If you want more control over who gets your discounts, Amazon’s Brand Tailored Promotions is the way to go. Instead of offering the same discount to every shopper, you can now reward loyal buyers, re-engage those who haven’t purchased in a while, and nudge interested shoppers to complete their purchases using exclusive deals.
In this guide, you’ll learn exactly how Brand Tailored Promotions work, who can use them, how to set them up, and how to run them in a way that brings in more sales and long-term growth for your Amazon brand.
What Are Amazon Brand Tailored Promotions?
Amazon’s Brand Tailored Promotions is a tool inside Seller Central that allows Brand Registered sellers to offer exclusive discounts to specific customer segments.
Unlike traditional promotions, which are available to all shoppers, these discounts only appear to shoppers who fit certain criteria, such as those who’ve bought from you before, follow your brand, or abandoned a product in their cart.
This means you avoid giving away margin to casual browsers who were going to buy anyway and use your marketing budget to reward your best customers, bring back interested shoppers, or convert warm audiences.
Who Is Eligible to Use Brand Tailored Promotions?
To be eligible for Brand Tailored Promotions, you must be enrolled in Amazon’s Brand Registry.
Once you’re Brand Registered, the feature should appear under the Advertising tab in Seller Central as “Brand Tailored Promotions.”
However, it’s important to note that eligibility just means you can access the feature. It doesn’t mean you’re ready to run a campaign yet.
To create and launch a promotion, you’ll also need to meet the size requirement for the audience you’re targeting. We’ll cover this in the next section.
How to Set Up a Brand Tailored Promotion
Here’s how to set up an Amazon Brand Tailored Promotion from start to finish:
Step 1: Go to Brand Tailored Promotions
In Seller Central, hover over the Advertising tab and click on Brand Tailored Promotions.
Step 2: Click “Create a tailored promotion”
