Effective May 21, 2025, Amazon has updated its Buyer-Seller Messaging policy to enforce stricter communication guidelines, particularly around buyer opt-outs. This move is part of Amazon’s commitment to protecting buyer privacy and ensuring a better customer experience across its platform.
Under the new policy, sellers are now required to strictly honor buyer opt-out preferences, meaning they cannot send any messages to customers who have opted out of receiving communication — even follow-ups that might have been permitted before. Violating this rule could result in communication restrictions or account-level enforcement actions.
In addition, Amazon continues to prohibit all marketing or promotional content within buyer-seller messages. Sellers must ensure all messages are strictly order-related, such as shipping updates, return instructions, or important product information.
This change emphasizes the importance of respecting customer boundaries and focusing on transparency and trust. Sellers should audit their communication templates immediately and ensure automated tools or software integrations comply with these updated requirements.
Maintaining compliance with these policies will help sellers avoid penalties while preserving buyer satisfaction and long-term account health.
