Overview

Amazon has introduced Brand Tailored Coupons, a new promotion tool that lets brand‑registered sellers serve discounts only to selected shopper groups. Launched this quarter, the feature integrates with the existing coupon workflow and pairs coupons with Amazon’s Brand Tailored Audiences. Sellers benefit by directing percentage‑off or flat‑rate deals to high‑intent shoppers instead of broadcasting them to every visitor.

Key Points

• Targeted coupon option — Sellers can now attach a specific audience segment to a standard coupon, limiting visibility to that group.
• Multiple audience categories — Available segments include repeat buyers, cart abandoners, high‑spend shoppers, brand followers, at‑risk customers, and prospective new buyers.
• Discount flexibility — Both percentage‑based and fixed‑amount discounts are supported within the same coupon creation screen.
• U.S.‑only expansion — U.S. marketplace sellers receive additional audience types beyond the global core set, such as “top‑tier” and “brand follower” segments.
• Eligibility threshold — Brands must be enrolled in Amazon Brand Registry and have at least 5,000 customers in the chosen segment to activate the feature.

How Brand Tailored Coupons Work

1. Select coupon type — In the regular coupon creation page, the seller chooses either a percentage‑off or flat‑rate discount, just as with any standard coupon. Example: a 15 % off coupon for a line of skincare products.
2. Choose audience segment — A new dropdown appears allowing the seller to pick a pre‑generated audience, such as “repeat customers” or “cart abandoners.” Example: the seller selects “cart abandoners” to target shoppers who added the product to their cart but did not complete checkout.
3. Apply to specific ASINs — The coupon can be linked to one or more catalog items, ensuring the discount appears only on those listings for the chosen audience. Example: the 15 % off coupon is applied to ASIN B07XYZ only for the “high‑spend” segment.