Overview

Amazon has upgraded Brand Tailored Promotions, adding goal‑based audience creation, ASIN‑level targeting, and new audience segments that reach shoppers who have never bought from a brand. The changes give brand‑registered sellers finer control over who sees a discount, turning the tool from a simple loyalty perk into a precision marketing engine. Sellers who rely on promotions to drive acquisition, re‑engagement, or cross‑sell should review the new options immediately.

Key Points

• Goal‑Based Audiences — When launching a promotion, sellers pick an objective (acquisition, re‑engagement, retention, or cross‑sell) and Amazon automatically assembles the most relevant audience segments.
• ASIN‑Level Targeting — Discounts can now be limited to a single product SKU instead of the entire brand catalog, allowing promotions on new variations without affecting best‑selling listings.
• Expanded Audience Library — Cart abandoners, browse remarketing, one‑time buyers, repeat customers, and “in‑market” shoppers are now selectable groups.
• In‑Market Reach — Sellers can target shoppers actively browsing a related category who have never interacted with the brand, opening a direct acquisition channel beyond Sponsored ads.
• Controlled Visibility — Promotional badges appear only to the chosen audience on detail pages, search results, and other placements, keeping the discount hidden from the broader marketplace.

How Brand Tailored Promotions Works

1. Select Business Goal — The seller chooses one of four objectives:

   • Acquisition: target category shoppers who have never purchased the brand.
   • Re‑engagement: focus on buyers who haven’t purchased in the past 90 days.
   • Retention: reward customers who bought within the last 30 days.
   • Cross‑sell: introduce existing customers to a different product line.
     Example: A pet‑supply brand selects “cross‑sell” to push a new grooming brush to customers who bought dog shampoo last month.