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Is there a new logo on the Amazon front desk page again?Brand customization promotion is now live!
July 7, 2023
Mysterious offers are quietly online!
Brand customization promotion tools are expanding!
Brand customization promotion tools are expanding!
In fact, the two new promotion tags “Fan Discount Follower Promotion” and “Exclusive Promotion” in the image above were all created using the new “Wang Bang” tool - “Brand Tailored Promotion (Brand Tailored Promotion, BTP for short)”!
Customized Branded Promotions (BTP) allow you to create exclusive discounts in the form of promotional codes to attract high-intent customers within a branded audience segment, such as brand fans, repeat customers, recent purchasers, high spending customers, and unpaid customers. You can also acquire new customers through the newly launched “Potential New Customers” crowd.
*Note: Customized promotions created for brand fans will be displayed as “Fan Promotions Follower Promotions” on the fan side, while customized promotions created for other audiences will be displayed as “Exclusive Promotions” from the perspective of eligible buyer groups.
How can I use such an artifact quickly?
（1）
The “manual” of the brand customization promotion (BTP) tool is useful in interpreting the artifact!
Let's take a look at the “User Guide” for this tool:
🔸 Open site: US site (will be opened to other site sellers in the future)
🔸 Usage threshold: Complete the Amazon Brand Registry (Brand Registry) and become a brand owner (Brand Owner)
🔸 Charging conditions: If you meet the usage threshold, you can use it for free
🔸 Product scope: Customized Brand Promotion (BTP) is offered for all ASINs within that brand within the seller account that set up the promotion; currently not available for specific ASINs
🔸 Discount range: must be set between 10%-50%
🔸 Buyer use: When the same buyer appears in multiple audiences and is hit by multiple branded promotions, buyers can redeem all promotional codes, but in one product purchase, they can only use one for a single product
🔸 Usage threshold: Complete the Amazon Brand Registry (Brand Registry) and become a brand owner (Brand Owner)
🔸 Charging conditions: If you meet the usage threshold, you can use it for free
🔸 Product scope: Customized Brand Promotion (BTP) is offered for all ASINs within that brand within the seller account that set up the promotion; currently not available for specific ASINs
🔸 Discount range: must be set between 10%-50%
🔸 Buyer use: When the same buyer appears in multiple audiences and is hit by multiple branded promotions, buyers can redeem all promotional codes, but in one product purchase, they can only use one for a single product
With the Customized Brand Promotion (BTP) tool, you can quickly create and send customized promotions that fit your budget to attract repeat customers, recent buyers, high-potential new customers, unpaid customers, and fans of your brand.
How can customized brand promotion (BTP) tools accurately “deliver” promotions to the people you want to target?Let's take a look!
2.
Reach the targeted “TA” and uncover the “skills” of customized brand promotion (BTP)!
Once the customized brand promotion (BTP) tool is launched, you can set up targeted promotions to accurately reach the “TAs” you want to target. For brands, their buyers can generally fall into the following 6 categories:
Repurchase customers
Repeat customers
Buyers who have bought your brand's products many times in the past 12 months can be described as regular customers who love your brand!
Prospective newcomers
Potential new customers
Buyers who have clicked on your brand, flagship page, and products in the past 90 days or added products to their shopping cart but haven't purchased your brand's products in the past year are “future customers” who work hard to win.
High spending buyers
High spend customers
The top 5% of customers who bought your brand's products in the past 12 months, probably had something unique about your brand and “captured” their hearts!
Buyers who have made recent purchases
Recent customers
The top 5% of customers who have recently purchased your brand's products and placed the most recent order may have tried to buy your brand's products due to some factors.
Brand fans
Brand followers
Clicked “Follow” your brand's followers on Amazon. Although I'm already a “fan” and haven't necessarily bought it, the consumption potential is still worth looking forward to!
Unpaid customers
Brand cart abandoners
Customers who have added products from any of your brands in the past 7 days but haven't bought in the past 90 days are hesitant to place an order, but the conversion is still amazing!
💡 Special reminder!
The number of buyers in each of the above groups must be ≥100 before they can be activated (if you meet a few, activate a few). The same consumer may appear in multiple groups as long as they meet the conditions.
You can “tailor” promotions for any of these types of buyers, and the Branded Promotion (BTP) tool will target promotional codes to selected groups of buyers. Once a promotion has been created, eligible buyers (audiences) will be able to view information about the customized promotion on search results, product detail pages, and promotional shopping pages.
Step-By-To-Hand Guide to Activation
Custom Branded Promotion (BTP) tools
Custom Branded Promotion (BTP) tools
You can easily set up and use the Custom Branded Promotion (BTP) tool by completing the following steps:
step
1
Log in to Amazon Seller Central, click “Ads > Custom Brand Promotions”, go to the Custom Brand Promotion page, and then click “Create Promotion”.
step
2
Once you've selected your brand and target audience (each audience will show the audience name, description, and audience size), click Next.
step
3
Add a promotion name (customers won't see this name), discount percentage, budget, and promotion start/end dates.
