Audience segments you can target with Amazon Brand Tailored Promotions.

With this new feature, you can now tailor promotional codes to smaller segments of Amazon’s customer base across 6 audience types:

1. Brand Followers: These are customers who have clicked to follow your brand in Amazon’s store.
2. Repeat Customers: Defined as customers who have purchased more than once from you in the last 12 months!
3. Recent Customers: Those who have purchased recently from your brand.
4. High-Spend Customers: For the customers who have spent the highest within the last 12 months.
5. Potential New Customers: Those who have clicked on your brand or products recently, or added to the cart but have not gone ahead with a purchase, within the last 12 months.
6. Cart Abandoners: Customers who have added one or more items from your brand to their cart but have not purchased within the last 3 months.

Why does this matter?

There hasn’t been a significant tool aimed at tailored audiences or enhancing customer engagement, specifically targeting repeat and loyal customers with exclusive discounts until the introduction of Brand Tailored Promotions.

Historically, Amazon has placed limitations on the interaction between sellers and buyers, particularly within the realm of marketing efforts.

But this new feature offers brands a powerful tool to create customized and targeted promotional campaigns, allowing them to connect with specific customer segments and drive various business objectives.

Some of the advantages of this programme include:

• Personalized Engagement: Brand Tailored Promotions enable brands to engage with different types of customers based on their behaviour and interactions on the platform. This personalization enhances the customer experience and increases the likelihood of conversion.
• Higher Conversion Rates: By offering discounts that are tailored to each audience type, brands can effectively entice customers to make purchases, resulting in higher conversion rates and increased sales.
• Customer Retention and Loyalty: Brands can encourage repeat purchases from existing customers and foster loyalty through targeted discounts and promotions.
• Customer Expansion: The feature allows brands to target potential new customers who have shown interest in their products but haven’t yet made a purchase. This facilitates customer acquisition and expands the brand’s reach.
• Cart Abandonment Recovery: By targeting cart abandoners with tailored promotions, brands have a chance to recover potentially lost sales and encourage customers to complete their purchases.
• Data-Driven Insights: The feature provides valuable insights into customer behaviour and preferences, enabling brands to refine their marketing strategies and offerings.
• Competitive Advantage: Brands that effectively utilize Brand Tailored Promotions can stand out in a competitive marketplace, attracting and retaining customers with enticing offers.

However, there is one disadvantage to this feature that you should be aware of before deciding to go ahead – brands cannot choose which items to discount.

Any promotion that is created will be applicable to all products – a limitation worth noting as you may have newly released products, items with lower profit margins, and premium items that you do not want to promote.

Who is eligible for Amazon Brand Tailored Promotions?

Unfortunately, Brand Tailored Promotions is only available to all brand owners enrolled in the Brand Registry operating in the U.S. store only. Amazon has said that they will be introducing this tool to sellers in Europe, Japan, Canada and Mexico in the upcoming months.

In the meantime, if you are in a region where it isn’t available, make sure you are signed up for the Brand Registry and have Seller Central so you are prepared for this!

How to view Amazon Brand Tailored Promotions.

It’s super simple to access Brand Tailored Promotions on Amazon – just go to the main Seller Central dashboard menu on the left-hand side and in the dropdown go to Advertising and then you will see the “Brand Tailored Promotions”.

Where to find Amazon Brand Tailored Promotions

If you can’t see the Brand Tailored Promotions then double-check to see if you are signed in as the Admin – otherwise, ask the Admin to give your user account access.

Permission below.

Permission to access Brand Tailored Promotions

How to set up Amazon Brand Tailored Promotions

Once you navigate to the Brand Tailored Promotion page, you need to select your brand from the drop-down menu on the top left and click “Create a Tailored Promotion.”

Brand Tailored Promotion page

On the next page, you will have the option to choose from one of the six audiences you want to target. There may be some that are in grey because you have not reached 100 customers that qualify to be in that segment.

Audience to target

Once you select your audience you will need to input your promotion details.

This includes:

• Name your promotion
• Percentage discount
• Your budget
• Start and end date

Promotion details

Once you submit your promotion, Amazon will take 24-48 hours to approve it. After this, your promotion will be live!

To check if it’s been approved just return to the Brand Tailored Promotion landing page, this is also where you will see the stats of how the promotion is doing too.

Status of your promotion

Our thoughts

This has the potential to be a game-changer in Amazon advertising! This new feature offers brands a powerful tool to create customized and targeted promotional campaigns, allowing them to connect with specific customer segments and drive various business objectives and can seriously level up your advertising strategy. 

There is one drawback to the new feature with the limit on not being able to choose which products to promote. This might represent a limitation for brands that don’t want to promote some products such as items with lower profit margins, limited editions, premium items, or new releases.

That being said, we’re excited for it to be rolled out across the rest of the globe but will be keeping a close eye on the results in the U.S. and key learnings to share in the upcoming weeks.

Need our help?

Want to know how to incorporate Brand Tailored Promotions into your advertising strategy? Our Amazon experts are on hand to answer any questions you have, just send us a message or schedule a call.