Amazon has recently introduced stricter regulations on email marketing and product review requests, making compliance a key operational challenge for cross-border sellers in 2026.

Under the updated policies, sellers face tighter restrictions on sending automated marketing emails, while buyers are now able to opt out of receiving seller communications with a single click. Amazon also prohibits the use of incentivized or suggestive review request language, such as asking customers to leave positive reviews if they are satisfied with a product. Violations may result in email feature restrictions, reduced account visibility, or other enforcement actions.

To support compliant customer engagement, Amazon has expanded its Tailored Audiences program, a brand-focused email marketing solution that allows eligible brands to send targeted promotional content to relevant customer segments within Amazon's ecosystem.

As platform regulations continue to tighten, more cross-border businesses are turning their attention to owned marketing channels. Independent e-commerce websites and private-domain EDM strategies are increasingly becoming essential tools for customer acquisition, retention, and long-term brand growth.

The trend highlights a broader industry shift toward compliant, data-driven, and customer-centric email marketing practices beyond marketplace platforms.

Source: Zhiwubuyan Cross-Border E-commerce Community