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The Email Automation module allows the seller to create one-time send or automated emails with various templates, testing capabilities, and tracking metrics.


1. Click on "Create new campaign".

2. Name the campaign.

3. Select the seller account.

4. Choose a pre-built template:

a. Refund Email Template

b. Customer Follow-Up

c. Order Return Template

d. Arrived Product Check

f. Follow-Up Email Template

g. Delivered Email Template

h. Shipped Email Template

Email Automation SOP-Templates

5. Edit the template:

a. Add Template title

b. Define an Email subject

I. You can add two more variables that will adapt to each customer order details:

•Order: ID

•Product: Short title

Email Automation SOP-Edit Tremplate

c. Set the email style; currently, we have "Default".

d. Use the Email Content Editor to customize your email.

Please Note: On the right, you have the live preview with which you can test how the final result will look for different orders-products.

e. Variables:

i. Choose wherein the body of the email you want to add them.

ii. Click on "Show Variables".

iii. Decide which ones you want to add; the information of all variables will be pulled directly from the customer’s order details.

iv. Click on the blue "+" button to add them.

v. Using the preview at the right, modify as needed.

f. (optional) Add Images or attachments.

i. Go to the bottom of the template page.

ii. Click on the cloud field.

iii. Add your image or your attachment.

iv. If you added an image, click on "Variables".

v. At the top of the variables list, click on "Inline image x".

vi. Use the preview and modify it as needed.

Please Note: If you add an attachment, it will be automatically sent along with the email.

g. Once you are happy with your template, you can send a test email to see how the final result would look.

i. Click on "@ send test email".

ii. Enter your email address or the email you want to send the test to.

iii. Click on "Send".

h. Modify as needed.

i. Click on "Save template".

Email Automation SOP-Variables

IMPORTANT: Please review and ensure your emails are compliant with Amazon's Buyer-Seller Messaging policies and best practices.

Additional links: Amazon HTML/CSS Guidelines

How to Create A New Automation

1. Go to the "Campaigns" section.

2. Select the Campaign you want to create the Automation for and:

a. Click on the "Create new Automation" button in the last column, OR

b. Click on the Campaign menu. (Three dots).

i. Click on "Create New Automation"

Once the Automation editor opens:

3. Assign a title to the automation.

4. Choose the status of the automation:

•Active: The automation will start working once you finish creating it.

•Paused: The automation will start until you enable it.

5. Add the templates to the automation; you can choose multiple templates that will be sent to the customers that fulfill the other automation conditions.

6. Add color to each template. (This will be useful to identify the template in the statistics section.)

7. Choose your target order status:




8. Choose the Channel:




9. Trigger on orders matching these Filters. Multiple filters can be enabled at the same time to precise your audience, there are A, B, C, and D filters.

IMPORTANT: Please bear in mind that you cannot combine 2 variables of the same type. For example, "Only without repeat buyers (A)" and "Only with repeat buyers (A)" can't be selected at the same time, as they would exclude each other.

Email Automation SOP-Filters

10. When to send emails.

a. Daily will send all the emails every day at the set time.

b. Immediately will send the emails as soon as it detects an order that matches all the automation settings.

11. Delay emails for X Day(s) after the order is created: This option can be helpful if you want the customers to try your product first, or if you want to give some time for delivery.

12. Limit to these product(s): You can use the ASIN selector to choose the one(s) that will be triggered in this automation, or you can leave it blank to trigger all of your products in general.

13. Click on "Create Automation" (A new modal will pop with the last setting: you can enable it to target orders created before your automation).

14. Decide if you want it to apply for older orders and set how many days in the past you want the system to search in your orders and send the emails.

Email Automation SOP-Automation

Now you will see the Automation details. If you set it as "Active’, your automation is ready and it will start triggering orders.

If you set it as "Paused" you can enable it in this section.

1. Click on the switch in the "Enable/Disable" column.

2. A new modal will open, click on "Start Automation".

Product Short Titles

In this tab, you can add shorter names to your products, to make it easier to identify, and a precise title for each one as some sellers have a long and detailed name for each variation.

These ‘Short Titles’ are included as ‘Variables’ in the template editor, so you can add them to your template and it will adapt to the customer’s ordered product. With these short titles, both you and your customer will be able to identify the product bought easier.

To add a short title:

  1. Find the ASIN you want to add a short title to.

  2. Click on the editor in the "Short title" column.

  3. Type the new title; it will be automatically saved.

Campaigns Menu

Here you'll see each campaign that you've created with the following columns:

Campaign Names

Seller Account

Automations: List of automation used in the selected campaign

Templates: List of email templates used in the selected campaign

Emails Sent

Email sent in the last 24 hours

Open rate: Percentage of the total number of customers who opened an email

When you have multiple campaigns, it comes really handy to have a menu for each one of them with diverse options to help you manage your campaigns.

Edit Campaign: To change the campaign name.

@Edit email Address: Amazon requires that we send the emails from your email address. This should be the email address you use to log in to Amazon Seller Central.

‣ +Create new automation

Delete campaign: This option will delete permanently your campaign.

Clone campaign: Choose which MWS account you want to clone this campaign too.


⁃Open Rate: How many people have opened your emails recently.

∙Aggregated Statistics: From all the automation.

∙Automations Statistics: Per individual automation.

⁃Emails Sent: How many orders have been triggered and received an email.

⁃Emails Blocked: People who opted-out to receive your emails so the system will stop sending emails to customers that no longer wish to receive your messages.

‣ Start all automation. Automatically enables all the automation in a campaign.

‣ Pause all automation. Automatically pauses all the automation in a campaign.

Automation Menu

Here you'll see each of the automation you've created with the following columns

Automation name


Rules: Triggers and rules applied to a selected automation

Seller account


Last updated

Click on the three dots next to the automation name to:

Edit Automation: To modify your automation.

Delete automation: To permanently delete your automation

Log: It will show the list of orders, emails, and details that have been sent each day; you can see a preview of how the email looked for each customer based on the product bought.


‣ Open Rate: How many people have opened the emails for that automation.

‣ Emails Sent: How many orders have been triggered and received an email.

‣ Emails Blocked: People who opted out to receive your emails, so the system will stop sending emails to customers that no longer wish to receive your messages.

Start the automation

Pause the automation

Customer Segment Emails

1. You can create an email campaign based on a customer segment you have previously built.

2. Go to the "Customer Segment Emails" Tab.

3. Click on Send Email’.

4. Once the modal opens, choose the customer segment you want to send the emails to.

5. Click on "Create Email".

6. The template editor will open so you can customize your template as desired, you have a preview on the right side to help you see how it will look with an order.

Once you are happy with your template, you can send a test email to see how the final result would look.

a. Click on "@ Send test email".

b. Enter your email address, or the email you want to send the test to.

c. Click on "Send".

7. Modify as needed, and once the template is ready, click on "Send Email".

Please Note: The emails will be automatically sent to all the customers in the segment once you click on "send email". We suggest sending a test email first to make sure everything is correct.

8. A confirmation message will be shown before sending the emails; if you agree, click on "Yes, I am Sure".


This module has its own settings section as you need to configure from what email address your emails will be sent, and you need to also set up Seller Central Notifications, which is essential if you want to stop sending emails to customers that no longer wish to receive your messages.


The Email Automation module can be shared with other users. To manage the permissions:

  1. Click on the 3 dots next to the module name "Email Automation".

  2. Click on "Permissions".

  3. Click on "Share Access".

  4. Write the name or email of the user you wish to give permissions to.

  5. Enable or disable the actions this user will be able to perform for your seller account(s).

  6. Click on "Share Access".

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