Amazon, newest seller tools are intended to help businesses increase consumer interaction.
As the need for first-party data grows, the technology may help businesses acquire the data needed to more effectively target customers.
Last week, the Seattle-based business announced that Amazon sellers will be able to include consumers (especially repeat customers, recent customers, and high-spend customers) in their email marketing correspondence for the first time.
Previously, Amazon retailers could only reach out to buyers who have “followed” their brand on the platform (a feature that rolled out last October). Sellers will be able to examine email marketing KPIs such as open and conversion rates from their existing customer engagement dashboard.
According to Benjamin Hartman, vice president of Amazon North America Selling Partner Services, while companies may get new customers rapidly through the Amazon shop, they have expressed a need for improved tools to increase client lifetime value.
He went on to say that the new tool demonstrates the company’s commitment to aiding businesses in engaging with the right consumers at the right time. Tailored Audiences is now under beta testing and will be accessible to all American retailers in the first quarter of 2023.
