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Personalized discounts aimed at the customers already worth the most to you, funded only by the margin you choose to give up.
Most brands run promotions like a fire hose. A universal coupon or a Lightning Deal hits everyone the same way, including the customers who would have paid full price and the ones who were never going to buy. Amazon Brand Tailored Promotions point the discount at a specific segment instead, so the margin you give up goes toward a customer you actually want to move.
If you run a $3M-plus Brand Registered catalog, this is a retention and acquisition lever, not a blunt discount. You can reach repeat buyers, high-spend customers, cart abandoners, and shoppers who have never bought your brand, each with a different offer and a different goal. This guide covers what the tool is in 2026, how the audiences and mechanics actually work now, and where tailored promotions fit inside unit economics rather than as a standalone sales hack.
One rule to hold before you build a single promo: a tailored discount is still a discount. It only earns its place when the sale is incremental and the margin math clears.
At a Glance
- Brand Tailored Promotions offer 10% to 50% off to specific customer segments, with no setup fee. You fund only the discount itself.
- As of 2026 the tool is organized around four goals: new customer acquisition, retention, re-engagement, and cross-sell. Audiences surface under the goal you pick.
- The minimum audience size is now 1,000, not the 100 you may have seen in older guides. Brand Followers is the common exception.
- ASIN-level targeting shipped. You can run a promo on your whole catalog or specific products, and exclude up to 100 parent ASINs.
- Treat it as a governed lever inside unit economics. A discount to a customer who would have bought anyway is cost, not incremental profit.
Quick Answer: What Are Amazon Brand Tailored Promotions?
Amazon Brand Tailored Promotions let Brand Registered sellers offer 10% to 50% discounts to specific segments of their own customers, such as repeat buyers, high-spend customers, cart abandoners, and brand followers, rather than to every shopper. They are free to set up, run inside Seller Central, and display to eligible customers with a green “Follower promo” or “Exclusive promo” badge across search, product pages, and your Brand Store.
Why a Tailored Discount Is a Margin Decision, Not a Traffic Trick
The old pitch for promotions is “discounts drive sales.” True, and useless. Any discount drives some sales. The question is whether the sale would have happened anyway, and what the discount cost you to get it.
Tailored promotions are stronger than universal coupons for one reason: precision. You choose exactly which customer sees the offer, so you can withhold margin from the shoppers who don’t need a nudge and spend it on the ones who do. A win-back offer to a lapsed buyer is incremental. The same discount handed to a repeat customer who was about to reorder is just margin you gave away.
That’s the whole game. Match the offer to a customer whose behavior you’re actually trying to change.
What to do
- Start from a goal, not a discount. New customer, retention, re-engagement, or cross-sell. The tool is built around those four.
- Model the discount as a cost against the incremental revenue you expect from that segment, not gross sales.
- Reserve your deepest discounts for the segments least likely to buy without one, like cart abandoners and lapsed buyers.
- Give loyal, high-spend customers a smaller, exclusivity-driven offer. They need appreciation, not a 50% cut.
What to avoid
- Blanketing your whole customer base with the same discount. That’s a universal coupon wearing a costume.
- Discounting a segment that was already going to buy. You’ve added cost, not sales.
- Running promos during peak demand when the same customers would convert at full price.
Adverio insight
A tailored promotion is a scalpel, not a hose. The value isn’t the discount, it’s the customer you chose not to give it to. Precision is the margin.
Pricing a discount against incremental revenue is the same discipline that governs a proper Amazon PPC management strategy: every dollar you give up gets measured against what it actually returns, not what it feels like it should.
The Audience Segments You Can Target in 2026
This is where the tool changed most since it launched. Amazon reorganized tailored promotions around four business goals, and the available audiences surface under whichever goal you pick.
The core customer segments
- Brand Followers: shoppers who follow your brand in the Amazon store. Good for loyalty and driving more follows.
- Repeat Customers: bought from your brand more than once in the last 12 months. Higher lifetime value.
- Recent Customers: your most recent buyers. Nurture the relationship while the first purchase is fresh.
- High-Spend Customers: your top spenders over the last 12 months. Reward, don’t discount for the sake of it.
- Potential New Customers: clicked or added to cart in the last 90 days but haven’t purchased in 12 months. Prime for a first-purchase nudge.
- Cart Abandoners: added a product to cart in the last 90 days and didn’t buy. The clearest re-engagement target.
Newer audiences added since launch
- At-Risk, Top-Tier, and Promising Customers: behavior-based tiers that sort your base by recency, frequency, and spend.
- ASIN-level audiences: Views Remarketing, Cart Remarketing, One-Time Customers, and Lapsed Customers, curated around specific products.
- Cross-brand audiences: In-Market Customers who are shopping your category but haven’t found your brand, and Complementary Product Remarketing for shoppers who bought a related item from another brand. This is the first time the tool reaches beyond your existing customers.
