Amazon Brand Tailored Promotions: How to Use Them Effectively

Amazon Brand Tailored Promotions allow brand-registered sellers to create exclusive discounts targeted at specific customer segments, including repeat buyers, high-spend customers, cart abandoners, and brand followers. This tool gives you something Amazon rarely offers: the ability to market differently to different customers based on their relationship with your brand. At Marknology, our Kansas City team uses Brand Tailored Promotions as a core retention and conversion tool for the 300+ brands we have managed since 2015.

Andrew Morgans, founder of Marknology, explains: "Brand Tailored Promotions changed the game for us. Before this, everyone got the same coupon. Now I can offer 20% off to someone who abandoned their cart and 10% off to a loyal repeat buyer who just needs a nudge. It is personalized marketing on Amazon, and most sellers are not using it."

What Are Amazon Brand Tailored Promotions?

Brand Tailored Promotions are a feature available to brand-registered sellers that lets you create percentage-off promotions targeted to specific customer audiences. Unlike regular coupons or promotions that are visible to everyone, these appear only to the customer segments you choose.

The promotions show up as exclusive discounts on your product detail pages and in customer emails from Amazon. The customer sees a personalized offer that feels like a VIP deal, which dramatically increases conversion rates compared to generic discounts.

This feature launched in 2023 and has become one of the most underused tools in the Amazon seller toolkit. Most brands either do not know it exists or set it up once and forget about it.

What Customer Segments Can You Target?

Amazon provides several pre-built audience segments based on real purchase behavior:

• Repeat Customers: People who have purchased your product more than once
• Recent Customers: People who bought from you in the last 12 months
• High-Spend Customers: Your top spenders by dollar amount
• Brand Cart Abandoners: People who added your product to cart but did not complete the purchase
• Brand Followers: People who clicked "Follow" on your Amazon Storefront
• Potential New Customers: People who have viewed your products but never purchased

Each segment has different intent levels, which means you should offer different discount amounts and messaging strategies for each one.

Cart abandoners are the easiest money you will ever make on Amazon. These people already wanted your product. They just needed one more reason to click buy. A 15% tailored promotion is that reason.-- Andrew Morgans, Marknology

How Do You Set Up Brand Tailored Promotions?

Setting up Brand Tailored Promotions is straightforward:

1. Go to Seller Central > Advertising > Brand Tailored Promotions
2. Click "Create a promotion"
3. Select the customer segment you want to target
4. Set your discount percentage (minimum 10%, maximum 50%)
5. Choose the products or entire brand to include
6. Set start and end dates
7. Review and submit

The promotion typically goes live within 24-48 hours. Amazon handles all the targeting and delivery automatically. Customers in your selected segment see the exclusive discount when they visit your product page or receive it via email.

One important note: you need to be brand registered through Amazon's Brand Registry program. If you are not yet registered, our Amazon experts at Marknology can help you through the process.

What Are the Best Brand Tailored Promotion Strategies?

Win Back Cart Abandoners

This is the highest-ROI use case. Offer 15-20% off to people who abandoned your product in their cart. These shoppers have the highest purchase intent of any segment. Conversion rates on cart abandoner promotions consistently run 3-5x higher than standard coupons.

Reward Repeat Buyers

Give your loyal customers 10-15% off to encourage another purchase. This works especially well for consumable products where repurchase timing is predictable. It also strengthens brand loyalty and increases lifetime value.

Convert Brand Followers

If someone followed your brand, they are interested. A 15% exclusive discount converts followers into first-time buyers at a much higher rate than cold traffic.

Acquire Potential New Customers

For people who viewed but never purchased, a 20% tailored promotion can be the push they need. This is especially effective during high-traffic periods like Prime Day or Q4, when shoppers are actively comparing options.

Stack with Product Launches

When launching a new product, combine Brand Tailored Promotions (targeting your existing customer base) with Sponsored Ads (targeting new keywords). Your existing customers become your early sales velocity engine.

How Are Brand Tailored Promotions Different from Coupons?

Both offer discounts, but the mechanics and strategy are very different:

• Visibility: Coupons are visible to everyone. Brand Tailored Promotions are visible only to selected segments.
• Targeting: Coupons have no targeting. Brand Tailored Promotions target specific customer groups.
• Cost: Coupons charge $0.60 per redemption plus the discount. Brand Tailored Promotions charge only the discount amount.
• Perception: Coupons feel mass-market. Tailored promotions feel exclusive and personal.
• Strategy: Coupons are a blunt instrument. Tailored promotions are precision marketing.

At Marknology, we use both. Coupons for broad visibility and search result badges. Brand Tailored Promotions for targeted conversion optimization. They serve different purposes in a complete Amazon advertising strategy.

How Do You Measure Brand Tailored Promotion Performance?

Amazon provides reporting for each promotion including:

• Total redemptions
• Revenue generated from the promotion
• Number of unique customers reached
• Conversion rate by segment
• Total discount given

Track these metrics and compare them against your standard coupon and deal performance. In our experience managing brands at Marknology, Brand Tailored Promotions deliver 2-4x the conversion rate of standard coupons at a lower effective cost per acquisition.

Also track the downstream impact: do customers acquired through tailored promotions have higher repeat purchase rates? In most cases, yes, because they were already warmer leads.

What Mistakes Should You Avoid?

1. Offering the same discount to every segment. Cart abandoners and repeat buyers have different motivations. Customize your offers.
2. Running promotions indefinitely. Urgency drives action. Set 2-4 week windows and rotate.
3. Ignoring the data. Review performance by segment and adjust. If cart abandoners convert at 15% off, you do not need to offer 25%.
4. Only using promotions during Prime Day. The best results come from consistent, year-round segmented offers.
5. Forgetting to pair with advertising. Run Sponsored Ads to drive traffic, and let Brand Tailored Promotions close the deal for returning visitors.

Frequently Asked Questions

What are Amazon Brand Tailored Promotions?

Brand Tailored Promotions are exclusive percentage-off discounts that brand-registered sellers can offer to specific customer segments like repeat buyers, cart abandoners, and brand followers on Amazon.

Do I need Brand Registry for Brand Tailored Promotions?

Yes. Brand Tailored Promotions are only available to sellers enrolled in Amazon Brand Registry.

What is the minimum discount for Brand Tailored Promotions?

The minimum discount is 10% and the maximum is 50%. The discount applies to the product price.

How are Brand Tailored Promotions different from coupons?

Coupons are visible to all shoppers and charge $0.60 per clip. Brand Tailored Promotions target specific customer segments, feel more exclusive, and only charge the discount amount with no per-redemption fee.

Which customer segment converts best?

Cart abandoners consistently have the highest conversion rates because they already demonstrated strong purchase intent. Repeat customers are the second-best segment.

Can I run multiple Brand Tailored Promotions at the same time?

Yes. You can run different promotions targeting different customer segments simultaneously with different discount amounts.

How long does it take for a Brand Tailored Promotion to go live?

Promotions typically go live within 24-48 hours after submission.

Ready to Scale Your Amazon Business?

Talk to our team. No pitch deck, no pressure. Just honest advice from people who do this every day.

Book a Free Strategy Call