Amazon makes major change to policy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 23, 2021, 5:43 PM UTC

The ecommerce giant will now allow sellers to contact sellers directly over email. 

It is a major departure for the Seattle-based company, which has been conservative about the number of interaction sellers are allowed with buyers on the platform. The interaction has been chiefly restricted to resolving consumer disputes like returns or order issues.

According to a CNBC report, the new tool – “Manage Your Customer Engagement” – will not allow for spamming customers with promotional emails. Only customers who have elected to follow a specific company will receive emails. 

Businesses will also not be able to access individual customer’s private details like names or email addresses. But, Amazon will inform brands about the number of consumers who have opted-in and will track click-throughs to product pages and purchases made through the email. The feature will be available only to sellers registered to Amazon’s Brand Registry program. 

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