Amazon broadens range of customers that brands can target

Amazon is expanding the selection of demographic groups that brands selling on its site can tailor promotions for.

The e-commerce giant is introducing a new solution called Brand Tailored Promotions, which enables brands to offer promotional codes to potential and new customers. Previously, Amazon brand partners could only tailor discounts and deals to existing Amazon membership groups, such as Amazon Prime, Family, Health, and Student.

Through Brand Tailored Promotions, brands can offer promotional discounts ranging from 10% to 50% off on all products to specific customer types in an effort to boost customer conversions, repeat purchases, and customer retention rates. Each eligible customer can redeem the promotion on a single purchase, limited to one unit redemption per customer.

Brands can now tailor promotional codes to smaller segments of Amazon’s customer base across six audience types:

• Brand Followers: Customers who have clicked to follow a brand in Amazon’s store.
• Repeat Customers: Customers who have ordered a brand’s products more than once in the last 12 months.
• Recent Customers: The most recent customers who have purchased from a brand.
• High-Spend Customers: The highest-spending customers with a brand in the last 12 months.
• Potential New Customers: Customers who have clicked on a 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 a brand’s products in their cart, but haven’t purchased in the last three months.

“Brand Tailored Promotions is an exciting solution we created to help sellers build long-standing brand loyalty among customers most likely to engage with their brand," Benjamin Hartman, VP, North America Marketplace at Amazon, said in commentary emailed to Chain Store Age. "This new tool will enable sellers to drive sales while fostering meaningful engagements with both new and existing customers who may be inspired to make a purchase decision through a tailored promotional offer.”  

Brand Tailored Promotions is now available to all brand owners enrolled in the Brand Registry operating in Amazon’s U.S. store. The company plans on introducing this tool to sellers in Europe, Japan, Canada, and Mexico in the coming months.

Amazon aids sellers

Amazon actively assists third-party retailers and brands to sell on its e-commerce platform with at least 150 tools and services, and regularly adds new offerings. These include the recent introduction of a revamped version of its Account Health Rating, designed to help its 2 million third-party sellers adhere to Amazon’s policies and maintain positive account activities.

Some of the company’s other offerings for third-party sellers include a  hosted distribution center solution called Amazon Warehousing & Distribution (AWD), which is designed to provide low-cost, long-term storage that gives sellers the option to store their inventory in Amazon distribution centers and then seamlessly replenish to Amazon fulfillment centers. The e-tail giant is supporting the service with new, purpose-built facilities for bulk storage and automated distribution.