Sales Letter: Notification of Discontinued Products

Why notify customers and distributors about discontinued products

When a product is being withdrawn from sale, the businesses that sell it and the customers who buy it need to know. Email has become the primary method for sharing this information quickly with large numbers of people, though printed letters still have their place for key accounts or formal announcements.

Sending written notification gives everyone time to adjust. Distributors can manage their remaining stock and update their own catalogues. Customers can make final purchases or look for alternatives. The notification also creates a clear record of when and how the change was communicated.

This type of letter can be as brief or as detailed as the situation requires. A simple product being replaced by an updated version may need only a few lines. A product with safety implications or a loyal customer base may warrant fuller explanation.

Business Letter Generator

Tell us the situation and we will draft a polished business letter ready to personalise and send.

Try our Business Letter Generator free, here on this site →

What to include in your letter

At minimum, the letter should state which product is being discontinued and when it will no longer be available. Be specific about dates. If the product will remain on shelves until existing stock runs out, say so. If there is a firm cut off date after which no orders will be fulfilled, make that clear.

Beyond these basics, consider including:

• Details of any replacement product or suitable alternative
• Information about what will happen to remaining stock, such as reduced prices or returns procedures
• The reason for discontinuation, if appropriate to share
• Contact details for queries or further information
• Links to your website where updated product ranges can be viewed

Many businesses choose not to explain why a product is being withdrawn, particularly when the reasons involve commercial decisions, supplier changes or low sales figures. However, if the reason affects customers directly, such as a safety concern or regulatory change, transparency is usually the better approach.

For products subject to specific regulations, you may need to follow particular notification procedures. The relevant trade body or regulatory authority can advise on formal requirements, and you should also consider obligations under the Consumer Rights Act 2015 and any industry specific rules.

If the discontinued product is still under warranty, you must ensure customers' rights are protected. The Consumer Rights Act 2015 requires that warranty obligations continue to be honoured, so your letter should explain how customers can access repairs, replacements or support for products they have already purchased.

Your situation may be slightly different. ask a question below ↓ and our editorial team will reply with our advice.

Getting the tone right

A discontinued product letter is a practical communication. It should be clear and businesslike without being cold or dismissive.

If the product has been popular, a brief acknowledgement of this can be appropriate. Thanking customers for their support over the years strikes the right note. Where customers may be disappointed, showing that you understand their position can help maintain goodwill and trust.

Where a replacement product is available, present it as a natural progression rather than a hard sell. Customers who valued the original product will want to know what else you offer, but they will not appreciate feeling pressured.

Keep the language straightforward. Avoid jargon and marketing speak. The reader should be able to scan the letter quickly and understand exactly what is changing and what action they need to take. Using bullet points for key dates and next steps helps with this.

Practical considerations for sending

Consider who needs to receive the notification and when. Trade customers and distributors will usually need earlier notice than end consumers, as they may have stock to manage or contracts to review. Giving distributors four to six weeks' notice before a public announcement allows them to plan accordingly.

For most businesses, email will be the primary notification method. Printed letters may be more appropriate for key accounts, long standing customers, or situations where a formal record is important. Keep a record of when notifications were sent, as this protects your business if any dispute arises later about whether adequate notice was given.

The Next Step

Now that you have read through the advice above, you might want to put it into practice. Our Business Letter Generator lets you tell us the situation and we will draft a polished business letter ready to personalise and send. Try it now →