Overview

Amazon has introduced an exclusion capability for Brand Tailored Promotions, allowing brand‑registered sellers to keep up to 100 parent ASINs out of a catalog‑wide discount. The feature goes live for new promotions created after the rollout and is designed to protect margin‑sensitive items while still leveraging the audience‑targeting power of Brand Tailored Promotions. Sellers who run mixed‑margin product lines should review the change immediately to avoid unintended price erosion.

Key Points

• Exclusion limit of 100 parent ASINs — Sellers can add a maximum of 100 parent products to a block list when launching a Brand Tailored Promotion, preventing those items from receiving any discount.
• Parent‑child cascade — Excluding a parent automatically removes all its child variations (e.g., size S, color Red) from the promotion, though individual child ASINs can also be excluded if finer control is needed.
• Built‑in workflow — The exclusion option appears inside the standard promotion creation screen in Seller Central, so no separate tool or external upload is required.
• Only for new promotions — Exclusions must be defined at the moment the promotion is created; they cannot be added to an already running or scheduled campaign.
• Applies solely to Brand Tailored Promotions — Other discount mechanisms such as coupons, Lightning Deals, or Prime Exclusive Discounts continue to require their own product selection processes.

How the Exclusion Feature Works

1. Select brand and audience — While setting up a Brand Tailored Promotion, the seller first chooses the registered brand and the target shopper segment (e.g., repeat buyers or high‑spend shoppers), just as in the previous workflow. Example: A seller targeting “Prime‑eligible customers who purchased in the last 30 days” selects the “EcoGear” brand.
2. Choose exclusion mode — At the product‑selection stage, a new toggle lets the seller switch from “Promote entire catalog” to “Exclude specific products.” Activating this mode opens a searchable list of parent ASINs.