Creating and customizing Feedback Rules means you only request feedback from the buyers who are most likely to leave feedback. 

Note: Disable the tool “Grammarly” if you happen to use it, as it can break the formatting of the message and cause issues sending to Amazon buyers

Note for Amazon sellers: Amazon sellers are only permitted to send one feedback request to each Buyer. Therefore, each of your Amazon rules should only have one active Message

01 How does eDesk Feedback work?

In order to help you understand how the Feedback tool works, we have explained the basic logic of requesting feedback from buyers using eDesk. 
  1. Seller creates a Feedback rule, specifying conditions to target certain orders and to send requests at certain times.
  2. Inside each rule, the Seller creates messages. These are the messages that the Buyer will receive. Each message can also have a set of conditions to target the right buyers and orders. 
  3. Buyer places an order which is received in eDesk and placed in the Feedback queue.
  4. Each order is run through Feedback rules. Once it matches the rule and message conditions, the messages will be Scheduled to Send.
  5. At the scheduled time, the order will once more run through the conditions to ensure it still fits the criteria. If not (for example, you might have set to exclude certain ASINs or it could be that the order has been cancelled), it will move to No Rule Matched and no message will be sent.
Each order can only match one rule and the buyer will receive all messages created inside that rule.

02 Creating Rules and Messages

Go to Feedback → Feedback Rules → + Add Feedback Rule → select the channel.

You will be prompted to select whether to create a blank rule (a rule from scratch) or use the default rule, which we’ve created to help you get started quickly. If you’re an Amazon seller and wish to create your own rule, please ensure that it complies with Amazon’s latest Buyer Seller policy. For help understanding the policy, read our guide here.

  • Subject
    Enter an eye-catching subject to grab your customer's attention.
  • Language
    Choose the language this message will be written in. This will be the default language. After it has been saved, you can add additional languages. This ensures that the language of the message received by the buyer matches the marketplace language. You must write the message body in that language - it will not be automatically translated. 
  • Message
    Add your message body. Ensure you have laid out the goals and used a clear and concise message to ensure the engagement rate is high. Use Snippets to personalise your message. 

03 Message Conditions

  • When to send? … but not more than …
    Choosing when to send is very important as you want to ensure the message corresponds to whether their order has arrived or not.
    For example 5 days after dispatch . . but no more than 5 days after that:
    This means the message will send between 5 and 10 days after the product was ordered
    - Ordered on Feb 1st
    - Dispatched Feb 2nd
    - Message will send between Feb 7th and Feb 12th

    For Amazon, you can select ‘Delivered’ as a trigger. The delivery date is based on the Estimated Delivery dates that are received directly from Amazon. It is not a Delivered order status. Messages scheduled to send X days after Delivery will be sent X days after the latest estimated delivery date.
  • Send on these days
    Select which days you would like your feedback request to be sent. 
  • Send only between these times
    Similar to sending to customers on specific days, you can specify the times to send your messages.
  • Send to users with existing feedback
    If a customer has previously left feedback, you can choose to include/exclude them from receiving another feedback request from you.
  • On-time delivery
    Select whether to send a feedback request based on the order being dispatched on time or not.
  • Order Tracking
    If your orders have tracking codes attached, you can choose for the message to only send if these tracking codes are available.
  • Send to users that have tickets
    This option is a great feature of using eDesk and Feedback. You can select whether or not to send messages based on eDesk tickets. This means that if a customer has an open ticket or has had an open ticket relating to the order, you can exclude them, reducing the chance of a customer who had a negative experience from leaving negative feedback.  
  • Products
    You can specify products to include or exclude from a particular message. This means you can have a generic rule for all orders but you can exclude certain products if there have been issues with it in the past. Options will vary depending on the channel you are creating a rule for. 

Activate the message for sending and click save. 

Note for Amazon sellers: If you’re creating a rule for an Amazon channel your rule should only have one active message.

If you’re creating rules for channels other than Amazon, you’ll be able to add more messages to the rule, once you’ve created the first message. For example, you might have an order dispatched message on day 1, a seller review message on day 4, and a product review message on day 10. Rule Settings and Filters

Once you have saved your message, you will see the rule layout. This will display all messages in the selected rule. 
  • Name the rule
    This is for internal use only and is not visible to the customer.
  • Activate the rule
    Once the rule is Active, it will begin matching orders.
Under “Messages” you can edit your message and add additional messages. All active messages will be sent once an order has matched the rule. You must add each language to every message separately. 

Select the individual tab to view the settings


  • Apply the rule to all channels or specify a particular one


  • Ordered between
    Targets orders based on the date they were placed
  • Order value
    Target orders by value
  • Returning customers
    Contact all customers or target customers who have purchased from you before


  • Product condition
    Specify certain product conditions
  • Product name
    Target specific products by name
  • Product SKU
    Target specific products by SKU
  • Product ASIN/Product ID
    Target specific products by ASIN (Amazon) or Products ID (eBay)


  • Fulfillment method
    Target FBA or non FBA specifically (Amazon only)
  • Shipment service level
    Target standard or expedited shipping


  • Country
    Target specific countries based on delivery
  • State and region
    Target specific states/regions

Click Save changes
To deactivate a message, uncheck the Active box inside the message setting
To de-activate a rule, uncheck the Active box next to the rule title

What’s next?

Need help understanding Amazon’s Buyer Seller Messaging policy? Read our guide

Need help understanding Amazon’s message quota? Read our guide