What are Amazon Brand Tailored Promotions?

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In an increasingly competitive ecommerce space, it can be challenging to entice customers to shop with your brand. While marketing and advertising can help, sometimes rewarding customer loyalty with a promotion can encourage shoppers to become repeat customers.

Amazon Brand Tailored Promotions is a tool that can help you do just that. In this article, we’ll explore:

• What Brand Tailored Promotions are
• The types of Brand Tailored Promotions you can create
• Audiences you can tailor promotions for
• Requirements for creating Brand Tailored Promotions
• How to create Brand Tailored Promotions
• How to manage your Brand Tailored Promotions
• Brand Tailored Promotions tips and tricks

What are Brand Tailored Promotions?

Amazon Brand Tailored Promotions give sellers the chance to provide targeted offers to existing and potential customers to help encourage brand loyalty. Sellers can create promotions for long-term customers, new customers, and even customers who have abandoned their carts and need an incentive to complete a purchase.

With Brand Tailored Promotions, you can offer different audiences promotional discounts on your catalog or specific products ranging from 10% to 50% off. Each eligible customer can redeem the promotion on a single purchase. Brand Tailored Promotions are designed to deliver personalized offers to the right shopper at the right time.

With Brand Tailored Promotions, you can:

• Drive sales by reaching high-intent shoppers with tailored promotions
• Build customer relationships and lifetime value with personalized offers that connect customers to your brand and drive repeat purchases
• Drive growth with promotion strategies that align to your business goals, from customer acquisition and retention to re-engagement and cross-selling within your brand

Brand Tailored Promotions are available to Brand Representatives enrolled in Brand Registry and operating in Amazon’s stores in the US, UK, Spain, France, Italy, Germany, and Japan.

Learn more about Brand Tailored Promotions

What types of Brand Tailored Promotions campaigns can I create?

Brand representatives can create Brand Tailored Promotions in Seller Central, offering targeted discounts on all products in their catalog, or on specific ASINs. Promotion types include:

• Goal-based audiences: You can create promotions and target audiences tied to specific business objectives or goals. Examples include new customer acquisition, customer retention, re-engagement, and cross-selling within your brand.
• Brand or ASIN-level promotions: You can run promotions for your full brand or specific products or product sets, curating audiences at the ASIN level. For example, you can re-market based on views or carts, create promotions for one-time customers, and target lapsed customers.
• Audiences outside your customer base: You can create campaigns designed to reach high-intent shoppers who’ve engaged with your brand but haven’t made a purchase.

What audiences can you tailor promotions for?

With Brand Tailored Promotions, you can tailor promotional codes to different audiences at different stages of their journey:

• New customer acquisition: Customers who have shown interest in your brand through clicks or cart adds in the last 90 days but haven’t purchased yet
• Customer re-engagement: Your brand’s most loyal customers who are declining in sales, and lapsed customers who showed high intent but haven’t purchased recently
• Customer retention: Your brand’s most loyal customers that are declining in sales, repeat purchasers, and your highest-spending customers from the last 12 months

You can create tailored promotions for an audience size of 1,000 or more. However, your audience size may change throughout the life of your promotion. More customers may become eligible to meet your audience’s criteria, while others may no longer be eligible. Audience updates will happen based on the audience refresh timeframe.

What are the requirements for creating Brand Tailored Promotions?

To create Brand Tailored Promotions, you’ll need a brand enrolled in Amazon Brand Registry and be designated as the Brand Representative for the primary account.

Your products will also need to meet these eligibility requirements:

• Products with one to four reviews must have an average rating of 2.5 stars.
• Products with five or more reviews must have an average rating of at least 3 stars.
• Products must be in “New” condition.
• Product must not be “Adult” products.

Products with no reviews are also eligible for Brand Tailored Promotions.

How do you create Brand Tailored Promotions?

To create a Brand Tailored Promotion, select Advertising from the main menu in Seller Central, then select Brand Tailored Promotions. Then select Create a tailored promotion and follow these steps:

1. Select your brand and promotion goal: You can select the brand from the “Brand” drop-down list. Only the brands assigned to the Brand Representative will appear for selection.
2. Choose your goal: You can choose from one of three goals or business objectives: New Customer Acquisitions, Customer Retention, Re-engagement, and Cross-sell. Once you’ve chosen your goal, select Next.
3. Pick your product: You can choose Add all products to include your entire catalog or Add specific products by ASIN to select specific products. Once you’ve identified the products you want to include in your promotion, select Next.
4. Select your audience: At this point, you’ll see the eligible audiences under the given goal and the audience size. For promotions with specific ASINs, the audience size will depend on the number of ASINs in your promotion. If the audience size is less than 1,000 for promotions with specific products, add more products to increase the audience size. Once you’ve chosen your audience, select Next.
5. Select the conditions and promotions details: Here, you can add your promotion name and enter the discount, between 10% and 50%. You can also add a maximum budget to ensure you don’t go over a set amount. Set the start date for at least 48 hours in the future and within 60 days of the creation date, and the end date within 90 days of the start date. Review the promotion details, then select Submit promo code.

When you submit your promotion, it will appear as “Scheduled” on the Tailored Promotions dashboard. Once your promotion is approved and live, the status will update to “Running,” and the promotion will be visible to your intended audience. Then you’ll be able to track your promotion’s performance in the dashboard and the detail page.

How do I manage my Brand Tailored Promotions?

You can edit or cancel your promotions from the Brand Tailored Promotions dashboard in Seller Central.

To edit a promotion, follow these steps:

1. Select Advertising from the main menu in Seller Central, then select Brand Tailored Promotions.
2. On the Tailored Promotions dashboard, select Edit next to the promotion you want to update.
3. On the Promotion details page, you can edit certain fields for the promotion, then select Submit.

Up to six hours before the promotion goes live, you can edit the customer discount and budget. After the promotion is live, only the budget can be edited, and it can only be increased.

To end or deactivate an active promotion before its scheduled end date or before the budget runs out, follow these steps:

1. Select Advertising from the main menu in Seller Central, then select Brand Tailored Promotions.
2. On the Tailored Promotions dashboard, select Deactivate next to the promotion you want to end. It may take up to four hours for the promotion to no longer appear to customers.

Once you end a promotion, it can’t be reactivated. You’ll need to create a new promotion.

Brand Tailored Promotions tips and tricks

As you continue to experiment with Brand Tailored Promotions, here are some tips and tricks to keep in mind:

• If you have excess inventory, Brand Tailored Promotions can be a great way to encourage purchases and move stagnant products.
• You can help maximize sales by deploying Brand Tailored Promotions during key shopping events like Prime Day or Black Friday.
• When customers put your products in their cart but don’t complete a sale, you can use Brand Tailored Promotions to encourage them to complete the sale.
• You can use Brand Tailored Promotions to give discounts to prospective customers to encourage them to shop with you.
• For your loyal and repeat customers, Brand Tailored Promotions can be used to re-engage and keep them coming back.
• Remember, you can only have 20 active or scheduled promotions at one time.

Ready to try Brand Tailored Promotions?

With Brand Tailored Promotions, you have a valuable tool at your disposal that empowers you to target a variety of audiences with exclusive discounts made just for them. From long term, loyal customers to shoppers who are curious enough about your brand to add products to their cart, Brand Tailored Promotions can help encourage sales and grow your business.

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