Amazon Brand Tailored Promotions let you send a percentage-off code to a specific audience that has already interacted with your brand, rather than discounting for everyone. You need Brand Registry, and the promotion is built in Seller Central under the Brands area.
I’d say that targeting is the entire point. A site-wide coupon gives money to people who were going to buy anyway. A tailored promotion spends it on the people who did not, which is a materially different use of the same budget.
The audiences, and which ones deserve the discount
Amazon builds these segments from behavior on your brand, and I’ve found the differences between them matter more than the discount depth. The exact set available changes, so check what your account currently offers, but they generally cover this ground.
| Audience | What it means | Worth discounting? |
|---|---|---|
| Brand followers | Followed your store | Yes, and deeply. Highest intent on the list |
| Repeat customers | Bought more than once | Yes, but shallow. They already buy |
| High-spend customers | Above a spend threshold | Carefully. You may be discounting loyalty |
| Cart abandoners | Added and did not buy | Yes. The best value on the list |
| Recent customers | Bought recently | Only to cross-sell something different |
| Potential new customers | Viewed, never bought | Yes, and this is where growth comes from |
If I had to pick two, it would be cart abandoners and potential new customers, and for the same reason. Both groups have demonstrated interest and then stopped. Something is in the way, and a discount is the cheapest test of whether that something was price.
The one I’d be most careful with is high-spend customers. Those people are already paying full price willingly. A discount there is often just margin handed over for sales you would have made anyway, and in our experience it can train a good customer to wait for the next offer.
How deep to discount
Amazon sets a minimum, typically around 10%. There is a ceiling too.
The honest answer on depth is that it depends on what you are trying to learn. A 10% code on repeat customers is a thank-you and a nudge. A 20% code on cart abandoners is a genuine test of whether price was the objection. Anything deeper than that on a product with normal margins usually costs more than the incremental sales return.
I’d work backwards from contribution rather than picking a round number. Take your margin per unit, decide how many extra units the promotion needs to produce to pay for the discount on the units you would have sold anyway, and check whether that number is plausible for the audience size. If the audience is 200 people, a deep discount cannot produce enough volume to pay for itself.
That calculation kills a lot of promotions before they run, which is the point of doing it.
What this is better than, and what it is not
Worth placing it against the alternatives, because sellers often reach for the wrong tool.
Better than a site-wide coupon when you want to convert a specific hesitation. The coupon is visible to everyone including people already about to buy at full price.
Better than a Lightning Deal for building repeat purchase, because it reaches people who already know you rather than bargain hunters passing through.
Not a substitute for advertising. Tailored promotions only reach people who have already found you. They cannot grow the top of the funnel, and I’ve found sellers occasionally expect them to.
Not a launch tool. A new product has no brand audience to target, so the segments are empty or tiny. Launches need advertising, which our guide on A/B testing for Amazon PPC touches on from the testing side.
Running one properly
The mechanics are simple. The discipline around them is what makes it worth doing, and in our experience that is where these go wrong.
Pick one audience per promotion. If you run the same code to four segments at once you learn nothing about which segment responded, and next quarter you are guessing again.
Set a window you can measure. Long enough to accumulate orders, short enough to create urgency. A couple of weeks suits most catalogs.
Write down the redemption rate you expect before you launch. This is the single habit I’d push hardest, because without a prediction you will rationalize whatever number appears.
Check inventory cover first. A successful promotion that sells you out is a ranking problem dressed as a win, since a stockout costs more position than the promotion gained. Our guide on diagnosing ranking drops explains why that recovery takes longer than the outage.
Do not stack it against everything else. Running a tailored promotion on top of a coupon and a deal makes the result uninterpretable and can discount far more deeply than intended.
Reading the results
Two numbers matter. The obvious one is the less useful of the two, which I’d flag before you start reporting on it.
Redemption rate tells you whether the audience cared. Low redemption on cart abandoners is genuinely informative: it means price was not the obstacle, and you should be looking at delivery date, reviews, or the listing itself instead.
