Emergence of Brand-Tailored Promotions with Joanna Otto - Episode 365

Ecommerce Braintrust

Welcome to another episode of The Ecommerce Braintrust podcast hosted by Acadia’s Head of Retail Marketplaces Services Julie Spear and Director of Retail Operations, Jordan Ripley.

Today we’re joined by long-time Amazon insider Joanna Otto. Joanna has spent over a decade across brand side roles, Amazon-focused agencies, and internally at Amazon. More importantly - she is the type of person we’ll invent any excuse to get on a call with so she can inject positivity into our days.

But today we have a good excuse for our chat: Joanna has graciously agreed to give us a full download on the relatively new capabilities of Brand Tailored Promotions, what they are, where they came from, why they may or may not work for a given growth strategy and brand, and what they might tell us about the future of all things merchandising on Amazon.

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Joanna discuss:

• Introduction to Joanna Otto: Experience in brand-side roles, Amazon-focused agencies, and Amazon itself; currently an account manager at Acadia.

• Overview of Brand Tailored Promotions (BTPs)

• Timeline of development and key updates (August 2023 launch, June 2023 update to exclude ASINs, October 2023 new features).

• Differences between Brand Tailored Promotions and Brand Tailored Coupons

• Placement: Promotions visible on product pages vs. coupons in search and browse.

• Discount thresholds and fees associated with each.

• Implementation Strategies: Importance of a phased approach and audience segmentation.

• Utilizing BTPs during significant events (e.g., Prime Day) to extend promotion benefits.

• Use Cases for Different Brand Types: Strategies for new/upstart brands vs. established brands.

• Examples of audience segments (e.g., cart abandoners, high spenders).

• Pros of BTPs: Non-crawlable, refreshed data, specific targeting, no additional fees.

• Cons of BTPs: Lack of immediate impact, no ASIN-level reporting yet.

• Future Outlook: Anticipated developments in ASIN-level reporting.

• The potential evolution of Amazon’s promotional strategies to provide more precise targeting and enhanced customer experience.