Overview

Amazon has introduced Brand Tailored Coupons, a new promotion tool that lets brand‑registered sellers serve discounts only to chosen shopper groups instead of the entire Amazon audience. The feature blends the existing coupon engine with Amazon’s audience‑targeting data, giving sellers the ability to focus spend on high‑intent buyers. Sellers who rely on coupons for traffic and conversion should evaluate this option to improve ROI and reduce waste.

Key Points

• Audience‑specific coupons — Sellers can now attach a coupon to a predefined segment such as “repeat buyers” or “cart abandoners,” limiting exposure to shoppers most likely to convert.
• Two discount formats — Both percentage‑off (e.g., 20 % off) and flat‑rate reductions (e.g., $5 off) are supported, allowing flexibility for different pricing strategies.
• Granular product selection — Coupons can be applied to individual ASINs or a small group of items, rather than the whole catalog, enabling launch‑oriented or clearance‑focused campaigns.
• Expanded U.S. segments — In addition to the global groups, U.S. sellers gain access to “brand followers,” “top‑tier customers,” “at‑risk customers,” and “potential new customers,” broadening acquisition and retention levers.
• Eligibility threshold — Only sellers enrolled in Brand Registry and with at least 5,000 shoppers in the chosen segment may create a Brand Tailored Coupon, ensuring a viable audience size.
• Standard redemption fee applies — The per‑redemption charge remains unchanged, but the higher conversion probability of targeted shoppers should improve cost efficiency.

How Brand Tailored Coupons Work

1. Start a coupon in Seller Central — Navigate to the regular coupon creation page; the interface now includes a “Brand Tailored” audience toggle. Example: A kitchen‑ware brand clicks the toggle while setting up a 15 % off coupon for its new stainless‑steel pan.
2. Choose a predefined audience — After enabling the toggle, a list of segments appears (e.g., “recent customers,” “high‑spend buyers”). Sellers pick one or combine several, and the system filters shoppers based on purchase history and brand interaction.