SEATTLE–(BUSINESS WIRE)–Today at Accelerate, Amazon’s annual seller conference, Amazon (NASDAQ: AMZN) introduced three new audience types to Amazon’s 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 customers. at high expense.
“Brands are able to quickly acquire new customers in the Amazon store, but have expressed a need for improved tools to increase customer lifetime value,” said Benjamin Hartman, vice president of Amazon North America. Selling Partner Services. “These enhancements help unlock the value of remarketing as we reinforce our commitment to helping sellers reach the right customer, at the right time.”
Amazon Customer Engagement Custom Audiences also allow 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 US sellers in early 2023. Using this tool, sellers select customer audience types and Amazon sends the email marketing directly to these customers. The tool will be available for free on Seller Central, Amazon’s online portal for sellers. Amazon also plans to enhance message design capabilities with custom HTML content and improved templates coming soon.
“With these capabilities, Amazon is helping give brands more control over how they market to their customers,” said James Gossling, director of e-commerce at Sports Research. “As a health and wellness company, repeat customers and subscribers are so important to our business. We were really intrigued by the new Tailored Audiences tool. These email marketing capabilities are exactly what what we are looking for to retain our customers.
Amazon offers a suite of industry-leading tools that enable sellers to communicate their brand stories in 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 grow 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 hotspots, carousels, and more. images and Q&As, for all brands around the world that meet the eligibility criteria. Participating brands saw their sales increase by up to 20% for products with Premium A+ content.
Each year, Amazon invests billions of dollars to improve the infrastructure, tools, services, fulfillment solutions, and resources dedicated to seller success. Sellers are responsible for more than half of Amazon’s physical product sales; our store sellers have employed and provided jobs for over 1.5 million people in the United States.
Learn more about Accelerate at https://www.amazonaccelerate.com/.
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