Last Updated: October 11, 2024
Why settle for blanket discounts when you can target the buyers who actually matter with Amazon Brand Tailored Promotions?
Reaching the right audience on Amazon can feel like a waste of time and money. Broad promotions often fall flat, and encouraging repeat purchases can quickly become expensive.
Previously, discounts were limited to Amazon membership groups like Prime, leaving sellers with little control over who could use their offers. It was frustrating and inefficient.
Now, Amazon’s Brand Tailored Promotions change the game. You can offer targeted discounts, from 10% to 50%, to specific customer types, driving conversions, repeat purchases, and retention—all without the wasted spend.
Our Amazon agency provides a guide with strategies our experts use to make these promotions work, helping you reach the right audience and boost your sales.
Table of Contents
Why Should Sellers Use Amazon Brand Tailored Promotion
Imagine you’re an online retailer selling eco-friendly products.
Brand Tailored Promotions allow sellers to create a discount for customers who have previously purchased your sustainable cleaning products. This targeted offer not only rewards existing customers but also encourages them to explore other eco-friendly options in your product line.
By using Brand Tailored Promotions, you can effectively reach your target audience, foster customer loyalty, and drive sales growth for your eco-friendly brand.
Create Exclusive Discounts and Offers
- Offer tailored deals to specific customers, increasing conversions and building brand loyalty.
- Exclusive discounts can attract new customers and encourage repeat purchases.
- Increase your brand’s visibility on Amazon.
Foster Customer Loyalty and Boost Sales
- Build stronger connections with customers, leading to loyalty and repeat purchases.
- Reinforce your brand message and build trust among customers.
Improve Marketing Efforts
- Reach the right audience with tailored promotions.
- Enhance the effectiveness of your marketing efforts.
Enhance Promotion Effectiveness
- Create promotions that drive higher conversions and maximize ROI.
Cost-Effective Brand Promotion
- Promote your brand efficiently without breaking the bank.
Brand Tailored Promotions: Eligibility and Access
Seller Eligibility
Only brands registered on Amazon Brand Registry are eligible for Brand Tailored Promotions.
Product Eligibility
- Products with no reviews are automatically eligible.
- Products with 1-4 reviews need an average rating of 2.5 stars.
- Products with five or more reviews should have an average rating of at least 3 stars.
- Product Condition should be “New.
Ineligible Products
- Used, Collectibles, or Refurbished products.
- Adult Products
- Sexual wellness, Hunting and fishing, and Guns and gun accessories
How To Access Brand Tailored Promotions Dashboard
In your Seller Central account, navigate to Advertising > Brand Tailored Promotions
Target The Right Audience, Build Brand Loyalty
You can design promotions for more than 10 distinct customer groups, including those who follow your brand. Depending on your promotional goals, you can focus on a specific audience along with their relevant product selections.
To create tailored promotions, you need to have at least 1,000 customers in your target group. You can have a maximum of 20 promotions active or scheduled at once.
Let’s take a closer look at the audiences you can target with brand tailored promotions.
Create a Tailored Promotion For Customer Acquisition
Brand Cart Abandoners
Target cart abandoners—customers who added products to their cart in the last 90 days but haven’t completed their purchase—by offering exclusive discounts. This helps convert potential buyers and strengthen customer relationships.
Potential New Customers
Focus on potential new customers who have clicked on your brand products or added to cart in the last 90 days but haven’t purchased in the past 12 months. Rekindle interest to encourage purchases and drive sales growth.
Views Remarketing
Customers who viewed selected products in the last 30 days but haven’t purchased in the past year. Reignite interest in recently viewed products, encouraging completion of purchases.
Cart Remarketing
Customers who added selected products to their cart in the last 30 days but did not complete the purchase. By targeting customers who have already expressed interest, you can motivate them to finalize their purchases.
In-Market Customers
Customers who viewed products similar to your selected items in the last 7 days but did not make a purchase. Targeting in-market customers allows you to engage potential buyers while their interest is fresh, increasing the likelihood of conversion.
For Customer Retention
Repeat Customers
Customers who have purchased your brand’s products more than once in the last 12 months.
Tailored promotions can incentivize repeat buyers to explore more products, boosting overall sales. Engaging repeat customers with exclusive offers encourages them to continue choosing your brand over competitors.