Incremental units is the number that decides whether it paid. Compare against the same audience’s normal purchase rate, not against zero. Some of those people were going to buy regardless, and counting their orders as gains is the most common way these promotions get reported as more successful than they were.
I’d also watch what happens in the weeks after. If redemption was high and the following weeks are unusually quiet, the promotion pulled demand forward rather than creating it. That is not worthless, but it is a different result from growth, and in my experience it is frequently mistaken for growth.
How I’d sequence Amazon Brand Tailored Promotions across a year
Running these one at a time, deliberately, teaches you more than running them all at once ever will.
I’d start with cart abandoners, because that audience answers the most useful question. Did these people not buy because of price, or because of something else? A modest discount tests it cleanly, and whichever way it goes you have learned something actionable. High redemption means price was the barrier and you may be priced above the page. Low redemption means the barrier is elsewhere, which sends you to delivery date, reviews and images.
Second, potential new customers. Same logic, larger audience, and this is where actual growth comes from rather than margin reallocation.
Third, and only if the first two worked, brand followers. These people opted in, so intent is high, and I’d treat a promotion here as a relationship thing rather than a conversion test.
I’d leave high-spend and repeat customers until last, or skip them. Those buyers are already paying, and in my experience the main effect of discounting them is to teach good customers to wait for the next code. That habit is hard to reverse once established.
Spacing matters as much as sequence. Running something every month trains the audience to expect it. Two or three well-separated promotions a year keep the mechanism useful, and leave room for a genuine event like Black Friday to still feel like one. Our guide on setting up Black Friday deals covers that side.
The habit worth building alongside all of this is a simple record. Audience, discount, dates, redemption, incremental units, and what the two weeks afterwards looked like. Six fields. Next year that record is worth more than any general guidance, including this page, because it describes your products rather than products in general.
Who this is not for
Being direct saves people time.
If you are not in Brand Registry, this is unavailable, and the route in is a registered trademark. If your product is new, the audiences are too small to matter. If your margin is thin, the minimum discount may not be affordable at all.
And if your listing converts badly at full price, a discount masks the problem for a month rather than fixing it. Conversion sits at the top of the Amazon product ranking factors for a reason, and a promotion that temporarily lifts it does not address why it was low.
FAQ
What are Amazon Brand Tailored Promotions?
Percentage-off codes sent to specific audiences that have already interacted with your brand, such as followers, cart abandoners or repeat customers, rather than to everyone. They require Brand Registry and are created in the Brands area of Seller Central.
Which Brand Tailored Promotion audience performs best?
Cart abandoners and potential new customers generally offer the best value, because both groups showed interest and then stopped, so a discount tests directly whether price was the obstacle. High-spend customers are the riskiest, since you may be discounting sales you would have made anyway.
How much discount should I offer on a Brand Tailored Promotion?
Amazon sets a minimum of around 10%. Work the depth backwards from your contribution per unit rather than picking a round number: calculate how many extra units are needed to cover the discount given to buyers who would have purchased anyway, then check that volume is plausible for the audience size.
Do I need Brand Registry for Brand Tailored Promotions?
Yes. Brand Registry requires a registered trademark, which takes months and costs several hundred dollars. Without it the feature is unavailable and there is no workaround.
Are Brand Tailored Promotions better than coupons?
For converting a specific hesitation, yes, because a coupon is visible to everyone including buyers already about to pay full price. For reaching new audiences, no, since tailored promotions only reach people who have already encountered your brand.
How do I know if a Brand Tailored Promotion worked?
Compare incremental units against that audience’s normal purchase rate rather than against zero, since some of those buyers would have ordered anyway. Then watch the following weeks: unusually quiet sales after high redemption means the promotion pulled demand forward instead of creating it.
Last updated: September 12, 2026. Amazon’s Brand Tailored Promotions audiences, discount limits and eligibility change, so confirm what your account currently offers in Seller Central and against Amazon’s seller documentation. ZonHack is an Amazon Ads verified partner and an Amazon SPN Verified Partner.
