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It is learned that early this morning, Amazon Global Store released a major announcement, announcing that it will bring a "Prime Membership Promotion" to Amazon Prime members in October this year.
This October membership promotion covers 19 countries (including Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Luxembourg, the Netherlands, Poland, Portugal, Singapore, Spain, Sweden, the United States and the United Kingdom).
Although the results of the first Prime Day this year once again proved Amazon's status as the big brother in the market, competitors such as Temu and Shein are eyeing it and using various tricks to grab traffic. Amazon has not taken it lightly. In order to stabilize old traffic and attract new traffic, Amazon has launched new traffic tools and traffic plans .
Now, there are less than two months left until the second "Prime Member Promotion". Sellers can also make good use of Amazon's traffic tools and plans, make corresponding marketing preparations in advance, and make efforts to prepare for subsequent explosive sales. Stabilize old traffic! Amazon launches new traffic tool In terms of traffic acquisition, in addition to the traffic brought by natural search, there is also a part of traffic brought by paid advertising. Many sellers have reported that the advertising costs are getting higher and higher, but the conversion rate is far from meeting the standard. The sellers' advertising expenses are increasing , and it has gradually become a burden that cannot be ignored. In addition to the rising advertising costs, sellers also have to think about how to improve efficiency and better convey the brand's various promotional activities to buyers . Now, Amazon has launched a new traffic tool that can solve this problem. If sellers use the tool well, they can also ease the pressure on advertising spending. It is learned that recently, Amazon US released an announcement, announcing the official launch of brand customized promotion (BTP) . Among them, customized promotions created for brand fans will be displayed on the page as "Follower Promotion" , while customized promotions created for other audiences will be displayed as "Exclusive Promotion" . However, whether it is a fan promotion or an exclusive promotion, not all buyers can see it. Only the following buyers (audiences) can get the discount : - Brand Followers : Followers who click to follow your brand on Amazon.
- Potential new buyers : buyers who have clicked on your brand and products or added to their cart but have not purchased in the past 12 months.
- Repeat buyers : Buyers who have ordered your brand products multiple times in the past 12 months.
- High Spending Buyers : Buyers who accounted for 5% of the spending on the seller’s products in the past 12 months.
- Recent Buyers: Buyers who have recently purchased 5% of products from the seller’s brand.
- Brand Cart Abandoners: Consumers who have added one or more of your brand products to their cart but have not purchased them in the past 3 months.
This tool purposefully targets these buyers (audiences), not only giving you a chance to win back previously lost traffic and expand your customer base, but it can also drive repeat purchases and improve customer retention . In essence, it can be said that Amazon has purposefully opened up its own traffic pool , providing sellers with a free opportunity to remarket to their fans and past buyers. However, it is worth noting that brand customized promotions do not allow sellers to send emails and other information to buyers . Relevant buyers can only view the corresponding customized promotion information in search results, product details pages and promotional shopping pages. Earlier this year, Amazon also launched promotional emails . This is a new feature of Buyer Interaction (MYCE). After creating this type of promotion, brand sellers can use the new promotional email feature of Buyer Interaction (MYCE) to send customized emails containing discount promotion codes to brand fans . This is also the first time that Amazon allows sellers to send marketing emails directly to fans . Whether it is promotional emails or brand-customized promotions, the reason is still to increase the stickiness between buyers and sellers , thereby further consolidating Amazon's original traffic . Introduce new traffic! Get a bonus of 10% of average sales In addition to stabilizing existing traffic, Amazon has also made corresponding efforts to introduce new traffic. It is learned that on August 3, Amazon US released an announcement about the brand referral bonus program . The program allows sellers to receive bonuses for sales through off-Amazon marketing activities. When sellers direct non-Amazon marketing traffic to Amazon , sellers will receive a bonus of 10% of the average sales of the promoted products and any brand products purchased by customers in the next 14 days. The Amazon Brand Referral Program is open to brand owners who have registered with Amazon and sell in the United States. Non-brand owners cannot participate. For brands that meet the requirements, the program can reduce the referral fee by up to 15%, prompting brand owners to invest in non-Amazon advertising at a lower cost. For sellers with brands, the plan is to improve the efficiency of sellers' non-Amazon marketing efforts , reduce the costs of operating social media accounts and other marketing activities, and increase corresponding returns. This will also help sellers focus more on product sales and increase brand value . On the other hand, sellers can also earn an average bonus of 10% of sales by introducing new traffic to Amazon. Most importantly, sellers can also receive the same bonus if buyers purchase other products of the brand within 14 days after clicking the ad, which further improves the efficiency of advertising . According to professionals, the way to maximize the benefits of brand referral bonus is to sell new products first . When the promotion of new products is not going well, you can first try to use marketing outside of Amazon, such as social media platforms and websites, to increase product visibility and conversion rate, and earn corresponding bonuses. It is worth noting that to participate in the brand referral program, you need to register for Amazon attribution first, and all traffic must have an Amazon attribution tag to be considered valid for the bonus . However, the bonus is not paid to the account in real time, and it takes two months to wait , including order cancellations and buyer returns. If the seller participates in the brand referral bonus program in August and the qualified sales occur in August, the bonus will be paid in October. The bonus will be used to deduct the referral fee for transactions in October and thereafter. Coincidentally, the two-month time difference coincides with Amazon’s second “Prime Membership Promotion”. Have sellers used Amazon's new traffic tools? Welcome to leave a message in the comment area to discuss. We will continue to pay attention and bring more latest news to sellers.
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