This year, the buzz we’re most excited about at Accelerate and Unboxed will revolve around both AMC, and Amazon’s Tailored Brand Promotions. The e-commerce giant is taking a significant step forward, allowing brands to get more creative with their promotions. It’s a move that goes beyond traditional couponing and simple discounting, opening up new avenues for customer engagement.

Introducing Brand Tailored Promotions

As of today, Brand Tailored Promotions is available to all brand owners enrolled in the Brand Registry operating on Amazon’s U.S. marketplace. The company has ambitious plans to expand the availability of this powerful tool to sellers in Europe, Japan, Canada, and Mexico in the forthcoming months.

The Old vs. The New

The old tool had its limitations, restricting brands to market only to one segment of customers — those who followed their stores or brands. The new tool is a game-changer, allowing you to engage with customers who’ve bought from you in the past. Now, you can send targeted emails regarding new products and offers, encouraging repeat purchases.

How to Qualify

To be eligible for this new feature, brands must meet the following criteria:

• Email opt-out rates must remain below 1%
• Your brand must be registered

Discounts

The discounts offered through this program are limited to 50%, and must be at least 10%.

Defining Opportunities

With Brand Tailored Promotions, you can engage with different audience segments:

1. Repeat Customers: Reward loyalty and grow repeat purchases with exclusive discounts.
2. Brand Cart Abandoners: Offer discounts to customers who added products to their cart but haven’t bought yet, improving conversion.
3. Potential New Customers: Convert high-affinity customers who are most likely to make their first purchase with acquisition discounts.
4. High Spend Customers: Appreciate the highest spending 5% of your brand’s customers.
5. Recent Customers: Engage with the most recent 5% of customers who have bought from your brand.
6. Brand Followers: Encourage customers to follow your brand on Amazon with follower discounts.

How to Access Brand Tailored Promotions

Accessing and creating a tailored promotion is simple:

1. Go to Advertising and click Brand Tailored Promotions.
2. Click Create a Promotion on the Brand Tailored promotion homepage.
3. Select the brand and the audience you want to target.
4. Add a Promotion Name, discount %, budget, and promotion start and end dates.
5. Review the promotion and click Submit.

Note: Percent discount must be between 10% and 50%. The start date must be at least 24 hours in the future. All tailored promotions will be enabled for display on the detail page by default.

The Downside

Currently, the promotion applies to all products. Soon, sellers will be able to apply it to specific SKUs individually. Additionally, these promotions might soon be available to drive awareness via email.

Conclusion

Amazon’s Tailored Brand Promotions is a promising step towards more personalized and effective brand marketing. While there are some limitations, the opportunities it presents for engaging with various customer segments are exciting. Keep an eye on this space as Amazon continues to innovate and expand this feature, shaping the future of online retail promotions.