Note:
🔸 The discount percentage must be set between 10% and 50%.
🔸 Budget refers to the highest discounted expenditure that will be used for this promotion.
🔸 The promotion start date must be set at least 24 hours later.
🔸 Budget refers to the highest discounted expenditure that will be used for this promotion.
🔸 The promotion start date must be set at least 24 hours later.
step
4
You can review the promotion and then click “Submit.”
Note:
All tailored promotions will be enabled for display on detail page by default.
step
5
Once the promotion is approved, the customized promotion will be visible to the audience of your choice.
You can also access the Branded Promotion (BTP) tool through the following path: Log in to Amazon Seller Central, click “Ads > Manage Promotions”, go to the “Manage Promotions” page, and then click “Customized Branded Promotions”.
If you have more questions, you can copy the following link to your browser or scan the QR code below to log in to Amazon Seller Central and refer to the help pages:
https://sellercentral.amazon.com/help/hub/reference/external/GFM3F4GG5EYCC5XC?locale=zh-CN
https://sellercentral.amazon.com/help/hub/reference/external/GFM3F4GG5EYCC5XC?locale=zh-CN
Set up a “multi-pronged approach” for promotions!
Brand customization promotions use superposition calculation methods
Brand customization promotions use superposition calculation methods
If some products are using other flash sales, coupons, and other promotions at the same time, will customized brand promotions (BTP) stack up with them? How to calculate it?Let Xiaobian give you detailed answers!
example
🔸 If the listing price of a brand product is $100, and a consumer has both a $20 coupon (Coupon) and a 10% discount branded promotion (BTP), then the final price of the consumer purchasing the brand's product = $100-$20-$100 × 10% = $70.
🔸 If the listing price for a brand product is $100 and the seller sets a 30% DOTD, a 10% Percentage Off, and a 20% Custom Brand Promotion (BTP) discount for the brand's fans, then:
● The price that fans of the brand can enjoy = $100-$100× 30% -$100× 20% = $50
● Price that ordinary consumers can enjoy = $100-$100× 30% -$100× 10% = $60
● The price that fans of the brand can enjoy = $100-$100× 30% -$100× 20% = $50
● Price that ordinary consumers can enjoy = $100-$100× 30% -$100× 10% = $60
🔸 If the listing price for a brand product is $100, and the seller has set a $20 coupon (Coupon), a 30% DOTD, and a 10% Custom Brand Promotion (BTP) discount exclusively for fans of the brand, then:
● The price that fans of the brand can enjoy = $100-$20-$100× 30% -$100× 10% = $40
● The price that ordinary consumers can enjoy = $100-$20-$100× 30% = $50
● The price that fans of the brand can enjoy = $100-$20-$100× 30% -$100× 10% = $40
● The price that ordinary consumers can enjoy = $100-$20-$100× 30% = $50
Frequently asked questions and answers
Q1. I filled in the wrong discount when creating the promotion, but I accidentally clicked submit. Can I modify the discount?
You can edit your discount at any time, at least 6 hours before the promotion goes live. If the promotion is already live, the discount cannot be modified, and it is recommended that you cancel or deactivate the promotion.
Q2. I've submitted a Customized Brand Promotion (BTP), but why can't I see it on Listing?
A branded promotion (BTP) is shown only to the buyer (audience) for which the promotion is intended. If you don't see custom branded promotions on your Listings, there are 3 situations:
🔸 You may not be in the audience selected for this promotion.
🔸 Customized Branded Promotions (BTP) are not the most aggressive promotions offered for an ASIN, which can also provide additional coupons or discounts.
🔸 Your product may not have earned the recommended offer.
Q3. How do I check the status of my Customized Brand Promotion (BTP)?
You can check the status of promotions on the Amazon Seller Central “Custom Branded Promotions” page. Your promotion will be in one of the following states:
🔸 Running: A promotion has now been launched for the audience
🔸 Complete: The promotion has ended or the budget has been exhausted
🔸 Scheduled: The promotion is scheduled to go live on the start date
🔸 Canceled by Brand: The promotion was cancelled or deactivated by the brand
🔸 Pending Activation: The promotion is pending activation
🔸 Failed: Promotion creation failed due to an error
Q4. How many promotional discounts can be provided by Custom Branded Promotions (BTP)?How many times can I use a promotional code?
Custom Branded Promotions (BTP) discounts range from 10% to 50% and must be offered for all ASINs within the brand. Each eligible buyer can redeem the promotional code 1 time to use for 1 item purchase.
