How should sellers audit an Amazon package insert?
Review the physical insert as both a customer communication and product marketing asset before any unit is packed. Remove requests for positive reviews, incentives, refund-for-review offers, review gating, testimonials, personal contact details, and instructions that move sales or service outside Amazon.
Amazon’s current US guidance permits a neutral request for a review in a package card, but the wording must comply with product-review, seller-conduct, and communication policies. The insert must not ask only satisfied customers to review, encourage review changes, or connect any benefit to feedback.
Create an insert approval record
- Assign a unique insert version, marketplace, language, brand, ASIN group, print date, and approval owner.
- Capture every review request, customer-service instruction, QR code, URL, social handle, email address, phone number, coupon, warranty, and claim.
- Map product claims to current listing evidence and remove customer testimonials or unsupported health, safety, certification, and performance claims.
- Check that negative and positive customer experiences receive the same neutral review language.
- Confirm that replacements, refunds, gifts, discounts, warranties, or future benefits are not conditioned on a review or feedback.
- Preserve the approved artwork and supplier proof so obsolete versions can be blocked.
Control printing and inventory changeover
Approve the final rendered artwork, not only the copy deck. Scan each QR code and inspect all linked destinations, because a neutral-looking code can still divert service, sales, or review activity outside Amazon. Give the packer one controlled file and one effective date.
When a policy, URL, campaign, or support route changes, quarantine unused inserts and identify inventory already packed with the old version. Replace the insert before sending stock where practical, and document any marketplace-specific exception rather than assuming one approval applies globally.
Use a package-insert checklist
- Review language is neutral and does not request a positive rating or target satisfied buyers.
- No incentive, refund, replacement, gift, discount, or contest is tied to a review or feedback.
- No insert asks a buyer to change, remove, or contact the seller about a negative review.
- External contact details, off-Amazon sales prompts, and customer-service diversion are removed.
- Testimonials and unsupported product claims are absent from the insert.
- The printed version, links, marketplace, language, ASIN scope, and approval date match the record.
Scope and exceptions
A package insert can include legitimate product instructions, warranty information, or a neutral review request, but those elements remain subject to Amazon policy and applicable law. A message that is acceptable in one context can become non-compliant when paired with an incentive, selective routing, or an external contact path.
Review Amazon’s current [answers to questions about reviews](https://sellercentral.amazon.com/help/hub/reference/external/G201972160?locale=en-US) and [inappropriate product reviews](https://sellercentral.amazon.com/help/hub/reference/external/E8SYAZUBGVFBHCH?locale=en-US) guidance before printing. Recheck the affected marketplace when policy language or enforcement changes.
Related Amazon seller guides
- [Use Amazon Request a Review without policy risk](https://amazonmargincalculator.cloud/blog/amazon-request-a-review-policy-control)
- [Control Amazon Buyer-Seller messages before policy violations accumulate](https://amazonmargincalculator.cloud/blog/amazon-buyer-seller-messaging-compliance-control)
- [Build a critical response workflow for Amazon customer reviews](https://amazonmargincalculator.cloud/blog/amazon-customer-reviews-critical-response-workflow)