What are Brand Tailored Promotions?

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In August of 2023, Amazon announced the launch of a new promotional strategy: Brand Tailored Promotions. 

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Brand Tailored Promotions allow you to create promotional codes for specific segments of Amazon’s customer base. These segments include six audience types:

• Brand Followers: Customers who have clicked to follow your brand in Amazon’s store.
• Repeat Customers: Customers who have ordered your brand’s products more than once in the last 12 months.
• Recent Customers: The most recent customers who have purchased from your brand.
• High-Spend Customers: The highest-spending customers with your brand in the last 12 months.
• Potential New Customers: Customers who have clicked on your brand and products or added to cart recently, but have not purchased in the last 12 months.
• Cart Abandoners: Customers who have added one or more of your brand’s products in their cart, but haven’t purchased in the last three months.

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Once you’ve chosen an audience from the 6 segment options, you can provide a promotion that can range between 10% - 50% off. Note: these promotions can be combined with other unrestricted promotions, deals, and coupons! We typically recommend turning these promotions off during other events such as Black Friday / Cyber Monday / Prime Day if you’re not comfortable with promotion stacking! 

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Amazon has announced that they will soon be allowing Brand Tailored Promotions to be ASIN-specific, but for now, these promotions are catalog-wide. Keep an eye out for this exciting update!

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💡Tip: Keep an eye on your Brand Tailored Promotion audience sizes & run BTPs after sale events on Amazon (Prime Day, Black Friday, Cyber Monday) for increased audience sizes! 

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Disadvantages Of Brand Tailored Promotions 

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The disadvantage, or noteworthy actuality about Brand Tailored Promotions: these promotions can be combined with other unrestricted promotions, deals, and coupons. We typically recommend turning these promotions off during other events such as Black Friday / Cyber Monday / Prime Day if you’re not comfortable with stacking! 

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How to Navigate to the Brand Tailored Promotions Dashboard in Seller Central

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To set up your first BTP, head to Advertising in the Main Menu and click Brand Tailored Promotions. 

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From here, you will select Create a tailored promotion:

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Next, fill out the information & click submit. That’s it, you created your first Brand Tailored Promotion! 

Troubleshoot: Not Seeing Brand Tailored Promotions in your Seller Central Menu?

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If you’re not seeing this option in your menu: first - make sure that you are logged in as the admin user of your Amazon account. Updating permissions for another user? Head to Global Permissions & grant View & Edit access under Brand Tailored Promotions (see below). 

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Final Thoughts

If you’re looking for a way to create & grow a loyal brand following, incentivize potential new customers, or get those cart abandoners to convert… give this new feature a shot!

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Good luck! 

Abby Mellott