationally, don’t forget about GDPR (Europe) and other privacy laws. Bottom line: Stay legit, respect customer privacy, and you won’t run into trouble.

Amazon Keeps Buyer Emails Locked Up

The thing is, Amazon does not give you your customers’ email addresses. Their info stays locked away like a top government secret.

So how do you work around this? By building your own email list. You can use your website, landing pages, or social media to collect emails before they buy from you on Amazon. That way, you’re not left helpless when you want to reach your customers.

How to Leverage Amazon Customer Engagement Campaigns

Amazon doesn’t give you many ways to reach customers, but there’s a loophole – and we’re not gatekeeping it: Customer Engagement Campaigns. If you’re not using them, time to think again.

Why sit around hoping past customers magically find you again when you can simply send them a quick, Amazon-approved nudge? This is your chance to keep your brand top of mind, highlight new products, and drive more repeat sales, without spending a dime on ads.

How It Works

Amazon offers two types of campaigns:

1. Product Showcase Campaigns – Great for new launches or reminding customers about your bestsellers.
   
2. Discount Promotion Campaigns – Perfect for pushing sales during big shopping events like Father’s Day, Black Friday, or when you just need a revenue boost.
   

Each email can feature up to five products, making it a mini sales pitch straight to your audience. At first, you can only email people who follow your store (which, let’s be honest, might not be a huge number). But as you send more campaigns, Amazon unlocks additional audience segments: recent buyers, repeat customers, and even big spenders.

Why This Matters

Unlike paid ads, these emails cost exactly zero dollars and go straight to shoppers who already know your brand. Plus, Amazon tracks how many emails were sent and how many sales they generated, so you get real data on what’s working. Amazon handles the sending, making sure everything stays within the rules. All you have to do is set it up and let it run.

Building Your Amazon Customer List (Without Breaking the Rules)

Growing an email list might sound like a hassle, but it’s one of the best ways to keep in touch with your customers, without relying on Amazon. Here’s how to start:

Drive Traffic to Landing Pages Outside Amazon
The easiest way to collect emails? Create a simple landing page outside Amazon and drive traffic to it. You can do this through ads, social media, or even a blog. Offer something small, like a 5% discount, as a “thank you” for them signing up. Once they sign up, you can send them updates, deals, and reminders about your products.

Start a Blog (Yes, Really!)
You know you don’t want to do it, but it’s still a great way to attract people interested in what you sell. Write helpful content, like product tips or how-to guides, and add an email signup box. If people find value in what you share, they’ll be more likely to join your list. And here’s a bonus – a good (optimized) blog helps with your Amazon SEO strategy, meaning more people will find your products, both on Google and Amazon!

Use Your Website to Collect Emails
If you have your own online store, use it to collect emails. Offer a small discount for first-time signups, or add a pop-up that appears before visitors leave. This gives you direct access to customers, so you’re not just relying on Amazon to reach them.

Types of Amazon Email Marketing Campaigns

Amazon email marketing doesn’t have to be complicated. A few well-timed messages can keep customers engaged, get sales, and build loyalty. Here are the types of campaigns you should focus on:

Encourage Reviews (But Don’t Be Pushy)

Amazon has strict rules about reviews: no bribes, no freebies. But a simple follow-up email after delivery is okay and can make a difference. Thank the customer for their purchase and politely ask for feedback. And remember that timing is everything: ask too early, and chances are they haven’t tried it yet; but if you wait too long, they might forget about it already.

Drive Repeat Purchases

If you sell something people need regularly – like coffee, pet supplies, or skincare – send a quick reminder when it’s time to restock. A small discount or a “Hey, running low?” email can bring them back.

Cross-Sell Related Products

Want to know how to increase sales on Amazon? Try cross-selling. If someone bought a meat thermometer from you, why not suggest some BBQ tools, smoker accessories, or a related product? The key is to make it feel like a personal recommendation – don’t just send out a generic email with random stuff. Make sure your recommendations feel helpful, not spammy. The more relevant the suggestion, the better the results.

New Product Launches

Selling a new product? Email marketing is a great way to get the word out. You don’t have to wait for customers to find your new product on Amazon. Send an email to your existing customers or people who follow your brand/store and give them a heads-up. Early access, special discounts, or just letting them know what’s coming can generate excitement. 

