Amazon Tailored Audiences: New Targeted Email Features

At its recent Accelerate event, Amazon launched three new audience types in the Customer Engagement tool in an effort to help sellers increase their marketing reach to their recent, repeat, and high-spend customers.

It was only last year that Amazon even gave sellers the opportunity to communicate with shoppers who had opted in to "follow" their brand or store. So it’s exciting to see this feature expand and evolve again with the new Tailored Audiences tool, which allows sellers to target any customers who have purchased from them in the past 12 months.

Let's take a look at how Amazon Tailored Audiences came to be and what exactly you can do with it.

What is the Amazon Tailored Audiences Tool?

According to Benjamin Hartman, Vice President of Amazon North America Selling Partner Services, sellers have been asking Amazon to help them find meaningful ways to connect with their customers and build stronger brand relationships for quite some time:

Brands are able to quickly acquire new customers in the Amazon store, but they expressed a need for improved tools to increase customer lifetime value.

This problem led to the creation of Amazon Tailored Audiences. This free and easy-to-use tool is available as part of the Customer Engagement tool in Seller Central. It gives sellers plug-and-play email templates and the ability to segment their customers and share new products, offer deals, and inspire repeat purchases.

With the introduction of Tailored Audiences, however, you can expand your reach beyond your brand followers to these three customer types who have already purchased from your Amazon Store:

1. Repeat Customers: Customers who have ordered your brand’s products more than once in the last 12 months.
2. High-Spend Customers: The highest spending 25% of your brand’s customers in the last 12 months.
3. Recent Customers: The most recent 20% of customers who have purchased from your brand.

It’s important to build trust with your customer base and continually drive repeat business. Email marketing like this is an easy and efficient way to connect and do exactly that.

Action, Report, Repeat

Tailored Audiences gives you the ability to monitor these email marketing campaigns with reports on open rate, click-through rate, emails delivered, opt-out rate, sales, and conversion. You would be wise to monitor, adjust, and try again, using real-life data to learn and grow.

According to the Amazon press release about the new email features, seller James Gossling, Director of eCommerce at Sports Research, said, “With these capabilities, Amazon is helping to put more control into the hands of brands around how they market to their customers. As a health and wellness company, repeat customers and subscribers are so important to our business. We’ve been really intrigued with the new Tailored Audiences tool. These email marketing capabilities are exactly what we’re looking for to keep our customers coming back.”

Amazon encourages you to promote deals and new products as your primary product and add supporting products to your campaign. You should also send no more than one email campaign per brand per week and be sure to send your campaign when customers are the most engaged.

When Can You Begin Using Tailored Audiences?

The new Amazon Tailored Audiences features are currently in beta with plans of a full release in the next six months to all US sellers who have become brand registered in the last 12 months.

There's been no mention of a global rollout yet, so EU sellers need to yet again wait patiently.

To currently be eligible for Tailored Audiences, your brand must have:

• Sent 10 or more customer engagement campaigns with at least 1,000 total emails sent over the last 10 campaigns.
• An average opt-out-to-click rate of less than 1% over the last 10 customer engagement campaigns.

You can find Tailored Audiences under Brands > Customer Engagement in Seller Central.

If you are looking for more support with your account, including Amazon advertising, marketing, consulting, account management, and more, eCommerce Nurse is here to help. We support both sellers and vendors and specialize in tailoring our services to your specific experience, needs, and budget. Contact us for more information

Editor’s note: In August of 2023, Amazon announced the launch of Brand Tailored Promotions, an exclusive program that helps brands customize and send promotional codes to their high-intent customers, or Brand Tailored Audiences. Brands can offer promotional discounts ranging from 10% to 50% in an effort to increase your customer base, boost repeat purchases, and improve customer loyalty.