How To Blacklist Your Amazon Unsubscribed Customers

Greg MercerAmazon Policies, email best practices6 Comments

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“Your Message to a buyer could not be delivered”

Uh oh.  What’s this?

Before worrying, let me explain what’s going on, how it affects you, tell you what to do next and answer your questions.


If you sell a decent volume on Amazon,  you have probably received an email from Amazon that looks like this:

In short, Amazon now gives the buyer the ability to opt out of messages from you.

If you want the full details straight from the horse’s mouth, here you go:

Why I Believe This Is A Good Thing

Whenever Amazon changes something, I always hear from sellers things like “Another way Amazon is trying to screw over sellers” or “this isn’t fair” and blah blah blah other complaints.  That’s very short term thinking from a seller’s perspective as it behooves us to have Amazon thrive for years to come. At the end of the day, I think this is actually a GOOD thing and I’ll explain why.

First, I’m not a lawyer but in my opinion, Amazon was violating a national law called the CAN-SPAM Act.  In this law set by the Federal Trade Commission, it states commercial emails must include a mechanism for opting out, which Amazon didn’t include.  

Through Jump Send, we did include an opt-out link, however, that would only pertain to emails sent through Jump Send, not if a different seller sent the same buyer an email through a different method.  I don’t want Amazon emails to get in trouble (selfishly because I just want to continue to ask buyers for reviews) with the FTC so I’m glad they became compliant, a mere 8 years after the law was passed 🙂

Second, and more importantly to me, the worst thing Amazon could have done was either a) no longer allow buyer-seller communication or more likely b)no longer allow sellers to ask for reviews or feedback through the messaging system.  I’ve been worried for years that they would opt for option b so I was really happy to see that they instead just gave the buyers the ability to opt out of these types of emails.

Personally, I believe this was long overdue and in my opinion, I think we’ll now be able to continue to ask for feedback and reviews for years to come without worry that Amazon will make us stop.

What To Do Next

Ok, so we know that 1) Amazon now allows customers to opt out of emails and 2) We’re getting a bunch of annoying emails from Amazon that tell us our message wasn’t delivered.

If you want, feel free to do nothing.  No, you will not get in trouble if you continue to do what you’ve been doing and sending out emails.  Amazon has made this very clear in their buyer-seller messaging FAQ’s here.  

We’ve built a system inside Jump Send so you can automatically forward these emails from gmail (or other email providers) so that you no longer automatically send them messages.  This solves two problems:

  1. You no longer have these bounce back emails from Amazon clogging up your inbox
  2. You don’t have to worry about Jump Send trying to send emails to these people

One other small benefit is Jump Send is going to soon show a metric that shows what percentage of your customers have opted out of emails.

It is a very simple process to set up a blacklist so that any customer who opted out of email campaigns will be removed from any future Jump Send emails.

Following these steps will prevent any emails going to customers who have opted out of receiving email messages.


Here’s a video on how to set it up: 

Here are the steps broken down: 

1.     Go to “Campaigns” in Jump Send:

2.     Get your unique Jump Send seller email address

3.     Set up a new forwarding address in Gmail

Setting up email forwarding in gmail

4.     Verify your forwarding address with the Jump Send confirmation code.

get your confirmation code

verify confirmation code

5.     Create a filter so that all emails go to the black list email.

create a new filter in gmailfilter settings 

If you have any additional questions on this, or need help setting up the filters, please don’t hesitate to email us [email protected].

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Comments 6

  1. Thanks for the info, I have had it set up for awhile now. Is there any way to not get the bounce emails sent to me? Thanks.

    1. Hey Greg,

      Sure, the steps at the end of this article show how you can use Jump Send to set up a forwarding address and use filters to stop these bounce emails clogging up your inbox. You can’t stop Amazon sending these, so this is the best way to organize them!


  2. I’ve actually experienced a negative effect from this email change.

    My product is packed well but can still occasionally break during shipping. My email thread specifically asks the customer about this, essentially “did your product arrive safely, if not please let us know”. It let customers know that if it did break during shipping, we were going to do everything to make it right.

    Now because of this update many customers are no longer receiving that crucial email. Where do they go to complain that the product arrived broken? You guessed it, to the product reviews.

    I’ve been able to get some of these reviews removed but not all of them, and our product review score has dropped. I’m still keeping an eye on it all.

  3. This is garbage. I thought the whole point of Jump Send was to have an autoresponder email service for contacting customers after a purchase to get them to leave a review. Now you’re saying this is a good thing. Hypocrisy

    1. Hi Patrick,

      That is still the main reason to use Jump Send’s automated email campaigns and they still work. The only thing Amazon did when this was posted in 2017 was allow buyers to be able to opt-out and unsubscribe from unsolicited emails. It is required by law so it’s a good thing that sellers aren’t breaking the law unknowingly. This is designed to protect sellers.

      Most buyers will still be able to get your Jump Send emails.


  4. Would it be ok to send customers that opted out an [importent] email with something that is realy important to complete the purchase and then in this email massage to request a review ?

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