Amazon Insert Card Guide 2024: Design Examples, Rules & More

TL;DR

• Make buyers feel special after the purchase with good packaging or product inserts.

• Product inserts share instructions, thank yous, or brand info while following Amazon's strict rules.

• Have your supplier print and add inserts, or do it yourself for self-fulfilled orders.

• No review requests, incentives, or manipulative language; keep it neutral and helpful.

• You can include thank-you notes, instructions, warranty details, or QR codes but avoid anything that pushes reviews.

• If writing inserts seems tricky, we’re here to help design one that keeps Amazon happy and customers satisfied.

Amazon sellers put so much energy into convincing customers to buy their products, but once the sale is done, what happens next? What about the people who’ve already bought from you? Shouldn't they feel special too? One easy way to do that is with killer packaging—something that makes customers feel like they’re unwrapping a gift, not just opening a product.

But if you’ve already got your packaging sorted or don’t want to drop a ton of cash on it, there’s another move: product inserts. Now, creating a product insert and creating one specifically for Amazon are two different beasts. Amazon has a whole list of rules on what you can and can’t do—including insert cards.

In this blog post, we’re going to discuss everything you need to know about creating Amazon-compliant inserts, plus we’ll throw in a few examples to help you get started. Let’s make your paying customers feel like VIPs!

Quick guide

• What are Amazon product insert cards?

• How to add Amazon product inserts into your packaging?

• Rules for adding Amazon product inserts into your packaging

  • No incentives for reviews

  • Keep it neutral with review requests

  • QR codes and links are allowed, but follow the rules

  • Customer service must stay on Amazon

  • Asking for feedback? No pushing customers one way or another

• So...what can you include in a product insert?

  • Thank you message

  • Instructions and user guides

  • Brand story or mission

  • Customer support information

  • Warranty Registration

  • Product tutorials or how-to videos

  • Social media links

  • Care instructions or product maintenance tips

  • Safety warnings or compliance information

  • Exclusive offers (WITHOUT review requests)

  • Product manual QR codes

  • Promote cross-selling

• Our favorite Amazon insert card designs

What are Amazon product insert cards?

Amazon product insert cards are small pieces of paper or cards that you slip inside your product packaging. They are like a thank-you note, a quick guide to using the product, or a subtle way to stay connected with your customer.

But here’s the thing: on Amazon, you can’t just toss in any message you want. Amazon has rules, and these rules are strict. No, asking for reviews in a shady way, no directing customers off-Amazon to buy elsewhere, and no bribery. These inserts should be used to enhance customer experience, not as a sneaky marketing tactic.

How to add Amazon product inserts into your packaging?

Once you’ve got your design finalized (don’t worry, we’ll cover how to create it later), just download the file and send it to your supplier. They’ll take care of the printing and placing them inside your packaging for each product. Be sure to tell your supplier to put an insert in every single package—you don’t want this part getting skipped.

If you’re handling fulfillment yourself, it’s even easier. Use a local print service, get your inserts delivered to you, and make it a habit to add one to each order before shipping it out. Quick, painless, and gives your customers a little extra something.

Rules for adding Amazon product inserts into your packaging

#1: No incentives for reviews

Example: You can’t say, “Leave us a 5-star review, and we’ll send you a discount code for your next purchase.” That’s against Amazon’s rules, plain and simple. Offering anything—gift cards, free products, or refunds in exchange for a review—will put your account at risk.

#2: Keep it neutral with review requests

You can ask for reviews, but it has to be neutral. Example: “We hope you love our product! We’d appreciate it if you could leave a review to share your experience.” This is okay. However, you can’t say, “If you’re happy with the product, leave us a positive review.” That’s cherry-picking and Amazon won’t allow it.

#3: QR codes and links are allowed, but follow the rules

Yes, you can include QR codes that link to your website or social media, but they must not direct customers away from Amazon for purchases or reviews. Example: A QR code that links to your warranty registration page is fine. However, if that QR code leads to a site where customers can make purchases or get discounts, Amazon’s not going to like that.

#4: Customer service must stay on Amazon

Example: Let’s say a customer has a problem. You can’t include a message like, “If you have any issues with your order, contact us via email or on our website instead of Amazon.” Amazon wants all customer service-related communication to happen through its Buyer-Seller Messaging system.

#5: Asking for feedback? No pushing customers one way or another

It’s okay to ask for feedback, but you can’t guide customers toward a positive review or tell them to contact you first if they’re unhappy.

Example: “Let us know if you’re unsatisfied before leaving a review” is not allowed because it tries to prevent negative reviews. Keep it neutral: “We’d love to hear your thoughts on the product.”

So...what can you include in a product insert?

1. Thank you message

A simple, genuine thank you note goes a long way. You can say something like, “Thank you for choosing our product! We appreciate your support.”

2. Instructions and user guides

Offer clear instructions on how to use, maintain, or care for the product. Include any special tips for getting the most out of the item. This is especially helpful for tech gadgets, beauty products, or kitchen tools.

3. Brand story or mission

You can share a bit about your brand's journey, your mission, or your values. Keep it short and engaging.

Example: “We’re passionate about creating eco-friendly products to make the world a better place.”

4. Customer support information

Provide a way for customers to reach out if they need assistance, but without violating Amazon’s rules.

Example: “For product questions or issues, contact us via Amazon’s messaging system.”

5. Warranty Registration

If your product includes a warranty, provide a link or QR code for customers to register. Just ensure there’s no incentive or push for reviews tied to this registration.

6. Product tutorials or how-to videos

Include a QR code or link that leads to product tutorials, how-to videos, or setup guides. This helps users get more value out of your product. Just ensure the QR code doesn’t lead to external purchasing options.

7. Social media links

You can add links to your brand’s social media handles (Facebook, Instagram, etc.) to build a relationship with your customers. However, you cannot push customers to leave reviews or direct them to buy from external sites.

8. Care instructions or product maintenance tips

Help your customers make the most of your product by including care instructions or maintenance tips. This is particularly useful for clothing, furniture, or any items requiring regular care.

9. Safety warnings or compliance information

For products that require safety instructions or compliance details (like electronics or cosmetics), include any necessary warnings to ensure customer safety.

10. Exclusive offers (WITHOUT review requests)

You can mention upcoming sales, new product launches, or exclusive offers, but make sure not to tie these offers to any review requests.

11. Product manual QR codes

If your product has a detailed user manual or technical guide, a QR code that links to it is completely fine, as long as the content remains compliant.

12. Promote cross-selling

You can subtly introduce your other products by mentioning them on the insert or even adding a QR code that links to your Amazon storefront. However, keep the tone neutral.

Our favorite Amazon insert card designs

Source for all images displayed below: Etsy and Pinterest

See you next week!

We hope these designs give you a solid starting point. But let’s be real—writing for product inserts can be trickier than it looks. For instance, you might think it’s okay to ask for reviews by saying, “Hey, if you loved this, tell us with a 5-star review.” Nope. That’s exactly the kind of thing Amazon hates. One misstep and your insert could get flagged, putting your account at risk.

If you’re unsure, don’t sweat it. Just hire our Amazon consultancy services. We’ll help you design a product insert that not only keeps Amazon happy but also leaves your customers with a smile.