Objective: The objective of the Brand Tailored Promotions is to establish a systematic and effective process for creating and implementing customized promotional campaigns that align with a brand's unique identity and objectives. The SOP aims to streamline the promotion planning, execution, and evaluation processes to maximize the impact of marketing efforts while maintaining consistency with the brand's messaging and values.
Brand Tailored Promotion is a feature that enables registered brand owners on Seller Central to create customized discounts and offers for both past and potential Amazon customers. By offering exclusive discounts to customers who follow or have purchased from the brand, it aims to foster loyal relationships, boost conversions, and manage promotional costs effectively.
- Brand Tailored Promotions are available to registered brands owners on Seller Central. To see if your brand is eligible, go to Amazon Brand Registry.
- You will be eligible to create tailored promotions only for audiences with size of 100 or more.
- There is no fee to offer a Brand Tailored promotion.
- Always include into the Asana Task all proofs, either screenshot or fireflies call link client's approval to create/ activate promotions and cancellations or deactivations.
To create a tailored promotion on Amazon, follow these steps:
1. Go to the Advertising section and click on "Brand Tailored Promotions."
2. On the Brand Tailored Promotion homepage, click on "Create a tailored Promotion."
3. Select the brand you want to create the promotion for and choose the target audience from the available options. Each audience will have a name, description, and size. Click "Next" to proceed.
4. Add a Promotion Name (not visible to customers), discount %, budget, and promotion start and end dates.
- Percent discount must be between 10% and 50%
- Budget is the maximum spend for discount that will be used for this promotion
- The start date must be atleast 24 hours in the future.
Note: The promotion will apply to the entire brand catalog for redemption on any one product per customer. The option to select specific ASINs eligible for the tailored promotion will be available in the future.
5. All tailored promotions will be enabled for display on detail page by default.
6. Review the promotion and click Submit promo code button. Once the promotion is approved, it will be visible to the selected audience.
To edit or deactivate a tailored promotion on Amazon, follow these guidelines:
Editing a Promotion:
1. Go to the Tailored Promotion homepage by accessing the Advertising menu and then click on "Brand Tailored Promotions."
2. Find the promotion you want to edit. Click on the "Edit" option for that specific promotion.
3. You can now modify the fields of the promotion as needed. After making the desired changes, click "Submit" to save the updated promotion details. Before the promotion goes live, which is up to six hours prior to the start time, you can edit any of the following fields:
- Discount %
- Budget
- Start/End date
Within six hours of a promotion going live or after the promotion is already live, you can only edit the following fields:
- Budget (you can only increase the budget)
- End date of the promotion (you can only extend the end date of the promotion)
Deactivating a Promotion:
1. On the Brand Tailored promotion homepage, locate the active promotion you want to deactivate.
2. Click on the "Deactivate" option for that promotion.
3. The promotion will be deactivated and will no longer be active for customers.
Note: After deactivating a promotion, it may take up to four hours for the promotion to disappear and no longer be visible to customers.
To learn more about Brand Tailored Promotions, see help link: https://sellercentral.amazon.com/help/hub/reference/GFM3F4GG5EYCC5XC
