An Amazon insert card is a printed card placed inside the product packaging. The card meets the buyer at unboxing and routes one scan to a review request survey. The card carries a brand name, a QR code, a thank-you line and a call to action. Amazon permits the card when its wording stays unbiased, incentive-free and on Amazon.
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An Amazon insert card is a post-purchase touchpoint printed on cardstock and slipped into the package before the order ships. The insert card is also called a package insert, a product insert or a thank-you card. The touchpoint reaches every buyer of the SKU, since the card travels inside the shipping box rather than through an inbox. The wording on the card falls under the Amazon Product Review Policy and the Seller Code of Conduct. Every compliant card is built from a fixed set of contents.
An Amazon insert card contains five contents: a brand name, a thank-you message, a QR code, a call to action and a support route. The contents of the card are listed below.
Holding one core goal per card keeps the five contents readable and gives the card one purpose.
There are five types of Amazon package inserts based on the purpose the card serves. The types are the thank-you card, the product-care card, the warranty/registration card, the offer card and the review-request QR card.
Matching the insert type to the product experience gives every buyer one card that fits the order after delivery.
The Amazon insert card reaches the buyer after delivery at unboxing, while the Buyer-Seller Message reaches only the buyer who has opted in to seller contact. A Buyer-Seller Message is a permission-based text sent through Amazon’s messaging system, one order at a time. The insert card is a physical one-to-many message packed into every unit of the SKU. Both touchpoints sit under Amazon’s communication rules. The table below compares the two on shared dimensions.
| Dimension | Amazon Insert Card | Buyer-Seller Message |
|---|---|---|
| Channel | Paper inside the box | Text inside Amazon messaging |
| Reach | Every buyer of the unit | Opted-in buyers only |
| Timing | At unboxing | After delivery, on Amazon’s schedule |
| Direction | One-to-many | One-to-one |
| Best use | Neutral review ask for the whole batch | Support for a single buyer |
The card handles the review ask for the batch, and the message handles the support thread for one buyer.
An Amazon insert card turns a delivered order into a review by placing a scannable QR code in the buyer’s hands at the moment the product is unboxed. The mechanism runs in three steps. First, the buyer opens the package and reads the card. Secondly, the buyer scans the QR code with a phone camera. Thirdly, the scan opens a short survey that can guide the buyer to the review page on the marketplace. Each step keeps the request on Amazon and free of incentives. The scan is the step that decides the outcome.
After a buyer scans the insert card QR code, the phone opens a survey page that asks which store and product the order was for. The survey is a mobile web page hosted outside the package. When the seller has order validation turned on, the page asks for the marketplace order number and accepts an order only once. A buyer whose order number does not match an order on the account stops at that step. The survey then asks its questions and can guide the buyer to the marketplace review form. Scans reach the survey only after the card reaches the package.
An insert card gets into an FBA package at the factory or the prep center, before the inventory reaches an Amazon fulfillment center. Fulfillment by Amazon (FBA) is the fulfillment program where Amazon stores, picks, packs and ships the inventory. Amazon staff add no seller card at the pick-and-pack stage. The seller sends the finished card file to the packaging supplier, who prints the card and packs one insert in every unit. The sealed unit then ships to the fulfillment center with the card already inside. Getting the card into the box before inbound shipping is the reason sellers plan the insert with the packaging run.
Amazon sellers put insert cards in their packages to reach the buyer once, off-screen, at the one moment the product is in hand. There are four reasons for the card. The reasons are a neutral feedback request, fewer returns, brand recall and repeat business.
Reading the four reasons together shows that the card earns its place through the buyers who scan it.
The share of buyers who scan an insert card QR code is the scan rate, measured as scans per units shipped for one card version. Amazon publishes no scan-rate figure for package inserts. The scan rate rises when the QR code sits on the front face and the card is the only sheet in the box. The scan rate falls when the code shares a face with a discount block or a wall of text. A seller reads the true figure from the card version itself rather than from a category average. GetReviews does not report scans per card version, so a seller who wants to compare two versions connects each one to its own survey and compares the responses each survey collects against the units shipped with that version.
The package is the only off-Amazon touchpoint with a marketplace buyer because Amazon owns every other channel between the seller and the buyer. A marketplace buyer is a customer whose name, email and address stay masked from the seller under Amazon’s data policy. Buyer-Seller Messaging passes through Amazon’s system and Amazon’s templates. Advertising, the listing and the storefront all render on Amazon pages. The physical box leaves Amazon’s control the moment the carrier delivers it. What the card says inside that box is therefore the seller’s one unmediated line.
