Amazon Brand Tailored Promotions: Complete Strategy Guide 2025

Managing promotions on Amazon has evolved beyond simple coupons and Lightning Deals. If you're a brand owner navigating the complexity of customer acquisition and retention, Brand Tailored Promotions is a game-changer. 

This powerful tool lets you target high-value segments—like repeat buyers, cart abandoners, and even high spenders—with precision discounts that drive real results. 

Whether you're trying to reduce churn or increase first-time conversions, this guide breaks down everything you need to know. 

And if you want to execute it right the first time—SalesDuo’s strategic expertise is built for exactly that.

Why Brands Should Use Brand Tailored Promotions

1. Precision targeting leads to higher conversion rates

One of the most powerful advantages of Amazon’s Brand Tailored Promotions is its ability to target highly specific audience segments—such as repeat buyers, high-spending customers, or even cart abandoners. 

Unlike generic coupon campaigns, these promotions allow brands to tailor discounts only to relevant, high-intent shoppers. This results in significantly better conversion rates while avoiding unnecessary margin loss. 

According to SalesDuo’s Amazon Conversion Rate Guide, improving conversion efficiency is a core lever to maximize profitability on Amazon—and Brand Tailored Promotions is a tactical way to do just that.

2. Drives customer retention and loyalty

With acquisition costs rising, keeping existing customers loyal is more valuable than ever. Amazon now enables brands to offer personalized discounts to loyal buyers—like those in the top 5% of spenders or followers of your brand. 

This strengthens long-term brand equity on Amazon, something we consistently emphasize in our Manage Your Customer Engagement guide. 

By using Brand Tailored Promotions alongside MYCE (for those who still retain access), brands can now reinforce messaging and reward behavior in one unified strategy.

3. Offers a competitive edge during key sales events

Promotions become even more powerful during high-traffic periods like Prime Day or Q4. 

While Lightning Deals and Coupons are commonly used during these events, Brand Tailored Promotions offer a preferential discount that can stack—or sometimes override—other offers depending on eligibility. 

Smart eCommerce leaders are now using these campaigns to protect top-tier audiences from being poached by competitors during crucial events.

4. Supports acquisition and re‑engagement efforts with minimal spend

From in-market shoppers to cart abandoners and even lapsed customers, Amazon’s audience segmentation allows you to retarget users who are already partway down the funnel. 

And since there are no fees beyond the discount itself, this is a cost-effective way to win back interest or close lost sales—something especially valuable for mid-market brands with limited advertising budgets. 

At SalesDuo, we often integrate these promotions as part of a broader Amazon Advertising strategy to reduce CAC while boosting repeat purchase rates.

Eligibility & Requirements for Brand Tailored Promotions on Amazon

1. Must be Brand Registered and listed as a Brand Representative

Only sellers or vendors listed as Brand Representatives in Amazon Brand Registry can access this feature. This is in line with Amazon’s continued focus on empowering brand owners with deeper customer engagement tools.

2. Products must meet criteria: positive reviews, Buy Box eligibility, no suppressed listings

While new products without reviews are eligible, others must meet review thresholds—products with 1–4 reviews must average at least 2.5 stars, while those with 5+ must hit 3 stars or more. ASINs must also be Buy Box eligible and not suppressed. 

These quality standards ensure that only listings with a good customer experience are promoted.

3. Minimum audience size thresholds for activation

Each promotion must target a minimum audience of 1,000 customers. If your audience pool is too small, Amazon will not allow the promotion to be activated. However, you can increase your eligible audience by including more ASINs or broadening the product selection criteria.

4. No extra fees beyond the discount value

There is no platform fee to run a Brand Tailored Promotion—just the cost of the discount applied. This makes it an incredibly efficient tool for mid-market brands looking to maximize ROI. When used strategically (especially alongside tools like Sponsored Brands or Brand Store optimizations), it can unlock measurable, low-cost growth.

Audience Types & Use Cases of Brand Tailored Promotions

Amazon’s Brand Tailored Promotions unlock precise customer targeting, but to fully capitalize on them, brands need to align audience selection, timing, and offer strategy with their business goals. At SalesDuo, we help eCommerce brands go beyond just setting up promotions—we help them turn these tools into growth engines.

Here’s how different audience types align with your marketing goals and how SalesDuo can help.

