Amazon Now Lets Brands Take Over Customer Service
Amazon is rolling out a new feature that gives brands on Seller Central the option to provide direct customer support, via chat and/or phone, right on Amazon.
Instead of routing shoppers through generic Amazon support, brands can now step in before the return, refund, or negative review happens.
What This Actually Means
Customers can now click “Chat with Manufacturer” or “Request a Call from Manufacturer” from their order page. Amazon facilitates the connection, but the brand handles the interaction, using its own customer service team via Amazon’s Connect platform.
This opens the door to brand-owned troubleshooting inside the Amazon ecosystem. No new tech build is needed. Brands can apply for free by submitting basic service details and agreeing to the program terms.
Why It Matters
According to Amazon, 59% of shoppers prefer brand-specific help over general support. Surveyed customers say they trust the brand more, believing it knows the product better and genuinely wants to help.
Handled well, this can:
- Reduce return volume
- Increase customer satisfaction
- Lower appeasement costs
- Strengthen brand perception
Our Take at Front Row
This is a strategic opportunity for brands to own the post-purchase experience on Amazon without friction.
But execution matters. Amazon requires brands to meet a two-minute response SLA. Brands must also provide CS hours, privacy policy links, and a dedicated phone line if using the call feature.
How to Get Started
- Begin with ASINs where return rates are high or CX friction is common
- Set up agents on Amazon Connect
- Ensure your team is prepped to reflect your brand voice and meet SLA requirements
This is not just a support tool. It is brand-building infrastructure, now available inside Amazon.
At Front Row, we’re keeping a close eye on how this develops and what it could mean for brands moving forward.
