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How do email variables work?
How do email variables work?

Variables are placeholders for information in an email that automatically fill in information based on buyer's purchase.

Seller Labs avatar
Written by Seller Labs
Updated over a week ago

Email variables are information placeholders for your messages. For example, placing the [[order-id]] variable, in your message body, will replace the variable placeholder with the unique Order ID of the customer who placed the order.

️⚠️  Due to Amazon's data protection policies, customization options such as [[first-name]] and [[buyer-name]] are not recommended for messages. Read more about this change on our blog highlighting Amazon changes to the API data. ⚠️

Variables are located on the right side of the Review and Edit Message page, when creating or editing an email. Click each section (Order Info, Shipping Info, Links) to expand the variables for that section:

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

The most useful variables are:

  • [[product-name]]  - Shows the name of what the customer purchased

  • [[feedback-link]] - Creates a link for your buyer to leave seller feedback specific to their order

  • [[product-review-link]] - Creates a direct link for the buyer to leave a product review

  • [[order-id]] - Inserts the unique Order ID for that particular order

If your links aren't working in your test messages, this is normal. They will pull in the correct information once the message is actively going out to your buyers.

Please see this article for more information on Test Messages!


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