Amazon Brand Tailored Promotions Guide 2026

Amazon Brand Tailored Promotions let Brand-Registered sellers offer 10% to 50% promotional discounts to specific audience segments, including repeat customers, cart abandoners, product viewers, and top spenders, helping brands re-engage high-intent shoppers with targeted offers.  

This guide for 2026 covers setup, audience selection, and troubleshooting for Brand Tailored Promotions. Use them for Prime Day, launches, or win-back campaigns. They can boost conversion efficiency when targeted well, but watch for stacking and avoid discounting shoppers who'd buy anyway, as margins can suffer if not managed carefully. You can also opt for an Amazon agency for your needs.

Quick Answer: What Are Amazon Brand Tailored Promotions?

Amazon Brand Tailored Promotions are audience-based discounts shown only to eligible shoppers in selected Amazon customer groups. They help brands make offers more relevant without giving the same discount to every visitor.

This matters because not every shopper needs the same offer. A loyal repeat buyer may only need a small thank-you discount. A cart abandoner may need a stronger push. A first-time shopper may need a clear reason to choose your brand over another one.

Why Should Amazon Brands Use Brand-Tailored Promotions

Precision targeting leads to discount efficiency:

Many Amazon discount strategies hurt profit by treating all shoppers equally. A 15% coupon may boost sales, but it also discounts the purchases of ready-to-buy customers. On a $50 product with a 30% margin, that coupon slashes profit nearly in half. Brand Tailored Promotions avoid this by targeting only high-intent segments.

• Brand Tailored Promotions help reduce this waste. Amazon says this tool gives targeted offers to potential customers. Brands use it to achieve goals like acquiring customers, retaining existing ones, bringing back lapsed customers, and selling more to them.

This makes the discount more thoughtful. By asking, "What discount should we offer?" brands can ask, "Which audience needs a discount, and how much is enough?" The Brand Tailored Promotions tool makes it possible.

Support Customer Retention and Loyalty:

Repeat customers are more valuable as compared to the first-time buyers. They already know the brand, product quality, and buying experience. Brand Tailored Promotions give brands a way to reward or bring back these customers without depending on deals.

Since Amazon retired the Manage Your Customer Engagement (MYCE) tool in early 2024, sellers have lost a direct email channel for connecting with past customers. While Brand Tailored Promotions can help encourage repeat purchases and customer engagement, they are not a direct replacement for MYCE's direct outreach capabilities—rather, they serve as one retention lever among a smaller set of available engagement tools, alongside options like Brand Customer Reviews. Amazon’s Seller Forums suggest tools such as Brand Tailored Promotions and Brand Customer Reviews to drive loyalty and customer engagement.

Prime Day, Q4 and seasonal sales

For Prime Day, Black Friday, Q4, and Cyber Monday, shoppers are highly active; plan promotions around these events. Use Brand Tailored Promotions tactically:

• Pre‑event: Reactivate cart abandoners or remarket to view audiences to capture high‑intent shoppers.
• At launch, offer exclusive deals to Brand Followers; this is a loyalty/new‑product audience, not an acquisition audience.
• Post‑event: Retain repeat buyers with win‑back discounts (e.g., recent customers or lapsed buyers).

For customer acquisition, instead use Potential New Customers, In‑market audiences, Views remarketing, or Cart remarketing.

Helps acquisition and re-engagement

Brand Tailored Promotions are not just for existing customers. Amazon says brands can use this tool to reach shoppers who have interacted with the brand but have not purchased yet. This makes the tool useful for getting customers and bringing back old ones.

In-market customers, views, remarketing, Cart remarketing, and Brand cart abandoners may be comparing products. A targeted offer can give them a reason to buy. Brand Tailored Promotions reach these segments, plus One-time customers, lapsed customers, and Complementary Product remarketing audiences, each of which requires at least 1,000 customers to be eligible.

A Quick Guide to Cases and Goals:

Who Can Use Amazon Brand Tailored Promotions?

Before launching, see if you can meet these eligibility requirements:

Brand Registry & Brand Representative selling role:

• You have to be part of the Amazon Brand Registry.
• The Brand Representative who is creating something must have the Brand Representative role for selling.
• Only Administrators can grant this role to someone. They do this by going to Manage. Then Manage Selling Accounts.
• If you are having trouble, check whether you have the necessary permissions. Having protection roles is not enough to get access to everything.

