On September 14, Amazon officially announced at the Amazon Accelerate conference in Seattle that it will launch a new feature called Tailored Audiences, which will allow brand sellers to send marketing emails directly to consumers.

In the past, the "Buyer Engagement" feature only allowed sellers to send marketing emails to "brand followers", but now the target audience of emails has added recent buyers, high-spending buyers and returning buyers. In the past, sellers racked their brains for product marketing. At one time, the method of putting small cards in products was raised. Many sellers even directly removed the goods in Amazon's warehouses to overseas warehouses, and then sent small cards from China to overseas warehouses, so that overseas warehouses After the operation puts the small card, it is sent back to Amazon for listing.

Later, Amazon scrutinized the behavior of small cards and took a blow to the sellers. Many accounts were affected or even banned. Sellers are in a hurry to find services for taking out small cards from overseas warehouses. In this wave, it can be said that the sellers are busy in the end, and the overseas warehouses finally won the money. The small cards that were put in by themselves may finally be taken out by themselves, and the double charge is double the happiness.

Amazon’s compliance path was built with the “blood” of countless sellers. Whether it is manipulative reviews or fake reviews, Amazon prohibits them. These methods have also been criticized by foreign media many times. Now Amazon is telling sellers that it allows you to proactively email buyers. The move breaks Amazon's tradition of never letting third-party sellers contact customers alone, and is a bold attempt to boost sales. But others have questioned that this practice is likely to cause consumers' mailboxes to be flooded with marketing emails, which can have the opposite effect.

Of course, this measure is only in the testing stage at present, and it is only open to US sites. What is the specific effect?

Some sellers who have already tried said: "Sellers cannot edit the copywriting of advertising emails, and can only use Amazon's fixed templates, which has a limited effect on promoting new product orders."

"This feature has been launched for a long time. Before, it was only for brand followers. I sent hundreds of messages and the conversion rate was 0 "

Some sellers also said that due to the impact of global inflation, consumers have curbed non-essential spending and their willingness to spend has decreased. This year's peak season is not prosperous at all. Although Amazon has made concessions, it is a question whether the store can last until that time.

Although the world economy is in a downward phase this year, this measure by Amazon breaks the tradition of "separating buyers and sellers" and takes the initiative to take a step closer to the relationship between the two parties, which is very beneficial to sellers. Sellers can send bulk emails to buyers as normal to better understand the usage of the product and make changes. Not only is it better able to handle after-sales service, it also greatly increases the likelihood of repeat customers. This measure is a pioneer, and there may be more measures to facilitate communication between sellers and buyers in the future. I believe that Amazon will have a smoother road in the future.

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