Amazon Customer Engagement: Email Your Brand Followers for Free

For years, one of the biggest frustrations for Amazon brands was simple. You could not talk to your own customers. Amazon kept the relationship. Now that is starting to change. With the Customer Engagement tool, brands can send emails to Amazon shoppers who follow their brand.

Here is how it works and how to grow the audience it relies on.

What is the Customer Engagement tool?

Customer Engagement is a tool in Seller Central for brand owners in Brand Registry. It lets you create email campaigns that Amazon sends to shoppers who follow your brand. Amazon handles the sending, using its own email templates.

It is free to use.

Who receives your emails?

Your emails go to shoppers who have chosen to follow your brand on Amazon. Shoppers can follow brands from your Amazon Store, from Amazon Posts and from other places where Amazon shows a Follow button.

The more followers you have, the more people you can reach.

What kind of emails can you send?

Campaigns focus on your products, such as:

• New product launches.
• Featured products and best sellers.
• Seasonal collections and gift ideas.

Amazon builds the email from your product data and lets you add a subject line. There are rules on how often you can email followers, so make each one count.

How to grow your followers

• Keep your Amazon Store active. The Follow button sits at the top of your Store. Shoppers who browse your Store are the most likely to follow. See our tips on Store design.
• Post regularly with Amazon Posts. Posts include a Follow button, and active brands get more reach. We covered Posts in this guide.
• Send outside traffic to your Store. Social media and email traffic that lands on your Store can turn into followers.
• Use Sponsored Brands ads to your Store so more shoppers see the Follow button.

Tips for better campaigns

• Lead with your best product or something genuinely new.
• Write a short, clear subject line that says what is inside.
• Time emails around launches and seasonal moments, like the holidays.
• Check the results in the dashboard, including opens, clicks and sales.

Why it matters

Every brand on Amazon competes for attention with ads. An audience of followers is something you own more of over time. It is a channel that does not need a bid. It will not replace ads, but it is a valuable addition.

The bottom line

The Customer Engagement tool gives brands a free way to reach their followers on Amazon. Grow your follower base with an active Store and regular Posts, then use emails for launches and key moments. If you want help building your brand presence on Amazon, see our Brand Store and creatives service.

FAQs

Can I email Amazon customers?

Brand owners can use the Customer Engagement tool to send emails to shoppers who follow their brand. Amazon sends the emails on your behalf.

Is the Customer Engagement tool free?

Yes. It is free for brand owners enrolled in Brand Registry.

How do shoppers follow a brand on Amazon?

They click the Follow button on your Amazon Store, Amazon Posts or other places where Amazon shows it.