Amazon Brand Tailored Promotions 2025: Boost Conversion by 10%

What Are Amazon Brand Tailored Promotions?

Introduced in 2023, Amazon Brand Tailored Promotions (BTPs) are a potent marketing tool that surpasses the company’s conventional, all-encompassing promotions, such as Prime-only offers.

It enables you to create customized discounts for customers (up to 50% off), which makes it more appealing for individual cases, leading to more conversions. These discounts are determined by past spending patterns, brand involvement, and buying behavior.

For example, you can see a flat 10$ discount coupon on the product page of your regular shoe brand, which someone else scrolling through won’t receive. It’s an exclusive discount for you because you’re coming back to the same product.

How Glance Peak Used It to Lift New Customer Conversion Rate

One of the main problems for online retailers is cart abandonment, particularly in expensive categories where hesitancy is normal. Shoppers explore, compare, and then drop off, often searching for cheaper alternatives. Customers are more likely to purchase from rival businesses as a result of each abandoned cart.

Running ads to bring in interested customers was costly, but without conversion, the ROI stalled. To turn this challenge into an opportunity, Glance Peak rolled out Brand Tailored Promotions (Amazon) aimed specifically at high-intent shoppers who had shown interest but never crossed the finish line.

By offering a 10% discount exclusively to new customers, Glance Peak was able to:

• Recover lost traffic with an incentive that felt personal.
• Nudge first-time buyers into completing their purchase, without resorting to blanket discounts across the catalog, which could potentially affect generating profits.
• A noticeable increase in new customer conversion rate, proving that even a modest targeted discount can bring in customers when applied to the right audience.

Eligibility to Get Access to Amazon Brand-Tailored Promotions

Here’s what you need to know before you create Amazon Brand Tailored Promotions:

1. Brand Registration & Access

First off, brand-tailored promotions on Amazon are only available to sellers who have registered as brand owners. If you’re enrolled in the Amazon Brand Registry, you’ll find this feature right inside Seller Central under the “Advertising” tab. (Just so you know, Vendor Central cannot use this.)

2. Audience Size Requirements

In order to initiate a brand-specific promotional campaign on Amazon, it is essential to have a customer audience pool of no less than 1,000 individuals. This requirement is critical to ensure that your campaigns possess sufficient reach to generate a meaningful impact.

To ascertain whether your audience pool exceeds the 1,000-customer benchmark, you can select a particular audience type, such as “Brand Followers,” “Repeat Customers,” or “High-Spend Customers,” for your campaign. Amazon will indicate the eligibility of that segment.

3. Product Eligibility

Not every product makes the cut. Amazon sets some guardrails to ensure promotions showcase quality and credibility. Here are the conditions:

• Products must be in “New” condition
• You must hold the Buy Box (Featured Offer)
• Review thresholds matter: 0 reviews? You’re in. 1–4 reviews? You’ll need an average rating of at least 2.5 stars. 5+ reviews? Minimum 3-star average required.
• Products can’t be suppressed or fall into restricted categories (like used items, adult, refurbished, collectibles, or gun accessories).

4. Brand Storefront

While having an active Amazon Brand Storefront is not a requirement, it is highly beneficial. Establishing a branded destination fosters trust among shoppers and frequently improves the visibility of your brand-specific promotions and Amazon campaigns.

Why Use Amazon Brand Tailored Promotions?

These promotions represent an intelligent strategy for generating genuine momentum for your business. Rather than implementing broad, generalized offers, these promotions enable you to design targeted incentives that resonate with specific shoppers at the optimal moment. Below are the compelling reasons to consider their utilization:

1. Reach the Customers Who Actually Matter

Not all consumers are prepared to make a purchase at any given time. However, with the customized promotional strategies offered by Amazon, you can concentrate your efforts on audiences that demonstrate a high intent to buy, including your followers, repeat customers, and recent purchasers. These individuals have already established a level of trust in your brand, significantly increasing the likelihood of conversion.

