Amazon Tailored Audiences: New Targeted Marketing Features

  • #Scale Insights Team
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Amazon's Tailored Audiences is a new feature enabling sellers to more effectively reach their customer base. It allows for communication, based on individual customer behavior, including past purchases and browsing activity.

This approach moves away from generic marketing to a more targeted strategy where emails are customized for each recipient, enhancing customer engagement and potentially increasing sales.

By using Tailored Audiences, sellers can ensure their marketing efforts are more relevant and personal. This not only helps in improving conversion rates but also in fostering customer loyalty over time. Interested in learning how it all works? Continue reading for further insights.

What Is Amazon Tailored Audiences?

Tailored Audiences is a marketing feature from Amazon that lets you leverage email communications to improve customer engagement. By identifying individual customer segments, you can create strategic email campaigns aimed at increasing product awareness and driving sales. The main benefits of utilizing Tailored Audiences include:

  • Targeted Marketing: You send emails to precise groups, enhancing the relevance of your message.

  • Increased Sales Potential: Relevant offers result in higher conversion rates and repeat purchases.

  • Customer Retention: By engaging effectively, you foster loyalty.

The Tailored Audiences tool equips you with email templates and analytical reports to fine-tune your campaigns. A brief overview of the tool involves:

  • Email Templates: Predesigned, customizable options for various campaign types.

  • Analytics: Insightful reports on open rate, click-through rate, and sales.

With this tool, you can send personalized emails to customers who have previously interacted with your brand or products, as well as reach out to new potential customers curated by Amazon's algorithms. This refined approach to email marketing can significantly bolster your brand's presence on one of the world's largest online marketplaces.

Where to Find Amazon Tailored Audiences

To use Amazon's Tailored Audiences, sign in to Seller Central and go to Brands > Customer Engagement. For help, use the Seller Central help guides or contact Amazon's support team.

When Can You Start Using Amazon Tailored Audiences?

Amazon is currently testing the Tailored Audiences feature in a beta phase, and they plan to make it fully accessible to all brand-registered sellers in the United States within the next half-year, as long as they've registered their brand within the previous year.

As of now, there hasn't been an announcement for when sellers outside the U.S., such as those in Europe, can expect access, so a bit more patience is required there.

To be in the running for early access to Tailored Audiences, here's what your brand should have:

  • Conducted at least 10 customer engagement campaigns, with a minimum total of 1,000 emails sent across these campaigns.

  • Maintained an opt-out-to-click rate below 1% across your last 10 customer engagement campaigns.

How To Maximize the Use of Tailored Audiences

To fully leverage Amazon's Tailored Audiences, you must strategically blend product targeting with personalized communication. Your marketing efforts can harness advanced templates and tools to drive product awareness and encourage repeat purchases among your customers.

Optimal Strategies for Tailored Audiences

Identify Your Core Audience: Begin by pinpointing customers who have shown an interest in your products or similar items. Utilize Tailored Audiences to distinguish segments like brand followers or previous purchasers.

Tailored Messaging: Match your communication to the customer's journey; for newcomers, focus on product introduction, while for existing customers, emphasize new deals or products.

  • New Product Launches: Announce your latest offerings to create anticipation and interest.

  • Exclusive Deals: Reward loyalty with deals that incentivize repeat purchases.

Email Campaigns Essentials

Template Usage: Start with Amazon’s plug-and-play templates to ensure your emails maintain professionalism and coherence.

Content Relevance: Your emails should offer value by aligning with the interests of your customer base. Featuring products and deals that resonate with the audience typically yields the best engagement.

  • Personalization: Incorporate customer data to personalize emails, raising the relevance for each recipient.

  • Clear Call-to-Action: Guide customers on the next step, whether it's to shop now or discover more about a product.

Performance Metrics to Watch

Track the success of your email marketing campaigns using these key performance metrics:

  • Open Rate: Monitors the percentage of recipients who open your emails, indicating the effectiveness of your subject lines.

  • Click-Through Rate (CTR): Measures the percentage of email recipients who click on links within your email, reflecting the engagement level and interest in your content.

  • Conversion Rate: Gauges how many email recipients are taking the desired action, such as making a purchase.

  • Opt-Out Rate: Keeps an eye on the percentage of users who unsubscribe from your emails, a vital indicator of audience perception.

Also read our guide about marketing and advertising:


Amazon Tailored Audiences is a new tool that helps sellers send better emails. It lets you reach out to customers in a way that's more personal and effective. It's great for increasing sales and keeping customers coming back. For any seller on Amazon, this tool could really help. Start using Tailored Audiences to build stronger relationships with your customers.

Frequently Asked Questions

What's the difference between targeted and tailored?

Targeted marketing means you aim at a general group of people who might like your product. Tailored is more personal – you adjust what you say to fit exactly what certain people in that group are interested in.

How do you make your marketing fit your target audience?

To make marketing fit your target audience, really get to know them. Look at what they buy and what they do online. Then, create messages that talk about things they're interested in or problems they might have that your product can solve.

Why should you make sure your message fits your audience?

It's important to make sure your message fits your audience because it makes them feel like you're talking right to them. People are more likely to pay attention and buy something if they think you understand what they want or need.

How do you change your content for different people?

Change your content for different people by breaking your audience into smaller groups based on what they like or do. For each group, change your message to talk about things they care about. Keep an eye on how they react to your content and make changes to improve it.