How to make an Amazon insert card that follows the rules

You want to put a card in the box so buyers come to you first when something's wrong, and maybe tell you how the product's working out. You can. Amazon allows insert cards.

Step 1: What to print on the card

A typical insert card front looks something like this:

• Thank-you and brand name: one line is plenty.
• Usage info: setup steps, care tips, warranty details. That's what buyers need when they open the box.
• One feedback invitation: the same for every buyer, with no mention of stars or positive reviews.
• QR code plus one line saying what scanning does, like "report a problem or tell us how it went."

Step 2: Where the QR code should lead

Point it at your own support or feedback page, where buyers can report a problem or share how it's going. Don't point it at a product page on your own store, a discount page, a store on another marketplace, or a form that only collects good reviews.

Step 3: What the page behind the QR code should and shouldn't do

Someone scanning might have just set it up and love it, or might've found a screw missing. The page should treat both the same:

• Do: show every buyer the same page and the same questions; let them report missing parts, damage, or setup trouble directly; send responses somewhere you'll see them quickly.
• Don't: ask about satisfaction first, then send happy buyers to review on Amazon and keep unhappy ones on your page; show discount codes, coupons, buy buttons, or links to your own store; mention any reward tied to a review.

That page is what Aftermesh builds: you write the care page and it gives you the QR code for the card. The buyer scans it, reports a problem or leaves feedback in his own language, and sees an invitation to review. Responses show up in your dashboard, and there's no Amazon account to connect.

What shouldn't go on an insert card?

These are the lines sellers most often add without thinking, with what to write instead:

• Don't write "Happy? Leave a review. Problem? Contact us." That's review gating. Write the two separately, for everyone: "Questions? We're here to help." and "We'd love to hear about your experience."
• Don't write "Review us for a free gift," "cashback for your review," or "a discount on your next order for a review." It counts whether or not you ask for a positive one. Just say thanks, with no strings attached.
• Don't write "Contact us before leaving a review" or "talk to us before you leave a bad one." Write "Questions? We're here to help," with no mention of reviews.
• Don't print discount codes, "buy direct and save," or links to your own store or another marketplace. If buyers want to reorder or buy accessories, point them back to your Amazon store.

Asking for positive reviews and offering incentives for reviews are named directly for package inserts in Amazon's review policy:

Routing negative reviews to yourself and positive ones to Amazon is on the same violation list:

Asking buyers for a review is allowed. Page 9 of the same document says:

The fourth one matches this example in the Seller Code of Conduct:

Check this before you print

• Does every line read the same to a happy buyer and an unhappy one?
• Is anything tied to a review: a gift, cashback, a giveaway entry, a future discount?
• Any discount codes or links to your website, your own store, or another marketplace?
• Scan the QR code with your phone. Does it open your support or feedback page, with no buy buttons or offers?
• Do happy and unhappy buyers take the same path on that page?
• If a factory or agency prints the card, have you seen the final artwork and checked it against this list?

Frequently asked questions

Does Amazon have an official insert card policy?

There's no dedicated insert policy page. Inserts fall under the Customer Product Reviews Policies, whose scope includes "shipping box and package inserts"; the Seller Code of Conduct applies too.

Can my insert card ask buyers to leave a review on Amazon?

Yes, in the same neutral words for every buyer, like "We'd love to hear about your experience on Amazon." Don't say "positive" or "5-star," don't attach a reward, and don't show it only to happy buyers.

Can I include a small free gift in the package?

Yes, as long as it has nothing to do with reviews. The card can't say "review us and get this" or "claim your gift after you review."

My factory or agency prints the cards. Who's responsible if something's wrong?

You are. Amazon's "seller" includes your business partners, employees, and third-party partners. Get the final artwork from them before printing and run it through the checklist below.

Related: Free insert card templates (print-ready PDFs) · Amazon insert card examples: templates by purpose ·How to deal with negative reviews on Amazon · Buyer-seller messaging: what you can actually send · What are bad reviews costing you? — free calculator