The "email variables" are essentially 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.  You can read more about this change here, on our blog post highlighting Amazon changes to MWS API data. ⚠️

Feedback Genius Variables will be located 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 other sections of the Variables pane, 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. 

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:

  • [[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
  • [[order-id]] - Will insert the unique Order ID for that particular customers 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 set to "Active". 

Please see this article for more information on Test Messages.

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