Amazon Insert Violations: What Really Gets Sellers Suspended (and How to Stay Safe)
Amazon Insert Violations: What Really Gets Sellers Suspended (and How to Stay Safe)
The Insert Mistake: How a Simple Card Nearly Cost This Amazon Seller Everything
You’ve probably seen the advice in Facebook groups, or maybe from that friend who “crushed it” last Q4:
Add a little thank-you card in your packaging. Maybe offer a coupon. Maybe ask for a review. It’s what everyone does, right?
That’s exactly what Jacob – a private label seller in home & kitchen – thought when he launched his best-selling cutting board on Amazon last year.
He designed a beautifully printed insert:
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On one side, a warm thank you and a care guide for the board.
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On the other, a polite invitation:
“If you love your new board, we’d really appreciate your honest review on Amazon! If there’s any issue, please contact us at [email] and we’ll make it right.” -
And, just below that? A 10% off code for the customer’s next order.
It felt helpful, even generous. It felt personal. And, for a while, it worked.
Until Amazon noticed.
The Classic Insert Trap: Review Gating + Incentive
Jacob’s story is so common it’s almost a meme among experienced Amazon sellers. The root of the problem wasn’t that he asked for a review, or that he included a coupon code. It was that he did both, together, on the same insert – and, even more importantly, he told happy buyers to review but told unhappy ones to reach out to him privately.
This is called review gating.
If you’ve ever written:
“If you loved it, please leave an honest review. If you have any problems, contact us directly.”
– you’ve set a review gate.
To Amazon, this isn’t just a friendly customer service gesture. It’s a way to funnel happy buyers into public reviews while quietly solving negative experiences off-platform, keeping negative feedback out of sight. And when you combine that with any sort of coupon, discount, or incentive – even if you don’t explicitly tie it to leaving a review – it’s considered review manipulation.
Why This Combination Is So Dangerous
Amazon’s enforcement bots (and the humans who double-check their work) see the pattern:
- A review request – any kind, including “honest” or “neutral” language – inside product packaging.
- A discount code, coupon, freebie, or future incentive – anywhere on the insert.
- Instructions that direct unhappy buyers to you privately, but invite happy ones to leave a public review.
This combo is the classic “red flag” for Amazon policy enforcement. It doesn’t matter if the coupon is generic, if no one ever used it, or if you only wanted to be helpful. The combination creates an implied incentive for a positive review and a mechanism to filter out the negative ones.
The Policy in Plain English
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No review requests inside packaging – especially if paired with any incentive.
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No “review gating.” If you say “please review if you’re happy, but contact us if not,” you’re filtering.
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No contact info that bypasses Amazon’s messaging system for problem resolution.
Amazon sees the review process as sacred. Every buyer should have the exact same opportunity to leave honest feedback, good or bad, without being steered, nudged, or separated out by experience.
What Actually Happens If You Get Caught?
Jacob didn’t get a slap on the wrist. He didn’t get a gentle email. He woke up one morning to find:
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One of his main ASINs marked unsellable.
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His FBA inventory blocked for removal.
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A threatening message in Account Health:
“Your account is at risk of deactivation due to review manipulation…”
When Amazon asked for an appeal, they demanded:
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The exact text of all inserts and packaging materials.
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A list of every product ever shipped with the insert.
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Review IDs and order numbers for any review that might have come from those orders.
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A full, detailed plan for how Jacob would never let this happen again.
Most Common Insert Mistakes - Real Examples
Here’s what Amazon sees (and flags) all the time:
1. “If you loved it, review it. If not, contact us.”
Review gating. Even with “honest review” language, you’re splitting buyers based on satisfaction. Amazon wants everyone to have an equal path.
2. Coupon + Review Ask Together
You can’t “thank” a buyer with a discount on the same card as your review request. Amazon sees this as an implied reward – even if you never say “get a discount for a review.”
3. Direct Email or Phone for Support
Telling buyers to email or call you (instead of using Buyer-Seller Messaging) is a violation, especially if it’s on the same card as a review request.
4. QR Codes or URLs That Collect Data or Offer Gifts
Amazon assumes you’re building an off-Amazon review funnel. Even a warranty registration page can get flagged if it also requests reviews.
5. Any Combination of the Above
The more of these signals you include, the higher your risk – even if your intent was good.
How to Stay Safe
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Never, ever combine a review request with a coupon or reward on the same insert.
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Don’t gate reviews: Don’t separate “happy” and “unhappy” buyers with different instructions.
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Don’t provide off-Amazon contact info for post-sale issues. Use Amazon’s Buyer-Seller Messaging.
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Don’t include QR codes that lead to anything beyond product information.
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Regularly audit your inserts and packaging – don’t just assume you’re “playing it safe.”
The Bottom Line
The insert mistake is one of the most common – and costly – errors new (and even seasoned) Amazon sellers make. Amazon’s zero-tolerance policy doesn’t care about intent or good faith. If you combine a review request and a coupon, or steer negative experiences off-platform, you’re at risk of suspension, removal, or even a permanent ban.
Jacob learned the hard way – so you don’t have to.
If you need a full review of your inserts or want a second opinion on your appeal, reach out to our compliance team. We’ve seen every trick in the book (and fixed every flavor of insert mistake out there). Don’t risk your business over one card.
Stay safe. Stay compliant. And keep your reviews real.
If you want us to check your insert or need help with an appeal, contact us here.
