During the recent Accelerate conference, Amazon announced an exciting improvement to Amazon Customer Engagement tool: the ability to personalize marketing campaigns and target customers based on attributes, such as product interest and brand loyalty.
The new Amazon Tailored Audiences feature will allow brands to reach customers who have previously purchased from the brand through personalized emails. Through the free tool’s easy-to-use campaign templates and customer segmenting capabilities, you can reach out to select customers through email marketing to inform them of new products, offer deals, and inspire repeat purchases.
Testing Period
Beginning in September 2022, Amazon opened the testing period for Tailored Audiences in a beta program with plans to make it available soon to all U.S. sellers who have a brand registered with Amazon Brand Registry in the last 12 months. Tailored Audiences will be integrated as part of the Customer Engagement tool in Seller Central.
These expanded email campaigns that allow sellers to reach beyond their brand’s followers and reach three new audiences.
New Targeted Customer Segments
These three high-value groups have already purchased products from your Amazon store.
- Repeat Customers: Customers who have purchased your brand’s products more than once in the last 12 months
- High-Spend Customers: The highest spending 25% of your brand’s customers in the last 12 months
- Recent Customers: The most recent 20% of customers who have ordered your brand
Expected Availability
Amazon expects the full release of Tailored Audiences to be available in the next six months. Additionally, it will contain more features including custom HTML uploads and improved templates to elevate the creative aspect of your email campaigns.
They will also release a customer engagement best practice guide soon that will feature even more helpful tips for using the tool in your re-marketing efforts.
With these updates, Amazon is continuing its mission of making it easier for businesses to reach potential customers in order to increase sales and customer loyalty.