Amazon is quietly rolling out a way for some sellers on its site to engage with shoppers, in a move that represents a departure from its historically tight controls over customer data.
Last week, Amazon began piloting a tool that enables U.S. companies that are part of its Brand Registry program to email marketing materials to shoppers who have opted to “follow” their brands. These companies can then notify those shoppers when they launch a new product or promotion.
The follow button is featured in areas such as a businesses’ store page and videos on Amazon Live, Amazon’s livestream shopping platform.
The tool, called “Manage Your Customer Engagement,” is designed to drive repeat purchases for vendors and sellers and help them build a more robust following on Amazon’s sprawling marketplace. In a video describing the tool, Amazon urges companies to “build your brand with Amazon.” [Excerpt taken from CNBC]
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(*) These member’s results may not be typical. ASM members joining between 2013-2016 who completed the program and launched a new brand had median annual revenue of $60,750.00.