This episode breaks down Amazon's Brand Tailored Promotions (BTPs), offering ecommerce operators a tactical guide to leveraging these new tools for targeted customer engagement. Learn how to differentiate BTPs from traditional coupons, segment audiences effectively, and strategically implement promotions to drive growth and improve ROI on the Amazon marketplace.
Key takeaways
Implement a phased approach to Brand Tailored Promotions (BTPs) and meticulously segment your audience to optimize targeting and promotion effectiveness.
Leverage Brand Tailored Promotions strategically during major selling events like Prime Day to extend promotional reach and capture a wider audience beyond standard deals.
For new brands, utilize BTPs to acquire first-time customers and build initial traction, while established brands can focus on re-engaging lapsed customers or rewarding high-value segments.
Understand that BTPs offer non-crawlable, refreshed data and specific targeting without additional fees, making them a cost-effective alternative to broader promotional methods.
Be aware of the current limitations, such as the lack of immediate impact and ASIN-level reporting, and factor these into your measurement and optimization strategies.
Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia's Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley. Today we're joined by long-time Amazon insider Joanna Otto. Joanna has spent over a decade across brand side roles, Amazon-focused agencies, and internally at Amazon. More importantly - she is the type of person we'll invent any excuse to get on a call with so she can inject positivity into our days. But today we have a good excuse for our chat: Joanna has graciously agreed to give us a full download on the relatively new capabilities of Brand Tailored Promotions, what they are, where they came from, why they may or may not work for a given growth strategy and brand, and what they might tell us about the future of all things merchandising on Amazon. Make sure you tune in to find out more! KEY TAKEAWAYS In this episode, Julie, Jordan, and Joanna discuss: Introduction to Joanna Otto: Experience in brand-side roles, Amazon-focused agencies, and Amazon itself; currently an account manager at Acadia. Overview of Brand Tailored Promotions (BTPs) Timeline of development and key updates (August 2023 launch, June 2023 update to exclude ASINs, October 2023 new features). Differences between Brand Tailored Promotions and Brand Tailored Coupons Placement: Promotions visible on product pages vs. coupons in search and browse. Discount thresholds
Frequently asked about this episode
What does this episode say about amazon advertising?
Implement a phased approach to Brand Tailored Promotions (BTPs) and meticulously segment your audience to optimize targeting and promotion effectiveness.
What does this episode say about customer segmentation?
Leverage Brand Tailored Promotions strategically during major selling events like Prime Day to extend promotional reach and capture a wider audience beyond standard deals.
What does this episode say about promotional strategy?
For new brands, utilize BTPs to acquire first-time customers and build initial traction, while established brands can focus on re-engaging lapsed customers or rewarding high-value segments.
What does this episode say about amazon advertising?
Understand that BTPs offer non-crawlable, refreshed data and specific targeting without additional fees, making them a cost-effective alternative to broader promotional methods.
What does this episode say about amazon advertising?
Be aware of the current limitations, such as the lack of immediate impact and ASIN-level reporting, and factor these into your measurement and optimization strategies.
