Most Amazon discounts are shown to everyone. A coupon or a Prime Exclusive Discount lowers the price for every shopper who sees it, including people who would have paid full price anyway. Brand Tailored Promotions work differently: they show a discount only to the shoppers you choose, such as repeat buyers, brand followers, or people who left your product in their cart.
That makes them one of the most useful tools for the holiday season. Black Friday is November 27, 2026 and Cyber Monday is November 30, and a promotion must be scheduled at least 48 hours before it starts, so now is the time to plan.
In this article, you'll learn what Brand Tailored Promotions are, who can use them, which audiences you can target, what they cost, how to create one step by step, and how to avoid the stacking mistake that wipes out margin.
Targeted discounts only pay off when the product underneath has healthy margins. This free checklist is used by Bubba Academy students to research products, launch faster, and avoid costly rookie mistakes.
According to Amazon's Brand Tailored Promotions guide (January 2026), the tool lets brands offer targeted discounts of 10% to 50% to specific groups of existing and potential customers, either on the whole catalog or on selected ASINs. Each eligible customer can redeem the promotion on a single purchase, and Amazon's launch announcement adds that redemption is limited to one unit per customer.
Only shoppers in the audience you select can see the offer. Amazon says eligible customers see it on search results, product detail pages, the promotion page, and Brand Stores, marked with a green badge.
You need a brand enrolled in Amazon Brand Registry, and you must be the Brand Representative for the primary account. Amazon lists availability in its stores in the US, UK, Spain, France, Italy, Germany, and Japan. If you haven't enrolled yet, start with our guide to Amazon Brand Registry.
Our playbook on getting your first 30 reviews covers compliant ways to build reviews.
When you create a promotion, Seller Central first asks for a business goal, then shows the audiences available for that goal. Amazon's Seller Forums update lists goals such as New Customer Acquisition, Customer Retention, Re-engagement, and Cross-sell.
Amazon's launch announcement defined the original audience types this way:
Amazon has added and changed audiences over time, so the exact list in your account may differ from older guides.
You can create a tailored promotion for an audience of 1,000 or more. For ASIN-level promotions, size depends on how many ASINs you include, so add products if you fall short. Audiences refresh during the promotion.
In a Seller Forums reply, an Amazon staff member quoted the help page: "There is no fee for offering a Brand Tailored promotion." The same reply confirms a $100 minimum budget applies to every promotion. The promotion completes when its run time ends or the budget is used up.
Another Amazon staff reply explains that the discount you give shows up in your account as "Promotional rebates."
Compare that with coupons, which Amazon's 2025 fee announcement set at $5 per coupon plus 2.5% of coupon sales in the US store. Our guide to coupons, deals, and Prime Exclusive Discounts covers each fee model. Fees can change, so confirm the current cost on the creation screen before you submit.
Amazon's guide says to open the main menu in Seller Central, select Advertising, then Brand Tailored Promotions. In the newer layout, Amazon's Seller Central overview lists it as a tab under Manage promotions and deals in the Marketing workspace. Then select Create a tailored promotion:
Your promotion shows as "Scheduled" on the Tailored Promotions dashboard, then "Running" once it's approved and live. You can have up to 20 active or scheduled promotions at one time.
A 20% discount can be a smart loyalty play or a money-losing habit, depending on your numbers. Bubba Academy's step-by-step program shows Amazon sellers how to calculate true FBA costs, price for profit, and plan promotions that grow the brand.
Plan carefully, because changes are limited once a promotion is close to launch:
Amazon's guide warns that customers can stack a Brand Tailored Promotion on top of other promotions, such as coupons. If several promo codes apply, Brand Tailored Promotions are set as "preferential," so the code with the highest discount applies.
Here's an example with made-up numbers to show how quickly stacking adds up:
Before you launch, list every discount running on the same ASINs and make sure the total stays above your floor price. Our guide to calculating your true per-unit cost shows how to find that floor. Remember that holiday peak fulfillment fees apply from October 15, 2026 to January 14, 2027, averaging $0.32 more per unit, according to Amazon's Holiday 2026 announcement.
Amazon's tips suggest using Brand Tailored Promotions during key shopping events like Black Friday, to move excess inventory, to win back cart abandoners, and to keep loyal customers coming back.
A modest offer for cart abandoners or potential new customers can nudge people who already showed interest, without discounting for everyone.
Repeat and high-spend customers already like your brand. A thank-you offer can bring them back for gifts. For replenishable products, pair this with Subscribe & Save to keep them buying after the holidays.
Targeted discounts can move excess stock without a public price cut. That frees space as capacity tightens; see our guide to FBA capacity limits.
With a 48-hour minimum lead time and limited edits near launch, build your Black Friday and Cyber Monday promotions now. Set a budget you can afford, but don't treat it as a hard cap: Amazon's promotion cost guide notes that promotion and coupon spending can exceed the budget when demand is high.
Older guides may recommend emailing followers through Manage Your Customer Engagement, but Amazon announced that this tool stopped sending campaigns on February 16, 2024, pointing brands to tools like Brand Tailored Promotions instead.
Brand Tailored Promotions let you reward the shoppers most likely to buy, instead of cutting the price for everyone.
The key takeaways:
Your next step: Open Brand Tailored Promotions in Seller Central today, check which audiences have 1,000 or more customers, and schedule one modest offer for your best customers before Black Friday.
Bubba Academy trains sellers on product research, Brand Registry, listings, FBA, ads, and promotions, so you can turn first-time buyers into repeat customers and build a brand that lasts.
Join Bubba Academy Today →Targeted discounts of 10% to 50% that registered brands can offer to specific audiences, such as repeat customers, brand followers, or cart abandoners. Only eligible customers see and can redeem the offer.
The Brand Representative of a brand enrolled in Amazon Brand Registry. Products must be new, non-adult, and meet the rating thresholds: at least 2.5 stars with one to four reviews, or at least 3 stars with five or more.
Amazon staff state there is no fee for offering a Brand Tailored promotion. You fund the discount, which appears as promotional rebates, and each promotion needs a minimum budget of $100.
Yes. Amazon says customers can stack them with other promotions like coupons, so check every discount running on the same products before you launch.
The start date must be at least 48 hours in the future and within 60 days of creation, and the end date must fall within 90 days of the start date.