Brand Tailored Promotions is a promotion type in Seller Central, under Advertising, Brand Tailored Promotions, that lets a brand-registered seller offer a percentage-off code to an audience Amazon has already segmented for the brand. The audiences include brand followers, repeat customers, recent customers, high-spend customers, potential new customers, cart abandoners and, for some brands, at-risk customers who have not purchased for a while. Amazon shows the offer to shoppers in those groups on the product page and in its own channels; the seller sets the discount percentage within Amazon's allowed range and the duration.
Why it matters
Until this tool existed, a seller could not target a discount at their own past customers on Amazon at all. Brand Tailored Promotions gives a way to bring back lapsed buyers, convert shoppers who abandoned a cart, and reward followers of the Brand Store, all without discounting the price for every shopper. Because the discount is shown only to the audience, it does not lower the visible price or affect the price shown to competitors' customers.
It is also one of the few ways to measure retention on Amazon directly, since the promotion dashboard reports redemptions by audience.
What moves it
- Audience size, which depends on the brand's order history and Store following; new brands will see small or empty segments.
- Discount level. Amazon sets a minimum and maximum percentage; deeper is not always better once the margin is considered.
- Timing. A cart-abandoner promotion works best when it is always on; a repeat-customer promotion works best timed to the repurchase cycle.
- Stacking. Tailored promotions can combine with coupons and other discounts, which needs checking against margin.
How we use it
We use Brand Tailored Promotions inside brand-building and average-order-value strategies, starting with cart abandoners and repeat customers because those audiences convert best for the discount given. Redemptions and repeat-order share are tracked monthly, and the discount level is set from the unit economics so that a redeemed order is still profitable.