Amazon Offers Brands More Options to Target Shoppers with Coupons

Amazon is offering brands more options for creating targeted coupons, allowing them to offer either percentage-off or flat-rate discounts to tailored audiences on a subset of products.

This allows brands to create tailored coupons to engage with their loyal customers; increase awareness of new products; encourage repeat purchases; and improve customer retention.

Tailored audiences include the following:

Repeat customers
Recent customers
Brand cart abandoners
High-spend customers
Brand followers
Top-tier customers
Promising customers
At-risk customers
Potential new customers

Merchants must be a brand owner and have at least 5,000 customers in a particular audience in order to create a brand-tailored coupon; the standard coupon redemption fee still applies. The announcement on Amazon Seller Central has more details.

Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.