A Step-by-Step Guide to Creating Amazon Brand Tailored Promotions

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Amazon Brand Tailored Promotions are an excellent new feature available to Amazon vendors and sellers. These targeted promotions allow you to engage specific audiences that are likely to be interested in your products.

With Amazon Brand Tailored Promotions, you can create customized coupon offers and have Amazon distribute them to relevant customer segments. This provides an opportunity to reconnect with customers, drive incremental sales, and promote brand loyalty.

Compared to broad-based promotions open to everyone, Amazon Brand Tailored Promotions tend to convert at a higher rate. The audiences are tailored for your brand and therefore more likely to appreciate the exclusive offer.

In this step-by-step guide, we’ll cover everything you need to know about creating effective Amazon Brand Tailored Promotions for your Amazon brand including:

• Identifying the best audience segments to target
• Calculating optimal budgets
• Crafting compelling promotion offers
• Monitoring performance and optimizing over time

Using Brand Tailored Promotions strategically can provide a significant competitive advantage. Let’s get started!

Step 1 – Accessing Amazon Brand Tailored Promotions

To start creating a Amazon Brand Tailored Promotions, you first need to access the promotion creation tool in your Amazon Seller Central account.

Here are the steps to access it:

1. Login to your Seller Central account and navigate to the “Advertising” section. You can find this under the “Advertising” tab in the top menu.

1. On the left sidebar in Advertising, click on “Campaign Manager”.

3. Next, look for the “Amazon Brand Tailored Promotions” box and click on “Create promotion”. This is where you will setup the customized promotion.
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Once you click on “Create Promotion”, you will be taken to the promotion creation page.

At the top, you will need to select the brand you want to create the promotion for if you have multiple brands in your account. Make sure to choose the relevant brand for your promotion.

For example, if you sell products under the brand name “Mountain Design” and want to create a promotion for those products, you would choose “Mountain Design” from the brand dropdown.

After selecting your brand, you will see different audience segments provided by Amazon that you can target with your promotion.

We’ll cover how to select the best audience segment in the next step. The key here is to first access the Brand Tailored Promotion tool by going to Advertising > Campaign Manager > Create Promotion and choosing your brand.

Step 2 – Selecting an Audience

Once you access the Brand Tailored Promotion tool, the next step is choosing which audience segment you want to target.

Amazon provides different predefined audiences to select from based on their algorithmic data. Each audience segment will have certain characteristics and behaviors in relation to your brand.

Here are some of the common audience segments you may see and how they can be targeted:

At-Risk Customers

These are customers who have not purchased from your brand recently or frequently. Their low purchase frequency indicates they are at risk of churning.

To re-engage these customers, discounts or promotions can be an incentive to get them to purchase again.

Brand Cart Abandoners

This segment contains customers who added your products to their cart but did not complete the purchase in the last 90 days.

Sending offers to these users can help convince them to complete their purchase this time. A 10-15% discount may be enough of a nudge.

Brand Followers

If your brand has a large number of Amazon followers, you can create exclusive offers just for them.

These engaged customers are already interested in your brand. Special promotions may help generate more sales.

High Spend Customers

Show appreciation for your highest spend customers by offering percent or dollar off coupons.

Giving them special treatment encourages loyalty and future purchases.

Potential New Customers

Reach new audiences who have shown interest but not yet purchased.

Discounts can nudge them to finally convert.

As you can see, the audience selections allow you to effectively re-engage existing customers as well as acquire new ones.

Make sure to choose the segment that aligns best with your promotion strategy and goals. The right audience is key to an effective campaign.

Step 3 – Creating the Promotion

After selecting your target audience, the next step is to configure the details of your promotion such as the offer, dates, and usage limits.

Follow these guidelines when creating your Brand Tailored Promotion:

Choose a Promotion Name

Come up with a short, descriptive name for your promotion campaign. For example, “Loyalty Discount for At-Risk Customers”.

Set the Discount

Determine the discount percentage or dollar amount you want to offer. A 10-15% discount is usually reasonable.

Pick the Date Range

Select the start and end dates for the promotion. Run it for at least 1 week to give customers time to see and use the offer.

Set Usage Limits

Specify how many times each customer can use the promotion code. 1 use per customer is common.

Review Terms & Conditions

Read Amazon’s terms for promotions. For example, discounts only apply to products shipped and sold by you.

Create a Compelling Offer

Make sure your offer provides enough incentive to compel the targeted customers. Consider their needs.

For example, if you’re targeting at-risk customers, a 15% off or $10 off coupon will be more enticing than 5% off.

If you’re targeting your VIP customers, you may want to offer free 1-day shipping on their next order rather than just a small discount.

Craft your promotion based on what will be valuable to the specific audience segment. The right offer can drive much higher performance from your campaign.

