Brand Tailored Promotions: Targeted Discounts for Your Best Audiences

Most Amazon discounts go to everyone. A coupon or a deal gives the same price to a loyal fan and to a stranger who would have bought anyway. Brand Tailored Promotions change that. They let brands offer discounts to specific groups of shoppers, such as people who left your product in their cart.

Here is how they work and when to use them, especially as we head into the holiday peak.

What are Brand Tailored Promotions?

Brand Tailored Promotions are discounts that only certain shoppers can see and use. They are created in Seller Central by brand owners in Brand Registry. Eligible shoppers see the discount on the product page and in other places across Amazon.

Audiences you can target

Amazon offers a set of audiences, which may include:

• Cart abandoners: shoppers who added your product to cart but did not buy.
• Recent engaged shoppers: people who viewed your products recently.
• Repeat customers: people who have bought from your brand before.
• Brand followers: shoppers who follow your brand on Amazon.
• High spending customers of your brand.

Audience sizes have minimums, so smaller brands may not see every option.

Why they work

• Higher conversion. These shoppers already know you. A small nudge often closes the sale.
• Less margin lost. You only discount for the people who need it, not everyone.
• Loyalty. Rewarding repeat customers and followers can build a habit.

Ideas for using them

• Cart abandoners: a 10% to 15% offer can bring back people who were close to buying.
• Repeat customers: promote a related product or a refill to people who already trust you.
• Followers: a holiday thank-you offer, which also gives people a reason to follow you. Our post on the Customer Engagement tool covers growing followers.

Tips

• Check your margin after the discount and fees before launching.
• Avoid running a big public deal on the same product at the same time.
• Pair cart abandoner offers with Sponsored Display remarketing for extra reach.
• Review results after each promotion. Note redemption and sales for each audience.

Holiday timing

With Black Friday and Cyber Monday close, Brand Tailored Promotions can help you win back shoppers who browsed during the Prime Early Access Sale and earlier in November. Set them up now so they are ready for the peak.

The bottom line

Brand Tailored Promotions let you discount smart, not wide. Use them for cart abandoners, repeat customers and followers, and keep an eye on margin. If you want help planning promotions and ads together, see our Amazon PPC management service.

FAQs

What are Amazon Brand Tailored Promotions?

They are discounts that only specific groups of shoppers can see, such as cart abandoners, repeat customers or brand followers.

Who can create Brand Tailored Promotions?

Brand owners enrolled in Brand Registry, with audiences that meet Amazon’s minimum size.

What discount should I offer cart abandoners?

Many brands start with 10% to 15%. Test and compare results against your margin.