Understanding BTP (Brand-Tailored-Promotions) Fundamentals:

Amazon has launched Brand Tailored Promotions, a groundbreaking solution enabling brands to cultivate customer loyalty and expand their customer base by providing targeted promotional codes to both potential and existing customers in the Amazon marketplace.

Previously, promotional discounts were restricted to established Amazon membership categories including Prime, Family, Health, and Student members only.

With Brand Tailored Promotions, brands can now extend promotional discounts between 10% and 50% off across their product lineup to specific customer segments, driving improved conversion rates, repeat buying behavior, and enhanced customer retention. These promotions are limited to one-time use per eligible customer, with a maximum of one unit per promotional redemption.

Eligibility Requirements

Brand Tailored Promotions access is limited to verified brand owners registered on Seller Central. Check your eligibility status through Amazon Brand Registry.

Conditions:

Product Eligibility Guidelines:

• Products without reviews qualify automatically.

For products with existing reviews, the following standards apply:

• Items with 1-4 reviews require a minimum 2.5-star average rating.
• Items with 5 or more reviews must maintain at least a 3-star average rating.
• Only “New” condition products are eligible.

Excluded from Brand Tailored Promotions:

Used items, collectibles, and certified refurbished (renewed) products.

• Adult-oriented merchandise

Restricted product categories include:

• Sexual wellness items
• Hunting and fishing equipment
• Firearms and related accessories

Supported Customer Segments

As an illustration, selecting the Repeat customers segment will make the promotion accessible only to customers who have purchased from your brand multiple times within 12 months preceding the promotion’s creation date.

Promotion creation requires a minimum audience size of 1,000 qualified customers.

 

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How to take advantage of Warehouse

Understanding Audience Size

Audience numbers may fluctuate between promotion creation and launch as customers either qualify for or fall outside the specified criteria. A minimum audience size of 1,000 is required for promotion creation.

For promotions targeting specific products, the audience size must exceed 1,000 at the lower threshold. For instance, if Views remarketing shows an audience range of 800-1200, it won’t qualify. In such scenarios, including additional ASINs can help achieve the required audience size.

Customer Groups – BTP

 

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Promotion Cap

You’re allowed to maintain up to 20 active or scheduled promotions simultaneously. To make the most of this limitation, we suggest combining multiple ASINs into a single promotion when targeting identical audience segments. This strategy enables you to run 20 distinct targeted promotions at once.

How do I set up efficient budgets for tailored promotions?

To illustrate budget calculation, consider a scenario where your tailored promotion reaches an audience of 100,000, targets Repeat customers, and offers a 10% discount. Assuming your brand’s average order value is $30, typical promotions see a 5% redemption rate from eligible customers.

Your minimum budget calculation should follow this formula:

(brand’s average order value x discount percentage x targeted audience size x expected redemption rate)

30 x 10% x 100,000 x 5% = $15,000

Budget overruns typically occur during peak shopping periods or when promotions overlap with other offers, such as Lightning Deals, or when insufficient budgets are allocated for higher discount rates.

BTP – Metrics

The Tailored Promotion dashboard displays these key performance indicators:

• Sales: Total product revenue generated through the promotion
• Spend: Aggregate discount amount in dollars allocated to the promotion
• Redemptions: Total number of promotion redemptions

For instance, if a 10% discount promotion receives two redemptions with purchase values of $40 and $50 in separate orders, the total spend equals $4 + $5 = $9.

How to set up a BTP

Real Cases – Results BTP

This is a real example of how we can take advantage of Brand Tailored Promotions and the potential it has. For this brand, the “High potential new customers” audience has a large size of 13,414 people, which brought positive results such as sales of $19,281 USD since its creation, granting a 15% discount.

Best Practices – BTP

• Regular Campaign Scheduling: Deploy Brand Tailored Promotions consistently to sustain customer engagement and strengthen brand loyalty.
  
• Strategic Targeting: Focus on high-potential segments like cart abandoners and recent customers who have demonstrated purchase intent.
• Diverse Product Selection: Include various items in your campaigns to accommodate different customer preferences and maximize conversion potential.
• Opt-Out Analysis: Track customer opt-out patterns to identify campaign improvement areas, such as message effectiveness or communication frequency.
• Promotion Stack Prevention: Exercise caution when running concurrent promotions and coupons for the same audience to avoid unintended discount combinations.

Conclusion

Brand Tailored Promotions represent a major shift in how brands can engage and convert Amazon customers. By leveraging personalized discounts targeted at specific customer segments, you can not only increase immediate sales but also build stronger, long-term customer relationships.

The brands that take action early—strategically selecting audiences, managing budgets, and tracking results—will be the ones that outperform their competitors in this evolving marketplace.

Implementing Brand Tailored Promotions the right way isn’t just about offering discounts—it’s about creating a smart, sustainable growth engine for your brand on Amazon.

Ready to Unlock the Full Power of Amazon’s Brand Tailored Promotions?

Amazon’s Brand Tailored Promotions are opening the door to smarter, more profitable customer targeting—and brands that act early will gain the biggest edge.

If you’re serious about boosting repeat purchases, maximizing loyalty, and scaling sales without wasting ad spend, now’s the time to build a customized promotion strategy tailored to your brand’s goals.

By filling out the form below, you’ll connect with an expert who can help you:

• Identify your highest-converting customer segments
• Build promotions that actually drive revenue—not just clicks
• Set realistic budgets to avoid costly mistakes
• Track KPIs and scale up what’s working

We’ll walk you through how top brands are already using BTP to create real growth—and how you can too.

Tell us a little about your brand, and one of our marketplace strategists will reach out to help you craft a promotion strategy that gets results. No pressure—just real advice, tailored to you.

Fill out the form below and start building loyalty and sales with Amazon’s Brand Tailored Promotions.