Overview

Amazon has rolled out Brand Tailored Coupons, a new promotional feature that lets brand-registered sellers deliver targeted discounts to specific customer segments. By combining Amazon's standard coupon system with Brand Tailored Audiences data, sellers can now offer personalized deals to their most valuable shoppers instead of broadcasting blanket discounts to every browser.

What's New

• Audience-targeted coupons — Sellers can select specific customer segments during coupon creation rather than offering discounts to all shoppers
• Flexible discount formats — Both percentage-off and flat-rate discounts are supported across any subset of a seller's catalog
• Four audience segments — Target repeat customers, brand followers, cart abandoners, and high-spend buyers with tailored offers
• Built into existing workflow — The feature integrates directly into Seller Central's standard coupon creation process with no separate tools required

How It Works

Brand Tailored Coupons add an audience selection step to the existing coupon creation flow in Seller Central. When setting up a standard coupon, brand owners now see an option to choose a tailored audience type instead of making the offer available to everyone. This lets sellers craft different promotional strategies for different customer groups without learning a new interface or tool.

The feature draws on Amazon's Brand Tailored Audiences data, which segments a brand's customer base into behavioral groups. By targeting these pre-built segments, sellers can direct their coupon budget toward shoppers most likely to convert rather than spending on casual browsers who may never purchase.

Available Audience Segments

Amazon offers four distinct audience types for tailored coupons. Repeat customers are buyers who have purchased from your brand multiple times, making them strong candidates for loyalty rewards and new product introductions. Brand followers are shoppers who have actively followed your brand on Amazon, signaling genuine interest in your product line.

Cart abandoners represent a particularly high-intent group — shoppers who added your products to their cart but never completed checkout. A well-timed coupon to this segment could recover sales that would otherwise be lost entirely. High-spend customers round out the options, letting sellers reward their most valuable buyers with exclusive discounts that reinforce purchasing behavior.