How Brands Can Utilize Amazon’s Customer Engagement Tool

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The Customer Engagement page is an email campaign tool directly within Amazon Seller Central which allows brands to create email campaigns that get sent directly to customers who have placed orders with the seller in the past.

This email campaign tool helps target previous customers in the hopes of converting them on additional sales.

In the past, creating email campaigns that target Amazon customers have been somewhat of a gray area. This tool allows brands to have peace of mind when creating campaigns – you don’t have to worry about sending one too many emails to the same customer and having your account flagged – because Amazon is sending the emails for you.

How do email campaigns benefit brands?

Email campaigns are used to communicate to your customers. There are many different types of campaigns, but generally, most will have a common goal – building brand loyalty. Creating a campaign with the Customer Engagement Tool currently allows brands to send emails announcing new products with a message that says, for example, “Product Spotlight”, “New Product Release”, “Recommended for You”, etc. The options that populate will be prewritten by Amazon.

customer-engagement-tool

How do I know if my product is eligible? 

It is important to note that this tool is only available on products when you are the Brand Owner (and have registered in the Brand Registry Program). You can find the tool in Seller Central by using the top menu bar to hover over “Brands” and select “Customer Engagement.”

Here are the requirements:

  • Be enrolled in Brand Registry
  • Have an active Amazon Store
  • Have followers on your Amazon Store.
  • Product must have been created/available for sale on Amazon within the last 6 months.

A list of your eligible brands will appear at the top of the Customer Engagement tool page.

What data is presented after the campaign?

Once the campaign dates have passed, you will receive the following data:

  • Open Rate (what percent of recipients opened the campaign email)
  • Emails Delivered (what percent of emails were successfully delivered – which depends on whether the customer has opted out of receiving emails from Amazon sellers and brands)
  • Sales Conversion Rate (the dollar amount and percent of emails which resulted directly in sales

This data will reveal the success of the campaign in a transparent way. Since it’s free to create campaigns using this tool for owners of Brand Registered brands, we recommend taking advantage by creating campaigns on your eligible products. If you are already a Retail Bloom client, please discuss with your account manager.

With the constant updates in online marketplaces, it’s important to stay up-to-date with the latest changes. If you are a client looking for additional information, contact your strategist or if you are interested in learning more about how Retail Bloom can assist your brand efforts in online marketplaces, schedule a consultation with our team. 


For more updates on marketplaces, visit our full Marketplace Updates content gallery.

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About The Author

Julia Asburry is the Senior Support Analyst at Retail Bloom. She specializes in Online Marketplace Research, trouble-shooting Account Health-related issues for our Wholesale Accounts, and performs general Account Maintenance. Because she started her journey at Retail Bloom as a Warehouse Associate/Customer Service Liaison, she has a unique perspective on how to tackle different Marketplace issues. Follow her on LinkedIn.

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