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What subject line should I use?

Subject lines have an impact on how many buyers open your emails. Your subject line should be appealing and capture a buyer’s interest while staying closely connected to the content of the email.

In general, using the word "Amazon" but also personalizing the subject line to the buyer's order in some way is the best strategy. Below are three subject line strategies that usually get good open rates:

1. The transactional subject line

Subject lines that include “order” and “Amazon” typically get good open rates because buyers remember that they placed an order on Amazon and are interested to see what you could be saying about it.


  • “Your recent order from [store name] on Amazon”
  • “Your Amazon order from [store name]”
  • “Your Amazon order of”... (Include the product name using the drop-down menu.)

2. The “Thank you” subject line

Some studies show that adding “Thank you” or “Thanks” in a subject line can increase the open rate. Thanking buyers for their order is always a great way to start off your communication with something positive.


  • “Thank you for your Amazon order from [store name]!”
  • “Thanks for buying from [store name] on Amazon!”
  • “Thank you for buying” (Include the product name using the drop-down menu.)

3. The question subject line

Many email experts have found that questions get a good open rate and a good rate of reviews or feedback. A question begs for a response: everyone enjoys being asked for their opinion. However, the question should be an interesting one that seems relevant to the buyer. “Will you please rate your recent purchase?” feels generic and boring to a buyer, but other questions can prompt interest.

Examples (for requesting a product review):

  • “Do you like your purchase from [store name]?”
  • “What do you think of our products?”

Tip: Include the product name at the end of each subject line using the drop-down menu below the subject line field.

Better yet, if you sell just one type of item, use something specific to that item in your subject line. Examples:

  • You sell supplements: “How are you feeling?”
  • You sell pet treats: “How does your pet like our treats?”

Examples (for requesting seller feedback):

  • “How was our service?”
  • “How was your experience with [store name]?”
  • “Did your Amazon order arrive okay?”

Tip: Include the Amazon order number at the end of each subject line.

For more tips on subject lines, check out this FeedbackFive blog post: How to Improve Email Open Rates.

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  1. Rachel Hoover

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