The majority of Amazon sellers still focus on the same familiar levers to drive sales: PPC, coupons, Lightning Deals, and price drops. While these tools work, they often come with a cost to margins and long-term brand control. What most brands still do not realize is that Amazon quietly introduced a feature that allows far more precision in how promotions are offered. It’s called Brand Tailored Promotions, and it’s changing how smart sellers think about discounts.
What Brand-Tailored Promotions Actually Are
Brand-Tailored Promotions enable brand-registered sellers to create targeted discounts, depending on the behavior of shoppers. Instead of giving everyone the same coupon, brands can now segment their audience and give different types of customers different incentives: repeat customers, new customers, high-intent shoppers who viewed but didn’t buy the product, or even customers who have not bought from the brand for quite a while. To the shopper, the promotion looks like any other Amazon discount, but behind the scenes, it is highly customized.
This shift may seem subtle, but it changes the entire logic of discounting. Instead of blanket offers that eat into profit, brands can now use incentives strategically based on where the customer is in the buying cycle.
Why This Feature Matters More Than Traditional Promotions
Traditional coupons and deals are open to everyone, including customers that would have purchased at full price anyway. That leads to unnecessary margin loss, especially for brands with strong organic ranking and loyal buyers. Brand-tailored promotions help solve this problem in a way that reduces wasted discounts. For example, a loyal repeat customer may only require a small incentive, if at all, while a new shopper may require a stronger push to convert.
This targeted approach improves conversion rates while protecting profit. It also aligns better with long-term brand building, because customers feel like they are receiving offers that are relevant to them rather than generic price cuts.
How Brands Are Using It in Real Campaigns
In fact, many brands are using brand-tailored promotions for the support of different business goals all at one time. For acquisition, higher discounts are offered to shoppers who have never purchased from the brand. For retention, light incentives are used to encourage repeat purchases without eroding margins. For re-engagement, win-back offers are sent to customers who previously purchased but have been inactive for a defined period.
This layered approach lets brands run multiple objectives simultaneously rather than relying on one catch-all promotion to do the work. The result is usually cleaner data, stronger conversion metrics, and healthier profitability.
The Strategic Advantage Over PPC and Sitewide Coupons
PPC is still essential for visibility, but it is getting more competitive and expensive every year. Coupons increase click-through rate, but they often become a blunt instrument that everyone relies on. Brand-tailored promotions sit in between. They support PPC by improving conversion after the click while avoiding the heavy margin pressure of sitewide discounts.
When used together, PPC brings traffic, and brand-tailored promotions improve efficiency by converting the right shoppers with the right offer. This combination often performs better than simply increasing ad spend or raising coupon values.
What Sellers Should Watch Out For
Like any tool, Brand Tailored Promotions must be used carefully. Over-discounting even within segments can still harm perceived brand value. It is also important to monitor results by customer type, not just total sales. The real performance signal comes from understanding which segments respond best and where discounts can be reduced without hurting volume.
Testing is critical. Brands that see the strongest results usually start with small campaigns, analyze performance, and then scale what works rather than launching aggressive discounts from day one.
The Bigger Picture for Amazon Brands
Brand-tailored promotions reflect a larger shift in how Amazon is evolving: from a broad marketplace selling to more brand-centric tools that resemble traditional e-commerce marketing. Personalization, customer lifecycle management, and long-term retention are starting to be just as important as traffic and ranking.
The brands that adopt these tools early gain a structural advantage. They learn more about their audience, protect margins better, and build stronger relationships with customers over time.
Final Thoughts: A Feature Worth Testing, Not Ignoring
Brand-tailored promotions might not look as exciting as big ad changes or Prime Day events, but they can be just as effective, especially when it comes to making money. These promotions let sellers have more control while still reaching a large audience, which isn’t something you often find on Amazon.
If you’re using a lot of paid ads and general coupons right now, you should consider trying this feature soon.
Making small changes to how discounts are offered can help improve sales and profits. The real issue isn’t whether Brand Tailored Promotions work, but why more brands aren’t using them yet.
