Are you an Amazon seller looking to harness the power of Brand Tailored Promotions to elevate your marketing strategies? Have you ever wished for the ability to personalize discounts and cultivate strong customer relationships on the platform?
Well, with the introduction of Brand Tailored Promotions, that possibility has become a reality. In this article, we’ll explore the world of Brand Tailored Promotions on Amazon, uncovering its potential and providing valuable insights on how you can make the most of this powerful tool.
Get ready to revolutionize your approach to Amazon marketing as we dive into the benefits and strategies behind Brand Tailored Promotions. Here’s a video of Jason Mastromatteo, our VP of Brand Management here at My Amazon Guy, as he walks you through the new Seller Central feature: Brand Tailored Promotions.
Brand Tailored Promotions: Are you Eligible? Where can you access it?
Being Brand Registered is a prerequisite for accessing this powerful tool.
Once logged in to your Seller Central account, head over to this link https://sellercentral.amazon.com/brand-tailored-promotions/ or go to Advertising -> Brand Tailored Promotion.
You might see a “Coming Soon” message when accessing this page. This is because Amazon is gradually rolling out this new feature and will soon add all US-eligible brands.
Why Should Brand Tailored Promotions Matter To Sellers
Create exclusive discounts and offers
Brand Tailored Promotions allow sellers on Amazon to craft customized discounts and offers, providing a unique and personalized shopping experience for their customers.
These promotions allow you to target specific customers and offer them personalized deals, which can help increase conversion rates and boost sales. By creating exclusive discounts and offers, you can attract more customers to your brand and encourage repeat purchases.
Additionally, these promotions can also help you gain exposure and visibility on the Amazon platform.
Foster customer loyalty and boost sales
By offering tailored promotions, sellers can nurture stronger relationships with their customers, leading to increased loyalty and repeat purchases, ultimately driving sales growth.
By aligning promotions with their brand identity, sellers can effectively communicate their brand message and build brand loyalty among customers. This can lead to increased customer trust and repeat purchases, as customers are more likely to remember and recognize a brand that consistently delivers a positive experience.
Improve marketing efforts
Targeted promotions enable sellers to reach specific customer segments, optimizing their marketing campaigns and increasing the chances of engaging with the right audience.
Enhance promotion effectiveness
With Brand Tailored Promotions, sellers can fine-tune their promotional strategies, ensuring higher conversion rates and maximizing the return on their marketing investments.
Cost-effective brand promotion
Leveraging Brand Tailored Promotions can be a budget-friendly approach to promoting a brand on Amazon, making it an appealing choice for sellers seeking efficient ways to grow their business.
Brand tailored promotions matter to sellers because they help create a cohesive and consistent brand image. When sellers create promotions that are specifically tailored to their brand, it helps differentiate them from their competitors and allows them to showcase their unique value proposition.
Can I Target Only My Brand Followers with Brand Tailored Promotions?
Since the launch in early 2023, Brand Tailored Promotions have significantly improved the interaction between sellers and customers.
This tool is exclusively available to brand-registered sellers, which might lead you to believe that your promotions are restricted to your brand followers only. However, Brand Tailored Promotions offer the opportunity to connect with existing and potential customers.
Seller Central provides several customer segments that you can target using this advertising tool:
- Brand Cart Abandoners
- Brand Followers
- High-Spend Customers
- Potential New Customers
- Recent Customers
- Repeat Customers
Below, we will provide more details about each of these customer segments, so keep reading to learn more.
How Much Does It Cost To Set Up Brand Tailored Promotions?
The cost-effectiveness of this advertising tool lies in its no-charge setup for promos.
How to Create A Tailored Promotion?
Once you are in the Brand Tailored Promotions dashboard:
- Select your brand (if you have more than one registered brand) and click “Create a tailored promotion.”
2. Select the audience you want to target. Click “Next.”
3. Fill in the necessary Promotion details.
- The promotion Name is only visible to the seller.
- The percent discount must be 10-50%.
- The budget for the promotion represents the maximum amount that can be spent on discounts or offers for customers.
- The start date should be a minimum of 24 hours in the future.
- Brand Tailored Promotions apply to the entire brand catalog for one redemption per customer. Soon, you’ll have the option to select specific ASINs for tailored promotions.
- These promotions will automatically display on the detail page by default.
- Approved promotions will be visible to the target audience.
For editing and/or deactivating a Tailored Promotion, you may visit this help article.
How Do Customers See the Promotion?
The eligible shopper can see a ‘Follower promo’ or ‘Exclusive promo’ green badge on the search, promotion shopping, and search pages.
Why am I unable to view the Tailored Promotion on the product detail page, even after submitting it?
Tailored promotions are exclusively displayed to the customers for whom the promotion is tailored. If you don’t see the tailored promotion on the detail page, it could be due to the following reasons:
- You might not belong to the selected audience.
- There is probably another ongoing promotion whose value is higher than the tailored promotion for that particular ASIN
- The selected item is possibly not the Featured Offer.
Best Practices To Make The Most Of Brand Tailored Promotions
Understand who your audience is and how to best engage them.
Audience size represents customers matching the audience criteria, eligible as potential recipients of tailored discounts. Below are the types of audiences and how you can better engage them.
- Loyal customers are those who have made multiple purchases of your brand’s products in the last year. Show appreciation for their loyalty by offering special discounts, deepening relationships, and encouraging them to keep coming back for more.
- Potential new customers are individuals who have recently shown interest in your brand’s products by clicking or adding items to their cart, but they haven’t made a purchase in the last 12 months. These high-affinity customers are excellent prospects for making their first purchase from your brand with a gentle push. Encourage their conversion by offering acquisition discounts, enticing them to make that initial purchase.
- High spend customers are the top 5% of individuals who have spent the most on your brand’s products in the last 12 months. These valuable customers are your brand’s biggest spenders, contributing significantly to your business’s success.
- Recent customers are the most recent 5% of individuals who have made a purchase from your brand. These are your most recent buyers, who have engaged with your brand and made a purchase recently.
- Brand followers are customers who have clicked the “follow” button for your brand on Amazon, indicating their interest in receiving updates from your brand. Whether or not they have made a purchase before, they have opted-in to hear from you. Encourage more customers to follow your brand by offering follower discounts as an incentive.
Set up campaigns often to maintain engagement.
Utilize the presence of Brand Tailored Promotions to your advantage by sending campaigns frequently and maintaining regular engagement with your customers.
Make abandoned carts and recent purchasers a priority in your campaign efforts.
Both abandoned cart customers and recent purchasers are considered warm leads, meaning they have already shown some level of interest in your products. By prioritizing them in your marketing campaigns, you can maximize the chances of converting them into loyal customers and driving additional sales.
Grow your catalog.
Expanding your catalog when creating brand-tailored campaigns is important because it allows you to offer a wider variety of products to your customers. By increasing the number of products in your catalog, you can cater to different customer preferences and needs, thereby increasing your chances of making sales.
Keep an eye on opt-out rates.
By tracking opt-out rates, you can identify if there are any issues with your campaign that may be causing recipients to lose interest or become disengaged. High opt-out rates could indicate that your messaging, targeting, or frequency is not resonating with your audience, leading them to opt out.
Conclusion
Brand tailored campaigns can significantly help grow your Amazon business. By creating campaigns that align with your brand identity and target your ideal customers, you can increase brand awareness, drive traffic to your listings, and ultimately boost sales. Take action now and start developing strategic brand tailored campaigns to take your Amazon business to the next level.
Check out these LinkedIn posts by our founder and CEO, Steven Pope, featuring this new Seller Central feature.
