Important! Amazon allows sellers to send emails to customers!

According to foreign media reports, Amazon recently announced at a conference that it will allow brand sellers to send marketing emails to buyers, saying that this is a risky attempt to increase sales rates and may cause buyers' inboxes to be flooded with spam. If buyers do not want to receive marketing emails, they must unsubscribe.

Specifically, sellers will be able to send free emails to recent shoppers, returning customers, and their biggest spenders through the “Tailored Audiences” tool, which will also let sellers monitor results. The tool entered beta this year and will be available to all U.S. sellers in early 2023.

Image source: Bloomberg

After looking at the backend, I found that this function has been available for a long time. It can be found in the Amazon backend under Brand-Buyer Interaction-Create Ads.

According to feedback from many sellers, the content of this email is a fixed template that sellers cannot edit themselves, the effect is very poor, and the open rate is extremely low.