Amazon Launches Free Email Marketing Capabilities for Sellers to Reach Their Repeat, Recent, and High-Spend Amazon Customers
September 14 2022 - 12:00PM
Business Wire
Utilizing Amazon Customer Engagement’s Tailored
Audiences, sellers can now increase their email marketing reach and
build brand loyalty
Premium A+ Content now available to all
eligible brands, which can increase sales by up to 20%
Today at Accelerate, Amazon’s annual seller conference, Amazon
(NASDAQ: AMZN) introduced three new audience types within the
Amazon Customer Engagement tool to help sellers increase their
email marketing reach at no cost. For the first time, sellers can
now expand beyond brand followers when sending free marketing
emails to reach their most loyal customers, such as repeat
customers, recent customers, and high-spend customers.
“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,” said Benjamin Hartman, vice president of
Amazon North America Selling Partner Services. “These improvements
help unlock the value of remarketing as we further our commitment
to helping sellers reach the right customer, at the right
time.”
Amazon Customer Engagement’s Tailored Audiences also allows
sellers to monitor the impact of their email marketing campaigns
and customer engagement with performance and reporting metrics,
such as open rate, click-through rates, emails delivered, opt-out
rates, sales, and conversion.
Amazon is currently testing Tailored Audiences in a beta
program, and the company plans to make it available to all U.S.
sellers in early 2023. Through this tool, sellers select the
customer audience types and Amazon sends the marketing email
directly to those customers. The tool will be available at no cost
in Seller Central, Amazon’s online portal for sellers. Amazon also
plans to enhance the messages’ design capabilities with custom HTML
content and improved templates coming soon.
“With these capabilities, Amazon is helping to put more control
into the hands of brands around how they market to their
customers,” said James Gossling, director of ecommerce at Sports
Research. “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 offers a range of industry-leading tools that empower
sellers to communicate their brand stories with a consistent voice
across their physical, direct-to-consumer, and Amazon shopping
experience. These free, self-service branding and marketing
solutions help sellers better understand and engage customers,
differentiate and build their brand, and optimize sales.
Amazon also recently rolled out Premium A+ Content, an upgrade
to the standard content management system that supports new, larger
modules on product pages—such as video, interactive hover hotspots,
image carousels and Q&A—to all brands worldwide that meet the
eligibility criteria. Participating brands have seen sales increase
up to 20% for products with Premium A+ Content.
Every year, Amazon invests billions of dollars to improve the
infrastructure, tools, services, fulfillment solutions, and
resources dedicated to helping sellers succeed. Sellers are
responsible for more than half of Amazon’s physical product sales;
sellers in our store employed and provided jobs for more than 1.5
million people in the United States.
Learn more about Accelerate at
https://www.amazonaccelerate.com/.
About Amazon
Amazon is guided by four principles: customer obsession rather
than competitor focus, passion for invention, commitment to
operational excellence, and long-term thinking. Amazon strives to
be Earth’s Most Customer-Centric Company, Earth’s Best Employer,
and Earth’s Safest Place to Work. Customer reviews, 1-Click
shopping, personalized recommendations, Prime, Fulfillment by
Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire
tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology,
Amazon Studios, and The Climate Pledge are some of the things
pioneered by Amazon. For more information, visit amazon.com/about
and follow @AmazonNews.
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