Product Eligibility & Buy Box Requirements:

• If a product has no reviews, it is eligible.
• If a product has 1-4 reviews, it needs to have a rating of at least 2.5 stars.
• If a product has 5 or more reviews, it needs to have a rating of at least 3 stars.
• Some products are not eligible, like adult products, used or refurbished products, and collectibles.
• You have to win the Featured Offer (Buy Box) for the promotion badge to appear to eligible shoppers on search and detail pages.

Imp tip: Products must be in "New" condition

Minimum Audience Size:

• You need at least 1,000 shoppers in a segment to run a promotion.
• The number of people in the segment can change as people come and go.
• If you have a brand, you should try to get more people to visit your site, follow your Brand Store, and make repeat purchases to grow your audience.

Note: audience sizes can fluctuate between promotion creation and launch due to customers entering or exiting the segment.

Costs and Promotion Stacking:

• No separate platform/setup fee currently, just the discount amount.
• Be careful when stacking discounts, as Amazon Brand Tailored Promotions can be combined with coupons and other discounts. Make sure you do not accidentally give people a large discount.
• Amazon Brand Tailored Promotions are preferential offers, so Amazon applies the best eligible claim code discount, though they may still stack with unrestricted coupons or deals.

Are you eligible? See the checklist:

What to Check Before Running Brand Tailored Promotions:

Brand Tailored Promotions can make discounts more efficient, but they can also hurt profit if used carelessly.

Your Best Customers Do Not Need Big Discounts:

• Brand followers, high-spend customers, and repeat buyers already know your products. A large discount may reduce margin without changing their decision to purchase.
• Start with the smallest discount Amazon allows and reserve stronger offers for a clear goal, such as customer acquisition, re-engagement, inventory clearance, or a product launch. The aim is to encourage additional sales, not to discount purchases that would have happened at full price.

Discounts Hurt Your Profits:

• Discounts directly affect the money you make. You should always calculate how much money you make after accounting for all costs.
• These costs include the money you pay to companies to help you sell, the money you pay to sell on Amazon, the money you spend on advertising, the discount you give, and the cost of the product.
• If you offer a 15 percent discount on a product with no profit margin, you might lose money.
• For example, if you sell a product for 50 dollars and you make a profit of 15 dollars, giving a 15 percent discount means you will only make 7.50 dollars. When you add the costs, you might not make any money.

Small Number of Customers:

• Amazon needs at least 1,000 customers in a group to start a promotion. If you just have 1,000 customers, your promotion might not be very effective.
• The number of customers can change during the promotion. If it goes below 1,000, your promotion might stop.
• This means you should have a group of customers to make sure your promotion works well.

A Discount Will Not Fix a Weak Product Page :

• A discount cannot solve every conversion problem. Shoppers may still avoid a product if it has poor reviews, weak product images, unclear content, slow delivery, or an uncompetitive base price.
• Before offering a discount, check the listing, reviews, Featured Offer status, inventory, delivery promise, and competitor pricing. Brand Tailored Promotions work best when the product already gives shoppers a strong reason to buy.

Many Discounts:

• You can combine discounts with other promotions, such as coupons or special deals. However, this can be a problem if customers get many discounts at the same time.
• Brand Tailored Promotions may combine with coupons and certain other unrestricted promotions. Amazon states that these promotions are preferential, meaning the highest applicable promotion code may be selected, but other offers can still create unexpected stacking.
• For example, a 15% Brand Tailored Promotion combined with a separate 10% unrestricted coupon could expose the product to a larger discount than the seller intended.
• Review the ASIN’s active coupons, deals, sale pricing, claim codes, and other promotions before launch. Repeat the check while the campaign is running.

Note: Test discount levels against contribution margin, conversion lift, and incremental sales rather than choosing a percentage based only on redemption volume.

Do Not Just Look at Sales:

• Just because you sell products does not mean you are making more money. You should not just look at the number of products you sell.
• You should also look at the cost of the discounts and the money you make.
• For example, if you sell 500 products with a 10 percent discount, it might look good.
• However, if the discount costs 2,000 dollars and you do not make a profit, you might actually lose money.

Important note: You should always compare the number of products you sell with the cost of the discounts and the money you make.

Amazon Brand Tailored Promotion Audiences and When to Use Them:

The brand tailored promotions should begin with the business objective, not the discount percentage. Amazon’s current campaign flow asks sellers to choose a goal—New Customer Acquisition, Customer Retention, Re-engagement, or Cross-sell—before selecting an eligible audience.

Use the following sections as planning guidance. Audience labels and definitions should always be checked against the options displayed in the relevant Seller Central marketplace.

Acquisition Audiences

Potential new customers:

• Where available, Potential New Customers may include shoppers who have demonstrated interest in the brand but have not purchased from it.
• Use this audience for a clearly differentiated hero product, starter bundle, new-customer offer, or product with a strong path to repeat purchase.

