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Why Amazon Could Not Deliver a Custom Message

Sometimes, when you send proactive messages through Amazon’s Buyer-Seller Messaging, you may see a ‘message not delivered’ notice. Here are the most common reasons why and what they mean.

Arisbeth avatar
Written by Arisbeth
Updated over a week ago

1. The Buyer Opted Out of Seller Communications


Error message shown:
“The buyer opted out from receiving this message, for more details click here.”

  • Meaning:
    The buyer has chosen not to receive unsolicited messages from sellers. This is an Amazon-wide setting and applies to all sellers.

  • Important details:

    • You can still respond if the buyer initiates contact with you.

    • Critical proactive messages (e.g., related to order issues, delivery, or product safety) are still allowed.

  • We have no control over this. This is managed entirely on the buyer’s end through their Amazon account settings.


2. Message Did Not Meet Amazon’s Communication Guidelines


Error message shown:
“This message was not sent as it did not meet the Buyer-Seller Messaging communication guidelines.”

  • Meaning:
    Amazon automatically filters messages to ensure compliance with its communication guidelines. If your email contains content outside of these rules, it will be blocked.

  • Common triggers include:

    • Marketing or promotional language.

    • External links that are not permitted.

    • Asking for reviews in a non-compliant way.

    • Including images, logos, or content that Amazon restricts.

  • How to fix:
    ​Review Changes to Amazon Messaging Policy for Buyers & Sellers and adjust your message to ensure compliance.

  • Extra support:

    If you receive this error, you can reach out to our team so we can review your custom messages. We’ll highlight what might have triggered the block and make suggestions for edits so your messages can be successfully sent.


3. Account Restricted from Sending Proactive Messages


Error message shown:
“This message was not delivered because your account was restricted from sending proactive messages. For more information please check the email inbox associated with your account for a detailed error notification.”

  • Meaning:
    Amazon has restricted your account from sending proactive messages. This usually happens if you have repeatedly violated messaging guidelines or your proactive messaging privileges were removed.

  • Important details:

    • You can still respond to buyer-initiated messages.

    • You will need to check your registered email for details on the restriction.

    • In some cases, you may need to appeal the restriction with Amazon.

Next steps:

  • To learn how to create and submit an appeal, please reference this article:
    👉Amazon Buyer-Seller Messaging Suspension: How to Address & Prevent It

    Extra support:

  • If you receive this error, you can reach out to our team so we can review your custom messages. We’ll highlight what might have triggered the block and make suggestions for edits so your messages can be successfully sent.



Key Takeaways

  • Buyer choice: Buyers can opt out, and sellers have no control over this.

  • Amazon enforcement: Messages are blocked if they do not follow Amazon’s strict communication guidelines. Our team can help review and optimize messages for compliance.

  • Account status: Your proactive messaging privileges may be restricted; appeals are possible.

  • Reply in-thread: Always reply to buyer-initiated messages in the same conversation thread.



Need help? Our support team is happy to assist you! 🙂

  • Connect via the in-app chat icon, located in the bottom-right of your screen while logged into any of our apps

  • Search the Knowledge Base to see if your question has already been answered

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