Follow these tips when configuring your Brand Tailored Promotion for the best results. We’ll cover how to optimize the performance in further steps.

Step 4 – Setting a Budget

Determining the right budget for your Brand Tailored Promotion is important to maximize its performance. Here are some tips on setting an optimal budget:

• Start by looking at the budget recommendation provided by Amazon in the promotion creation flow. Their formula factors in:
  • Average order value for your brand
  • Size of the audience segment
  • Estimated redemption rate (around 5% typically)

• For example, if you are targeting an audience of 10,000 people, have an average order value of $25, and want to offer a 10% discount, Amazon may suggest a budget of $1,250.
• Their estimate provides a good baseline, but start conservative with your actual budget when first testing the promotions.
• For the above example, you may want to start with a budget cap of $500 instead of $1,250.
• Monitor the performance closely. If your allocated budget gets used up quickly, it indicates high engagement and you can increase the budget.
• Gradually scale up your budget over successive promotions to drive greater revenue.
• Avoid setting a very low budget that restricts redeeming the promotion. This leaves potential sales on the table.
• Budget enough to meet demand but not more than you can afford to lose in discounts.
• Remember, Amazon Brand Tailored Promotions convert better than general discounts so you can likely achieve a higher return on ad spend.

Setting the right budget is crucial – too high and you lose margin, too low and you lose out on sales. Follow the tips above to optimize your budget allocation.

Step 5 – Submitting the Promotion

Once you have configured all the promotion details – audience, offer, dates, budget – it’s time to submit and launch your Brand Tailored Promotion.

Here are some tips for this final step:

• Double check all the promotion settings before submitting to ensure everything is accurate.
• Be sure to comply with Amazon’s promotion policies, terms and conditions before launching.
• Check the preview of the promotion creative to ensure there are no errors.
• Set the promotion live date to at least 2-3 days in the future. This allows time for review.
• You can edit the promotion details until it goes live. So finalize everything before then.
• After submitting, Amazon reviews the promotion content which usually takes 1-2 business days.
• You will receive an email when the promotion is approved and ready to launch on the start date.
• If changes are required, Amazon will notify you and you can edit the promotion accordingly.
• Once live, the promotion will automatically get distributed to the selected audience per the budget and duration you configured.
• Amazon provides guidance on pre-launch checklist and best practices for promotions – be sure to consult those.

Following Amazon’s policies and guidelines will help ensure your promotion gets approved quickly with no issues.

Do a final verification of all the details and allow a few days for Amazon’s review before the proposed launch date.

With those steps complete, you can submit your Brand Tailored Promotion and get ready to track its performance when live!

Step 6 – Monitoring Performance

Launching your Brand Tailored Promotion is only the first step. To get the most value, you need to closely monitor the promotion’s performance and continuously optimize it.

Here are some tips for monitoring and optimizing your promotions:

• Check the promotion reporting daily in your Amazon Advertising dashboard. Look at:
  • Total promotion clicks and click-through-rate (CTR)
  • Number of coupon codes claimed
  • Percentage of coupon codes redeemed
  • Total sales driven by the promotion
  • Return on ad spend (ROAS)

• Track how fast your budget is getting utilized. Increase budget if needed to meet redemption demand.
• Look at redemption trends over the promotion duration. Make adjustments to improve conversion.
• Monitor which products are getting claimed/purchased the most through the promotion. Adjust targeting if needed.
• For lower performing promotions, test changes like larger discounts or longer duration.
• For high performing promotions, try increasing budgets or running them more frequently.
• Compare performance across audience segments and offers to identify what works best.
• Make optimizations on an ongoing basis to improve results.

By closely tracking and analyzing your Brand Tailored Promotions, you can identify opportunities to boost performance and returns on each campaign.

Continually refining your promotions based on data is key to maximizing the value of this powerful Amazon advertising feature.

Wrapping Up

Amazon Brand Tailored Promotions provide a tremendous opportunity to connect with your best Amazon customers and drive incremental sales for your brand. By crafting targeted offers and sending them to your VIP audience segments, you can achieve higher conversion rates compared to broad promotions.

This step-by-step guide covered the key steps involved in creating effective Amazon Brand Tailored Promotions including:

• Accessing the promotion creation tool in your Seller Central account
• Choosing the right audience segment to target
• Configuring compelling promotion details like value, dates and limits
• Setting an optimal budget to meet customer demand
• Submitting for Amazon’s approval and launching on schedule
• Closely monitoring performance and continuously optimizing

Following these steps will help you execute promotions that maximize returns. Always be sure to comply with Amazon’s guidelines.

Amazon Brand Tailored Promotions represent a strategic capability for Amazon sellers to build loyalty, reconnect with buyers, and acquire new customers.

By making exclusive offers to your brand’s followers and VIPs, you can take your ecommerce marketing to the next level.