An Amazon insert card should say a thank-you, a neutral feedback request and a single next step, on one face of the card. The copy on the card is written in the brand’s voice and reads like a person wrote it. Short sentences and one action per card keep the copy scannable. A support line sends help requests through Amazon Buyer-Seller Messaging rather than to an outside email. The wording splits into allowed phrases and flagged phrases.
The wording allowed on an Amazon insert card is any neutral request for honest feedback that leaves the rating open. Allowed phrasing includes “Your feedback helps other shoppers”, “Tell us how we did” and “Need help? Message us through Amazon”. Amazon permits a thank-you, setup guidance, care instructions and a storefront pointer on the same card. Neutral wording never names a star count and never screens by satisfaction. The phrases that break neutrality are the ones that get a card flagged.
The phrases that get an Amazon insert card flagged are positive-review language, negative-review deflection and any incentive tied to a review. There are three flagged phrase groups. The groups are listed below.
Amazon files the first group under review manipulation and the second under review diversion. Removing all three groups leaves a card whose only remaining risk is where the QR code sits. See Amazon insert card rules and insert card examples for side-by-side wording.
The QR code should sit on the front face of the card, centered, with the call to action directly beneath it. The code prints at 2 cm (0.8 inch) or larger. A QR code is a two-dimensional barcode that a phone camera decodes into a web link. Placing the code on the same face as the thank-you line lets the buyer read and scan in one glance. Placing it beside a discount block puts review language and offer language on one face, which is the pairing Amazon flags. Quiet space around the code speeds the decode.
The GetReviews designer builds a 4 × 6 inch (102 × 152 mm) postcard, which fits a poly bag or a larger box, and a 3.5 × 8.5 inch (89 × 216 mm) slim card for narrower packaging. The stock is 14 pt to 16 pt cardstock. The shape stays rectangular with square or rounded corners, since die-cut shapes snag in automated packing lines. Cardstock at 14 pt or thicker keeps the QR code flat and scannable after transit. Matte stock scans faster than gloss under a phone flash. Whichever size the box takes, the card’s copy can still carry a discount line, a warranty term or a registration page.
Yes, an insert card can mention a discount, a warranty or product registration, as long as none of the three is tied to a review. A discount sits on the opposite face from any feedback line and is framed as a reorder incentive for the next order on Amazon. A warranty line states the coverage term and routes claims through Amazon Buyer-Seller Messaging. A registration page collects the serial number and skips email capture as a condition of coverage. Separating each mention from the review request keeps the card inside policy.
The GetReviews Amazon Insert Card Designer includes six components that carry a card from layout to printed scan. The components are two layout sizes, brand styling, editable card copy, a QR code linked to a survey, an order number check on the survey and a download for printing. The designer is a browser tool. The tool builds the card and the QR code in one flow and connects the code to a survey the seller has already set up.
The layout is the size and style of the printed card, and the designer offers a Basic and a Standard style in a 4 × 6 inch postcard size and a 3.5 × 8.5 inch slim size. A 4 × 6 inch card fits a poly bag or a larger box, and the slim card fits a narrower package.
Sellers pick the layout that fits the packaging, then design one card per layout.
Brand styling is the logo, the background color and, on layouts that support one, a background image. The logo uploads with a transparent background so it sits cleanly on the card, and a seller can reuse a logo already saved on an existing survey.
The card looks like the brand’s own packaging instead of a generic sheet.
The headline and subtitle are the two lines of card copy, with a plain default of “Thank You” and “Please share your experience with us!”. A third field prints an optional web address or social handle. The designer does not review the wording, so the seller keeps it neutral and reward-free.
Keep the optional link field blank or point it at a non-commercial page, since an off-Amazon sales link breaks the compliant baseline described below.
The QR code opens the GetReviews survey the seller connects to the card. One code belongs to one survey, and one survey can cover a group of products. The survey asks the buyer which store and which product the order was for, so a single card design can serve a group of products.
The designer previews the code on the card as the seller picks the survey. See QR code review software for how the survey behind the code works.
The order number check is a survey step that asks the buyer for the marketplace order number before the survey continues. When order validation is turned on for a marketplace, the order number must match an order GetReviews already has for that account, and each order number works once.
