Placing physical inserts inside your products’ packaging can be a very effective way for Amazon sellers to get product reviews (particularly Verified Purchase reviews).
These don’t have to be super complicated.
Basically, you want to make sure you:
1) Follow the rules
2) Remind customers why they bought your product (highlight the benefits)
3) Ask them to leave a review and include instructions for doing so
4) Keep the design simple, easy-to-read and brand-congruent
Don’t Break the Rules
Make sure your inserts are compliant with Amazon’s Terms of Services. A couple of reviews aren’t worth getting your seller account suspended. So be a good seller and don’t break the rules.
You cannot offer a discount or any kind of incentive for a review. This is strictly against Amazon’s rules, and risks getting your account suspended.
You also have to encourage honest reviews – not strictly positive reviews. You’re not allowed to direct someone to Amazon only if they liked it, and to your own customer service channel if they are unhappy.
The above example would be in violation of terms of service, as it only asks for a review from happy customers, while asking unhappy customers to contact the company directly.
Want more clarification? Here’s a reminder on product insert policies from the Amazon seller forums:
Asking for reviews is fine – but you can’t ask for positive reviews.
What to Include in Product Inserts for Amazon Reviews
The card should be simple. It should first and foremost express your gratitude towards the customer, as well as conveying your brand’s voice and identity.
Only after that, you include a call-to-action asking for a review.
So what should you include?
Thank you & Benefits
First, show your appreciation and thank the customer for their business.
Then list your product’s main benefits – what makes your product unique from the competition? This reminds the customer why your product is awesome, to get them in a positive frame of mind.
Doing this will reduce the chances that they return the product, and increase the chances of them leaving a positive review.
Also, the more value they get out of your product, the more likely they will be to leave an awesome review. So including some tips on how to get the most value out of the product can be very effective.
Ask For a Review
The best way to ask for reviews is in a clear and simple way, with easy to follow instructions, that also plays on the customers’ nobler motives.
‘Could you please leave us a product review? It helps our small business immensely, and also helps other customers make more informed decisions. Thank you 🙂
- Sign into Amazon.com
- Hover over Account & Lists
- Under Your Account, click Your Orders Orders
- Find this order and click Write a Product Review
- Be honest 🙂
You can reach us at anytime at XXX-XXX-XXXX or firstname.lastname@example.org’
To comply with Amazon’s stricter product review policies, you should make sure you’re asking for an honest review – not just a positive one.
An alternative to the above is a more indirect approach. With this, you don’t directly ask for a review in the insert. Instead, include instructions for claiming a 1-year warranty on your site (this can just be a simple landing page too). Customers have to enter their email to claim the warranty. Once you have the email, you can ask for a review.
However, this indirect way might be considered a violation of Amazon’s Terms of Service, because you are collecting the email after selling on Amazon. Amazon explicitly says not to message its customers for marketing purposes.
To Divert or Not to Divert?
By the letter of Amazon’s terms, putting a link on your product insert or packaging to divert a customer to off-Amazon channels (such as your website or social media), is most likely against the rules.
However, many sellers disregard this, and choose to risk it, as this is an area that is not easily policed by Amazon.
If you choose to go this route, this is a good chance to try and get people on your email list or into Facebook Messenger flows. Add a link on the insert to a LandingCube landing page, with an exclusive discount for the customer’s next purchase, or for a different product.
Product Insert Design Tips
Product inserts are usually about the size of business cards, or a bit larger. You want to make your product cards easy to read. Don’t jam too much information on a small card.
Put your brand logo on the card. And infuse your brand voice into it (and all communications).
A simple design is usually best – it’s worth it to get something designed professionally, since this will be representing your brand with many many customers.
Sample Insert Cards for Reviews
Here are some examples of insert cards used to ask for reviews, which you can use for inspiration when creating your own.
This insert has a really clean design, and does a great job of thanking the customer and helping them use the product.
You can customize the text to fit the voice of your brand (and obviously make sure you don’t have any spelling mistakes!).
The coupon code is a great touch, as it helps you bring back repeat customers. It’s also a way to subtly influence a positive review, by providing additional value to the customer – just as long as you don’t link the discount to the review request, which would be clearly against TOS (e.g. “Here’s a discount code, now could you go and leave a review on Amazon?).
If you’re not too concerned about dipping a little grey-hat, you could link to a landing page where the customer has to opt-in via email to get the discount code (instead of displaying it right on the insert). This is a powerful way to build your email list.
This insert has a really nice design, but is a clear example of what’s against Terms of Service. It seems innocent enough, but asking happy customers to leave a review and unhappy customers to contact you is 100% not allowed. You’re at risk of suspension if Amazon checks, or someone reports you.
[Source : my own purchase]
This is a great way to build a huge email list. All the customer has to do is visit a landing page, enter their email and order ID (to confirm they actually made a purchase), and they get sent a free product.
The product insert does a great job communicating this, as well as making the customer feel good about buying. It also makes good use of a vanity URL for the landing page, making it easy for people to type in the URL and redeem their prize.
After collecting email signups this way, you can use the emails collected to ask for reviews – just as long as you don’t only make the free product contingent on leaving a review.
This doesn’t directly ask for a review (you may want to make it 2-sided and politely ask for a review on the other side), but it’s still an awesome idea for a product insert. This insert delivers helpful content for the buyer to get more value out of the product, and answers FAQs that may often result in confusion and/or negative reviews.
This insert would probably result in more positive reviews than ones that directly ask the customer for a review.
This is another awesome design that focuses on value and branding first, reviews second. It does have a small ask weaved in the middle, which is small enough to not feel like a blatant “please help us out”.
Focus on the customer first, like this insert does, and you’ll be doing better than 95% of sellers on Amazon.
This insert combines beautiful design with a great list building tactic – asking customers to register and receive a free warranty.
It also gives clear yet short instructions on leaving a review, without suggestive wording (like “leave a positive review”).
However, be aware that this insert is almost certainly against Terms of Service. It can be considered illegal for directing support queries to your own email, not to mention linking to the website/social media pages outside of Amazon.
Levoit is a big brand that can most likely get away with breaking terms on things like this. It may be a risk for a smaller store, but it’s definitely an effective strategy.
Again, this insert skirts the lines of the TOS. It’s likely against terms, but a small change in copy would fix that.
The best part about this is that the review request is very short. It has a whole side dedicated to clear instructions that will help customers get value out of the product.
Clear branding, a QR code to an email capture landing page and a call to action to share on social are more ways this product insert is going to keep delivering value with each purchase.
This has a clean design, and clear instructions to leave a product review. Yet the most prominent part is the “Thank You”, which delivers gratitude and a good feeling for the customer, before the ask comes in.
It’s also fully within terms, so serves as inspiration for anyone who wants to be 100% above board.
Finally, it’s a great example of an insert for marketplaces outside of the US, where you may have a muti-lingual customer base.
Super simple, but great branding and a feel-good touch for the customer.The only ask is a simple callout on social media, which the company (Sticker Mule) says results in hundreds of mentions each week.
Using Amazon Product Inserts to Get Reviews: In Summary
In this post, we discussed how to use product inserts to get product reviews on Amazon. The main things are to not break Amazon’s Terms, keep the cards simple, highlight the benefits of your product, and include instructions for customers to leave a review.