Using Product Inserts on Amazon to Increase Customer Engagement

Guest Article by AMZ Advisers

AMZ Advisers is a digital marketing and eCommerce agency specialising in the Amazon marketplace. Their team helps brands unlock sustainable growth on Amazon through account optimisation, performance management and content-led strategies.

Why the Unboxing Experience Matters

For many shoppers, the moment a parcel arrives is just as important as the product inside. The rise of the “unboxing” trend in the early 2000s — fuelled by platforms such as Unbox.it and Unboxing.com — highlighted just how powerful that first physical interaction can be.

Since then, brands have rethought how they use packaging to build stronger customer relationships. One of the most effective tools to emerge from this shift is the product insert.
Used correctly, product inserts can enhance the unboxing experience, reinforce your brand and drive meaningful engagement — even within Amazon’s strict guidelines.

What Are Product Inserts?

Product inserts (sometimes called packaging inserts) are small cards or flyers placed inside a parcel before it’s delivered. They’re commonly used to:

• Thank customers for their purchase

• Encourage repeat purchases

• Cross-sell or upsell other products

• Share promotional offers

• Provide helpful product information

Over time, product inserts have become a popular and cost-effective way for Amazon sellers to build loyalty and stay connected with customers — particularly for those using Fulfilment by Amazon (FBA).

Why Product Inserts Are So Effective on Amazon

Amazon actively encourages sellers to improve the customer experience, but it tightly controls how sellers communicate with buyers.

In 2017, Amazon allowed customers to opt out of third‑party seller emails. Today, around 31% of Amazon customers have opted out, and typical email open rates sit at around 30%. In practice, this means many sellers reach only 20% or fewer of their buyers via email.

Product inserts solve this challenge. Every parcel delivered becomes a guaranteed touchpoint — as long as you stay compliant with Amazon’s Terms of Service.

Done well, inserts help you:

• Reach 100% of customers

• Strengthen brand recognition

• Encourage repeat purchases

• Reduce the risk of negative reviews

Who Can Use Product Inserts?

Only Professional Sellers are permitted to include product inserts.

Amazon sellers typically operate under one of two fulfilment models:

Fulfilment by Amazon (FBA)

• Amazon stores and ships your products

• Inserts must be added before inventory is sent to Amazon’s warehouse

• Packaging must meet Amazon’s strict guidelines

Fulfilment by Merchant (FBM)

• You handle fulfilment directly

• Inserts can be added to each parcel as orders are dispatched

• More flexibility, but the same compliance rules apply

Tip: Branded packaging is also required for Amazon Brand Registry, so it’s important to plan your packaging and inserts together.

Packaging Strategies That Support Better Inserts

Your insert will be far more effective if it’s supported by a strong overall packaging experience.

1. Protect the product: Your packaging is the first physical impression of your brand. Using the right size and materials helps prevent damage and avoids unnecessary returns.

2. Choose sustainable materials: Recyclable or eco‑friendly packaging resonates strongly with customers and reinforces brand trust.

3. Make your brand visible: Clear branding on both the product and packaging reassures customers they’ve bought from a professional, reliable seller.

A positive unboxing experience makes customers far more receptive to whatever message your insert delivers — whether that’s feedback, education or a repeat purchase.

Amazon‑Prohibited Product Insert Practices

Amazon takes customer trust seriously, so there are clear rules around what product inserts cannot do.

You must avoid:

• Diverting customers away from Amazon: Offering discounts or incentives that push customers to external websites is prohibited.

• Using unauthorised business names: Inserts must use the exact business name registered on Amazon and cannot include domains such as “.com” or “.net”.

• Misusing customer data: Sellers must never personalise inserts or use customer names, phone numbers or addresses.

Failing to comply can lead to listing suppression or account suspension — so it’s essential to stay within the rules.

What You Can Do With Amazon Product Inserts

When used correctly, product inserts remain a powerful engagement tool. Amazon‑compliant options include:

• Promoting other products within your Amazon catalogue

• Highlighting limited‑time offers that link back to Amazon

• Asking customers about their satisfaction and directing them to Amazon’s order page for support

• Including clear usage instructions or care tips

• Encouraging customers to share photos of your product on social media (without directing them off Amazon)

These approaches focus on customer experience first — which Amazon actively supports.

Product Insert Tips and Best Practices

Different inserts serve different goals. Popular options include:

• Discount offers – Encourage repeat purchases or introduce customers to other products

• Product samples – Include a small sample of another item in your range

• Thank‑you cards – A simple gesture that improves satisfaction and brand perception

• Review prompts – You can ask for a review, but never specify what review to leave

To maximise impact:

• Use brand‑consistent colours and fonts

• Keep instructions clear and easy to follow

• Avoid clutter or oversized text

• Create genuine value, not pressure

• Add time‑limited offers where appropriate

Ultimately, product inserts should enhance the customer experience — not interrupt it.

Why Product Inserts Are Worth the Effort

Product inserts give Amazon sellers a rare opportunity to exceed expectations at a relatively low cost. Think of them as a small surprise inside the parcel — a personal touch that turns a one‑off order into the start of a longer relationship.

When the parcel is already on its way, it’s an opportunity well worth taking.