Sellers use the check to keep answers tied to real orders. It is a survey setting the seller controls, and it sits on the page the scan opens rather than on the card.
Download and print is the last step of the designer, where the finished card downloads as an image file. The page then links to a suggested print service, and a seller can instead send the image to the packaging supplier who prints inserts.
Ask the supplier for its file requirements before a large print run, and print one proof first to confirm the QR code scans.
Running the six components in one flow takes a seller from a blank layout to a printable card without a separate design tool.
Set up a survey, add your logo and colors and download a card that is ready to print. Start with a 14-day free trial.
Design an Amazon Insert CardThe Amazon rules that govern insert cards are the Product Review Policy, the Seller Code of Conduct and the Communication Guidelines. Amazon publishes no standalone insert card policy; the three documents apply to any communication with a buyer, including paper in the box. The Product Review Policy bans a request for a positive review and any incentive for a review. The Seller Code of Conduct bans any attempt to influence or inflate ratings, feedback and reviews. The Communication Guidelines keep support conversations inside Amazon Buyer-Seller Messaging. Wording that meets all three documents is the compliant baseline. See the Amazon review compliance guide for the full rules.
Insert card wording that meets Amazon policy is a gratitude line, an unbiased feedback ask and an on-Amazon support route. The compliant card carries no star count, no incentive and no off-Amazon sales link. Compliant wording treats every buyer the same, whatever rating the buyer intends to leave. It names Amazon as the place to review and the place to seek help. A card that adds a storefront pointer stays compliant, since the storefront is an Amazon page. Wording that leaves this baseline carries a penalty for the seller.
Sellers whose insert cards break the rules face a policy warning, review removal, listing suppression or account suspension, in rising order of severity. Amazon learns of a non-compliant card from a buyer report or a photo attached to a review. A first violation draws a warning and a request for a plan of action. A repeat violation removes the product’s reviews and suppresses the listing. A pattern of review manipulation suspends the seller account. Reprinting a compliant card is the fix, and a reprint carries a cost.
Amazon insert cards cost a per-card print price plus a software fee. There are three cost components. The components are print, insertion and software.
Print quotes come from the printer or packaging supplier, and GetReviews plan prices are listed on the pricing page. Weighing the three components against the card format is how a seller chooses what to print.
Choosing an Amazon insert card format is a three-step decision on channel, surface and scope. First, decide whether the card or the Request-a-Review message carries the review ask. Secondly, decide whether the QR code goes on a loose card or on the packaging itself. Thirdly, decide whether one generic brand card or one product-specific card goes into each SKU. The three comparisons are settled below.
Sellers should run both, since the card adds a physical touchpoint to the one message Amazon allows. The Request-a-Review message is Amazon’s built-in button in Seller Central that sends one templated review request per order between 5 and 30 days after delivery. The button costs nothing to print and carries no wording risk, because Amazon writes the message. The card reaches the buyer earlier, at unboxing, and repeats the ask the button sends later. Alone, the button is the lowest-effort option; together, the card and the button cover both moments. GetReviews automates the button. Sellers who run the pair then choose where the QR code is printed.
A printed insert card differs from a QR code printed on the packaging in the cost of a change. A card is reprinted; a box is re-tooled. A packaging-printed QR code is a code printed directly on the retail box or poly bag during the packaging run. The packaging code never gets lost in the box and costs nothing extra to insert. The packaging code also locks the wording and the link for the life of that box order. The loose card swaps wording, marketplace and survey at every print run. Brands with a stable SKU print the code on the box; brands testing wording or selling in several stores print the card. Either surface then carries a generic or a product-specific message.
A generic brand card differs from a product-specific card in how many SKUs one print run serves. A generic brand card is one design with the brand name and one QR code that fits every product the survey covers, and the survey asks the buyer to confirm which product was ordered. A product-specific card is one design per ASIN with its own care lines and its own survey and QR code. The generic card lowers print cost and adds one product-selection step for the buyer. The product-specific card raises the print count and puts the exact product behind every scan. Catalog size and marketplace count decide the choice, and they also decide which sellers use the card at all.
The Amazon sellers who use insert cards are three seller groups divided by who packs the box. The groups are FBA sellers packing at the factory, FBM sellers packing in-house and multi-marketplace brands that ship one SKU across stores. Each group is described below.
