Amazon is loosening its grip on customers
Amazon is testing a new feature for sellers that will let them contact customers directly by email to notify them of things like new product announcements or sales.
It’s a major change from Amazon’s current policy, which is to limit the amount of interaction between customers and companies that sell on Amazon, outside of resolving things like returns or order issues.
The new “Manage Your Customer Engagement” tool won’t let companies just spam previous customers with promotional emails. They’ll only be able to contact Amazon users who have specifically chosen to follow a particular company, and Amazon (not the sellers) will be the one to actually send out the emails, writes TheVerge.
Crucially, Amazon isn’t giving sellers blank-check access to customers’ personal contact information. Rather, Amazon will tell brands how many customers have opted to receive the emails, along with performance metrics for the campaign (the specifics of which haven’t been disclosed at this time) but not the names, information, or email addresses of individual customers.
The new email campaign option is a free service for sellers, but it’s only available to brands registered through Amazon’s Brand Registry program.
More Amazon news
Amazon will increase FBA fees in January 2022
Amazon hits sellers with fee increases in 2022 Amazon has announced its plans to increase FBA fees starting from January 18, 2022. The company justified the fee increases by claiming that it had doubled its US fulfillment capacity since the start of the pandemic,...
Nearly half of product searches start on Amazon and Ebay
Brand loyalty becomes less important to consumers Marketplaces are now a starting point in 44 percent of all product searches. This is more than twice the number of searches in search engines. In 44% of all product research, marketplaces like Amazon and eBay are the...
Amazon against shadowy marketing practices
Amazon clarifies its policy on rebates, coupons and other incentives offered outside the platform Amazon is cracking down on sellers who engage in practices that violate its Seller Code of Conduct, including the use of two-step URLs, funnels, and treasure hunts,...