High-Spend Customers
The top 5% of your brand’s customers who have spent the most in the last 12 months. Targeting your most valuable customers can lead to increased sales and higher average order values, enhancing overall profitability.
Recent Customers
These are the most recent 5% of customers who have made a purchase from your brand. Engaging recent customers with exclusive offers can incentivize them to make additional purchases shortly after their first buy.
Brand Followers
They are customers who have clicked to follow your brand on Amazon.
Engaging brand followers with exclusive promotions fosters a sense of community and loyalty, encouraging them to continue supporting your brand. Tailored offers can motivate followers to convert their interest into purchases, increasing sales volume.
Top-Tier Customers
Customers who have made recent purchases and are among your highest spenders, typically buying frequently. Providing exclusive promotions to top-tier customers acknowledges their loyalty, encouraging continued engagement and repeat purchases.
Promising Customers
Customers who have made recent purchases, buy occasionally, and spend above average. Engaging promising customers with personalized offers helps foster loyalty, making them more likely to choose your brand over competitors in the future.
One-Time Customers
One-time customers who have made at least one specific purchase in the last 12 months but have not bought anything in the last 30 days. By enticing these customers with exclusive discounts or promotions, you can transform them from one-time buyers into loyal customers, ultimately increasing your sales.
For Re-Engagement
Declining Top-Tier Customers
Declining top-tier customers—those who have been significant spenders but are predicted to spend less in the coming year. By proactively targeting declining top-tier customers with tailored promotions, you can encourage them to continue purchasing, mitigating potential drops in revenue.
Declining Promising Customers
This audience compose of those who have shown potential but are expected to spend less in the upcoming year. By reaching out with customized offers, you can foster a sense of loyalty, encouraging these customers to remain engaged with your brand.
At-Risk Customers
At-risk customers—those who have not made recent or frequent purchases and exhibit varied spending behavior.
Customized promotions can draw these customers back to your brand, rekindling their interest in your products. Tailored discounts can showcase new arrivals or best-sellers, prompting at-risk customers to explore what’s currently available.
Lapsed Customers
Lapsed customers—those who made purchases in the last two years but haven’t bought anything in the last year. Offering exclusive discounts on products they previously purchased can motivate them to return and complete another purchase.
For Cross-Selling
Complementary Products Remarketing
Customers who have added and purchased complementary products in the last 30 days but did not buy the selected products.
Tailored promotions can effectively highlight and incentivize customers to purchase related products they may not have considered. Offering exclusive discounts on complementary products can create a more personalized shopping experience, making customers feel valued and understood.
Creating A Tailored Discount For Your Brand Followers and Audience
Once you are in the Brand Tailored Promotions dashboard:
1. Select your brand from the drop-down list of your registered brands
2. Select a goal then click "Next".
You can select one of the following desired objectives for which you want to create a tailored promotion.
- New Customer Acquisition
Attract and convert potential customers who are interested in your brand.
- Customer Retention
Enhance loyalty and retention by actively engaging your current customers.
- Re-engagement
Address customer attrition and regain previously lost customers.
- Cross-Sell
Promote complementary products to your existing customers.
3. Specify the products for your brand loyalty promotion.
Choose one of the following options:
- Add All Products:
All items in your brand catalog will be included in the promotion.
- Exclude Specific Products
Provide a comma-separated list of ASINs to remove from the promotion, with a maximum of 100 ASINs allowed.
- Add Specific Products
Enter a comma-separated list of ASINs to include in your promotion, with a maximum of 100 ASINs permitted.
For new customer acquisition and customer retention, you have the option to either include all products or select specific ones to include or exclude. For re-engagement, sellers can only include all products or exclude specific items. In the case of cross-selling, you can only include specific products.
Including a parent ASIN will automatically add or exclude all associated child ASINs. To include or exclude specific child ASINs, you must list them individually.
Review the ASINs in the Included/Excluded Products table. For promotions focused on specific products, refer to the Types of Product Selection Lists. Once you have made your final product selections, click Next.
4. Select the audience of your promotions then click "Next".
After selecting your goal and products, you will see the eligible audiences related to that goal, including their sizes. For promotions with specific ASINs, the audience size depends on the number of ASINs included.
Each audience has a name, description, and size. Segments with fewer than 1,000 members cannot be selected.
