Amazon keeps releasing new tools — but only a few of them are real game changers.
Brand Tailored Promotions (BTPs) are one of them.
Used correctly, they allow sellers to:
✅ Run personalized offers to high-intent segments
✅ Increase repeat purchase rates
✅ Lower ad spend while boosting conversion
✅ Create a better brand experience — all within Amazon
Let’s dive into how this powerful feature works — and how to make it part of your 2025 growth strategy.
🧠 What Are Brand Tailored Promotions?
Amazon’s BTPs allow you to create exclusive, targeted discounts for different customer segments, including:
- Repeat customers
- High-spend customers
- Brand store visitors
- Cart abandoners
- Recent buyers
- Top percentage of loyal customers
These promos appear directly in eligible shoppers’ feeds — and are only visible to them.
🎯 Why Use Brand Tailored Promotions?
- Highly Targeted: You can customize offers for the people who matter most.
- No Ad Spend: These promos appear organically to shoppers already engaged with your brand.
- Increased Conversion: These buyers already trust you — you’re just nudging them to act.
- Customer Loyalty: Rewarding repeat shoppers builds long-term value.
🔧 How to Set Up a Brand Tailored Promotion
- Go to Advertising > Brand Tailored Promotions in Seller Central
- Select your audience segment
- Choose the ASINs and discount type
- Set your offer duration
- Monitor performance via the promotions dashboard
You must be brand-registered to access this tool.
💡 Segment Strategies That Work
1. Repeat Customers
Offer a loyalty thank-you:
- “Welcome back – enjoy 10% off your next order”
- “You’re one of our VIPs. This one’s for you…”
Works best when combined with:
✅ Inserts that tease the offer
✅ Email follow-ups (if permitted)
✅ Subscribe & Save cross-promotion
2. Cart Abandoners
Target users who added your product to their cart but didn’t complete the checkout.
Offer a gentle nudge:
- “Still thinking about it? Save 15% now”
- “Your cart is calling – here’s 10% to come back”
Make sure your offer has urgency or scarcity to create action.
3. Brand Store Visitors
Someone who browses your store is interested — but may not be ready to buy.
Engage them with:
- “Thanks for visiting our store — enjoy 10% off”
- “Ready to try us out? Take 15% off your first order”
Use this as a conversion bridge to capture warm traffic.
4. High-Spend Buyers
Offer bulk-buy discounts, exclusive bundles, or early access to new products.
Messaging like:
- “Our best customers get the best deals”
- “Thanks for spending with us — here’s your VIP perk”
These buyers are often your highest LTV — reward accordingly.
🧪 Real-World Case Study
A supplement brand created BTPs for repeat buyers offering 15% off a 3-pack.
Results:
- 📈 Repeat orders increased by 38%
- 📉 ACoS dropped 27% due to lower paid re-acquisition
- 💬 Customers left reviews thanking the brand for loyalty rewards
🚫 Common Mistakes to Avoid
❌ Targeting the wrong audience with generic discounts
❌ Offering low-value or confusing promotions
❌ Not tracking conversion lift or ROI
❌ Failing to promote the offer post-purchase (inserts, social, email)
📊 Measuring Success
Track metrics like:
- Redemption rate
- Conversion rate by segment
- Post-offer reviews
- Customer LTV after promo engagement
✅ Final Thoughts
Brand Tailored Promotions are one of the most underutilized tools Amazon gives sellers.
They combine:
✅ Personalization
✅ Trust
✅ Strategic timing
✅ Cost-effective conversion
If you’re already brand-registered and not using BTPs — you’re missing out on one of the highest ROI tactics of 2025.
