New Advertising Tools for Sellers: Brand Tailored Promotions and Shoppable Videos

Amazon recently introduced two innovative advertising tools for sellers aimed at strengthening customer engagement and increasing sales. The new features, Brand Tailored Promotions and the ability to share shoppable videos across related product detail pages, provide sellers with the opportunity to optimize their marketing strategies and target their audiences more effectively.

Key Insights

• Brand Tailored Promotions: Sellers can offer exclusive discounts ranging from 10% to 50% for different customer groups.
• Target Audience: Six specific customer groups can be targeted to enhance customer engagement.
• Shoppable Videos: Sellers can share videos about related products to support customers' purchasing decisions and reduce returns.

Brand Tailored Promotions: Exclusive Discounts for Loyalty

Amazon has launched Brand Tailored Promotions, a new tool that helps sellers expand their customer base and promote brand loyalty. With this tool, sellers can offer discounts ranging from 10% to 50% on their products tailored to specific customer groups. The six target groups that can be addressed are:

• Brand Followers: Customers who have followed your brand on Amazon.
• Repeat Customers: Customers who have purchased from you more than once in the last 12 months.
• Recent Customers: The most recent customers who have shopped with you.
• High-Spending Customers: Customers who have spent the most with you in the last 12 months.
• Potential New Customers: Customers who have recently viewed or added your products to their cart but did not make a purchase.
• Cart Abandoners: Customers who have added products to their cart but have not purchased in the last three months.

This targeted approach allows sellers to identify the customers who are most likely to respond to their offers, thereby increasing the profitability of their discounts.

Shoppable Videos: Customer Engagement Through Visual Content

In addition to Brand Tailored Promotions, Amazon has enhanced the ability to share shoppable videos across related product detail pages. Sellers can now share their videos with just one click on the detail pages of products that have variations such as size or color. The benefits of shoppable videos are:

• Reduction of Returns: Videos can reduce returns by up to 40% by providing customers with valuable information about the products.
• Increased Customer Trust: By providing visual content, customers can make informed purchasing decisions.

To share videos about related products, sellers need to follow these steps:

1. Go to the "Upload and Manage Videos" tool and select "Upload Video".
2. Enter the ASIN of a related product.
3. Enable the option to include the ASINs of product variations.

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Conclusion

The introduction of Brand Tailored Promotions and the enhanced shoppable video feature represents a significant step for Amazon sellers to optimize their marketing strategies and strengthen customer engagement. These tools provide sellers with the opportunity to target their audiences effectively and increase sales through personalized offers and visual content.

Sources

• Brand Tailored Promotions: Offer exclusive discounts for loyal customers - Sell on Amazon, Sell on Amazon.
• Share videos across related product listings - Sell on Amazon, Sell on Amazon.