2. Personalized Discounts That Drive Action

When establishing Brand Tailored Promotions, you have the flexibility to set discount levels ranging from 10% to 50%, aligned precisely with your specific objectives. This approach allows you to incentivize first-time buyers or to express appreciation to loyal customers. By personalizing each offer, you enhance its relevance, which in turn significantly boosts conversion rates.

3. Turn Loyalty Into Long-Term Growth through Brand Tailored Promotions

Brand-tailored promotions on Amazon focus on cultivating relationships with customers. By providing exclusive deals to repeat buyers or high-spending customers, businesses can foster goodwill and enhance customer loyalty. This loyalty ultimately results in increased repeat sales and a more robust brand equity.

4. Encourage Repeat Purchases and Cross-Sells

Each tailored promotion for your Amazon brand presents an opportunity to enhance your customers’ experience with your product catalog. Whether they are replenishing their favorite items or experimenting with new variations, offering discounts facilitates further exploration of your brand.

5. Build Trust With Personal, Exclusive Offers

Customized discounts convey that a brand is attentive to its customers, which in turn fosters a sense of value among shoppers. This approach, over time, cultivates trust and strengthens connections, enabling a shift from one-time transactions to enduring customer relationships.

6. Smart and Budget-Friendly

The most advantageous aspect of Brand Tailored Promotions is that there is no upfront cost for their creation. Payment is only required when a customer redeems the offer. This approach allows your budget to be utilized more effectively, focusing on audiences that are ready to make a purchase rather than incurring expenses on generic promotions.

7. Flexible Enough to Match Your Strategy

Regardless of whether your objective is to acquire new customers, re-engage previous ones, or promote complementary products, an Amazon campaign featuring brand-specific promotions can be customized to align with your strategic goals.

8. The Green Badge That Makes Shoppers Stop Scrolling

Upon the launch of your Brand Tailored Promotion, Amazon highlights it by displaying a green “Discount” badge. This badge is strategically positioned near the price, the Buy Box, or within the cart, ensuring visibility regardless of whether the customer is using a desktop, mobile device, or the app.

How to Set Up Amazon Brand Tailored Promotions

Follow these steps to set up the recommended Brand Tailored Promotion campaign:

• Navigate to Brand Tailored Promotions in Amazon Seller Central.
• Go to “Advertising” and select “Brand tailored promotions”.
• Create Amazon Brand Tailored Promotions with New Offer for Target customers.
• Click on “create tailored promotion” and select Your Goal.
• Select Products to add to your Amazon Brand Tailored Promotion.
• Select Your Audience for your Amazon Brand Tailored Promotion.
• Set the Discount amount and budget for the promotion.
• Submit and wait for approval (it can take up to 48 hours).

Best Practices of Running Amazon Brand Tailored Promotions

The real impact comes when you design your Brand Tailored Promotions with intention, aiming to pair the right audience with the right offer. Here’s how to make every promotion work harder for you:

1. Keep Engagement Consistent

Consider promotions as continuous dialogues rather than isolated events. A consistent cadence of offers fosters trust and cultivates customer loyalty.

2. Avoid the Double-Discount Trap

Ensure you’re not inadvertently exceeding your planned budget for discounts by auditing your active promotions regularly.

3. Expand Your Product Catalog

By expanding your catalog, you open up new opportunities to experiment with different promotional strategies.

4. Keep an Eye on Opt-Out Rates

Use opt-out data to refine your promotional strategies and improve targeting for future campaigns.

5. Don’t Panic if You Can’t See Your Promo Live

It could be due to eligibility issues or a higher-value promotion on the product. Be patient while waiting for approval.

Final Thoughts

If your brand is registered, you have a valuable opportunity to implement intelligent, brand-specific promotions on Amazon. Approach each promotion as a strategic dialogue with your customers, which will facilitate sustainable and profitable growth.

The Amazon Brand Tailored Promotion (BTP) feature is designed to foster meaningful relationships with your customers, encourage repeat purchases, and safeguard your profit margins as you work towards scaling your business effectively.