Overview

Brand Tailored Promotions is an Amazon Seller Central tool that allows brand-registered sellers to offer exclusive discounts to specific customer segments. By targeting audiences based on their relationship with your brand — such as repeat buyers, cart abandoners, or high-spending customers — sellers can drive conversions, build loyalty, and increase lifetime customer value. This feature is available through the Advertising menu in Seller Central and represents one of Amazon's most powerful tools for direct customer engagement.

Key Points / What Sellers Need to Know

• Brand Registry required — Only sellers enrolled in Amazon Brand Registry can access Brand Tailored Promotions. This is a prerequisite with no exceptions.
• Audience-based targeting — Unlike standard promotions that are visible to all shoppers, these discounts are shown only to customers in your selected audience segment, making them more strategic and cost-effective.
• Multiple audience types available — Amazon provides several pre-built audience segments including repeat customers, brand followers, recent viewers, high-spend customers, and cart abandoners.
• Discount range requirements — Promotions typically require a minimum discount percentage (usually at least 10%) and must comply with Amazon's promotional guidelines.
• Dashboard access — The feature is located under the Advertising drop-down menu in Seller Central, where you can create, manage, and track all active promotions.

How Brand Tailored Promotions Work

Brand Tailored Promotions operate by leveraging Amazon's customer data to segment shoppers based on their past interactions with your brand. When you create a promotion, you select a target audience, set your discount level, and choose which products to include. Amazon then surfaces your exclusive discount to qualifying customers through badges on your product detail pages, search results, and in some cases via email notifications. The promotion runs for a defined period, and you can monitor performance metrics such as redemption rate, attributed sales, and return on promotional spend directly from your dashboard.