Views remarketing:

Views remarketing reaches shoppers who viewed selected products but did not purchase them. Use it when product pages receive meaningful traffic, but conversion remains below expectations.

Before increasing the discount, review:

• Main image and secondary images
• Reviews and ratings
• Price competitiveness
• Delivery promise
• Listing clarity
• Competitor offers

Cart Remarketing

• Cart remarketing reaches shoppers who added selected products to their carts but did not complete the purchase. These shoppers have demonstrated stronger intent than ordinary product viewers.
• A short, controlled promotion may help overcome price hesitation, but it should not be used as a substitute for investigating checkout, delivery, inventory, or competitive issues.

In-market shoppers:

• In-market customers are shoppers currently considering products related to yours. This audience may be useful when buyers are actively comparing brands and your offer has strong ratings, content, pricing, or product differentiation.
• A promotion should support an already credible offer. It will not correct weak images, poor reviews, unclear positioning, or an uncompetitive base price.
• For in-market shoppers, SalesDuo typically recommends a 5–8% discount during category promotions or high-traffic periods, and conducts keyword and competitor analysis to help your business structure its campaigns to target shopper interest at the right time.

Retention Audiences

Loyal, repeat shoppers are a cornerstone of sustainable growth. They have already validated your brand through prior purchases, return frequently, and outspend average customers. Offering them personalized, exclusive incentives not only strengthens brand attachment but also minimizes attrition, locking in long-term value from your highest-intent audience.

Brand followers:

These are people who already like your brand. They can be a group for new product launches, limited-time offers, or special deals.

You should not give them much of a discount. A 5-10 percent discount might be enough because they already know your brand.

High-spend customers:

These are people who spend a lot of money on your products. They are valuable because they already generate substantial revenue. You do not want to teach them to wait for discounts. You want to reward them for being loyal or introduce them to products.

Use selective offers for complementary products, bundles, premium items, or new launches instead of repeatedly discounting the same products these customers already buy. This can reward loyal shoppers while protecting the margin on their usual purchases.

Repeat buyers:

These are people who buy from you again and again. Amazon’s current public guidance refers to repeat-purchase and highest-spending activity over the previous 12 months. This audience is particularly relevant to replenishable categories. Time promotions around realistic repurchase windows rather than running a permanent loyalty discount.

You can try timing your promotions around when you think they will buy again. For example, if a product typically lasts 30 days, you can run a promotion between days 25 and 35.

Re-engagement Audiences

Re-engagement audiences include shoppers who previously showed interest or purchased from the brand but have not converted recently. Separate these audiences carefully because a cart abandoner, one-time buyer, lapsed customer, and at-risk customer may require different offers. Loyal, high-spending customers may require fewer incentives, while cart abandoners or lapsed customers may need stronger offers.

Brand Cart abandoners:

• These are people who were interested in your products but did not buy them. They added your products to their cart. Did not complete the purchase.
• Amazon says that these people might need an incentive to finish the purchase.
• You can try giving them a discount, usually 10 to 15 percent. You can use this on products where the price or competition might be causing people to hesitate.

Lapsed Customers:

• Lapsed customers previously purchased from the brand but have not returned within Amazon’s defined period.
• Use promotions around replenishment, a meaningful product improvement, a new launch, or a relevant complementary item.
• Avoid running the same win-back promotion every month. Frequent offers may train lapsed customers to wait for a discount.

One-time:

• One-time customers have made one purchase but have not yet developed a repeat-buying pattern. The objective should be to earn a second purchase through a refill, accessory, bundle, or adjacent product, not simply discount the same SKU again.

At-risk buyers:

• At-risk customers show signs of declining engagement or purchasing activity. Use a controlled offer only when the expected lifetime value supports the discount.
• Track whether the campaign produces profitable repeat behavior after the promotional purchase.

How to Create Amazon Brand Tailored Promotions in Seller Central:

Follow these seven steps to launch your Brand Tailored Promotions campaign:

Step 1: Go to Brand-Tailored Promotions:

To get started with Brand Tailored Promotions, you need to go to Seller Central, click on Advertising, and finally click on Brand Tailored Promotions.

If you do not see this option, you should check a few things:

• Your Brand Registry status
• Your Brand Representative permissions
• Marketplace availability
• Account eligibility
• Whether the correct Seller Central marketplace is open.

Step 2. Choose a Campaign Objective:

You have to choose what you want to achieve with your business objective before you start giving discounts. This helps you target people rather than just offering random discounts.

