Amazon is now widely recognized as the preferred e-commerce platform. The competition among sellers has intensified due to the millions of items and the constantly growing customer base. Sellers are always searching for efficient ways to increase sales and brand visibility in order to obtain a competitive advantage. Amazon Brand Tailored Promotions is one such strategy that has gained significant attention.
In this post, we will explore the inner secrets of this marketing tool and show you how to use it to outperform your competitors.
What Are Amazon Brand Tailored Promotions?
Brand Tailored promotions let you create tailored discounts and offers for your past and prospective Amazon customers. Brand Tailored promotion allows brand owners and selling partners to create exclusive discounts for customers who follow or buy from the brand. This helps you build loyal relationships with Amazon customers and increase conversions while maintaining or reducing overall promotional costs.
Tailoring Your Promotions To Six Different Customer Groups
Brand Tailored Promotions allows you to tailor promotional codes to smaller segments of Amazon’s customer base across six audience types:
- Brand Followers: Customers who have clicked to follow your brand in Amazon’s store.
- Repeat Customers: Customers who have ordered products from your brand more than once in the last 12 months.
- Recent Customers: The most recent customers who have purchased from your brand.
- High-Spend Customers: The highest-spending customers with your brand in the last 12 months.
- Potential New Customers: Customers who have clicked on your brand and products or added to cart recently but have not purchased in the last 12 months.
- Cart Abandoners: Customers who have added one or more of your products to their cart but have not purchased in the last three months.
Audience tailoring based on past purchasing behavior enables you to identify Amazon customers who are most likely to engage with your brand while helping you improve return on investment on discounted promotions, increase sales, and improve customer retention.
How To Set Up An Amazon Brand Tailored Promotion?
It is simple to set up a tailored promotion with Amazon Brand Tailored Promotions. Let us go through the steps of how to efficiently create your promotion:
Step 1: Sign in to your Amazon Seller Central account.
Step 2: Navigate to “Advertising” and click “Brand Tailored Promotions.”
Step 3: Choose your Brand and the exact audience you want to target. There is a name, description, and approximate size for each audience type.
Step 4: Click “Next” when you are ready to move forward.
Step 5: Provide the specifics that are required for your promotion, like:
- The campaign name
- Discount percentage – must be between 10% to 50%
- Campaign budget – minimum $100
- Start and end dates – must be at least 24 hours in the future
Step 6: Press “Submit” after reviewing the promotion details.
Promotions are visible to the audience you have chosen after they are approved by Amazon. Your tailored promotion is now active and ready to engage potential buyers.
Strategy For Your Brand Tailored Promotions
In order to fully utilize this cutting-edge (and free!) tool, it is essential to evaluate your objectives and develop a successful plan. Brand tailored promotions have the potential to improve customer connections and increase sales significantly when implemented properly.
Offer One Promotion At A Time
Although brand tailored promotions are set as “Preferential,” they can be combined with “Unrestricted” or any other Amazon seller promotion without claim codes. Limit promotion to one at a time to prevent over-discounting.
Carefully Select Your Segment
Think about what will work best for your brand when choosing your target audience. The best strategy to generate sales for a lot of sellers is to focus on recent buyers and abandoned carts.
Analyze Data And Adjust Accordingly
The goal is not only to generate short-term sales just like other Amazon seller promotions. Adjust your overall Amazon approach based on the results. After your 90-day promotion has ended, consider targeting another segment or rethinking your approach in order to collect as much data as you can.
FAQs
Q1: How to check eligibility for Amazon brand tailored promotion?
Brand tailored promotions are available to registered brand sellers on Seller Central. To see if your brand is eligible, visit Amazon Brand Registry.
Q2: How much is the fee to set up a brand tailored promotion?
There is no fee to offer a brand tailored promotion.
Q3: How does the promotion appear to the customers?
Eligible customers (audiences) will be able to view the promotion on the search, detail page, and promotion shopping page. The promotions will also be surfaced by a green badge mentioning Save X% on promo code XXXX.
Q4: How do I fix any mistakes made while creating the promotion after submission?
You can always edit a discount up to six hours before the promotion goes live. If the promotion is live, you might need to cancel or deactivate the promotion.
Q5: Is there a detailed order level report generated for each tailored promotion?
No, currently Amazon do not surface a detailed order level or ASIN level report for tailored promotions. Brand owners can however find all orders with any promotion by downloading sales reports or individually through “Manage orders.” These would include all promotions and not just tailored promotions.
Concluding Notes
We are happy to see how often Amazon supports its strong community of sellers, even though its primary focus is to provide customers with the best possible experience. Brand tailored promotions will open up a world of possibilities for engaging and winning over new customers. Making the most of these unique promotions can provide your brand the edge it needs to differentiate itself from the competition.