Amazon, as a leading marketplace, is constantly innovating to provide brands with the tools they need to succeed. One of the latest game-changing innovations is Brand Tailored Promotions, which allows sellers to create email campaigns to past customers, nurture abandoned carts, and recover lost sales. This powerful tool has already gained traction among sellers who are using it to boost sales, increase brand loyalty, and drive repeat purchases.
Combined with Google Ads, you can generate brand awareness and send high-quality Google Search traffic to your Amazon Storefront during the research phase of the buying journey. Amazon brands can use Google Ads to drive net new ‘add to carts’ from “new to brand” customers, and brands can now nurture and convert those recently ‘add to cart’ customers through Brand Tailored Promotions, directly on Amazon.
In this article, we'll explain what Brand Tailored Promotions are, how they work, and how you can use them effectively in your own business.
Advertising for Amazon: Brand Tailored Promotions, A New Way to Reach Your Customers
Amazon recently launched Brand Tailored Promotions, a new feature that allows sellers to create personalized email and messaging campaigns for previous customers. This tool uses data-driven insights to target specific audiences based on their shopping behavior and preferences.
When you advertise with Amazon, Brand Tailored Promotions offer numerous benefits that can significantly impact your brand's performance on the platform. By using personalized marketing, you can:
1. Maximize Sales Opportunities
By tailoring promotions to match the needs of individual customers, you can significantly increase the likelihood of making a sale. Understanding your customers' preferences allows you to offer them precisely what they are looking for, resulting in higher conversion rates.
2. Enhance Customer Loyalty
When customers feel that a brand understands their needs, they are more likely to become loyal advocates. Tailored promotions foster a sense of appreciation and personalized attention, creating lasting relationships with your customer base.
3. Nurture Abandon Carts
For the first time on Amazon, Brands can now specifically target “abandoned carts” with coupons and incentives to help get them to convert. These potential customers who entered your sales funnel but didn't purchase are ripe opportunities to generate more revenue and get them over the finish line as new customers.
Navigating Brand-Tailored Promotions
Accessing Amazon Brand Tailored Promotions is a straightforward process that empowers brands and sellers like you to create customized offers and promotions for your target audience. To get started with this valuable marketing tool, follow these simple steps:
Step 1: Sign in to Amazon Seller Central using your login credentials.
Step 2: Go to Menu and choose Advertising then select Brand Tailored Promotions.
Step 3: Select your brand from the top left dropdown then click Create a tailored promotion.
Step 4: Choose your Audience type and hit Next.
With Brand Tailored Promotions, you have the flexibility to target specific customer segments based on various criteria. Choose the target audience for your promotion, considering factors like location, buying behavior, and past interactions with your brand.
Step 5: Fill out all the promotion details and hit Submit promo code.
This includes setting the promotion duration, selecting the eligible products, determining the budget, discount amount, or offer, and setting any additional terms and conditions. Note that you don't get charged for this - you just need to fill in the details of your promotion. Ensure that your details are clear and attractive to entice potential customers.
Overall, Brand Tailored Promotions is a powerful marketing tool that can help you boost sales and build a loyal customer base. However, it is important to be aware of the limitations of this tool since it’s still a beta feature and is not yet available to all Amazon sellers.
Amazon Strategies for Implementing Tailored Promotions
Now that you understand the significance of tailored promotions, let's explore effective strategies for its successful implementation.
1. Utilize Amazon's Customer DataLeverage Amazon's wealth of customer data to identify patterns and preferences. Utilize tools such as Amazon Brand Analytics and Customer Insights to gain valuable insights into your target audience.
2. Segment Your AudienceDivide your customers into distinct segments based on demographics, buying behavior, and past interactions. This will enable you to create personalized promotions for each group, increasing engagement.
3. Offer Exclusive Deals
Entice customers with exclusive deals and limited-time offers tailored to their interests. Exclusive promotions make customers feel special and encourage them to take action before the offer expires.
Specifically, “Abandon Cart deals” allow you to send discounts to customers who were interested in your product, and added it to their cart, but never completed the purchase. Discounts can nurture these customers and help push them further down your sales funnel and get them to convert.
Boost Your Amazon Strategies with Google Ads
Combining Google Ads with Amazon Brand Tailored Promotions creates a powerful marketing synergy that can significantly enhance your Amazon strategies and drive better results. Here's how:
- Google Ads allows you to reach a broader new audience who may not be actively searching for your product or brand on Amazon but are interested in products similar to yours. These customers are more likely to be researching products and may add your product to their cart, but continue researching.
- While we of course want to see that conversion through, Add to Carts prove you are:
Driving high-quality traffic from Google Ads → generating brand awareness through the research phase of the buying journey → and filling the middle of your funnel with new-to-brand customers. - Now with Tailored Brand Promotions allowing you to send discounts to customers who add to cart but do not complete the purchase (Abandon carts), you now have the opportunity to nurture and push these abandon carts further down the funnel and hopefully get them to convert.
This screenshot shows this in real life. One quick campaign to a small audience of Abandoned Carts quickly and easily produced 4 more conversions.
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