The "email variables" are essentially information placeholders for your messages. For example, placing the [[first-name]] variable in your message body (ex. "Hello [[first-name]] !" - a greeting at the beginning of the message), will replace the variable placeholder with the first name of the customer who placed the order.

️[⚠️Note: Due to Amazon's data protection policies, customization options such as [[first-name]] and [[buyer-name]] are not recommended for messages more than 30 days post-order. Messages for orders older than 30 days will insert the placeholder "Customer" in place of the customer's name. ⚠️]

You can view these variables on the left side of the page, when creating or editing a message. Click each section (Buyer Info, Order Info, Shipping Info, Links) to expand the variables for that section:

For any of the link variables (found in the 2nd section of, you can specify the text that should appear hyperlinked by adding a colon after the word "link" and typing in the text that you would like hyperlinked. 

For example, if you want customers to contact you through Amazon and don't want to use the web URL (ex., you could instead use the Contact variable like so: [[contact-link:Contact us]]. The recipient would see the words "Contact us" as a clickable link that redirects to the Contact page on Amazon. This makes the email more visually appealing and easy to follow.

The most useful variables are:

  • [[first-name]]  Replaces the code with the customer's first name
  • [[product-name]]  Will show the name of what the customer purchased
  • [[feedback-link]]  Creates a link for your customer to leave seller feedback - specific to their order
  • [[product-review-link]] Creates a direct link for the customer to leave a product review on the product they purchased

If your links aren't working in your test messages, this is normal! They will pull in the correct information once the message is set to "Active," and please see our article for more information.

Did this answer your question?