Minimum audience size is 1,000. You can only launch a promotion to a segment of 1,000 qualifying customers or more, with Brand Followers as the usual exception. If an ASIN-level audience comes in under 1,000, add more products until it clears.
How to Set One Up in Seller Central
The setup is a short flow. The judgment is in the goal and the audience, not the clicks.
What to do
- In Seller Central, go to the Advertising section and open Brand Tailored Promotions, then Create a Promotion.
- Pick your brand and your goal, then select the audience that surfaces under it.
- Name the promotion (internal only), set a discount between 10% and 50%, and set a budget cap.
- Choose your products: all products, or specific ASINs. You can exclude up to 100 parent ASINs from a catalog-wide promo.
- Set the start date at least 48 hours in the future, review, and submit for approval.
What to avoid
- Assuming a 24-hour lead time. The start date now has to be at least 48 hours out.
- Pointing a promo at ASINs with weak listings. A discounted click still dies on a page that can’t convert.
- Forgetting the edit limits: before go-live you can change discount and budget, but once live you can only increase the budget.
Adverio insight
The setup screen doesn’t make the promo work. The right audience against a listing that already converts does. Everything else is form-filling.
Where Customers See the Offer
Eligible shoppers see a green badge reading “Follower promo” or “Exclusive promo” in a few high-intent places: search results, the product detail page, your Brand Store, and the promotion shopping page. The discount applies at checkout after they click through, and each customer can redeem once per product.
Two things to keep straight. The promotion only shows when your offer holds the Featured Offer position, so Buy Box health still gates everything. And unlike the old plan floated at launch, tailored promotions are not emailed to customers. If you want an email push, that’s a separate motion, because Amazon shut down its brand email tool (more on that below).
What Changed Since This Tool Launched
If you set up tailored promotions a couple of years ago, four things are different now. The tool is organized around four goals instead of a flat segment list. ASIN-level targeting shipped, so you’re no longer stuck promoting your entire catalog. Cross-brand audiences let you reach shoppers outside your customer base for the first time. And the program expanded from US-only to roughly nine marketplaces, including the UK, Germany, Spain, France, Italy, Japan, Canada, and Mexico.
One more correction worth stating plainly, because a lot of old guides get it wrong. Amazon’s Manage Your Customer Engagement (MYCE) email tool was shut down, not rebranded into this. It stopped sending in February 2024 and the dashboard was removed that April. Brand Tailored Promotions is one of the tools Amazon pointed sellers toward afterward, but it’s a discount-display tool, not an email tool. There is no native Amazon brand-to-customer email product filling MYCE’s shoes today.
A Note on Brand Tailored Coupons
Amazon also runs Brand Tailored Coupons, a companion tool that offers coupons to the same audiences. Don’t conflate the two. Tailored Promotions are free to set up. Tailored Coupons carry standard coupon fees. If someone tells you the whole thing is free, they’re mixing up the two products.
How Adverio Helps
Deciding to run a tailored promotion is easy. Choosing the right audience for the goal, pricing the discount against incremental revenue, and confirming the listing converts before you drive a discounted click is the part most brands skip.
Adverio runs tailored promotions as a governed lever inside the account, priced against unit economics and sequenced behind inventory and conversion, not as a standalone discount blast. The offer competes for margin against your other levers on equal terms, because it’s the same profit math.
Want promotions run as part of the system, not a one-off? Explore our full Amazon account management system.
FAQs
How much does it cost to run an Amazon Brand Tailored Promotion?
There’s no setup or program fee. You fund only the discount itself, between 10% and 50% off, and you set a budget cap. Note that Brand Tailored Coupons, a separate tool, do carry standard coupon fees, so don’t confuse the two.
What is the minimum audience size for a tailored promotion?
1,000 qualifying customers. You can’t launch a promotion to a segment smaller than that, with Brand Followers as the common exception. For ASIN-level audiences under 1,000, add more products until the audience clears the minimum.
Can I target specific ASINs, or does it apply to my whole catalog?
Both now. When the tool launched you could only promote your entire catalog, but ASIN-level targeting has since shipped. You can add specific products by ASIN, or run a catalog-wide promo and exclude up to 100 parent ASINs.
Where do customers see a Brand Tailored Promotion?
Eligible shoppers see a green “Follower promo” or “Exclusive promo” badge on search results, the product detail page, your Brand Store, and the promotion shopping page. It only appears when your offer holds the Featured Offer position, and each customer can redeem once per product.
Is this the same as Amazon’s old MYCE email tool?
No. Manage Your Customer Engagement was an email tool that Amazon shut down in early 2024. Brand Tailored Promotions is a discount-display tool that shows offers on Amazon. They’re different products, and MYCE was not rebranded into this one.
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