Have you ever had a customer put your product in their shopping basket, only for them to disappear before checking out? These “basket abandoners” are the bane of every seller’s life. They’ve shown interest, but without prompting, they often buy from a rival brand instead. Amazon understands this perfectly, which is why they’ve developed a smart tool designed specifically for brands like yours: the Brand Tailored Programme. It’s an excellent way to win back potential customers and convert hesitation into sales.
How Amazon’s Brand Tailored Programme Helps
This isn’t a general advertising campaign; it’s specifically targeted at people who have interacted with your branded products in the last 90 days but didn’t complete the purchase. Amazon provides you with an audience of people who are ready to be reconverted, and you can target them with personalised promotions.
To get started:
- Head to Brand Tailored Programmes in your Seller Central dashboard.
- Choose New Customer Acquisition (it counts abandoners as “new” since they didn’t convert yet).
- Add all your relevant products and select the Basket Abandoners audience.
- Set your promo – think a cheeky 10-15% off or free delivery to seal the deal.
In one of our accounts, the audience size showed thousands of potential buyers waiting to be tempted. It’s like getting a second chance to close the sale without all the hassle of starting from scratch.
Does It Actually Work? The Proof
Absolutely – and the numbers don’t lie! In that same account, we ran a simple promotion and generated £15,000 worth of conversions. The conversion rate? A solid 5%, which is brilliant when your overall account average hovers around 8%. Those are sales that would otherwise have been lost.
Why Bother Trying It Now?
If you’re not taking advantage of this yet, you’re missing out on potential income. It’s a low-effort, high-reward strategy: set it up in under 10 minutes and let Amazon handle the targeting.
Want to give it a try? Dive in today and watch those customers who abandoned their baskets come running back. Got any questions or need a quick setup tip? Get in touch – we’re happy to chat.