Popular Amazon Email Marketing Solutions

Klaviyo
Klaviyo is recommended if you’re selling on both Amazon and your own website. This automates emails based on customer actions, like when someone browses a product or abandons their cart. Simply set it up once, and it keeps working in the background, bringing customers back without you having to lift a finger.

ActiveCampaign
ActiveCampaign helps you create customized email flows based on what customers do – what they buy, what pages they visit, and even how often they shop. It also has a built-in CRM, which is very helpful if you handle wholesale buyers or bigger accounts.

Amazon-Specific Software
If you want something that is already built for Amazon, check out tools like FeedbackWhiz. These are designed to help with post-purchase follow-ups, so you can request reviews without breaking the rules. Some even let you email customers who’ve opted in through off-Amazon channels, giving you a bit more flexibility.

What to Look for in an Email Marketing Tool

• Automation & Segmentation – Make sure you can target customers based on their behavior.
• Integration – It should work smoothly with your existing platforms like Shopify or WooCommerce.
• Performance Tracking – Open rates, clicks, and sales data help you fine-tune your approach.
• Room to Grow – Your tool should scale with your business, so you’re not switching later.

Smart Email Strategies to Boost Sales

Make it Feel Personal

Let’s be real – nobody likes generic emails. You wouldn’t send your friend a coupon for dog shampoo if they don’t even have a dog, right? The same logic applies to your customers. The more relevant and personal your emails are, the better they’ll perform.

Poor and Generic Subject Line:
“[Customer Name], your [Past Purchase] just found the perfect match!”

Better and Personal Subject Line:
“Keeping things fresh? Your cat might love this ultra-soft litter!”

A small touch like this grabs attention, feels natural, and actually makes sense for the person receiving it. 

Get The Timing Right

We all know that friend who texts you 17 times in a row about a new Netflix show, only for you to end up ignoring their texts altogether. Don’t be that friend with your emails! The trick is to find the right balance. Most Amazon sellers find that one to two promotional emails a month is enough to stay in their customers’ inbox without annoying them.

And when exactly should you send these emails? Well, it depends. You could try sending them on Monday mornings and see if your customers are grumpy coffee drinkers or bright-eyed and bushy-tailed. Or maybe they’re more of a Friday afternoon crowd, looking for something fun to kick off their weekend. Do some experimenting – just don’t send 10 emails in 10 minutes, okay?

Crafting High-Converting Copy

Your email copy should sell benefits, not just features. Instead of saying, “Our cat litter absorbs 50% more moisture,” say, “Your cat will thank you for keeping their paws dry all day.” See how much more fun that sounds? Always focus on benefits.

Also, keep it snappy! Use short paragraphs, bullet points, and a call to action (CTA) that gets straight to the point. “Shop Now,” “Get Your Discount,” or “Leave a Review” are all strong, actionable CTAs. By aligning your emails with your Amazon marketing funnel, you guide your customers from initial interest to repeat purchases without overwhelming them.

Test, Measure, and Optimize

There’s no magic formula for email marketing success, but testing is the next best thing. The key is to experiment, refine, and figure out what works for your audience. You can run A/B tests on subject lines, email designs, and send times to see what gets the best response.

Amazon sellers also found that adding product images in their emails, boosted their click-through rates by 20%, so you may want to consider that on your first (or next) email. Some sellers also swear by a minimalist design: short copy, one product image, and a single CTA button. Clean, simple, and easy to act on.

Final Thoughts: Succeeding with Amazon Email Marketing

If you know how to make it work within Amazon’s rules, it can help you stay connected with your past customers, bring them back, and earn even more (honest) reviews.

The trick is having more control over how you reach people by building your email list through channels like your website or blog. From there, you can send them a few well-timed emails – whether it’s updates, discounts, or product suggestions – without spamming them.

It all comes down to choosing the right tool, testing a few strategies, and finding what clicks with your audience. The right email marketing plan won’t just boost your sales – it’ll help you build stronger customer relationships.

Als check out our related blog post: How to Promote Your Products on Amazon