Brand Tailored Promotions

This Amazon-exclusive solution was launched in 2023, for sellers to use for customising and sending promotional codes to high-intent customers. The Brand Tailored Audiences can be targeted with discounts ranging from 10% to 50% and segmented into 6 different audience types.

It helps brands expand their customer base, encourage repeat purchases and enhance customer retention. Originally the update was available only in the US, but in December 2023 it was rolled out to the EU and UK, as well as other countries, to all sellers. Brand Tailored Promotions are visible to customer audiences on the product detail page, Brand Stores, and Amazon search results.

What’s the new update?

The new feature gives brand owners more options to align their new promotional goals. Here’s a breakdown of the new updates:

• You can create goal-based audiences: Everything you do in your marketing should be working towards your business goal and objectives. And now, with the goal-based audience creation, you will be prompted to choose the business goal for the promotional campaign. You can select from goals such as New Customer Acquisition, Customer Retention, Re-engagement, and cross-selling to engage with audiences tailored to your objectives
• Unlock ASIN-level promotions and audiences: As well as running promotions on your entire catalogue, you can now run promotions for specific products or product sets. The respective audiences will be curated at the ASIN level and include these new audiences: Views remarketing, Cart remarketing, One-time customers, and Lapsed customers.
• Get access to audiences outside your brand: Reach potential customers who haven’t discovered your brand yet with the In-market Customer and Complementary Product Remarketing audiences.

How do you get access to Brand Tailored Promotions?

To run Brand Tailored Promotions you need to be registered on the Brand Registry and be signed up for Seller Central. On the left-hand side of the Seller Central dashboard menu, go to the dropdown and click on “Advertising” and you will see “Brand Tailored Promotions”. For a step-by-step guide, click here.

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.