Q5. Are there any suggestions for developing an effective budget for branded personalised promotions (BTP)?
A valid budget should cover the cost of customer demand generated during the promotion setup period. We recommend that you use the following formula to estimate and set your minimum budget amount:
Minimum budget amount = brand's average order amount × discount percentage × number of buyers in the selected audience × promotion exchange rate
example
Seller A wants to create a branded promotion (BTP) for his returning users, with 100,000 selected buyers and a 10% promotional discount. The average order amount for his brand is $30. Normally, promotions are redeemed by 5% of eligible audiences.
Therefore, Seller A can set a minimum budget amount = 30× 10% × 100,000 × 5% = $15,000.
Therefore, Seller A can set a minimum budget amount = 30× 10% × 100,000 × 5% = $15,000.
If you set a high discount but create a budget that is too low, your budget may expire quickly after only a few hours, so only a few buyers can see and participate in your promotions, and you may also run over your budget.
Additionally, during high-traffic events, or when your promotion is combined with other promotions (such as Lightning Deals), your budget may be overrun. Therefore, sellers are advised to properly control the promotion budget and try to avoid creating a budget that is too low.
Q6. How will customized promotions be shown to customers?
Eligible buyers (audiences) will be able to view the corresponding customized promotion information on search results, product detail pages, and promotional shopping pages. The page will display a small green mark indicating “fan promotion” or “exclusive promotion”, depending on the buyer group corresponding to the promotion.
Q7. If a customer shares a promo code for a custom promotion with a friend who isn't in my target group of buyers, can they still use that code?
It's not possible. By default, each eligible customer can only redeem once in a customized promotion. As a result, customers can only enter promo codes from their own accounts.
Q8. If multiple promotion codes are set, which one will customers see first in search results and product detail pages?
Buyers will first see the biggest promotions (including custom promotions or other coupons/discounts) that the ASIN can enjoy.
Q9. Does Customized Brand Promotion (BTP) count towards the ASIN's historical lowest price and affect Lightning Deals (LD), 7-Day Deals (7DD), Treasure of the Town (DOTD), and Prime Exclusive Discounts?
Currently, customized brand promotions (BTP) do not affect historical low prices, but Amazon advises sellers to comprehensively consider consumers' perception/overall experience with the price.
Q10. If the budget set for a custom branded promotion (BTP) is used up before its scheduled end time, can I continue to use the custom promotion code I've already received?
It's not possible. Once the budget for a customized branded promotion (BTP) is used up, even before its scheduled end time, the promotion expires 5 minutes after consumption, is no longer displayed to customers on the Amazon Marketplace, and custom promotional codes that have been received but have not been used will expire. It is recommended that everyone set a reasonable budget limit to ensure the effective exposure of customized brand promotions.
Try it out early and never forget it.
Brand customization promotions are so easy to use that I don't want to stop!
Brand customization promotions are so easy to use that I don't want to stop!
So, how was your experience using the Customized Brand Promotion (BTP) tool?Any practical tips?Early tasting experiences are shared. Let's listen to the reliable suggestions from “First-Time Crab Eaters” after trying it out!
Q1. What features do you think are most appealing to you after trying out the new customized brand promotion (BTP) tool?
An anonymous early access seller
In the past, when doing promotions, it was actually more like finding a needle in a haystack because it was impossible to target special offers to customers or brand fans who really want to convert. This time, Amazon's new brand customization promotion tool can finally meet the need to accurately provide promotional discounts! The operation team can custom-design different promotion plans according to different customer groups, so as to improve promotion conversion efficiency and be more accurate.
Q2. How did you feel during the process of testing the Brand Custom Promotion (BTP) tool?
An anonymous early access seller
The customized promotion set up by the team began on May 30 and ended on June 15, and contributed around $10,000 in sales in just 15 days, which was a surprise! Furthermore, the team also found that even running promotions with the same intensity had different effects among different customer groups. Judging from the results of this trial, repeat buyers contributed more to sales than high-spending buyers.
Q3. As a first-time brand seller, do you have any experiences or suggestions about using customized brand promotion (BTP) tools?
An anonymous early access seller
The current experience has two main points:
🔸 You can't set up a “one-size-fits-all” promotion. It is necessary to design different promotion intensity and promotion time according to the characteristics of different customers.
🔸 Brand marketing promotion also has different needs at different stages. As a type of promotion, customized promotion still needs to be considered how to organically combine it with other promotion methods based on overall promotion requirements.
🔸 You can't set up a “one-size-fits-all” promotion. It is necessary to design different promotion intensity and promotion time according to the characteristics of different customers.
🔸 Brand marketing promotion also has different needs at different stages. As a type of promotion, customized promotion still needs to be considered how to organically combine it with other promotion methods based on overall promotion requirements.
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