The Complete Guide to Amazon Product Insert Cards

A product insert card is a small piece of printed material included inside your product packaging. Done well, it's one of the highest-ROI tools available to Amazon sellers — turning every shipment into an opportunity to collect a review and build a customer relationship.

Done poorly, it can violate Amazon's Terms of Service and put your account at risk. This guide covers everything: what to include, what to avoid, how to set up a QR code, and how to structure your insert for maximum compliance and conversion.

What Amazon's Terms of Service Say About Inserts

Amazon's policies allow inserts that thank the customer for their purchase, provide product instructions or support information, and invite customers to share their experience without specifying it should be positive.

Amazon prohibits inserts that ask only satisfied customers to leave a review, offer compensation specifically in exchange for a review, or use language like "If you loved our product, please leave us a 5-star review."

The compliant approach is to invite all customers to share their honest experience.

How to Set Up a QR Code Insert

Step 1: Create your post-purchase survey. This is the page customers reach after scanning. It should confirm their order number, ask a few questions about their experience, and direct them to your Amazon listing to leave a review.

Step 2: Generate a QR code that links to your survey. Most review collection platforms generate this for you automatically, tied to your specific product and marketplace.

Step 3: Design your insert with the QR code prominently displayed. The code should be at least 1.5 cm x 1.5 cm in print.

Step 4: Print and include the insert in every shipment. If you use a 3PL or prep center, coordinate with them to ensure inserts are added consistently.

What to Write on Your Insert

Keep the copy warm, brief, and clear:

Headline: "Thank you for your purchase."

Body: One or two sentences about your brand's commitment to quality or a brief product tip.

Call to action: "We'd love to hear about your experience. Scan the QR code below to share your feedback and claim your reward."

QR code: Large and centered, with a "Scan me" label underneath.

Footer: Your brand name and support email.

Notice the call to action says "share your feedback" — not "leave a 5-star review." This distinction matters for compliance.

Design Best Practices

Keep the design clean and on-brand. Use one primary color, clear typography, and generous white space.

Size: A 4x6 inch card is the most common insert size. It's large enough to be noticed, small enough to fit in most packaging.

Paper stock: At minimum, 300gsm card stock gives the insert a premium feel.

QR code contrast: Ensure the QR code has strong contrast against its background. Dark code on a white background scans most reliably.

Giveaways and Incentives

You can offer a reward for completing your survey — you just can't make the reward conditional on leaving a specific type of review.

The compliant structure: customer scans → completes survey → receives reward → is directed to Amazon to optionally leave a review. The reward is for completing the survey. The review request comes after.

Common rewards that work well include a digital coupon for a future purchase, a gift card via a platform like Tremendous, or entry into a monthly giveaway. If you use a reward, mention it prominently on the insert — it significantly increases scan rates.

How to Measure Insert Performance

Track two metrics: scan rate (how many customers scan relative to units shipped) and review conversion (how many scanners ultimately leave a review).

A well-optimized insert typically achieves a 5–15% scan rate. Of those who scan, 40–60% complete the survey. Of those who complete the survey, 20–40% leave a review.

Running the math: for every 100 units shipped, a well-run insert program might generate 2–9 new reviews. At 500 units per month, that's 10–45 new reviews per month from inserts alone.