New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
What?Can sales still increase after the promotional event ends?That’s right—these 2 Amazon tools can keep buyers coming back for more!
July 7, 2023
Yet another year of Amazon Prime Day has wrapped up perfectly!I’m sure you sellers also gained a lot, right?Have you started your review yet?Operations after the promotion are still important, and many sellers are also very concerned about how to maintain stable traffic and keep their products selling well at this stage:
To address these questions, we’ve put together a “marketing methodology” for you!Learn about Amazon’s relevant tools, using both “active marketing” and “passive marketing” together, to help you engage with buyers after a major promotion, attract and retain followers, increase repeat purchase opportunities, and keep bestselling products coming!
After the promotion ends, brand sellers can “take the initiative” and use the Manage Your Customer Engagement tool to send emails to buyers to share the brand’s recent promotional discount information or product details, build closer relationships between the brand and its followers, and effectively increase visibility and repeat purchase rates.
Is it really possible to email buyers directly?Wouldn't that be so convenient!
Is it really possible to email buyers directly?Wouldn't that be so convenient!
Marketing keyword: high frequency
Buyers who have ordered your branded products more than once in the past 12 months, in other words, loyal buyers of the brand.
These buyers tend to spend more time browsing shopping websites more often in their daily lives. Therefore, sellers can appropriately increase the frequency of email marketing and step up promotions for Repeat customers, which can help improve customer loyalty and effectively increase the repeat purchase rate.
Marketing keyword: high spending
The top 25% of buyers by transaction amount in the past 12 months, meaning buyers who spend relatively more on your brand’s products.
Such buyers are usually more sensitive to product use cases and have stronger purchasing power, so sellers can use scenario-based marketing and send product marketing emails to them. This can not only stabilize average order value, but also shorten consumers’ decision-making time.
Marketing keyword: fresh
The 20% of buyers who made purchases from the brand most recently in the past 12 months—that is, recent new buyers.
Because these buyers have recently purchased branded products, they are somewhat familiar with the brand and its products. Sellers can send emails regularly to help new buyers get into the habit of getting “first-hand” information about new products and offers from brand emails, make buyers feel valued by the brand, and encourage them to keep following brand updates and become loyal brand fans.
Marketing keyword: conversion
Buyers who already follow your brand on Amazon, also known as brand followers.
These buyers can get more brand information and updates by following your brand. Brand followers may have purchased your brand’s products before, or they may have never purchased them. Therefore, sellers can regularly send emails about brand products and promotions so that brand fans can get timely information about new products and events, thereby strengthening close connections with brand fans, which can help improve conversion and repeat purchases.
Tips:
The custom audience feature is currently being tested, and some sellers participating in the test can send emails to more custom audiences in addition to brand followers. In the future, custom audiences will be more clearly defined in terms of audience definitions and conditions of use.
The custom audience feature is currently being tested, and some sellers participating in the test can send emails to more custom audiences in addition to brand followers. In the future, custom audiences will be more clearly defined in terms of audience definitions and conditions of use.
After the big promotion, will high-quality traffic definitely become less and less common?In fact, if you use proactive marketing well, you can still drive traffic, gain followers, and increase repeat purchases after a major promotion. The newly launched “Promote a Promotion” email type in the Manage Your Customer Engagement (MYCE) tool makes it easy for sellers to continue sending more surprise discounts directly to brand followers after major sales events!
“Promote a Promotion” is a new feature in Buyer-Seller Messaging (MYCE) (currently, this feature only supports “Percentage Off“ promotions). After creating this type of promotion, brand sellers can use the new Promote a Promotion email feature in Buyer Engagement (MYCE) to send customized emails with discount promo codes to brand followers (discounts range from 15% to 50%). For example, after a major sales event ends, this tool can help buyers who missed the event, as well as buyers who want to keep purchasing, get more discount opportunities, helping sellers continue driving conversions and reignite post-event momentum.
Continue launching new products after the big promotion. Sellers can send new product information to brand followers and repeat customers, so more buyers can learn about new products right away while they are still in the brand’s “favorable period,” helping increase the order rate for new products;
After the big promotion, some new customers may start following the brand, and sellers can regularly send discount emails, which can help turn new customers into loyal fans, ultimately increasing follower retention and repeat purchase rates;
After the holidays or major sales events, sellers can also send warm greetings or thank-you notes to buyers, so buyers feel valued by the brand. This can further increase their trust in and loyalty to the brand, which helps drive repeat purchases and retention.
Can any seller use such a useful tool?
The buyer engagement (MYCE) tool has certain seller qualification requirements!
● US Marketplace brand
● Complete brand registration
● Have a Brand Store, and have more than 0 followers
● Complete brand registration
● Have a Brand Store, and have more than 0 followers
Seller Central >> Brand >> Buyer Interaction
Marketing keyword: high frequency
Buyers who have ordered your brand's products more than once in the past 12 months, that is, loyal buyers of your brand.
Now that you’ve learned the methods of “active marketing,” we believe you understand how to “take the initiative” and win buyers over. At the same time, some sellers may think: sending marketing emails over the long term takes time and effort to manage, and it may also annoy buyers. Is there a “once and for all” marketing method that allows buyers to independently understand the brand and form a conversion?
Of course!In addition to “active marketing,” you can also pair it with “passive marketing” to subtly encourage buyers to deepen their affinity for your brand on their own!
The “celebration” of a major sale isn’t just during the Prime Day shopping rush—the moment that truly excites buyers is when the product arrives. Is there a way to quietly “embed” brand marketing content while customers are receiving and unboxing their orders, so that they are marketed to organically?
Yes!Amazon has another tool that lets customers, after receiving a product, use the Amazon Shopping App to scan a barcode on the product packaging that is similar to a 2D barcode so they can verify the product’s authenticity, leave a review directly, watch product usage videos, receive brand offers, and become a follower of your Amazon Stores with one click!
Unlike sending marketing emails, this feature depends on consumers scanning the code on their own to discover brand offers and become brand followers, which means brands do not need to spend extra effort managing it, and consumers are relatively more willing to convert. But do overseas consumers really have a habit of scanning codes?
How can sellers get this scannable barcode on their products?How can the page after scanning be designed, and what content can it show consumers?
Eligible sellers can get a unique barcode for their products by enrolling them in Transparency!Each product enrolled in this program can get a unique label with a scannable bar code that sellers only need to place on the product’s outer packaging. By setting up the landing page content in advance, sellers can simply wait for “passive marketing” to gain momentum, attract followers effortlessly, and drive repeat purchases.
Next, let’s use an example to see how the Transparency program makes “passive marketing” possible!
By this point, the Ala brand had not only gained a new customer through the Prime Day promotion, but had also turned that new customer into a new follower through Nancy’s simple scan, earned a positive buyer review, and created the possibility of selling a coffee machine from the same product line!This round of passive marketing also gave the Ala brand one more audience it can reach when sending marketing emails through MYCE in the future.
Want to know whether your products are eligible for this feature and can get Transparency barcodes?
Complete Brand Registry on any Amazon Marketplace, and have a registered trademark (not a TM mark)
There is no fee to join the program, and products added to the program for the first time are currently free for 1 year!For each product newly added to the program, you can use 20,000 Transparency codes at no cost within 365 days after protection is enabled; if you add multiple products, the number of free codes adds up. After the promotional period ends, fees are charged based on the number of barcodes. View offer details
New Seller Onboarding Guide Video
Before entering Amazon, please read the registration guide video, prepare relevant registration materials in advance, understand the specific registration process, and help you start a store smoothly!
Hot news
Getting Started: New Seller Guide
Global business opportunities
