Brand Tailored Promotions Coming to Amazon Vendor

We learned this week that, at the recent Amazon Solutions Provider Summit, it was confirmed that Brand Tailored Promotions (BTP) will finally launch on Vendor. But don’t get your hopes up just yet….. the release date is not until Q1/Q2 2026 and it’s not yet known if that will be US only to start with, as is so often the case.

Whilst this wait is undeniably frustrating, it’s great news overall, as BTP is widely regarded as one of the most exciting retail updates in some time since it’s launch on Seller accounts a couple of years ago.

We’ve been testing and using it since launch at Tambo, and it will come as no surprise that we’ve found the cart abandoner audience to be the strongest performer in terms of absolute sales – with nearly 6 x more redemptions than ‘in market’, even though the audience is around 6-7 x smaller! And double the redemption rate of ‘declining promising’ with a much lower discount.

But what does this mean for the other audiences? Whilst the absolute sales or redemption rate may be lower, audiences such as ‘in market’ and ‘complementary products remarketing’ offer unique opportunities to win new to brand customers who can then be retargeted. This can be a great tactic for premium brands with lower priced competitors to get the first purchase over the line with a discount, but then win the shoppers loyalty. It’s all about testing out different levels of discount and different audiences depending on your strategic objectives.