Let me ask you a quick question: What’s better than getting a new customer?
Getting that same customer to buy again. And again. And again.
Welcome to the secret sauce behind Amazon Brand Tailored Promotions.
🧠 Story Time: What Amazon Just Gave Us That Changes Everything
Before Brand Tailored Promotions, we were stuck playing defense.
We had coupons. Subscribe & Save. Lightning Deals. All decent.
But none of them let us target specific groups of buyers already warm to our brand. It was like trying to shoot bullseyes with a blindfold on.
Then came Brand Tailored Promotions—a way to speak directly to:
- Repeat buyers
- High-spenders
- Cart abandoners
- Brand followers
- Recent visitors
It’s like Amazon finally handed us a mini CRM… on a silver platter. 🎯
⚙️ Step-by-Step: How to Set Up Brand Tailored Promotions (Without Crying Into Your Coffee)
🛠 Step 1 – Be Brand Registered
No registration = no play. Get this done first.
🛠 Step 2 – Navigate to Promotions
Head over to Advertising > Brand Tailored Promotions.
🛠 Step 3 – Choose Your Target Segment
Amazon offers:
- Repeat Customers
- Brand Followers
- Recent Customers
- High-Spend Buyers
- Cart Abandoners
- Potential New Customers
Pick wisely. Not all are created equal.
🛠 Step 4 – Set a Discount
Between 10%–50% off. My advice? Start small. 10–15% goes a long way.
🛠 Step 5 – Launch & Monitor
Run it, track it, tweak it. Rinse and repeat.
🚀 Andy’s Pro Tips: 5 Killer Tactics to Juice Your ROI
These tips turn your promos from “meh” to money-makers:
✅ 1. Start With the Warmest Leads
Focus on:
- Repeat buyers
- Brand followers
These folks already trust you. Don’t blow it.
✅ 2. Stack External Traffic
Send Google Ads, email, or social traffic to your Amazon listing with your promo running.
Double whammy: higher conversions and Amazon loves that outside traffic.
✅ 3. A/B Test Discounts
Run 10% for one group, 15% for another. Find your sweet spot like a scientist in a lab coat.
✅ 4. Promote Repeat-Buy Products
Think consumables or anything with cross-sell potential. Not just bestsellers. Focus on habit-formers.
✅ 5. Track Lifetime Value
Use this promo to start a relationship, not a flash sale. If they’re not coming back… tweak.
🐶 Case Study: From Treats to Repeat Buyers
One of our True Online Presence clients sells premium pet supplements.
We ran a Brand Tailored Promotion at 15% off for repeat buyers on a new joint supplement.
Here’s what happened:
- ✅ Conversion rate up 28%
- ✅ Average order value rose
- ✅ 15% reordered within 45 days
That’s not just revenue… that’s retention.
⚠️ Watch Out For These Rookie Mistakes
- ❌ Don’t go over 20–25% off. You’re rewarding loyalty, not running a fire sale.
- ❌ Don’t stack promos. Amazon doesn’t stack them, and buyers get confused.
- ❌ Don’t skip your post-campaign analysis. If you’re not tracking LTV… you’re flying blind.
📌 Big Takeaway
Amazon just gave us what DTC brands have had for years: segmentation, personalization, and the power to build relationships.
Brand Tailored Promotions are not a silver bullet.
But used right, they’re a repeat customer magnet. 🧲
🏁 Final Lesson:
“Your business isn’t built on first clicks—it’s built on second, third, and fourth purchases.”
Know your buyers. Speak to their behavior. Build loyalty. Because getting a sale is great… but keeping a customer?
That’s where the profit lives. 💰
🧠 7 Amazon Keyword Q&A to Help You Leverage Brand Tailored Promotions
Q1: What’s the best Amazon strategy for targeting repeat buyers?
A1: Use Brand Tailored Promotions + focus on consumables or accessories for long-term LTV.
Q2: What Amazon SEO tip helps me get more repeat business?
A2: Use optimized backend keywords and A+ content to enhance trust and product education.
Q3: Should I use Amazon Sponsored Products with these promos?
A3: Yes! Boost visibility to your tailored offer using Sponsored Products and Sponsored Brands.
Q4: Can this help Amazon private label sellers?
A4: Absolutely. This is gold for private label sellers trying to build brand equity and repeat orders.
Q5: What discount level converts best?
A5: Start with 10–15% for warm audiences. A/B test different thresholds.
Q6: Can I target abandoned carts with these promotions?
A6: Yes, and it’s one of the most profitable segments to nudge back.
Q7: How does this differ from Subscribe & Save?
A7: Subscribe & Save is ongoing. Brand Tailored is for personalized, time-bound promos to targeted audiences.
Need Help with Amazon Ads? If you’re looking to maximize your Amazon ad returns, sometimes you need an expert who’s been there, done that. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Amazon’s PPC landscape can be overwhelming, but with the right guidance, you can make every dollar count, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.
