Amazon expands email marketing capabilities for sellers

The new plan will allow marketplace sellers to use email marketing for free.

The plan allows sellers to use the customer engagement tool to send marketing emails to their most loyal customers. High-spend customers, recent customers, and repeat customers are included in the new tool. Email marketing is only used to communicate with customers who follow a brand on Amazon.

Performance and reporting metrics are provided by the initiative. Open rate, click-through rates, emails delivered, opt-out rates, sales and conversion are included.

Plug-and-play templates will be offered by Amazon to announce special deals.

Amazon email marketing is tailored for certain people.

The program is in the early stages. It will be made available to all U.S. sellers in early23. Amazon uses this tool to send marketing email to customers who are selected through the tool. The tool will be free to use in Seller Central. Amazon plans to improve the design capabilities of the messages.

Benjamin Hartman, vice president of Amazon North America Selling Partner Services, said that brands are able to quickly acquire new customers in the Amazon store, but they expressed a need for improved tools to increase customer lifetime value. The conference is an event for sellers. We are committed to helping sellers reach the right customer at the right time and these improvements help us do that.

The expansion of email marketing tools is good news for sellers such as James.

He said that Amazon is helping to put more control into the hands of brands around how they market to their customers. Our business is dependent on repeat customers and subscribers. The Tailored Audiences tool is intriguing to us. Email marketing is what we want to keep our customers coming back.

In the Digital Commerce 360 Global Online Marketplaces Report, Amazon is the top ranked company.

There are other plans.

The Accelerate conference is used by Amazon to announce initiatives. The retailer said that several of their initiatives are in the early stages.

A Buy with Prime Badge allows participating sellers to show their Prime shopping benefits on their own website or on social media. Amazon shoppers can be directed to those direct-to-consumer products by using sponsored brands.
There is a program in which sellers can suggest answers to customers who are looking for advice on household chores.

The seller is worried.

As consumers curb spending, sellers are bracing for a bleak holiday shopping season. Merchants fear that they will have to cut prices to get rid of unsold inventory. In the previous two years, sellers scrambled to get enough products into Amazon warehouses to meet demand even as chronic shortages allowed them to jack up prices.

A lot of the revenue of the retailer is driven by sellers on the marketplace. On Prime Day, that portion has grown.

The share of total Prime Day spending that went to the marketplace had been on the decline before 2020, according to Digital Commerce. The trend changed in 2020. The share of marketplace sales on Prime Day has grown over the past few years. 37.2% of all Prime Day sales were made by third-party merchants. It was 35.3% in 2020 and 36.1% in 2021.

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