Brand Tailored Promotions – a newly launched feature on Amazon. Amazon claims this feature can help brands customize and send promotional codes to high-intent customers, ultimately boosting customer engagement and conversions. We’ll explore what Brand brand-tailored promotions are, eligibility criteria, audience targeting options, and a step-by-step guide to creating tailored promotions. Additionally, we’ll discuss editing and ending promotions, giving you a comprehensive understanding of how this feature can elevate your brand on Amazon.
A quick view into the article:
- What is Amazon Brand Tailored Promotion?
- Are You Eligible for Brand Tailored Promotions?
- Tailoring Your Promotions to Six Different Audience Types
- Creating a Tailored Promotion – Step-by-Step Guide
- Setting up the Budget
- How to Edit or Deactivate a Brand Tailored Promotion?
- Final Thoughts
What is Amazon Brand Tailored Promotion?
Amazon Brand Tailored Promotion is a dynamic feature offered by Amazon, designed to empower brands in customizing and distributing promotional codes to high-intent customers. In essence, Brand Tailored Promotion serves as a versatile tool that allows brands to create personalized discounts and offers that are precisely tailored to their target audience on Amazon’s platform.
This feature is instrumental in enhancing customer engagement, fostering stronger brand-consumer relationships, and significantly boosting conversion rates. All of this can be achieved while maintaining a tight grip on your promotional expenses, ensuring cost-effectiveness in your marketing campaigns. Brand tailored promotions represent a valuable addition to your marketing toolkit, enabling you to stand out in the competitive landscape of e-commerce.
Are You Eligible for Brand Tailored Promotions?
Accessing Amazon Brand Tailored Promotions is contingent upon meeting a specific eligibility criterion: you must be a registered brand owner on Amazon. This means that if you have successfully registered your brand and associated products on Amazon’s platform, you gain entry to this valuable promotional tool.
This feature is conveniently accessible through your Seller Central account. Eligible brand owners can leverage Brand Tailored Promotions as a potent resource to elevate and refine their marketing strategies, strengthening their brand presence and engagement with the Amazon customer base.
Tailoring Your Promotions to Six Different Audience Types
Amazon Brand Tailored Promotions offer a remarkable level of flexibility by allowing brands to target their promotions to six distinct audience types. Each audience type represents a specific category of potential customers, enabling brands to customize their offers for maximum impact:
- Brand Followers: These are customers who have actively chosen to follow your brand on Amazon. They demonstrate a strong interest in your products and updates, making them an ideal audience for exclusive promotions.
- Repeat Customers: Repeat Customers are individuals who have made multiple purchases from your brand within the last 12 months. Targeting them can encourage further loyalty and repeat purchases.
- Recent Customers: Recent Customers are those who have made a purchase from your brand in the recent past. They are engaged customers still exploring your offerings, making them receptive to promotions.
- High-Spend Customers: High-Spend Customers are individuals who have spent the most on your products within the last 12 months. These valuable customers are inclined to invest in your brand, making them a prime audience for special promotions.
- Potential New Customers: Potential New Customers are individuals who have shown interest in your brand by clicking on your products but haven’t made a purchase in the last 12 months. They represent untapped potential, and targeted offers can convert their interest into actual sales.
- Cart Abandoners: Cart Abandoners are customers who have added your brand’s products to their cart but haven’t completed the purchase within the last three months. They demonstrate strong intent to purchase and can be enticed to complete their transactions with relevant promotions.
Creating a Tailored Promotion – Step-by-Step Guide
Creating a tailored promotion with Amazon Brand Tailored Promotions is a straightforward process. Let’s walk through the steps to set up your promotion effectively:
Step 1: Log into your Amazon Seller Central account.
Step 2: Go to Advertising and click on Brand Tailored Promotions.
Step 3: Click on Create a tailored promotion.
