Amazon testing new tool that allows some sellers to contact customers directly This comes as a surprise because Amazonâs current policy works to limit interaction between buyers and sellers Amazon is testing a new feature for sellers that allows them to reach buyers directly by email regarding new products, announcements, or sales. This comes as a surprise because Amazonâs current policy works to limit interaction between buyers and sellers. According to CNBC, Amazon began testing a tool that allows companies that are part of Amazonâs Brand Registry Program to email promotional material to customers who have opted to ‘follow’ them on the e-commerce website.