4 Ways To “Wow” Your Amazon Customers

Greg Merceremail best practices, Popular12 Comments

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Customer service is a vital double-edged sword for your business: it can help you cut through the clutter of competition if executed well, or it can undercut your business if it is poorly executed.

Which would you prefer?

With the uniform marketplace nature of Amazon’s website, there is little that can differentiate you from your competitors based on appearance—all product pages look the same.

However, once you have successfully earned a sale, you have work to do. Of course, take some time to do your little touchdown dance and enjoy the sale. It’s a nice feeling.


But now down to business. It is not enough to just send a cursory, “Thanks” email any more. In fact, I would venture to guess that less than a quarter of sellers have any follow up sequence in place, so even if you send the briefest “Thank You” email, my hat is off to you.

But if you really want to be a Top Seller, aiming to build a high volume in annual revenue, you MUST be unforgettable in your customer service. Sending emails is the only way that you can express your appreciation for your customers. In this post, I am going to share five tactics that are remarkable ways to show your gratitude for customers.

1. Educate Your Customers


Teaching your customers about your product, or topics related to your products, is a win-win scenario: customers feel like they are getting more value than they anticipated, and you as a seller ensure that they use and understand the product more deeply, therefore increasing the likelihood of having a happy customer.

How can you educate your customers?

There are numerous ways, whether ebook, infographic, instruction manual, recipes, or more. Here are a few examples of how some Amazon sellers educate customers:

Like this simple ebook:


or this recipe book:


These added value products also help increase conversion rates at the point-of-sale as well.

I like to send these documents immediately after confirming a sale, and sometimes I even include the document again to ensure that it was received and used.

When considering what type of content to put together as an educational resource, I ask myself some of the following questions:

  • Do my customers need to learn how to use the product properly? For example, if I were selling yoga straps, I would want to include an infographic or series of photos on how to do various stretches
  • Could my customers extract more value, or have a better experience, with some education? For example, if I’m selling a food processor, can I include some popular and easy recipes?
  • Are there additional materials that I can include that can complement their new product experience? For example, if I sell coloring pencils, are there simple pictures that I can include that the customer could print out and use? This is a great way to upsell other complementary products in your product line.

#2. Offer A Surprise Upgrade


Have you ever wearily boarded a plane, dreading the prospect of being squished in the middle seat for 7 hours, only to be upgraded to business class? Well, I have not had that experience, but it sounds friggin awesome!

Now imagine that you can give that same delightful thrill to your Amazon customers. Sounds intriguing, right?

Think about what you can do with your product that would create a remarkable experience for your customers. For example, one product that I sell is bamboo marshmallow sticks. I could hypothetically send some accessories for an incredible s’mores experience, like marshmallows, or Hershey’s chocolate bar, or graham crackers. Each of those are relatively inexpensive, but would create a nearly priceless memory for a family sharing the magic of a campfire s’mores.

#3. Give To A Charity


In the case study in which we launched Jungle Stix, we also donated all of the proceeds to the nonprofit, Doctors Without Borders. The circumstances may be different for you, as we were running the case study as a learning exercise and not trying to turn a profit. However, there is a wonderful growing trend called “Cause Marketing” that ties for-profit businesses with social missions.

TOMS shoes is perhaps the most famous innovator in this respect, creating the Buy One, Give One model where every shoe purchased also means a donation to a child in need.

However, you do not need to donate the entirety of your profits, or give away a free unit of your product to a charity. Even just a small portion of your profits can go a long way in helping other organizations, including yourself. More specifically, I meant that you will be generating good will and inspire your customer base. That is a wonderful dynamic that can truly pay dividends in word-of-mouth and customer loyalty towards your brand.

#4. Offer A Discount (and get incremental sales)


Perhaps the easiest way to wow your customers is by offering sending a discount on subsequent purchases. This strategy will be a pleasant surprise to the recipient, and also offer an incentive to purchase your product with a follow-up purchase.

Executing this strategy is also incredibly simple and straightforward. In Jump Send, you can easily drop in coupon code in a follow-up email that the customer can use later.

If you only have one product that you are selling, you can include the coupon code in the email and ask your customer to forward it to any friends or family who would also appreciate the discount.

What Is Your Move?


Like I mentioned at the top, any post-purchase act that creates a “wow” moment is a good thing for you as a seller. It astounds me to see how few of my many Amazon products don’t have any follow up acknowledging gratitude for my purchase. I’m not asking for anything crazy, but just a simple thank you goes a long way.

