In April 2021, Amazon unveiled a new marketing tool for brands enrolled in Amazon Brand Registry called “Manage Your Customer Engagement.” This tool allows brand owners or their authorized sellers to directly message shoppers who “follow” the brand on Amazon.
When Amazon launched their social media-esque Amazon Posts, they added a “Follow” button to Amazon Brand Stores and to the posts themselves. Shoppers who follow a brand are automatically notified whenever the brand publishes a new Amazon Post.
The Manage Your Customer Engagement tool adds another way that brands can engage their followers, this time through direct messages through Amazon’s messaging platform.
Shoppers must choose to follow a brand before they can be emailed. Sellers do not gain access to any identifying consumer data; they can only see the number of shoppers that will be emailed when schedule an email campaign.
To set up an email campaign, sellers must add:
Besides the above, emails currently offer next to no customization options. Once a campaign has been prepared, Amazon reviews it for approval. Amazon notes that approvals can take up to 72 hours, so schedule your email several days in advance. Once approved, the emails will be sent to followers during the 5-day delivery window through Amazon Messaging.
After an email has been sent, sellers can see only a few performance metrics: total reach, open rate, click through rate, and opt-outs. They cannot see which shoppers took which actions or whether anyone purchased the featured product.
To utilize this tool, brands must:
While the Manage Your Customer Engagement tool is still only a pilot, it represents Amazon’s latest foray into more traditional direct to consumer (D2C) marketing.
In recent years, Amazon has added Demand Side Platform, or Amazon DSP, which allows sellers to target shoppers based on demographic information, location, and interests. Amazon also added ad placements on Twitch, a massive live streaming network, which targets viewers based on their interests.
In July 2021, Amazon launched the Brand Referral Bonus program, which offers brands a credit of up to 10% product sales driven by non-Amazon marketing efforts. This program is a clear demonstration of Amazon’s attempt to increase market share by incentivizing brands to promote Amazon listings on external channels.
Such targeting capabilities have long been used by social media platforms and search engines, but Amazon has traditionally focused on product-interest and keyword targeting. Over time, Amazon seems increasingly interested in monetizing its first-party consumer data through new advertising tools, while maintaining satisfactory privacy over consumer data.
We tested the new tool over a one-month period to promote a new product for one of our partners.
If you’re already brand registered, have a Brand Store, and are launching a new product, there is no reason not to leverage this tool.
There is a caveat, of course. For this tool to have any material impact, you need a large number of followers. To acquire followers, we recommend using Amazon Posts and encouraging your social media followers to also follow you on Amazon to get notified of your latest products and deals. If you’re curious, read our blog post about using social media to drive Amazon sales.
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