FBA sellers who pack at the factory are sellers whose supplier seals the card inside each unit before the inventory ships to Amazon. The factory insert removes any handling cost at the fulfillment center. The card is ordered with the packaging and printed in the same run. FBA sellers lock the wording months ahead, so a neutral message matters most for them.
FBM sellers who pack in-house are Fulfilled by Merchant sellers who add the card at their own packing bench for each order. Fulfilled by Merchant (FBM) is the fulfillment method where the seller stores and ships the inventory. The in-house insert allows a card swap at any time and a different card per order. FBM sellers can test two card versions in one week, each linked to its own survey, and keep the version that collects more responses.
Multi-marketplace brands shipping one SKU to Amazon, Walmart and TikTok Shop are sellers whose single packaging run reaches buyers on three storefronts. The card in that box carries one QR code. The survey behind it asks which store the buyer used and guides the buyer to that store’s review page. Amazon’s neutral wording rules govern the card text, since the same card lands in Amazon boxes.
Multi-marketplace brands print one card, let the survey do the routing and leave the rest of the unboxing experience to the packaging. See review software for Amazon sellers.
Besides the card, the Amazon unboxing experience is shaped by five adjacent pieces that start at the same QR code. The pieces are the survey page, the compliance status of the code, the warranty registration flow, the unboxing video and the review funnel. Each piece has its own page, and the pages are listed below.
A survey page is the mobile page that opens after the scan and asks the buyer a few questions before the review step. The card starts the flow and the post-purchase survey finishes it. See QR code review software.
QR code compliance is the set of Amazon conditions a scannable link meets, chiefly no review manipulation and no off-Amazon service diversion. The rules for that code are detailed under QR code compliance on Amazon.
Warranty registration from the insert is a flow where a scan records the product and the coverage term without requiring a review. The policy boundary of that flow sits under warranty registration review compliance.
An unboxing video is buyer-recorded footage of the package opening, captured when a page invites an upload. The card is the prompt, and video collection is part of the Social Proof + UGC plans.
A review funnel is the ordered path from scan to survey to submitted review. Compliant and non-compliant versions of that path are compared under compliant review funnels.
Reading the five pieces together shows how the card fits one post-purchase system, and the remaining questions about the card are answered as FAQs.
Amazon Insert Cards
Design effective, compliant insert cards for your packaging.
QR Code Review Software
Turn packaging into a scannable post-purchase experience.
Amazon Insert Card Rules
What Amazon allows and flags on a package insert.
Amazon Review Compliance
What Amazon allows, prohibits and enforces.
Product Review Software
Every way GetReviews collects product reviews.
No, an Amazon insert card cannot ask for a 5-star review, since a star count in the request is positive-review language under the Product Review Policy. The card asks for honest feedback and leaves the rating open.
No, insert cards cannot send buyers to a seller's own website for shopping or support, because an off-Amazon redirect breaks the Seller Code of Conduct. A link to a non-commercial page, such as a manual or a warranty form, stays within policy.
No, an insert card does not need the Amazon logo, since Amazon trademark use requires a separate license. The card names Amazon in plain text only where it directs the buyer to Buyer-Seller Messaging or the storefront.
Yes, a discount code can go on an Amazon insert card, as long as the code is for the next Amazon purchase and sits apart from any feedback line. A code paired with a review request is a review incentive.
No, insert cards cannot make an email address a condition of a review, warranty or support, because email capture for that purpose moves the relationship off Amazon. An optional field on a warranty page that the buyer skips freely is permitted.
One insert card per package is the working limit, since Amazon sets no numeric cap and every extra card lowers the read rate of the first. A product-care sheet and a thank-you card count as two inserts.
Yes, insert cards work for FBA orders, because the card is sealed inside the product's own packaging at the factory before the unit reaches the fulfillment center. Amazon adds nothing and removes nothing at pick-and-pack.
It depends on the survey behind the code. A GetReviews QR code opens one survey, and a survey can cover several products and stores, so the buyer picks the product that was ordered. A code that opens a link to a single product's review form should stay on that product's card.
One insert card campaign keeps generating scans for as long as units carrying that card version remain in stock and in transit. Scans trail the last shipment by the delivery window.
The insert card uses the buyer's marketplace language for non-US marketplaces, so a card in an Amazon.de box reads in German and one in an Amazon.co.jp box reads in Japanese. A bilingual card serves one packaging run shipped to two stores.
Put a neutral, on-Amazon review request in every box, and send every scan to a survey you control.
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