Acquisition

1. Potential New Customers

• Best Discount: 10–15%
• Ideal Timing: Before seasonal demand or during off-peak periods
• Goal: Convert high-intent browsers who haven’t purchased in 12 months

SalesDuo helps identify ASINs with strong traffic but low conversion, pairing them with this audience to reduce acquisition cost and maximize first-time purchases.

2. Recently Viewed (Views Remarketing)

• Best Discount: 5–10%
• Ideal Timing: 7–14 days post-view
• Goal: Re-engage product viewers who didn’t buy

We use behavioral signals and your Amazon Ads reporting to match key SKUs to these audiences for targeted nudges.

3. In-Market Shoppers

• Best Discount: 5–8%
• Ideal Timing: During category promotions or high-traffic periods
• Goal: Capture buyers browsing competitor listings

SalesDuo conducts keyword and competitor analysis to help structure campaigns that intercept shopper interest at the right moment.

Retention

1. Brand Followers

• Best Discount: 5–10%
• Ideal Timing: Product launches, brand events
• Goal: Reward loyalty, increase Storefront engagement

We help brands integrate promotions with Amazon Storefronts and email strategies to amplify brand visibility and retention.

2. High-Spend Customers

• Best Discount: 8–12%
• Ideal Timing: Once a quarter
• Goal: Increase lifetime value of your top 5% buyers 

SalesDuo uses historical sales data to prioritize products with high AOV and ensure your best customers feel rewarded without over-discounting.

3. Repeat Buyers

• Best Discount: 5–8%
• Ideal Timing: 30–60 days post-purchase
• Goal: Drive habitual buying behavior 

Perfect for replenishable products—SalesDuo syncs ASIN eligibility with reorder cycles to time discounts effectively.

Re‑engagement

1. Cart Abandoners

• Best Discount: 10–15%
• Ideal Timing: Within 7–10 days
• Goal: Recover missed sales

We help automate recovery campaigns by aligning abandoned cart data with top-converting SKUs.

2. Lapsed Customers

• Best Discount: 12–15%
• Ideal Timing: Every 3–6 months
• Goal: Bring back past customers 

SalesDuo builds segmented ASIN lists to reintroduce proven sellers to dormant customers.

3. At-Risk & One-Time Buyers

• Best Discount: 10–12%
• Ideal Timing: 30–90 days post-purchase
• Goal: Convert one-time buyers to repeat customers

Our team helps you identify early signs of churn and creates incentive-based triggers to retain them.

How to Create a Promotion on Amazon Brand Tailored (Step-by-Step)

Setting up a campaign is easy, but executing it effectively requires strategic precision. Here's how to do it—and how SalesDuo supports each step:

1. Go to Brand Tailored Promotions

Navigate to Advertising > Brand Tailored Promotions in Seller Central. If permissions are restricted, SalesDuo helps configure user roles via Brand Registry access. Click on “Create a Tailored Promotion” to get started.

2. Choose a Campaign Objective

Pick between Acquisition, Retention, Cross-Sell or Re-engagement. SalesDuo maps your sales goals to the most relevant audience type and product pool.

3. Select the Products

Pick between all products for the promotion or choose to customize products for the promotion.

4. Select Your Audience

Only audiences with 1,000+ members are eligible. The audience segment depends on the Campaign Objective. If your segment is too small, SalesDuo helps expand the ASIN mix to meet the threshold.

5. Configure Promotion Settings

Enter promotion name, discount %, timeframe, and ASINs. We help set optimal discounts based on margin analysis and forecast sales lift.

6. Forecast & Set Budget

Use this formula:

Avg. Order Value × Discount % × Audience Size × 5% redemption

SalesDuo ensures realistic budgets are set so campaigns don’t underdeliver or burn out prematurely.

Once live, we monitor redemptions, spend, and sales via the dashboard and iterate on your campaign based on real-time performance.

Audience Types & Use Cases of Brand Tailored Promotions

Amazon’s Brand Tailored Promotions feature a range of audience segments that allow brands to target specific customer behaviors. But targeting alone isn’t enough—success lies in understanding how to use these audiences to drive outcomes like acquisition, retention, and re-engagement. At SalesDuo, we help brands translate these segments into actionable, ROI-driven campaigns.

1. Acquisition Audiences

Great for driving first-time purchases, especially when launching new products or expanding market share.

