Amazon continues to roll out tools that give brands more control — and Brand Tailored Promotions (BTPs) are one of the most powerful yet underutilized features on the platform.
When used strategically, BTPs allow sellers to:
✅ Retain loyal customers
✅ Convert warm traffic
✅ Create VIP shopping experiences
✅ Increase conversion without increasing ad spend
Let’s unpack how BTPs work — and why your brand should be using them in 2025.
🧠 What Are Brand Tailored Promotions?
Amazon’s Brand Tailored Promotions allow you to offer personalized discounts to specific customer groups — but only those customers can see them.
Unlike standard coupons or site-wide deals, BTPs let you segment offers based on actual behavior and engagement, such as:
- Visitors to your Storefront
- Cart abandoners
- Repeat buyers
- High-spend customers
- Recent purchasers
🎯 Why Use Brand Tailored Promotions?
Here’s what makes BTPs so powerful:
✅ Hyper-targeted – Speak to buyers with intent
✅ No additional ad spend – These are organic promos
✅ Boosts loyalty – Reward high-value customers
✅ Increases LTV – Encourage reorders and repeat purchases
✅ Data-backed – You choose who gets the offer based on Amazon behavior
🔧 How to Set Up a Brand Tailored Promotion
- Log into Seller Central
- Go to Advertising > Brand Tailored Promotions
- Choose your target audience segment
- Select the ASIN(s) you want to promote
- Set your discount percentage and duration
- Review, confirm, and launch!
Amazon handles the targeting and display — you just need to craft the right offer.
💡 5 Promotion Types to Try
1. Thank You Discount for Repeat Buyers
Message: “Thanks for coming back! Here’s 15% off your next purchase.”
Why it works: Makes customers feel seen and valued.
2. Win-Back Cart Abandoners
Message: “Still thinking it over? Grab 10% off while it lasts.”
Why it works: Creates urgency to act on warm interest.
3. Exclusive Bundle for Store Visitors
Message: “Since you browsed our store, here’s a deal just for you.”
Why it works: Converts shoppers still on the fence.
4. Loyalty Rewards for High-Spend Customers
Message: “You’ve spent $100+ with us — now enjoy a VIP discount!”
Why it works: Builds retention with high-value shoppers.
5. Follow-Up Discount After First Purchase
Message: “Loved your first order? Take 15% off your next one!”
Why it works: Encourages deeper engagement after a good experience.
🧪 Real Example: Beauty Brand Case Study
📍 Challenge: Stagnant sales from repeat buyers
📍 Strategy: Used BTPs to target repeat customers with a “VIP 20% Off” offer
📍 Execution: Activated across 3 ASINs with high repurchase potential
📍 Result:
- Repeat purchase rate rose by 41%
- Organic conversion increased
- Cost per order dropped (due to no ad spend required)
⚠️ Common Mistakes to Avoid
❌ Offering the same deal to every segment
❌ Using weak or generic messaging
❌ Forgetting to track redemption rates
❌ Setting too short of a promo window
❌ Not pairing BTPs with follow-up strategies (packaging inserts, DSP)
📊 How to Measure Success
Use the BTP dashboard in Seller Central to track:
- Redemption Rate
- Units Sold
- Revenue Generated
- Audience Performance (which segments respond best)
You can also monitor LTV and reorder rate metrics over time to assess retention lift.
✅ Take Action Now
- Audit your Amazon performance — which segments are worth targeting?
- Start with repeat customers or brand page visitors
- Craft an offer that speaks directly to their behavior
- Launch your first BTP this week
- Review performance — and iterate
Final Word
Brand Tailored Promotions are a zero-waste marketing tactic — you’re not guessing, you’re not blasting everyone, and you’re not wasting ad dollars.
Instead, you’re building relationships with the people who are already closest to buying.
Use it right — and you’ll see more loyalty, more conversions, and more profit.