You have an option for your campaign objective:

• Acquisition: this is for people who are new to your brand, people who are looking for products like yours, or people who have viewed your products before
• Retention: this is for people who have bought from you before, people who follow your brand, or people who spend a lot of money with you
• Re-engagement: this is for people who left things in their cart, people who have not bought from you in a while, or people who are at risk of not buying from you again
• Cross-sell: this is for people who have bought from you before or people who might be interested in products you sell

Step 3. Select Products:

You should choose specific products to promote instead of promoting all of your products at once.

Choose products that have:

• Ratings
• Enough stock
• Competitive prices
• Prices that will still make you money after the discount
• Good product descriptions or enhanced listings

Step 4. Select Your Audience:

You need to choose the right audience for your campaign goal. Remember, you need at least 1,000 people in your audience. If your audience is too small, try to grow it or attract more visitors to your page.

Here are some audience options for each campaign goal:

• Acquisition: people who're new to your brand or people who are looking for products like yours
• Retention: people who follow your brand, people who have bought from you before, or people who spend a lot of money with you
• Re-engagement: people who left things in their cart or people who have not bought from you in a while
• Cross-sell: Previous customers who may be interested in related or complementary products

Step 5. Configure Promotion Settings:

Now you need to set up your promotion. You have to decide on discount start and end dates and a budget.

Before you start your promotion, make sure.

• Your discount is good enough to get people to buy
• Your prices are still good after the discount.
• You do not have any deals that might interfere with this promotion.
• Your promotion schedule fits with your sales goals.

Step 6. Forecast Budget and Launch:

You need to calculate how much your promotion will cost before you start it.

• You can use this formula:

Expected Redemptions × Average Price × Discount % = Estimated Cost

• For example: 300 redemptions × $40 × 10% = $1,200
• Then calculate the expected contribution margin:
• Discounted Revenue − Amazon Fees − Advertising Cost − COGS − Fulfillment Cost − Other Variable Costs = Estimated Contribution Margin
• A campaign can generate more sales while producing less profit. Do not approve it based only on expected redemptions or revenue.

You should treat this as a cost and ensure it fits within your marketing budget.

Step 7. Monitor Redemptions and Sales Impact:

After the promotion starts, track:

• Promotion redemptions
• Total discount cost or promotion spend
• Revenue generated
• Contribution margin after the discount
• Conversion-rate change
• Average order value
• Repeat-purchase activity
• Inventory impact
• Audience performance
• Overlapping or stacked promotions

Revenue alone does not show whether the campaign worked. Compare the additional sales and margin to the total discount cost to determine whether the offer generated profitable growth.

Brand Tailored Promotions Compared With Other Amazon Marketing Tools:

Amazon marketing tools serve different purposes. Brand Tailored Promotions provide audience-specific discounts, Coupons create broader promotional visibility, Lightning Deals generate time-based urgency, Sponsored Ads purchase traffic, and Brand Stores provide a branded shopping destination.

These tools can work together, but sellers should not treat them as interchangeable. Brand Tailored Promotions are primarily a targeting and discounting mechanism—not an advertising placement or a complete customer acquisition strategy.

Brand Tailored Promotions vs. Coupons

Brand Tailored Promotions are restricted to selected eligible audiences. Standard coupons usually offer broader shopper visibility and may carry separate coupon fees.

The two can overlap. Review all active coupons before launching a Brand Tailored Promotion because eligible customers may receive a larger total discount than planned.

Brand Tailored Promotions vs. Sponsored Ads

Sponsored Ads are pay-per-click placements designed to generate traffic. Brand Tailored Promotions reduce the purchase price for eligible audiences.

Ads may bring shoppers to the listing, while Brand Tailored Promotions may help selected shoppers convert. Sellers should include both advertising spend and redeemed discounts when evaluating campaign profitability.

How SalesDuo Helps Brands Plan Targeted Amazon Promotions:

Brand Tailored Promotions perform best when audience selection, margin planning, listing quality, advertising, inventory, and the seasonal calendar are reviewed together.

SalesDuo’s planning process produces three practical outputs before a campaign is launched:

1. Audience Map

We match each available Seller Central audience with a specific objective, such as acquisition, retention, re-engagement, replenishment, or cross-sell. Audiences that are too small, too broad, or unlikely to generate incremental sales are excluded.

2. Margin Model

We calculate the expected contribution margin after the discount, Amazon fees, cost of goods, fulfillment, and advertising spend. This identifies the maximum discount the campaign can support without exceeding the brand’s profitability guardrails.