To increase audience size for specific products, add more ASINs. For example, if the Views remarketing audience shows 600-800 members with 10 ASINs, adding more may help boost that number.
5. Specify Conditions/Promotion Details
- Promotion Name
Add a name (not visible to customers).
- Percent Discount
Must be between 10% and 50%.
- Budget
Minimum of $100. The promotion will go offline once 80% of the budget is redeemed.
- Start Date
Must be at least 48 hours in the future and within 60 days of creation.
- End Date
Must be within 90 days of the start date.
- Redemption Limit
One unit per customer.
- Display Settings
All tailored promotions will display on search and detail pages by default.
Review the details and click “Submit promo code.” The promotion will appear as “Scheduled” on the Tailored Promotions dashboard. Once approved, the status will change to “Running,” and it will be visible to the selected audience.
Brand Tailored Promotions: Budget Allocation
To set up efficient budgets for tailored promotions, consider the following:
Your budget should account for the customer demand generated by your promotion over its duration.
Budget Calculation Example:
- Audience Size: 100,000 (e.g., Repeat customers)
- Discount: 10%
- Average Order Value: $30
- Redemption Rate: 5% of the eligible audience
Minimum Budget Formula
Be cautious during high-traffic events or when combining promotions, as these can lead to overspending if the budget is set too low. Low budgets for high discounts can lead to rapid budget depletion, limiting customer visibility and interaction with the promotion.
New Features of Brand Tailored Promotions
Complementary Products Remarketing
Amazon has introduced a new feature called “Complementary Products Remarketing.” It focuses on driving off-site traffic by reminding customers—often outside of Amazon—to return and check out similar products. For example, if you looked at socks, you’ll be shown other socks you might like.
Product Selection Customization
You can now exclude up to 100 ASINs from your tailored promotions, allowing for more precise product targeting.
Expanded Audience Reach
New audience options have been added, including In-Market Customers and Complementary Products remarketing. This helps you engage potential customers beyond your brand.
Advanced Audience Segmentation
Run promotions for specific products and create targeted audiences based on customer interest.
Promotion Combinability
Tailored promotions can combine with other unrestricted promotions, deals, and coupons. If a buyer qualifies for multiple preferential promotions, the highest value will apply.
Key Takeaways:
New segmentation options like cart remarketing, view remarketing, and cross-sell targeting let you reach customers based on their actions (e.g., viewing or adding products to carts).
Promotions now focus on customer acquisition, retention, re-engagement, and cross-sell, allowing you to tailor offers to specific customer behaviors.
Brand Tailored Promotions Availability in International Amazon Stores
Brand Tailored Promotions are available (as of January 2024) in the UK, Germany, Spain, Italy, France, Mexico, and Canada. This feature lets brand owners offer promotional discounts (10% to 50%) to high-intent customers like repeat buyers, high-spend customers, and cart abandoners.
Use these promotions during peak sales events to increase visibility, drive purchases, and boost customer loyalty across Amazon’s international marketplaces.
Best Practices To Make The Most Of Brand Tailored Promotions
- Frequent Campaigns for Consistent Engagement:
Regularly send out campaigns using Brand Tailored Promotions to maintain customer interaction and build brand loyalty.
- Target Abandoned Carts and Recent Purchasers:
Focus on warm leads like abandoned carts and recent buyers. These customers have already shown interest and are more likely to convert into repeat buyers.
- Expand Your Product Catalog:
Offer a variety of products in your campaigns to cater to different preferences, increasing the chances of making a sale.
- Monitor Opt-Out Rates
Keep track of opt-out rates to identify issues in your campaigns, like ineffective messaging or too frequent outreach, and adjust accordingly.
- Avoid Double Discounts
Be mindful of running both promotions and coupons for the same audience, as they can stack and unintentionally offer double discounts.
Brand Tailored Promotions FAQs
Set Up A Brand Tailored Promotion Now
By strategically utilizing Brand Tailored Promotions, you can elevate your Amazon business to new heights. Selling on Amazon, these targeted promotions can offer you a powerful way to connect with ideal Amazon customers, boost sales, and foster brand loyalty.
Ready to Take Action?
Contact our Full Service Amazon Agency today to set up Brand Tailored Promotions and optimize your advertising campaigns. Our Amazon experts will help you craft personalized promotions that drive results and propel your business forward on Amazon.