Step 4: Choose your Brand and the specific Audience you wish to target. Each audience type has a name, description, and an estimated audience size. Click Next when you’re ready to proceed.
Step 5: Provide the necessary details for your promotion such as –
- The promotion name
- Discount percentage – must be between 10% and 50%
- Budget – minimum $100
- Start and end dates – must be at least 24 hours in the future
Step 6: Review the promotion details and click Submit.
After Amazon approves your promotion, it becomes visible to the audience you selected. Now, your tailored promotion is live and ready to engage potential customers.
Following these steps will enable you to create a tailored promotion effectively, allowing you to reach your target audience and achieve your marketing objectives on Amazon’s platform.
Setting up the Budget
Determining the right budget for your Amazon Brand Tailored Promotion is a crucial aspect of a successful campaign. Here’s how you can set up your budget effectively:
Consider Audience Size and Discount Percentage
Your budget should be directly influenced by the size of the audience you plan to target and the discount percentage you intend to offer.
For example, if you are targeting 10,000 Repeat Customers with a 10% discount on your $30 products, you can calculate your budget as follows:
- Expect that an average promotion might be redeemed by about 5% of the eligible audience (10,000 x 5% = 500).
- To determine the minimum budget, multiply the expected redemptions by the discount amount: 500 x 10% = 50 units of your product discounted.
- If your product costs $30 each, your minimum budget should cover the cost of these 50 units: 50 x $30 = $1,500.
Avoid Unrealistically Low Budgets
It’s essential to avoid setting budgets that are unrealistically low. This is because:
- A very low budget may lead to your promotion running out of funds quickly, limiting the number of customers who can benefit from your offer.
- Customers who see your promotion but can’t use it due to budget constraints may become frustrated, potentially impacting your brand’s reputation.
- A low budget might not effectively reach and engage your target audience, undermining the purpose of your promotion.
Setting a budget that aligns with your audience size and the value of your promotion ensures that your campaign can cover expected redemptions while avoiding unnecessary budget constraints. Careful budget planning is an essential investment in the success of your Amazon Brand Tailored Promotion, allowing you to maximize its impact and achieve a strong return on investment (ROI).
How to Edit or Deactivate a Brand Tailored Promotion?
If you ever need to make changes to your Amazon Brand Tailored Promotion or deactivate it, you can do so using the following steps:
Editing a Promotion:
You can edit certain fields up to six hours before the promotion goes live. Within this timeframe, you have the flexibility to modify details such as the discount percentage, budget, start and end dates, and more. Here’s how you can edit a promotion:
- Log in to your Amazon Seller Central account.
- Navigate to the “Advertising” section and select “Brand Tailored Promotions.”
- Locate the promotion you want to edit and click on it.
- Within the promotion settings, make the necessary changes to the fields you need to edit.
- Review your changes and ensure they are accurate.
- Save your edits.
Deactivating a Promotion:
If you need to end a promotion early, you can deactivate it. However, please keep in mind that it might take up to four hours for the promotion to disappear for customers after deactivation. Here’s how to deactivate a promotion:
- Log in to your Amazon Seller Central account.
- Go to the “Advertising” section and select “Brand Tailored Promotions.”
- Find the promotion you want to deactivate.
- Select Deactivate from the drop-down menu.
- Confirm your decision to deactivate the promotion.
Final Thoughts
Amazon Brand Tailored Promotions offer brand owners a dynamic tool to engage with their audience effectively on Amazon’s platform. By personalizing offers, targeting specific customer segments, and setting appropriate budgets, brands can increase sales, foster customer loyalty, and optimize their marketing strategies. It is a cost-effective way to boost brand visibility and drive conversions, making it an invaluable addition to any brand’s Amazon journey. So, seize this opportunity, tailor your promotions, and watch your brand thrive in the competitive world of e-commerce.
If you have any queries, please let us know through the comment box or email us at info@ecomclips.com. We understand that every situation is different, so we offer a personalized approach to our service.
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