Seller Central Insights: Unlocking Growth with Amazon Brand Tailored Promotions

Amazon recently launched Brand Tailored Promotions, allowing sellers to offer customized promotional discounts to select high-value customer segments. This creates new opportunities to drive conversions, repeat purchases, and loyalty.

In this post, we’ll cover everything sellers need to know about Amazon Brand Tailored Promotions, including tips for optimizing and scaling performance.

What Are Amazon Brand Tailored Promotions?

Brand Tailored Promotions enable FBA sellers to provide discounted promo codes aimed at specific buyer groups likely to engage with their brand. Sellers can offer 10-50% off discounts to incentivize purchases from new and existing customers.

This targeted promotion functionality is only available to brands registered in Amazon Brand Registry. It allows you, as a seller, to tailor deals to different Amazon shopper groups based on their purchase history and engagement.

According to Amazon, Brand Tailored Promotions help sellers:

• Acquire new customers
• Increase repeat order rates
• Drive incremental sales
• Improve customer lifetime value
• Boost brand loyalty

Customer Targeting Options

One of the biggest benefits of Brand Tailored Promotions is the ability to personalize deals to specific shopper segments. Amazon enables targeting across six audience types:

• Brand Followers – Users who follow your brand within Amazon’s store. Targeting engaged brand enthusiasts can help further build loyalty.
• Repeat Customers – Shoppers who have purchased your brand’s products multiple times in the last 12 months. Rewarding existing loyal buyers encourages future repurchases.
• Recent Customers – Those who recently bought from your brand make for good short-term re-targeting.
• High-Spend Customers – Your highest spenders offer biggest lifetime value potential. Special discounts provide added incentive.
• Potential New Customers – Users who’ve engaged with your brand and products without purchasing are prime targets for acquisition.
• Cart Abandoners – Bring back customers who’ve added your items to cart but didn’t complete purchase in the last 3 months.

This audience segmentation will help seller tailor promo strategies to each group for optimal impact. You can analyze performance by segment and double down on what works best.

Optimizing Your Promotions with Data

Although a great tool and asset, to maximize the performance of Brand Tailored Promotions, sellers need to take a data-driven approach. While Amazon provides high-level campaign reporting, unlocking deeper optimization insights requires advanced analytics.

eCommerce data platforms like DataHawk empower sellers to optimize Brand Tailored Promotions for stronger ROI. With with the ability to connect analytics to the data visualization tools, you can analyze promo performance by specific products, categories and audience segments.

DataHawk visualizes these granular performance metrics through intuitive dashboards. Furthermore, the guided analysis surfaces anomalies and optimization opportunities within sponsored product ad campaigns, organic listings, and other competition related KPIs. Advertisers using analytics solutions like DataHawk are able to make efficient decisions, faster, due to the all-rounded view that helps maximize the value of limited data provides.

Getting Started with Brand Tailored Promotions

To access Brand Tailored Promotions, sellers can visit the Advertising section within Seller Central and select Brand Tailored Promotions from the left menu. If you don’t see the menu option, ensure that you are logged in as an admin user with permissions enabled. Brands can also visit Amazon Brand Registry to confirm eligibility before getting started.

Once in the Brand Tailored Promotions section, click “Create a Promotion” to configure the details:

• Select your brand and desired audience segment to target
• Add promotion name, discount percentage, budget, start and end dates
• Promotion will apply across your brand’s catalog, one redemption per customer (Amazon claims to soon launch the ability to select specific ASINs eligible for a tailored promotion)

When setting budgets, aim to cover projected redemption based on audience size, average order value and estimated take rate. Avoid unrealistically low budgets that could limit exposure.

Once approved, promotions are visible to eligible shoppers on product pages and in search through personalized green badges labeled “Follower promo” or “Exclusive promo” based on audience.

Combining Brand Tailored Promotion with other current and future tools and services supported by Amazon can help dial in optimal audience targeting, budgets and discounts to maximize promotion ROI over time.

Maximizing Potential

1. Analyze Your Customer Base

First, audit your existing customer segments on Amazon. Identify priority targets like repeat purchasers and high-lifetime-value shoppers. Also look for emerging groups like followers and recent engagers.

2. Strategize Deals for Each Segment

Develop discount and incentive strategies tailored to each priority group. For example, offer 10% off high AOV products for big spenders or 20% off subscriptions for repeat buyers.

3. Set Up Your Campaign

In Seller Central, create a new Brand Tailored Promotions campaign. Select your audience segment, configure promo code details, set eligibility rules, and duration.

4. Execute and Optimize

Launch your campaign and track performance in Seller Central reports. Use tools like DataHawk to dig deeper into results and fine-tune targeting and promotions.

5. Retain and Expand

Monitor customer purchase behavior changes post-promotion. Retarget engaged segments with additional incentives to increase retention and share-of-wallet.

Conclusion

It’s no secret that shoppers on Amazon are always on the hunt for better deals. Amazon Brand Tailored Promotions enables businesses and sellers to get said audience with strategic with promotions and incentives. Serving up the right discounts to priority shopper groups has major upside for customer acquisition, retention and brand loyalty. Keep in mind, Amazon is currently offering Brand Tailored Promotions at no additional pricing, similar to the complementary Customer Engagement tool launched earlier in 2023. This makes it easy for eligible brands to test the new capabilities and start optimizing targeted promotions. However, sellers should keep in mind that Amazon may eventually charge for these services once out of beta testing, so now is the time to maximize your sales with no additional payment. Analyzing the incremental value being generated now can help brands determine appropriate budgets later on.

Success requires taking a data-driven approach to optimizing target segments, product selection, offer types and creatives. When it comes to data analysis, Amazon has its limitations which is why sellers often rely on external tools and platforms to complement the data Amazon provides. Although there are a few tools in the market today, the one you choose depends on your needs and budget. If you need a solution that will help you unify your eCommerce data onto one data visualization platform, DataHawk is the answer. No more exporting CSVs, copy – pasting data and juggling of reports.

Leverage a solution where everything you need, is in one place. Leverage a solution like DataHawk.

Want to know more? Book a demo today!