Staying Amazon-compliant with QR inserts

What Amazon allows on a product insert, where the hard lines are, and how to confirm it for your own account with a case log.

Lots of sellers worry that putting a QR code in the box will get them in trouble with Amazon. It won't, as long as you respect one rule that runs through all of Amazon's guidance:

Inserts can support your customers and your brand. They can never manipulate reviews or pressure customers.

This guide sums up what that means in practice, how to set up your Swapt pages to match, and how to get Amazon's confirmation for your own account.

This is a summary of Amazon's guidance as we understand it, not legal advice. Amazon's policies change, so check the current rules in Seller Central before you print.

Where Amazon's rules come from

Amazon's guidance on inserts is spread across several places: Seller Forum answers from Amazon staff, the Selling Policies and Seller Code of Conduct, a Seller University training video on insert compliance, Amazon's packaging resources, and replies sellers get in their own case logs.

The wording differs from source to source. For example, the Code of Conduct covers everything you do across Amazon, not just what's in the box. But the priorities are the same everywhere, and Amazon is strictest about review manipulation.

What's allowed and what isn't

Generally allowed	Not allowed
Thank-you cards	Telling customers what to say in a review
Product information, instructions, and setup guides	Telling customers how to rate your product
Warranty or safety information	Discounts, refunds, gifts, or money in exchange for a review
Brand storytelling and marketing	Contacting customers outside Amazon without their opt-in
Neutral ways to connect with customers, where they choose to opt in

A good test: your insert should feel helpful, not persuasive.

Reviews: Amazon's hard line

Even subtle wording can cross the line. Asking for "positive feedback" or showing five stars next to a review request can be enough to trigger enforcement.

If your insert or pages mention reviews at all, keep the language completely neutral, for example:

"Thanks for scanning! We'd love to hear your feedback."
"We'd love to hear your feedback. 100% optional, always appreciated."
"Thanks for your support! Your feedback helps us grow."

To keep your risk low:

Use neutral, customer-first language.
Never mention star ratings or "positive" reviews.
Never tie a reward to a review. The reward is for signing up, not for what the customer says.
Keep opt-ins voluntary and clear.
Frame the insert as product support, not a request for a rating.

Language matters more than intent. A well-meaning insert with pushy wording is still a risk.

Setting up Swapt to match

The safest QR experiences are the kinds Amazon lists as allowed. Here's how each one maps to Swapt:

What the customer gets	How to build it in Swapt
Warranty registration	Set a warranty length on the product and customers are registered automatically when they submit a form. See Warranty Registration.
Setup help or a user manual	Add a Product Instructions block to a page, or add a User manual or Video manual to the product in Storefronts.
A loyalty club or brand community	Use your rewards page. See Your Vault.
A thank-you page with a discount on their next order	Show a Promotion block on the success page. See Promotions.

A few more habits that keep things clean:

Make sign-up voluntary. Customers enter their own details on your form. Add a Terms checkbox so the opt-in is clear.
Keep review buttons optional. If you add a Product Review Button to the success page, show it to everyone after they've received their reward, with neutral wording. Don't make the reward depend on it.
Keep your QR frame text neutral too. Frame presets like SCAN ME or CLAIM YOUR OFFER are fine. Anything that mentions ratings isn't. See QR Codes.

Confirm it for your own account

If you want certainty, ask Amazon directly. Open a case with Seller Support in Seller Central and send a message like the one below. Edit the list so it matches the pages your QR codes actually lead to, and keep Amazon's reply for your records.

Subject: Clarification on Product Insert Policy for Physical Packaging

Hi [Amazon Representative's Name],

I'd like to confirm compliance regarding physical product inserts included inside my product packaging.

Could you please confirm that physical inserts with QR codes leading to the following types of pages are permitted under Amazon's current Product Insert policies, as long as they do not request or incentivize customer reviews?

- Warranty registration page
- Loyalty club or brand community page (offers, tips, news)
- Setup help or user manual page
- Thank-you page offering a discount for repurchase

My understanding is that these types of inserts are allowed when included inside the product packaging and not displayed on the product detail page. Could you please verify that this is correct?

Thank you for your time and clarification.

Best regards,
[Your name]

Quick checklist before you print

The insert and pages are about support, product info, or your brand.
No mention of star ratings or "positive" reviews anywhere.
No reward is tied to leaving a review.
Customers opt in themselves.
You've checked Amazon's current insert policy, or have a case log reply confirming your setup.