Amazon has introduced a significant update to its Brand Tailored Promotions, offering sellers new opportunities to increase sales and customer lifetime value. The e-commerce giant has added a new segment called "Complementary Products Remarketing," designed to facilitate cross-selling and enhance customer engagement.
Key Features of the Update:
New Segment: Complementary Products Remarketing
- Allows brands to cross-sell related products to recent customers
- Targets buyers who made a purchase from the brand's catalog in the last 30 days
- Focuses on promoting complementary items not yet purchased by these customers
Enhanced Cross-Selling Capabilities
- Brands can now easily target customers with products that complement their recent purchases
- Aims to increase customer lifetime value by introducing relevant, additional items
Promotion Stacking Update
- Amazon has removed the option to block Brand Tailored Promotions from stacking with other coupons
- Promotions can now combine with existing discounts, potentially offering greater savings to customers
Benefits for Sellers and Customers:
For Sellers:
- Increased opportunities to boost sales of complementary products
- Potential to enhance customer lifetime value
- Greater flexibility in promotional strategies
For Customers:
- Access to relevant product suggestions based on recent purchases
- Potential for increased savings through stacked promotions
This update represents Amazon's ongoing efforts to provide sellers with more sophisticated marketing tools while enhancing the shopping experience for customers. By enabling more targeted promotions and allowing for discount stacking, Amazon aims to create a win-win situation for both sellers and buyers on its platform.
Sellers are encouraged to explore this new feature to maximize their cross-selling potential and develop more comprehensive promotional strategies on Amazon.
