“Brands are able to quickly acquire new customers in the Amazon store, but they expressed a need for improved tools to increase customer lifetime value,” Benjamin Hartman, vice president of Amazon North America Selling Partner Services, said in a statement.
But for the millions of customers who shop on Amazon, it risks adding to inboxes that may already be overflowing with promotional emails from retailers, hotels, dentists and more.
Amazon said it is currently testing the program, dubbed Tailored Audiences, in beta and has plans to make it available to all US sellers in early 2023. The tool will be available at no cost to sellers, and the company said it has plans to enhance the email designs with new templates.
The company said customers are able to opt out of marketing emails form Amazon and brands, if they wish.
“Customers are always in control of what types of promotional and marketing email they receive, and can always opt-out,” Patrick Graham, an Amazon spokesperson, told CNN Business in a statement Thursday.
