Amazon Rolls Out Brand Tailored Vouchers for Targeted Customer Discounts
Amazon launched Brand Tailored Vouchers, letting Brand Registry sellers issue percentage‑off or flat‑rate coupons to specific audience segments. Sellers need at least 5,000 customers in a segment and can target six core groups plus four US‑only groups such as brand followers and at‑risk buyers.
Overview
Amazon has introduced Brand Tailored Vouchers, a new promotional option that lets brand‑registered sellers deliver discount codes to narrowly defined shopper groups. The feature merges the classic voucher engine with the audience‑targeting logic of Brand Tailored Promotions, giving sellers tighter control over who receives a deal and how promotional spend is allocated. Sellers who rely on coupons to drive traffic should evaluate the tool immediately, because it promises higher conversion efficiency and better budget predictability.
Key Points
- Audience‑specific coupons — Instead of broadcasting a discount to every visitor, sellers can now issue vouchers exclusively to shoppers who match a chosen segment, such as recent purchasers or cart abandoners.
- Choice of discount type — Both percentage‑off (e.g., 15 % off) and flat‑rate reductions (e.g., $10 off) are supported, allowing brands to align the offer with product price points and margin goals.
- Multiple segment options — Core segments available worldwide include repeat buyers, recent purchasers, cart abandoners, and high‑spend shoppers; each segment reflects a distinct buying behavior.
- US‑only bonus audiences — In the United States, sellers gain access to four extra groups—brand followers, top‑tier customers, at‑risk buyers, and potential new customers—providing a finer granularity for retention and acquisition campaigns.
- Selective product application — Vouchers can be limited to a subset of SKUs rather than the entire catalog, enabling brands to push inventory that needs a sales boost while protecting margins on premium items.
- Eligibility threshold — To qualify, a seller must be enrolled in Amazon Brand Registry and must have at least 5,000 customers in the chosen audience, ensuring the segment is large enough to generate measurable results.
How Brand Tailored Vouchers Work
- Create a new voucher — In Seller Central, the seller selects “Create Voucher” and chooses the desired discount format. Example: a 20 % off coupon for a new line of ergonomic chairs.
Analysis & Recommendations
Why This Matters
Targeted vouchers let sellers focus discounts on high‑value shoppers, improving redemption efficiency and budget predictability. For example, a 15% off voucher to cart abandoners can boost checkout completion by 4%, while the US‑only bonus audiences provide finer granularity for retention campaigns.
Key Takeaways
- Minimum audience size is 5,000 customers to qualify for a Brand Tailored Voucher.
- Six core segments (repeat buyers, recent purchasers, cart abandoners, high‑spend shoppers, etc.) are available worldwide.
- US sellers gain four extra segments: brand followers, top‑tier customers, at‑risk buyers, and potential new customers.
- Vouchers support both percentage (e.g., 15%) and flat‑rate (e.g., $10) discounts and can be limited to selected SKUs.
Recommended Actions
- →In Seller Central, go to Advertising > Coupons > Create Voucher and select ‘Brand Tailored Voucher’ as the voucher type.
- →Choose an eligible audience (minimum 5,000 customers) from the dropdown, then add the specific ASINs you want to discount.
- →Set the total budget and per‑redemption fee, launch the campaign, and monitor performance in the Advertising > Reports dashboard.
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