If you’ve ever wanted to get more strategic with your Amazon discounts—like sending a promo code only to customers who abandoned their carts or rewarding your most loyal shoppers—you’re going to love what Amazon just rolled out.
In early 2025, Amazon officially launched new audience targeting groups within its Brand Tailored Promotions (BTP) tool. This update gives brand-registered sellers powerful new ways to personalize their promotions, drive conversions, and build customer loyalty using behavior-based audience segments.
Whether you’re already using Brand Tailored Promotions or just getting started, this update is a major opportunity to stand out in a crowded marketplace.
In this post, we’ll break down:
- What Brand Tailored Promotions are
- What’s new in this 2025 update
- The 4 new audience groups and how to use them
- Real-world strategies to boost performance
- How to set up your next campaign
- Pro tips to track, test, and optimize
Let’s dive in.
🛍️ What Are Brand Tailored Promotions?
Brand Tailored Promotions (BTP) is a tool available to Brand Registered sellers that allows you to create custom discount offers targeted at specific groups of shoppers who have interacted with your brand.
Launched in 2023, BTP was Amazon’s answer to direct-to-consumer personalization. While the platform has long been effective at capturing first-time buyers through SEO and ads, Amazon wanted to offer sellers a way to nurture relationships and target past interactions more effectively.
With BTP, you can offer percentage-off discounts (5–50%) to audiences like:
- Repeat customers
- Brand followers
- Recent purchasers
- Cart abandoners
- High-spend customers
- Browsers who didn’t buy
These promotions show up in multiple places, including the detail page, coupon hub, and sometimes even in email or push notifications via Amazon’s customer outreach system.
🆕 What’s New in 2025?
The big news in 2025 is that Amazon has expanded its audience segmentation tools inside Brand Tailored Promotions.
Previously, you could target only a limited group of audience types like brand followers and recent customers. But with this update, Amazon has introduced four new audience targeting groups—giving sellers more control over how they personalize their offers.
This means you can now:
- Target buyers based on how much they’ve spent
- Re-engage customers who haven’t purchased recently
- Reward top fans and brand advocates
- Convert high-intent shoppers who left your product in their cart
It’s a major leap forward for sellers who want to run smarter, more effective promotions based on real customer behavior.
👥 The 4 New Audience Targeting Groups Explained
Let’s take a closer look at each new audience segment and how you can use it strategically.
1. High-Spend Customers
Who they are:
Customers who have spent significantly more than average on your products over a defined period (e.g., last 12 months).
Why it matters:
These are your VIPs—the people who love your brand and are willing to spend more than the average buyer. Rewarding them with exclusive offers can improve loyalty, lifetime value, and repeat purchase rate.
How to use it:
- Send a special “VIP Loyalty Offer”
- Offer early access to new product lines
- Create a “thank you” campaign with an exclusive discount
- Bundle offers or gift sets tailored to their preferences
Pro Tip: Use this segment to test higher-end products or upsell bundles.
2. Cart Abandoners
Who they are:
Customers who added your product(s) to their cart but didn’t complete the purchase.
Why it matters:
These shoppers showed intent but didn’t buy. They may have been distracted, experienced price hesitation, or simply weren’t ready. A well-timed promotion can push them over the finish line.
How to use it:
- Send a limited-time discount (10–15%)
- Emphasize scarcity (“Only a few left in stock!”)
- Highlight reviews or social proof
- Offer a bundle alternative to increase perceived value
Pro Tip: Combine this with ad retargeting for a double-hit approach.
3. Recent High-Intent Shoppers
Who they are:
People who have recently viewed your listings or product detail pages but didn’t add to cart or purchase.
Why it matters:
This is upper-mid funnel traffic—shoppers who are aware of your product but not yet sold. Tailoring promotions to this group can help convert more browsers into buyers.
How to use it:
- Run a flash sale for this group only
- Offer a first-time buyer discount
- Use messaging like “Still thinking it over? Here’s 10% off.”
- Promote comparison charts to show why you’re better than competitors
Pro Tip: Use the learnings from this segment to refine listing content and pricing strategy.
4. Repeat Customers (Now With Deeper Insights)
Who they are:
Shoppers who have purchased from your brand more than once—now with more granular filtering based on frequency or recency.
Why it matters:
Amazon now lets you get more specific with repeat customer targeting, enabling you to run separate promos for monthly buyers, holiday-only shoppers, or longtime loyalists.
How to use it:
- Launch a “thank you” campaign for your most loyal fans
- Offer a cross-sell on complementary products
- Introduce a “loyalty rewards” offer with a tiered discount structure
- Promote Subscribe & Save options with an added incentive
Pro Tip: Use repeat customer data to guide product development and bundling strategies.
🧠 Why This Matters for Sellers in 2025
Amazon is clearly pushing toward personalization and retention in a marketplace where acquisition costs are rising and competition is fiercer than ever.
With these new audience groups, you can:
- Cut through the noise with hyper-targeted offers
- Improve ACoS and ROI by sending discounts only to high-intent shoppers
- Re-engage past buyers and convert more “maybe” customers
- Maximize the value of every visitor to your listings
This is direct marketing 2.0—inside Amazon’s ecosystem. No need to build your own email list or run off-platform ads.
🛠️ How to Set Up a Brand Tailored Promotion
Creating a BTP campaign is simple, and with the new audience tools, it’s even more powerful.
Step-by-Step:
- Go to Seller Central > Brands > Brand Tailored Promotions
- Click Create Promotion
- Select your target audience group
- Choose the products you want to include
- Set your discount (5–50%)
- Choose your start and end dates
- Write a compelling promotion message
- Review and submit
📌 Your promotion must be approved by Amazon (usually within 24 hours).
Once live, your promotion will show in:
- Product detail pages
- Search results (as a badge)
- The Amazon Coupons page
- Possibly through Amazon’s email/push outreach
📊 Measuring Success: What to Track
After launching your campaign, monitor key metrics to evaluate success:
- Redemption rate – Are people using the promo?
- Conversion rate – Are targeted shoppers converting more?
- Repeat purchase rate – Are past buyers coming back?
- ROI – Are you making a positive return on discounted orders?
- Lift vs. baseline – Are you seeing increased traffic or rank?
Compare this data across different audience segments to see which are worth investing in long-term.
🧩 Real-World Strategy Ideas
Need inspiration? Try one of these proven tactics:
🏆 VIP Launch Club
Target your high-spend customers with early access to a new product, with a private discount just for them.
🔁 Win-Back Campaign
Target customers who haven’t bought in 6+ months with a “We miss you!” offer and a reason to come back.
🎯 Cart Abandonment Rescue
Target recent cart abandoners with a 10% off promo and a message like “Still interested? Your deal is waiting.”
🛍️ Bundle Push
Target recent purchasers with a cross-sell bundle that combines their last purchase with a related item at a discount.
🧘 Final Thoughts: Small Segments, Big Impact
Amazon is giving sellers the tools to do what the best DTC brands have been doing for years: smart, targeted marketing based on behavior—not guesswork.
The new audience targeting options inside Brand Tailored Promotions give you the ability to:
- Increase retention
- Build stronger customer relationships
- Improve conversion rates
- Create marketing offers that actually matter to the shopper
And best of all—you don’t need external tools or email lists to do it. It’s all native to Amazon.
If you’re serious about building a brand (not just selling a product), this is the future of Amazon marketing.
Want help building your next Brand Tailored Promotion strategy?
At Marketplace Valet, we help brands optimize their listings, protect their presence, and drive smart, data-backed growth inside the Amazon ecosystem.
📩 Let’s build your audience-first strategy.
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