Overview

In early 2024 Helium 10’s podcast highlighted that owning an email list of buyers is a strategic advantage for Amazon sellers. Direct inbox communication can accelerate launches, increase repeat orders, and give brands messaging control that Amazon’s native tools lack.

Key Points

• Higher conversion potential — Email outreach typically yields conversion rates between 2 % and 5 % of recipients, far surpassing the roughly 0.5 % click‑through rate seen with most Sponsored Ads.
• Low‑cost distribution — Sending a bulk message costs only a few cents per address, enabling sellers to promote new SKUs without allocating additional ad budget.
• Boosted repeat purchases — Brands that follow up with past buyers via email see repeat‑order frequency climb about 30 % within a six‑month window.
• Actionable customer insights — Survey emails can surface product‑improvement ideas, helping sellers pre‑empt negative reviews and costly disputes on the platform.
• Full brand narrative control — Direct messaging lets sellers craft their story, showcase lifestyle content, and run promotions without the constraints of Amazon’s limited storefront space.

How an Email List Works for Amazon Sellers

1. Capture addresses — Place a QR code or short link on packaging that routes shoppers to a landing page offering a discount or free guide. Example: A kitchen‑tool brand prints “Scan for 10 % off your next purchase” on each box and gathers 1,200 emails in the first month.
2. Validate and store — Use an email‑service provider to confirm opt‑ins and automatically add the contacts to a master list, ensuring compliance with anti‑spam regulations. Example: The same brand integrates a double‑opt‑in form, reducing bounce rates to under 1 %.
3. Segment the audience — Divide the list by purchase history, product category, or engagement level, creating groups such as “first‑time buyers,” “loyal VIPs,” and “recent reviewers.” Example: A pet‑supplement company tags customers with three or more orders as “VIP” and prepares a dedicated loyalty email.