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Glossary
Glossary

Brand Tailored Promotions (BTP)

Brand Tailored Promotions (BTP) let Brand Registry sellers send exclusive discount codes to pre-built Amazon audiences — brand followers, repeat customers, cart abandoners, recent customers. It is the only first-party CRM tool Amazon gives brands.

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Brand Tailored Promotions (BTP) are exclusive discount codes a brand can issue to specific pre-defined Amazon shopper segments. The brand does not see the email addresses; Amazon emails the promotion on the brand's behalf to shoppers who match the chosen segment.

It is the closest thing to a CRM that Amazon offers brand-registered sellers.

The available audiences

Amazon pre-computes these segments per brand:

SegmentDefinition
Brand FollowersShoppers who followed the brand on Amazon
Repeat CustomersMultiple purchases in the past 12 months
Recent CustomersOne purchase in the past 90 days
High-Spend CustomersTop decile by lifetime brand spend
At-Risk CustomersRepeat buyers with no purchase in 90+ days
Recent Brand Cart AbandonersAdded a brand ASIN to cart, did not buy
Promising CustomersRecent first-purchase, high re-buy probability

Use cases by segment

  • Brand Followers + Recent Customers → new product launch announcement.
  • At-Risk → win-back discount, 15–20% off.
  • Cart Abandoners → conversion push, 5–10% off.
  • High-Spend → exclusive VIP perks, early access.

Discount structure

BTP codes are percentage-off, typically 10–25%. They redeem at checkout; the email lands with a coupon-style call to action.

Importantly: BTP gives the brand a way to price-discriminate by audience without showing the discount publicly on the PDP. Existing public coupons and Prime Exclusive Discounts are visible to everyone; BTP is private.

Reporting

Amazon reports per BTP campaign:

Open rates for BTP are dramatically higher than off-Amazon email (20–40% versus 15–20% for typical retail email) because the audiences are self-selected Amazon shoppers.

Common mistakes

  • Spamming the same audience monthly. Audience fatigue is real; Amazon caps frequency to roughly one send per 30 days per audience.
  • Discount too small (<10%). Below-threshold discounts do not move the needle on conversion.
  • Treating BTP as a launch substitute. It works best AFTER a brand has 6+ months of cart abandoners and repeat customers to email.
  • Ignoring At-Risk segment. It is the single highest-ROI BTP audience for established brands.

Related terms

Brand Registry
Brand Registry is Amazon's brand-protection program that grants brand owners access to enhanced reporting (Brand Analytics, Search Query Performance), enhanced creative (A+ Content, Sponsored Brands, Brand Store), and IP enforcement tools. Required for almost every advanced PPC and listing feature.
Brand Store (Amazon Store)
A Brand Store is a free multi-page brand microsite hosted on Amazon, available to Brand-Registered sellers and vendors. The highest-AOV landing destination available for upper-funnel ad traffic; chronically underused.
Remarketing Audience
Remarketing audiences are Sponsored Display and DSP targets built from shoppers who previously interacted with your brand — viewed your PDP, viewed similar products, or purchased — but did not complete a desired action. The highest-CVR, lowest-CPC audience type available.
Coupon (Amazon Coupon)
An Amazon coupon is a clip-to-apply discount displayed as a green badge on the search results page and product detail page. It lifts CTR and CVR while costing less per redemption than a permanent price cut, and it preserves the strike-through reference price.
New-to-Brand (NTB)
New-to-Brand (NTB) is Amazon's metric for the share of attributed purchases made by shoppers who have not bought your brand in the prior 12 months. Reported only for Sponsored Brands and Sponsored Display. The cleanest available measure of incrementality.

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