Amazon Accelerate has kicked off in Seattle. With it comes some powerful feature releases for Amazon sellers. The big news from Amazon Accelerate: updates to the Customer Engagement Tool. The not-as-big news: Premium A+ Content is now available to all eligible brands.

Target Repeat, Recent, and High-Spend Amazon Customers

At Amazon Accelerate, Amazon introduced three new audience types within the Amazon Customer Engagement tool to help sellers increase their email marketing reach at no cost. For the first time, sellers can now expand beyond brand followers when sending free marketing emails to reach their most loyal customers, such as repeat customers, recent customers, and high-spend customers. This expands the reach of the Customer Engagement tool beyond just brand followers.

Amazon is currently testing Tailored Audiences in a beta program, and the company plans to make it available to all U.S. sellers in early 2023. Through the Tailored Audiences tool, sellers can select the customer audience types and Amazon sends the marketing email directly to those customers. The tool will be available at no cost in Seller Central. Amazon also plans to enhance the messages’ design capabilities with custom HTML content and improved templates coming soon.

Monitor Your Email Marketing Impact

Amazon Customer Engagement’s Tailored Audiences also allows sellers to monitor the impact of their email marketing campaigns and customer engagement with performance and reporting metrics, such as open rate, click-through rates, emails delivered, opt-out rates, sales, and conversion.

“With these capabilities, Amazon is helping to put more control into the hands of brands around how they market to their customers,” said James Gossling, director of e-commerce at Sports Research. “As a health and wellness company, repeat customers and subscribers are so important to our business. We’ve been really intrigued with the new Tailored Audiences tool. These email marketing capabilities are exactly what we’re looking for to increase the lifetime value for our customers.”

Premium A+ Content

Amazon also recently rolled out Premium A+ Content, an upgrade to the standard content management system that supports new, larger modules on product pages — such as video, interactive hover hotspots, image carousels, and Q&A — to all brands worldwide that meet the eligibility criteria. Participating brands have seen sales increase up to 20% for products with Premium A+ Content.

Why These New Offerings from Amazon Accelerate Matter

Amazon is again leaning into the concept of brands as it did years ago with Brand Registry and Sponsored Brands Ads. A big part of brand building and long-term success is building a community. This new update to the Customer Engagement tool is a step in that direction. Amazon sellers can now market directly to past buyers and brand followers, something not allowed within Amazon’s Buyer-Seller Messaging center. While this feature is being beta tested, we highly encourage Amazon sellers to prepare in order to activate Tailored Audiences as soon as this feature becomes widely available.

As brands are working on scaling in the long term, community will play an integral part. Premium A+ Content will play a large role in a brand’s relatability, bringing in even more potential buyers. The update announced at Amazon Accelerate is a true upgrade to A+ Content, making it even more interactive for shoppers browsing the website.

Once again, it pays to be a member of Amazon’s Brand Registry. The benefits in terms of tools, offerings, and protection are mighty.


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