Overview

Brand Tailored Promotions is an Amazon tool that lets brand-registered sellers create exclusive discounts for specific customer segments, such as repeat buyers, cart abandoners, and brand followers. The feature is designed to help brands strengthen customer loyalty and boost conversions while keeping promotional costs in check. Understanding how to leverage these targeted promotions can give sellers a significant edge in building long-term customer relationships.

Key Points / What Sellers Need to Know

• Brand Registry required — Only sellers with a brand representative role assigned in Amazon Brand Registry can access Brand Tailored Promotions. You can check your eligibility directly in the Brand Tailored Promotions dashboard.
• Minimum audience size of 1,000 — You can only create a tailored promotion if your selected audience segment contains at least 1,000 customers. If you fall short, adding more ASINs to the promotion can help increase the audience pool.
• Up to 20 active promotions at once — Amazon caps concurrent active or scheduled promotions at 20. Consolidating promotions that target the same audience into a single promotion with multiple ASINs is the recommended way to maximize this limit.
• Product eligibility rules apply — Products must be in new condition, and those with reviews must meet minimum star ratings. Certain categories like wellness, hunting, and fishing are excluded entirely.
• Over a dozen audience types available — Sellers can target segments ranging from high-spend repeat customers to cart abandoners and even at-risk buyers predicted to reduce spending.

Product Eligibility Requirements

Not every product in your catalog qualifies for Brand Tailored Promotions. Products with no reviews are automatically eligible, but once a product has reviews, it must meet specific rating thresholds. Items with one to four reviews need an average rating of at least 2.5 stars, while products with five or more reviews must carry a minimum 3-star average. All products must be listed in new condition — used items, collectibles, and certified refurbished or renewed products are excluded. Amazon also restricts certain product types from participating, including wellness products, hunting and fishing gear, and gun accessories.