At the end of October, Amazon Brand Customized Promotion (BTP) ushered in a new upgrade!

After this update, sellers can choose their target audiences more flexibly and accurately, and even add multiple "treasure" segmented groups, allowing promotional strategies to hit the target directly, making new customer acquisition and retention more efficient!

Business goals + precise audience, double traffic conversion

In this upgrade, Amazon added four new business goals: new customer acquisition, customer retention, re-engagement, and cross-selling .

When creating promotions, sellers can customize discount amounts (10%-50%) based on different target groups to maximize conversion effects.

The Q4 peak season has just arrived, and being able to accurately attract all kinds of potential customers is simply a "booster shot" for traffic!

The upgraded brand customized promotion allows sellers to flexibly choose ASIN. You can set promotions for all products in batches , or select specific ASINs to participate .

Here’s the key point: Selecting “All Products” or “Specific Products” directly affects the audience type. After segmentation, several new high-potential audiences are added:

Top customers and potential customers with declining spending: Target high-value customer groups that are expected to spend less on the brand in the future and use timely promotions to win them back.

Market interest customers: user groups who have never purchased but have browsed similar products within 30 days.

Complementary product remarketing: customers who purchased related products in the past 30 days but not the current product.

This upgrade breaks down the boundaries of audiences inside and outside the brand. Through the newly added "market interest customers" and "complementary product remarketing" target customers, brands can accurately attract new customers who have "never been exposed to the brand."

For example, a seller of new ski boots can find potential buyers who have recently browsed ski boots by targeting "market interest customers";

Or sellers of hiking shoes can bring more natural conversions and brand exposure through related promotions of hiking socks!

Precision delivery, customer activation, and multi-channel display

Precise delivery is more efficient: Different business objectives and precise audience targeting ensure the effectiveness of discount delivery.

Reactivation of dormant customers: Through remarketing strategies, we can recall lost customers and increase repeat purchases.

Display promotional information through multiple channels: Promotional information can be displayed through product detail pages, brand stores and search results pages, which greatly increases exposure.

Note: Brand-customized promotions vs. customized coupons

To avoid confusion, here is a brief description of the difference between the two:

Display location: Brand-customized promotions have wider coverage, including multi-page display.

Applicable products: Brand customized promotions support batch and single ASIN allocation, and coupons are mostly displayed for single products.

Stacking offers: Brand-customized promotions can be stacked with other discounts, and coupons can be used independently.

Audience size: Brand-tailored promotions cover an audience larger than 1,000.

Fees and discounts: Brand customized promotions are free, discounts must range from 10% to 50%, and coupons have different discounts.

In short, after the upgrade of brand customized promotions, Amazon further opened up the traffic pool and precision marketing "portal", giving sellers more opportunities to impress customers and increase sales in a precise and personalized way.

Now that Q4 is the peak season, we strongly recommend that all sellers quickly research new features, optimize their promotional strategies, grab this wave of high-quality traffic, and add fuel to the sales growth during the peak season🔥!