minute Read time
September 16, 2022
Carbon6 Team
Carbon6 Team
News & Announcements

New Amazon Tailored Audiences Improves Automated Email Marketing for Sellers

Table of Contents

What is the Amazon Tailored Audiences Feature?

The announcement came on September 14th - Amazon Tailored Audiences, a free email marketing tool within Manage Your Customer Experience (MYCE), gives brand-registered sellers three new audiences to target for promotional email campaigns.

In addition to the existing brand followers, sellers can send email marketing messages to:

  • Repeat customers. Customers who have ordered your products more than once in the last 12 months.
  • Recent customers. The most recent 20% of shoppers who have bought from your registered brand.
  • Biggest spenders. The top 25% highest spending customers from the last 12 months.

The update also includes these new features:

  • Specific audience type selection
  • Enhanced email templates
  • Custom HTML content
  • Monitoring tools to track key performance metrics like emails delivered, open rate, click-through rate, opt-out rate, sales, and conversion

These new channels give you more ideally focused targeting to get results like building brand loyalty, or increasing product visibility and sales. For example, focusing remarketing on recent buyers allows more specific messaging geared toward upselling. 

Amazon is Changing the Rules

Amazon famously maintains strict guidelines for communicating with buyers to prevent fraud and unethical competitor actions.

One of its rules is that sellers can only send Permitted Messages to previous buyers and people opting in for communication. 

But with the launch of Amazon Tailored Audiences, the rules have changed. What we don’t know is why. Some speculation is:

  • Boosting sales now that we are past the peak of the eCommerce boom
  • Appeasing antitrust regulators by taking a collaborative approach with third-party sellers

There’s one major concern that needs to be addressed from the Amazon Tailored Audiences - spam. Overusing this power may overwhelm people, causing them to unsubscribe. Excessive opt-outs may cause Amazon to reduce your campaign reach or suspend your campaigns. 

Go through the customer engagement best practices so you can minimize opt-outs and stay compliant with the guidelines and terms of service.

Amazon Tailored Audiences is currently in beta, with a broader distribution in 2023. Read Amazon’s Customer Engagement Tailored Audiences article for more information.

Simplify Your Success with Carbon6

Selling can be difficult. Carbon6 is here to help you simplify your success with a suite of marketplace tools designed to streamline and automate processes to save you time and money. Learn more about tools here.

Recent Posts

Trends & Insights

Amazon DSP: A Seller’s Guide to Expanding Reach, Optimizing Campaigns, and Boosting Sales On and Off Amazon

Amazon DSP is purpose-built for Amazon sellers, and provides a number of sales-boosting additional features, including audience solutions, campaign optimizations, and brand safeguards. But how do these functions work, exactly?
See Article
News & Announcements

How Does Amazon’s Account Health Assurance Work - And Is There a Catch?

Amazon announced its new Account Health Assurance benefit on November 16, launching it first in Canada and the US before it expands into other markets in 2023. 
See Article
For Your Business

How to Improve CTR & CVR: A Seller’s Guide to Amazon Search

Click-through rate (CTR) and conversion rate (CVR) continue to stand as the titans of search metrics. But what are CTR and CVR, and how can you best optimize them for your Amazon business?
See Article

Carbon6 Team