Frankly, the common advice to slip a '10% off your next purchase' QR code into your packaging is a waste of money. Conversion rates are awful because the offer provides no real value and builds no connection.
The logic seems sound on the surface. Product inserts are a guaranteed, often Amazon-compliant, marketing touchpoint inside every single box. For many sellers, it’s the only direct channel they have to a customer. It feels like the most obvious way of driving repeat purchases or getting a social follow. As Bradley Sutton and his guests on the Serious Sellers Podcast often discuss, inserts feel like a critical opportunity for brand building.
But the truth is, most customers see that generic discount for what it is: a low-effort sales pitch. They toss it out with the box filler and immediately forget about it. The podcasts I listened to consistently made a much smarter point. The goal of an insert isn't a quick second sale, but the start of a long-term relationship. Ben Donovan on Amazon Legends explained that inserts are better used to build loyalty or even reduce negative returns by offering help. Similarly, conversations on eCommerce Fastlane emphasize that the entire unboxing experience is the marketing moment, and a purely transactional card can cheapen the whole thing.
Instead of asking for a purchase, offer tangible value. Use the insert to have customers register their product for a free extended warranty or a rebate, a tactic mentioned on the Serious Sellers Podcast. Paul Easton on Actualize Freedom thinks of inserts as the number one tool for building an audience off Amazon, but only if you offer a compelling resource in exchange for their attention. That could be a QR code that leads to a helpful chatbot for instant support, a guide that helps them get more out of the product they just bought, or an invitation to a real community. Your insert is a chance to tell your brand's story and prove you care about the customer's experience beyond the initial transaction. The second sale will come, but as a result of a strong relationship, not a flimsy coupon.