One of Amazon's most powerful retention tools isn't in your Advertising Console.
It's a feature in Seller Central called Brand Tailored Promotions.
Many brands spend their entire budget acquiring a single sale, while their best customers get zero attention. This is a huge missed opportunity.
We use this tool to turn first-time buyers into repeat customers for our partners, including a natural soap brand we work with.
Here’s the simple, 3-layer system we use:
The Audience: Amazon lets you target the top 5% of customers who have spent the most on your brand (provided the audience meets a minimum size).
Our Strategy: We show these VIPs a special 15% discount on a new product, like a complementary body lotion or a new soap scent.
The goal isn't just a quick sale. It's to thank them and deepen their loyalty.
The Audience: You can target customers who have purchased from you at least twice (again, audience size permitting).
Our Strategy: For the soap brand, we target these repeat buyers with a 10% off coupon. It’s a simple and effective nudge to restock on a product they already love.
The Audience: "Cart Abandoners" are people who added your product to their cart in the last 90 days but didn't buy.
Our Strategy: While this audience isn't limited to a specific event, we strategically run a promo for this group immediately after Prime Day and other significant events.
This timing helps recapture high-intent individuals who were browsing during the sales event but got distracted and didn’t make the purchase in time.
Important Note: These promotions can appear directly on search results and product detail pages, making them highly visible to your selected audience.
This approach is about sending the right offer to the right person.
Building a brand on Amazon becomes far more profitable when you focus on turning new buyers into loyal, repeat customers.
