Overview

Brand Tailored Promotions allow Amazon sellers with registered brands to offer exclusive discounts to specific customer segments. Managing these promotions effectively—knowing when and how to edit or cancel them—is essential for protecting margins while driving targeted sales. This guide covers the key steps and considerations for managing your Brand Tailored Promotions within Seller Central.

Key Points / What Sellers Need to Know

• Editing and cancellation timing — Sellers can modify or cancel a Brand Tailored Promotion before it goes live or while it is actively running, giving flexibility to adjust strategy in real time.
• Audience targeting is central — Promotions are tailored to specific brand audience segments such as repeat customers, high-spend customers, recent customers, and brand followers, allowing precise control over who sees your discounts.
• Discount structure — Sellers set a percentage-off discount that applies to eligible products within their brand catalog, with the promotion visible only to the targeted audience segment.
• Brand Registry required — Only sellers enrolled in Amazon Brand Registry can access Brand Tailored Promotions, as the feature is tied to brand ownership verification.
• Changes may take time to reflect — After editing or canceling a promotion, there may be a short delay before updates appear to customers on the storefront.

How Brand Tailored Promotions Work

Brand Tailored Promotions are created through the Advertising section of Seller Central. Sellers select a target audience segment from Amazon's predefined customer groups, which are built from purchase history and engagement data tied to the seller's brand. Available audience types typically include repeat customers, high-spend customers, recent customers, at-risk customers, and brand followers. Once an audience is selected, sellers choose eligible ASINs, set a discount percentage, and define the promotion's start and end dates. The promotion then appears as an exclusive deal badge visible only to customers in the targeted segment when they browse or search for the seller's products.

Editing a Live or Scheduled Promotion