Brand Tailored Promotions are offers an eligible brand aims at a chosen shopper audience rather than at the whole marketplace. Treat each send as a margin decision, not a growth tactic. Pick one audience, set a discount your contribution margin absorbs, and judge the result on repeat purchase rate and TACoS over a fixed window.
The short version
- Eligibility is the gate. The feature belongs to brands Amazon has approved, so the brand paperwork comes before the promotion plan.
- The discount is paid out of contribution margin. Compute margin before ad spend per product first, then decide what a send can afford.
- Promotions are one of the five traffic channels. Organic, paid, promotions, influencer and creator, and off-channel. Most sellers run two of the five.
- Repeat purchase rate is the honest scoreboard for a consumable brand. Units always rise after a discount, so units prove nothing alone.
- One named operator should build it. The same person runs your advertising and reads your margin, with nothing subcontracted.
Seven checks before you send one
Amazon moves audience options and eligibility inside the console, so the current rules live in your own account rather than in an article. The decision underneath the feature does not move. These are the seven checks we run before a discount goes out on a brand we manage.
- Read the current options inside your own account. Done properly means your plan cites what your own Seller Central account shows you this week.
- Write the contribution margin before you write the discount. That is price minus landed cost, referral fee, fulfillment fee, and a returns allowance. Done properly means one margin figure per ASIN before anyone opens the promotions tool.
- Pick one audience and only one. Done properly means you can say in a sentence why that group is worth paying to reach again, and what you expect them to buy.
- Set the depth from your margin, never from a competitor price. Done properly means the discounted price still clears a floor that whoever carries the profit and loss approved in writing.
- Name the single number the send has to move. Done properly means that number and its value today are written down before the promotion starts.
- Fix the window and hold everything else steady. Done properly means a start date, an end date, a matching stretch of trading before it, and no price, creative, or budget changes inside.
- Write the stop rule first. Done properly means one line stating what result makes you run it again, change the depth, or stop sending to that audience.
Most sellers work through the first five and stop. Six and seven turn a discount into evidence.
Who builds the offer, and where that person sits
Nothing at Flapen is subcontracted. 50 operators run the brands we manage, sourcing and quality control sit in our own Guangzhou studio, creative sits in Dubai, and an in-house tech team builds the ad and marketing tools the operators work in.
That structure is not a virtue by itself. It is what makes the next four answers checkable, from us as readily as from anyone else.
- Who builds this promotion, by name. A done-properly answer is one person you can message directly, sitting on the team that also runs your ad campaigns.
- Where does that person sit, and who employs them. A done-properly answer names a city and an employer, and the employer is the company you are paying.
- Who approves the depth. A done-properly answer separates the two jobs. The operator proposes a depth with the margin math attached, and you approve the floor.
- When do you see the result in writing. A done-properly answer names a cadence and holds it. Ours is a written update in Slack every week and a live review every two weeks.
Vague answers to the first two mean the work is going somewhere you cannot see. Your margin goes with it.
Reading the result
| Number | Where it comes from | What a pass looks like |
|---|---|---|
| Repeat purchase rate | Your own order data across the window | Above the matching stretch of trading before the send |
| Contribution margin per unit | Discounted price minus landed cost and fees | Still above the floor you approved |
| TACoS | Total ad spend divided by total sales in the window | Flat or lower while units rise |
| Return rate | Returns on the promoted ASIN after the window closes | No worse than that product's normal rate |
Every figure comes from your own reports, read across the window and the equal period before it.
Oral Pouch Solution is a dry-mouth oral care brand we manage on Amazon, and its repeat buyers went from 7% to 14%. Our results page states the outcome plainly: Sales rose 42% month over month while the repeat-purchase rate doubled, the number that matters most for a consumable.
No single promotion produced that figure. Repeat purchase is the number a tailored offer aims at, so it is the number to read once the window closes.
What most agencies will not tell you about a tailored promotion
Four things stay out of the pitch, and on a careless week that includes ours.
- A targeted discount is the easiest good month to manufacture. Sell the same units cheaper and the report improves while profit falls. Done properly, contribution margin sits beside units for the promoted ASIN in one table.
- The sends you skip are worth more than the sends you run. Done properly, the plan lists the audiences you decided not to pay for this quarter, with one line of reasoning each.
- A free audit is a sales conversation, ours included. Done properly, the document names your ASINs, your numbers, and fixes a freelancer could execute without hiring the author. Ours comes back written and prioritized within 48 hours, and it should survive that test.
- The feature is rarely the reason a brand is stuck. Done properly, pricing, return rate, and listing quality are checked before a promotion is planned, because a discount sent to a warm audience repairs none of the three.
Every check on this page runs without an agency in the room. If our audit fails to name an ASIN, an audience, and the margin behind the discount, do not hire us.
Related answers
- ACoS meaning
- PPC Amazon
- Audit scope for inventory forecasting and IBC issues
- Fix suppressed listings on Amazon France
- Amazon account measurement and audits: the complete guide
This week, at no cost, open the last three discounts you ran and write three numbers beside each one: contribution margin per unit at the discounted price, repeat purchase rate across that window, and the same rate for the equal stretch before it. Two minutes per promotion tells you whether you bought customers or bought back sales you already owned.
Get those numbers checked against your pricing, ad performance, and return rate in a written audit inside 48 hours, at no charge, from Flapen.
