Overview

In early March 2024 Amazon rolled out Brand‑Tailored Promotions (BTP), a new advertising option that appears inside the Seller Central Advertising hub. The tool lets registered brands push discount offers onto competitor product pages, targeting shoppers at the exact moment they consider an alternative. FBA sellers should grasp how BTP functions, which performance metrics it touches, and what concrete steps can turn the feature into a profit driver.

Key Points

• Real‑time price matching — BTP can automatically reduce a brand’s price when a rival’s listing drops, helping keep price‑sensitive buyers from switching.
• Coupon placement on competitor detail pages — Discounts surface directly on rival product pages, expanding visibility without additional ad spend.
• Pay‑only‑for‑conversions — Sellers are billed when a shopper clicks the coupon and completes checkout, mirroring a cost‑per‑click model that rewards actual sales.
• Brand‑registry requirement — Only accounts enrolled in Amazon Brand Registry and with a verified logo can activate BTP.
• Seamless integration with Sponsored ads — BTP runs alongside Sponsored Products and Sponsored Brands, consolidating reporting in a single dashboard.
• Weekly performance dashboards — Amazon provides data on impression share, click‑through rate, conversion lift, and incremental sales to guide discount adjustments.

How Brand‑Tailored Promotions Work

1. Define a promotion rule — In the Advertising console the seller selects “Brand‑Tailored Promotion,” picks the target SKU, and sets a discount percentage. Example: A vendor of organic almond butter creates a 10 % coupon that will trigger whenever a shopper views any non‑organic almond butter listing.
2. Amazon aligns the rule with competitor traffic — The platform monitors live search queries and product detail pages; when a shopper lands on a competing SKU that meets the rule’s criteria, Amazon overlays the seller’s coupon on that page. Example: A buyer browsing a store‑brand almond butter sees the 10 % off coupon displayed beneath the price, prompting a click.