Key Audiences & Strategy:

>> Potential New Customers

• Discount: 10–15%
• Timing: Pre-season or off-peak
• Goal: Convert high-intent, never-purchased users
• SalesDuo Advantage: Identify high-traffic, low-conversion ASINs and match them to this segment.

>> Views Remarketing

• Discount: 5–10%
• Timing: Within 14 days of product view
• Goal: Nudge browsers into buying
• SalesDuo Advantage: Use Amazon Ads data to retarget effectively.
  

>> In-Market Shoppers

• Discount: 5–8%
• Timing: During high-competition windows
• Goal: Win customers comparing competitor brands
• SalesDuo Advantage: Competitor ASIN mapping and keyword targeting.
  

2. Retention Audiences

These audiences have already interacted or purchased—perfect for increasing customer lifetime value.

Key Audiences & Strategy:

>> Brand Followers

• Discount: 5–10%
• Timing: Product launches or promotional events
• Goal: Deepen engagement
• SalesDuo Advantage: Pair promotions with Storefront strategies and brand event planning.
  

>> High-Spend Customers

• Discount: 8–12%
• Timing: Once per quarter
• Goal: Retain your top 5% of buyers
• SalesDuo Advantage: Segment spend data and recommend premium SKUs.
  

>> Repeat Buyers

• Discount: 5–8%
• Timing: 30–60 days post-purchase
• Goal: Encourage habitual purchasing
• SalesDuo Advantage: Sync promotions with replenishment cycles.
  

3. Re‑engagement Audiences

Best used for recovering lost customers or reigniting interest after inactivity.

Key Audiences & Strategy:

>> Cart Abandoners

• Discount: 10–15%
• Timing: Within 7 days
• Goal: Recover nearly-converted customers
• SalesDuo Advantage: Connect cart behavior to tailored ASIN-level offers.
  

>> Lapsed Customers

• Discount: 12–15%
• Timing: Every 3–6 months
• Goal: Win back inactive buyers
• SalesDuo Advantage: Historical sales analysis to select reactivation SKUs.
  
  

>> One-Time & At-Risk Buyers

• Discount: 10–12%
• Timing: 30–90 days post-purchase
• Goal: Build second-purchase habits
• SalesDuo Advantage: Lifecycle segmentation to reduce churn.
  

How to Create a Promotion on Amazon Brand Tailored (Step-by-Step)

While creating a Brand Tailored Promotion is simple in theory, doing it right requires detailed planning. Here’s a streamlined workflow—with insights on where SalesDuo adds value:

1. Access Brand Tailored Promotions

• Navigate to Advertising > Brand Tailored Promotions in Seller Central.
• Don’t see it? SalesDuo helps with permissions setup and Brand Registry access.
  

2. Choose Your Objective

• Options: Acquisition, Retention, or Re-engagement.
• SalesDuo consults on audience alignment based on your current business goals.
  

3. Select Audience Segment

• Amazon displays only audiences with 1,000+ users.
• Not eligible? We help expand ASIN selection to meet thresholds.
  

4. Define Promotion Settings

• Add name, discount %, schedule, and choose products.
• SalesDuo assists in setting the right discount based on margins and expected lift.
  

5. Estimate and Set Budget

• Use this formula:
  AOV × Discount % × Audience Size × 5% redemption
• Example: $30 × 10% × 10,000 × 5% = $1,500
• We help you avoid under- or over-budgeting through data-backed forecasting.
  

6. Activate and Monitor

• Once live, the campaign runs per your schedule.
• SalesDuo monitors redemptions, adjusts ASINs if needed, and tracks lift across your sales funnel.

Conclusion

Amazon gives brands the tools—but knowing how, when, and who to target makes all the difference. Brand Tailored Promotions offer a smarter, more efficient way to engage customers across their buying journey. From boosting conversions and loyalty to recovering lost sales, the potential is immense—especially when paired with data-backed insights and strategic execution. 

At SalesDuo, we specialize in turning these tools into measurable growth. If you’re ready to stop running generic discounts and start building smarter campaigns that deliver ROI, now’s the time to explore Brand Tailored Promotions—with SalesDuo in your corner.

Book your 1:1 growth call today! 

About the Author

Meet R.Dharun, an energetic Amazon account expert who focuses on making retail strategies sharper and scaling business processes at eCommerce platforms. With a strong knack for streamlining workflows and building growth-driven solutions, he’s all about making brands more efficient. When he’s off-duty, you’ll find Dharun playing cricket or getting lost in thriller novels.