3. Promotion Calendar

We map Brand Tailored Promotions against Prime Day, Q4 events, product launches, replenishment cycles, active coupons, and advertising campaigns. This reduces accidental stacking and prevents multiple offers from competing for the same shopper.

Before recommending a launch, we also review:

• ASIN eligibility
• Ratings and reviews
• Listing quality
• Featured Offer stability
• Inventory coverage
• Audience size
• Existing promotions
• Campaign measurement plan

Targeted discounts work only when the right shopper, product, timing, and margin threshold are aligned. SalesDuo can help your brand develop a campaign plan that drives conversions without relying on unnecessary or overlapping discounts.

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Frequently Asked Questions:

What is brand promotion on Amazon?

A brand promotion on Amazon is when a brand runs an offer to encourage people to buy its products. Amazon Brand Tailored Promotions are a type of brand promotion because they are shown only to specific customer groups, not to every single person who shops on Amazon.

What are Amazon Brand Tailored Promotions?

They are exclusive, segment-specific discounts that brands offer to defined customer groups—like repeat buyers, cart abandoners, or lapsed shoppers. Unlike public deals, BTPs are delivered privately to selected audiences, making them a strategic tool for retention rather than just discounting.

How do shoppers see Brand Tailored Promotions?

Eligible shoppers may see the promotion in Amazon search results, on the product detail page, on the promotion shopping page, and in the brand store. Amazon may also display a green brand promotion badge. Shoppers who are not eligible will not be able to see or redeem the targeted offers.

Can Brand Tailored Promotions be created for specific ASINs?

Yes. Sellers can create a promotion for their full eligible catalog or select specific ASINs and product groups. For ASIN-level campaigns, the available audience size may depend on the products included in the promotion.

What happens if Brand Tailored Promotion audiences overlap?

Amazon determines customer eligibility based on the selected audience and promotion rules. When the same shopper qualifies for multiple offers, the promotion displayed or applied may depend on Amazon’s preferential promotion logic and other active discounts associated with the product. Because audience and promotion overlap can produce unexpected outcomes, sellers should avoid running several similar offers on the same ASINs without checking the customer discount and margin impact.

Who is eligible for Brand Tailored Promotions?

To use Amazon Brand Tailored Promotions, brands must be part of the Amazon Brand Registry. The person using Amazon Brand Tailored Promotions must also be listed as the Amazon Brand Representative for their account. There are also rules about the products and the audience that can be used for Amazon Brand Tailored Promotions.

How do I create a Brand Tailored Promotion in Seller Central?

To create an Amazon Brand Tailored Promotion, you need to go to Seller Central, open the Advertising menu, and choose Amazon Brand Tailored Promotions. Then you pick your brand, what you want to achieve with the promotion, which products you want to promote, which customers you want to target, how much of a discount you want to offer, when you want the promotion to run, and how much you want to spend on it.

Is there a fee for Brand Tailored Promotions?

Amazon does not currently describe Brand Tailored Promotions as having a separate setup fee. The main campaign cost is the discount redeemed by eligible shoppers. Sellers must still include the redeemed discount, Amazon selling fees, fulfillment costs, advertising spend, and any overlapping offers when calculating profitability.

What is the minimum audience size?

Amazon says you need at least 1,000 customers in your target group to create an Amazon Brand Tailored Promotion. The number of customers in your target group can fluctuate during the promotion as their shopping habits evolve.

Can Brand Tailored Promotions replace MYCE?

Not exactly. MYCE was used for campaigns to engage with customers. Amazon Brand Tailored Promotions are for targeted discount campaigns. Since MYCE is no longer available, Amazon Brand Tailored Promotions are one of the tools brands can use to keep customers engaged and encourage repeat purchases on Amazon.

Can Brand Tailored Promotions stack with coupons?

Brand Tailored Promotions may be combined with coupons or other offers, depending on the setup—they are Preferential by default (won't stack with similar offers) but can stack with Unrestricted promotions. Always review the final shopper discount before launch to avoid over-discounting.  

What discount should I offer?

Amazon currently allows discounts from 10% to 50%. However, the highest available discount is rarely the best starting point. Start with the smallest offer that may influence the selected audience. Test discount levels against contribution margin, conversion lift, and incremental sales rather than choosing a percentage based only on redemption volume.

Are Brand Tailored Promotions good for customer retention?

Yes, if you use them carefully. They can help you reward customers who buy from you a lot, bring back customers who stopped buying from you, and encourage them to buy from you in the future. However, you should not use Amazon Brand Tailored Promotions often, or your loyal customers might start waiting for discounts before they buy.

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.  

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