What your insert card's QR code is allowed to lead to

Before we get into it: plenty of sellers ask whether a QR code can go on the card at all. This guide already answered that one. Here we're dealing with the other half — the page the code opens. That's where most of the risk sits, and almost nobody writes about it.

The happy/unhappy split is the one design Amazon names

You've seen the page. How did it go? Tap the smiley face and you get a link to the review page. Tap the sad face and you get a support form.

Nobody was bribed. Nobody asked for five stars. Every word on it is polite. And it's the exact thing Amazon's review policy describes — twice.

"A different feedback mechanism" — that's your support form. Amazon isn't describing a seller who buys reviews here. It's describing a routing rule: negative this way, positive to Amazon.

Tone doesn't save it. What counts is where the page sends people:

One question settles it before you build anything: does any answer change what the buyer sees next? If it does, that's the mechanism. If everyone lands on the same options, your question is just a question.

Worth knowing what you're walking into, too. Here's a buyer on Amazon's own seller forum, talking about insert cards:

About that email field

People get this one wrong in both directions, so here's the line.

The section of the Seller Code of Conduct that covers customer data opens by narrowing its own scope:

That first sentence is about the data Amazon hands you to ship an order. An email a buyer types into your own form isn't that. Anyone telling you otherwise is reading a sentence that says to fulfill orders as if those three words weren't there.

Two other things in that same section have no such limit. The heading, first:

Then a violation example that names the mailing list itself, without saying where the address came from:

Nothing on the page can finish a sale

This rule is wider than the two examples people usually quote from it, and its heading is the bluntest sentence in any of the three documents:

So: no discount code for a repeat purchase, no "buy direct next time", no store link in the footer, no bundle offer. The insert-card version of this is already a named violation — "Seller A provides a card in the product package informing the customer that they can get cashback or a lower price by placing an order through a third-party website" — and moving the same offer one scan further out doesn't change which sentence it matches.

Notice how wide "any external website" reads, though. Every named example is about diverting a sale, which is why most sellers read the rule narrowly — but that narrow reading is your inference, not Amazon's wording. Your landing page is an external website. That tension runs underneath this whole topic and the rules page covers it in full.

Your support email doesn't belong on the page

A QR code is unaddressed. An email address isn't — and it doesn't get treated differently for sitting on a web page instead of a card:

The example turns on after-sales service through off-site contact. A form that submits on the page answers the same buyer without matching it. So does a line pointing them back to Your Orders.

An Instagram handle under "Follow us" is a different argument — there's no support framing on it at all. This page can't settle that one, because Amazon hasn't written it down either.

What's actually left

Take out the four named items and the page still does the job you printed it for:

• Warranty registration or product registration.
• Setup instructions, manuals, sizing charts, assembly video.
• A support request form, reachable by everyone, that submits to you.
• Safety or recall information.
• A neutral invitation to share an experience on Amazon — same wording rules as on the card, covered in insert card examples.

Walk the page yourself before you print

Printing is the step you can't undo. The page is editable forever; ten thousand cards pointing at it aren't.

1. Does any buyer answer change what the page shows next? Remove the branch — not the question.
2. Is there a review link only some buyers reach? Same problem, one layer down.
3. What happens to an address someone types in? Solving this buyer's problem: unaddressed. Adding them to a launch list: violation example.
4. Can anything on the page complete a sale? Coupon, store link, bundle, "order direct" — all §1.2.7.
5. Is support framed as off-site contact? A form isn't. A printed address and handle are the example.
6. Who built the page? An agency's template is your account's exposure.
7. Is the QR code in your listing images? That's the exact context of the one QR violation example Amazon publishes. Keep it on paper, inside the box.

And before you invest much in any of it, here's a seller who tried the standard version, in his own words:

If a tool or an agency built it

Funnel builders ship with defaults, and in this category the default is usually the branch from section one. The enforcement text doesn't care who configured it:

Open the page on your phone. Answer it as an unhappy buyer. See whether you get something different from what a happy buyer gets. That's the whole audit, and it takes a minute.

Frequently asked questions

Where is my insert card QR code allowed to send people?

Amazon has never published anything that permits or forbids a QR code pointing to your own support, warranty, or feedback page. That part is unaddressed. What is addressed is what the page does once it opens — four things on it are named in Amazon's own documents: filtering buyers by how satisfied they are, using collected contact details to promote products, anything that moves the next purchase off Amazon, and off-site after-sales contact details.

Is it against Amazon's rules to ask how satisfied a buyer is before showing the review link?

Yes, if the answer changes what they see next. Amazon's review policy prohibits sellers from "ask[ing] customers to send negative reviews to you and only write positive reviews on Amazon", and names as a violation "a seller diverts negative reviews to be sent to them or to a different feedback mechanism, while positive reviews are sent to Amazon". Happy buyers to Amazon, unhappy ones to a contact form — that's the arrangement, no matter how politely the question is worded.

Can I collect email addresses on the page my insert card links to?

Collecting them isn't addressed by any policy text you can quote. Using them is. The Seller Code of Conduct section that covers this is titled "Do not contact customers except through Buyer-Seller Messaging", and its violation examples include "Seller C saves the contact information of customers who bought products before to use when promoting new products." The list you build for your next launch is the part Amazon wrote about — not the form field.

Can I put a discount code or a link to my store on the landing page?

No. The Seller Code of Conduct says you "may not provide links or messages that prompt users to visit any external website or complete a transaction elsewhere", under a heading that reads "Do not attempt to circumvent the Amazon sales process". A coupon for a direct repeat purchase is the clearest possible example of what that rule describes.

Can the page show my support email or social handles?

Amazon names this one directly: "Seller B leaves their email or social media account to let the customer know that after-sales service can be provided through off-site contact." A support form that submits on the page does the same job, and so does a line telling the buyer to message you from Your Orders. Neither one matches the example.

Am I liable if an agency or a tool builds the landing page for me?

Yes. Amazon defines "seller" to include all the seller's business partners, employees and 3rd party partners, and says their infractions "will result in enforcement actions, even if they happened without your knowledge or consent". If a funnel tool builds the page, its default template is your compliance position.

Related: Are Amazon insert cards allowed? Rules for QR codes and feedback requests · Insert card examples — copy-ready wording, sorted by risk · The Request a Review button: the one review request that never touches a landing page · Where Amazon's review and insert rules are actually written