Overview

Amazon now lets sellers go beyond blanket discounts by targeting coupons to specific customer segments. Instead of offering the same coupon to every shopper, Brand Registered sellers can use audience targeting to deliver tailored promotions to groups like repeat buyers, cart abandoners, and high-value customers. This feature gives sellers more control over promotional spend and can significantly improve coupon conversion rates.

Key Points / What Sellers Need to Know

• Audience-targeted coupons are visible only to the selected segment — When you target a coupon to a specific customer group rather than all customers, only those customers will see the coupon on the product detail page and in their carts. The orange coupon badge will not appear in search results for any customer when using targeted audiences.
• Brand Tailored Audiences require Brand Registry — To access the advanced audience segments, sellers must have a brand representative selling role for a brand registered on Amazon Brand Registry.
• Multiple audience segments are available — Sellers can choose from all customers, Amazon Prime members, and a range of brand-specific tailored audiences including repeat customers, cart abandoners, high-spend customers, and more.
• 48-hour lead time required — Brand tailored coupons must be created at least two days before the scheduled go-live date.
• Audience size is dynamic — The number of customers matching your audience criteria can change between coupon creation and the go-live date as customers enter or exit the segment.

Available Audience Segments

Amazon offers a broad range of audience groups for coupon targeting. At the most basic level, sellers can target all customers or limit visibility to Amazon Prime members. Beyond these general groups, Brand Registered sellers unlock brand tailored audiences — segments built from their own customer data. These include repeat customers (shoppers who have ordered your brand's products more than once in the last 12 months), cart abandoners (customers who added your brand's products to their cart in the last 90 days but haven't purchased), (the top 5% of spenders on your brand in the last 12 months), and (the most recent 5% of buyers within the past year).