What do you do to stand out as a seller with solid customer support? Please drop your thoughts in the comments section, I would love to hear your thoughts!

Most important to make it a personal outreach. Just because you have the ability to reach customers with a mass email, doesn’t mean that you can remove the

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Comments 12

  1. Hello Greg,

    thank you for sharing tips with us. I am just concerned with your 4th tip. Isn’t promoting through Amazon email system against rules?

    Best regards,

    1. Hi Jani,

      Glad that you enjoyed the article. It is within Amazon’s TOS to send follow up email campaigns, and encourage customers to leave honest feedback, you just can’t incentivize reviews by offering discounted products in exchange for the review. I hope that helps!


      1. Is there a limit to how many times a buyer is allowed to be contacted by the seller?
        It would be two emails: One feedback request and one email asking for discount.
        Please advise?

          1. Hey Sara,

            Running discounts and offering coupons is still within the rules. The only thing you are not allowed to do is incentivize reviews in any way. That means offering a discount in exchange for a review.

            Customers who purchase a discounted product may still leave a review if they feel compelled to do so, but many sellers have reported that some organic reviews from a discounted product aren’t being approved by Amazon. This doesn’t mean you have broken the rules either, so long as you have not incentivized any reviews 🙂


  2. Thank you very much for your time to advice. I am wondering if the seller get customers’ address in order to send the gift.
    Once again, thank you for you great suggestion.

    1. Hi Akemi,

      It’s against the Terms of Service for deal websites to share customers’ details. If you want to send any additional content or a surprise upgrade it would need to be delivered with the product.

      Thanks for reading!

  3. Thought provoking ideas, which leads me to a couple of questions:

    1) The 1st idea of including a pdf or ebook with every sale. I have never seen this before and wondered just how Amazon felt about it, and if you have any data to suggest how well this works with your products.

    2) Your last idea was to include a coupon code in your email for a discount on one of your other products or for the same product the customer has just purchased. This seems like an obvious thing to do and something I have considered, but thought would violate Amazon’s TOS. Again have you actually done this (sorry if you can hear some scepticism)? I’m guessing you wouldn’t be able to ask for a review after doing this…..or do you? You would have to be careful, I would think.

    Really looking forward to your comments, and let me say that I always appreciate your ideas and practical advice. I always read through your “stuff”, as I always get something new out of it.


    1. Hey Grant,

      Thanks for reading & commenting.

      Including additional content with your product that will improve the customer’s experience and overall satisfaction is definitely not frowned upon by Amazon. So whether it’s an instructional ebook, recipes, infographic – anything that adds value for the customer is a bonus. We don’t have any data to back how this has improved sales or reviews right now but that’s a great idea for a future blog post. (Taking a note right now!)

      Your second point, offering a coupon code for a similar or the same product is not against Amazon’s TOS. Running discounts and offering coupons is still within the rules. The only thing you are not allowed to do is incentivize reviews in any way.

      Asking for a review after a purchase, whether it was discounted or not, is fine, so long as you don’t *require* those customers leave a review in return for a discount. You could even put something on an product insert to ask for a review. Ultimately, the decision to leave an honest review should always be in the customer’s hands & unsolicited 🙂

      Thanks for the kind words Grant, much appreciated.


  4. I have just launched my first product on Amazon using FBA and have a few sales but no reviews yet. Do Amazon send automatic email follow ups to the customer? I read on the seller’s forum that the customer gets three emails from Amazon and if the seller sends their own additional emails the customer may feel swamped by emails for the one purchase and it can have a negative affect?
    Glad of your thoughts as I need to do something to ramp up sales.

    1. Hey Mark,

      Amazon do generally send standard notifications to buyers (these tend to be confirmation of purchase, product dispatched etc). They don’t have any other information other than this and the order details from experience of buying lots of stuff on Amazon 😉

      Sending your customer’s emails as a seller allows you to go beyond this and add a layer of friendliness, added value and to make sure you are approachable. This can be just as much about preventing negative reviews and getting useful feedback from consumers as it is about generating positive organic reviews.

      Many Amazon customers don’t realise they are buying products from a small business, and it often pays off to make it known that you are a small business trying to produce the best products and provide an excellent service.

      As this post highlights, there are many ways you can delight your customers with an automated email campaign. So rather than making them feel ‘swamped’, try to add value and make them feel special!

      Thanks for reading & sharing,


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