Amazon launches new features to help sellers reach more consumers

For many Amazon sellers, their weak brand presence and weak stickiness with consumers have been long-standing pain points. To address this problem, the platform has provided a new solution.

Recently, Amazon announced that it has launched a new feature called "Amazon Brand Custom Discounts". It is understood that this feature can help sellers who have registered their brands on Amazon to issue discounts to specific groups of people.

Prior to this, Amazon sellers could only send discounts to existing consumer groups on the platform, such as Amazon Prime members, students and other specific groups.

After Amazon announced the launch of this feature, it caused quite a stir in the seller circle. Among them, one of the most concerned issues among sellers is whether the discounts provided through Amazon's brand customized promotion function are applicable to different sellers under the same brand.

Amazon said the answer is no, and explained that brand-customized promotions are only available to sellers who create promotions. Therefore, even if there are multiple sellers selling the same brand of products, other sellers are not eligible for the discount.

Amazon told brand sellers that the new promotions feature will help them attract more customers and increase their own brand loyalty “by offering discount codes to potential and new customers.”

For example, if someone adds a product of your brand to the shopping cart but does not purchase it within 3 months, the seller can offer this consumer a brand-exclusive promotional discount to entice an order.

It is understood that through this new feature, brand sellers can provide discounts of 9%-50% to the following six groups of people:

Brand fans: Consumers who click to follow the seller’s store on Amazon.

Returning customers: Customers who have ordered your brand products more than once in the past 12 months.

Recent Purchases: Customers who have purchased from the seller in the recent period.

High-spending consumers: users who have made high single-transaction purchases in the seller’s store in the past twelve months.

Potential New Customers: Customers who recently clicked on your brand and products or added to their carts, but have not purchased in the past 12 months.

Cart abandoners: Customers who added one or more of your brand’s products to their cart but did not purchase them in the past three months.

Amazon recommends that sellers learn more about the program. For example, sometimes there may be a fold between the two audience groups, so some people will receive two discount codes. Sellers can learn the details themselves.

Amazon will share more information about brand-customized promotions at its Seller Conference in Seattle from September 13 to 14. Currently, all brand sellers operating on Amazon’s US site can use brand-customized promotions, and plans to provide the tool to sellers in Europe, Japan, Canada and Mexico in the coming months.

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