Infographic showing audience segmentation.

Amazon’s Brand Tailored Promotions Gives Brands Greater Marketing Control

Ryan Faist

Ryan Faist, Channel Key

October 20, 2023

This blog was updated on March 8, 2024.

Brand Tailored Promotions is an Amazon marketing lever that enables brands to offer promotional discounts to specific audience segments. Targeting promotions to select customers is designed to make it easier to boost conversions, repeat purchases, and customer retention rates. This article explores the specific audience targeting options available in Brand Tailored Promotions, budget recommendations for setting up campaigns, upcoming email marketing capabilities, and more.

Selecting Audiences for Brand Tailored Promotions

The most powerful part of Brand Tailored Promotions is the ability to control which customers receive discounts. Currently, brands can tailor promotions to the following nine audience segments (as long as they consist of least 1,000 customers):

  • Repeat Customers: Customers who have ordered your brand’s products more than once in the last 12 months. These are your most loyal customers. Consider offering discounts to reward loyalty, deepen relationships, and motivate repeat purchases.
  • Brand Cart Abandoners: Customers who have added any of your brand products to their cart in the last 90 days but didn’t complete a purchase. These are customers who were thinking about buying something from your brand and then changed their mind for some reason. Consider offering discounts to help sway them back to your product detail pages.
  • Potential New Customers: Customers who have clicked on your brand’s products or added them to their cart within the last 90 days but have not completed a purchase in the last 12 months. These are high-affinity customers who might just need a little nudge to make their first purchase. Consider offering acquisition discounts to help convert them.
  • High-Spend Customers: The highest-spending 5% of your brand’s customers in the last 12 months. These customers spend the most on your brand’s products.
  • Recent Customers: The most recent customers who have bought from your brand.
  • Brand Followers: Brand followers have clicked to “follow” this brand on Amazon. These customers have opted to hear about your brand story and products. They may or may not have bought from you previously. Consider offering follower discounts to encourage more customers to follow your brand.
  • Top-Tier Customers: These are customers who have bought recently and spend the most on your brand. Most of these customers buy often. These customers need to feel important to keep purchasing.
  • Promising Customers: Customers who have bought recently, buy occasionally, and spend above average.
  • At-Risk Customers: Customers who haven’t bought recently or frequently, with varied spend. At-risk customers can be engaged through discounts, promotions, and other incentives.

It’s important to note that audiences are not mutually exclusive. There could be an overlap between different audiences. If a customer is part of two different audiences and a brand creates a promotion for both, the customer might receive two different promotions. These promotions will not be applied to the same purchase because tailored promotion discounts will not stack. However, the customer can use a tailored promotion for two separate purchases if eligible for two audience-based promotions.

Below is an example of how a Brand Tailored Promotion can appear to a customer on Amazon:

Screenshot of a Brand Tailored Promotion on Amazon.

How to Create Brand Tailored Promotions

To create your first Brand Tailored Promotion, login to Seller Central and follow these simple steps:

  • Go to Advertising and click Brand Tailored Promotions.
  • Click Create a promotion on Brand Tailored Promotion.
  • Select the brand and the audience you want to target. Each audience shows the name, description, and size of the audience. Click Next.
  • Add a promotion name (not visible to customers), discount %, budget, and promotion start and end dates. A percent discount must be between 10% and 50%. Budget is the maximum spend for discount that will be used for this promotion. The start date must be at least 24 hours in the future.
  • Currently, Brand Tailored Promotions will apply to the entire brand catalog for redemption on any one product per customer. Amazon stated it will soon launch the ability to select specific ASINs eligible for a Brand Tailored Promotions.
  • Review the promotion and click Submit.
  • Once your promotion is approved, it will be visible to the selected audience.

Budget Recommendations for Brand Tailored Promotions

When creating a Brand Tailored Promotion, it’s important to select a budget that covers the cost of the customer demand that your promotion generates for the duration you set. The minimum budget you can set must be (Average order value for your brand X percent discount X number of customers in selected audience X redemption percentage). For example, 30 X 10% X 100,000 X 5% = $15,000

Budget overspending is most likely to occur during high-traffic events or when your promotion is combined with other promotions, such as Lightning Deals or when you set unrealistically low budgets for higher discounts.

Avoid creating unrealistically low budgets. Low budgets for high discounts might cause your budget to expire rapidly after only a couple of hours. As a result, only a few customers will be able to see and interact with your promotion.

Channel Key Takeaway

Brand Tailored Promotions are more than just a way to offer discounts on products to shoppers. They make it easier to create unique, individualized experiences that cater to a customer’s specific needs. For example, a promotion that resonates with a new customer might not work the same for a long-time, repeat customer. Brand Tailored Promotions help you get to know your audience better and give you greater control over how you interact with them. While still in their early stage, Brand Tailored Promotions have already generated strong results for our brand partners. With the ability to promote specific ASINs coming sometime in 2024, Channel Key predicts Brand Tailored Promotions will be an important marketing lever for all brands that sell on Amazon.

2023 Cart Building Promotions Ebook Cover

Let us send you our free ebook

Cart-Building Promotions: A Free Way to Increase Holiday Orders on Amazon

Recent Posts

Amazon boxes in a living room background.

Account Management

The Definitive Guide to Prime Day Marketing & Advertising

Read More
Amazon add to cart button.

Inventory & Orders

How to Maximize Sales with Amazon Virtual Product Bundles

Read More
Abstract logistics matrix with arrows and dots.

Account Management

Amazon FBA Fee Changes Clarified: How to Minimize Your Costs

Read More
Illustration of Amazon's new Coupons dashboard.

Account Management

Amazon’s New Coupons Dashboard Offers Better Targeting Capabilities

Read More
Collage of Prime Video original shows and movies.

Account Management

How to Set Up Amazon Prime Video Ads and Reach Millions of Viewers

Read More

Channel Key News

Channel Key Acquires True Hero

Read More
Small shopping cart on top of a laptop keyboard.

Account Management

The 2023 Holiday Shopping Season Recap: Top Takeaways for Ecommerce Brands

Read More
Flatscreen television on a desk with a blue background.

Amazon Advertising

Amazon Sponsored TV Ads Reach Upper Funnel Audiences

Read More
Seller Central screenshot showing Lightning Deal results.

Account Management

Cyber Week 2023 Recap: Revenue, Trends, & Client Data

Read More

Copyright 2023 Channel Key, LLC. All Rights Reserved

Channel Key is excited to announce the acquisition of True Hero, a full-service Amazon marketing agency.