How to Leverage Retail Audiences on Amazon

In 2023, Amazon introduced Brand Tailored Promotions in Seller Central, a new promotional tool that allows sellers to offer discounts to carefully selected audiences. Unlike traditional promotions, which are normally free-for-alls that apply to all customers, these targeted promotions enable sellers to focus on specific user groups. Since its initial launch, Amazon has continued to expand and enhance this feature.

Currently, there are 11 audience groups available within Brand Tailored Promotions:

• At Risk – Customers who have purchased in the past but haven’t purchased recently nor frequently, with varied spend. 
• Brand Cart Abandoners – Customers who have added any of your brand products to their cart in the last 90 days but haven’t purchased yet.  
• Brand Followers – Brand followers have clicked to follow this brand on Amazon.
• Declining Promising – Customers from your brand’s Promising audience who are predicted to spend less with your brand in the next year.  
• Declining Top Tier – Customers from your brand’s Top-Tier audience who are predicted to spend less with your brand in the next year.  
• High Spend Customers – A 5% sampling of this brand’s highest-spending customers in the last 12 months.
• Potential New Customers – Customers who have clicked on your brand, Storefront, and products or added products to their cart in the last 90 days but have not purchased from your brand in the last year.
• Promising – Customers who purchased recently, buy occasionally, and spend above average. In order to convert to a Loyal customer, encourage purchase through marketing engagement.
• Recent Customers – A 5% sampling of this brand’s customers in the last 12 months.
• Repeat Customers – Customers who have purchased more than one order from this Brand in the last 12 months.
• Top-Tier – These are customers who purchased recently and spend the most. Most of these customers buy frequently.  

These audiences allow a wide range of strategic opportunities based on your promotional, new customer, media, and channel management strategies. See a small selection of the many recommended options to optimize your campaigns below.

Prevent Channel Conflict

These promotions are only available to specific customer accounts and appear uniquely in pricing, they provide a way to run compelling offers that other retailers won’t see, helping to avoid price matching and channel conflicts.

Preserve Profitability

Margin can be preserved through this option because these are limited to certain audiences. By not applying to all customers (like with a Top Deal, Best Deal, or Prime Exclusive Discount), you can still drive incremental topline.

Convert New or Stale Customers

Customer acquisition is key on Amazon, and these allow hyper-targeted deals to audiences that are already brand-aware to incentivize conversion. They offer a great way to convert new customers who haven’t purchased yet, or re-engage old customers who have purchased in the past but haven’t recently.

Leverage Peak Event Exposure

With events like Prime Day and Black Friday, we see a surge of traffic to Amazon. Depending on your strategies during these events, this typically translates to big increases in audience sizes by way of that rise in traffic. These audiences allow us to “retarget” some of those new customers reached during peak events to continue to drive sales and conversion in the leadout periods for those who didn’t convert during.

Extend the Value of Media

While media is the main lever to get in front of new customers, these audiences are a great supplement to your sponsored ads or DSP campaigns. As you grow various audience sizes, these promotions can work in tandem to extend that reach and garner more sales and new customers, especially with product categories that have a higher ASP or longer sales cycle.

These audiences have begun to roll out to Coupons as well, where we can now target the same audiences with that deal format. While there are a few limitations in the mechanics (ASIN selection, not available in VC), we expect Amazon to continue to iterate on these audiences and have seen success and relative lack of adoption with these levers.

Have you seen a lift if your audience sizes post-Prime Day? Reach out to Podean if you want to hear more about how we can leverage Brand Tailored Promotions and other levers to grow your Amazon business.