After recent lawsuits which spearheaded debates about whether or not Amazon is against its own merchants, sellers on the platform may be relieved to find that Amazon announced a new set of free email marketing capabilities.

According to Amazon, the tool’s main purpose is to help sellers reach their repeat, recent, and high-spending customers with ease.

This is a major development for Amazon sellers, as it allows them to connect directly with their customers and drive sales through targeted email campaigns.

This article will provide an overview of Amazon’s new email marketing, discuss how sellers can use it to their advantage, outline long-term benefits, and offer a step-by-step guide on setting up email marketing campaigns on Amazon.


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Amazon’s New Free Email Marketing Tool

First, let’s take a look at the basics of Amazon’s new email marketing capabilities.

These capabilities are built into Amazon’s Seller Central dashboard, and they allow sellers to create and send targeted email campaigns to their customers.

The emails can be personalized with the customer’s name and include product recommendations and other relevant information.

Amazon’s new free email marketing capabilities for sellers consist of a suite of tools that allow sellers to send targeted, personalized emails to their customers.

These tools include:

  • Automated emails: These are emails that are automatically sent to customers based on their interactions with your products or your brand. For example, you can set up automated emails sent to customers who have abandoned their cart or purchased a particular product.
  • Customer segmentation: This feature allows you to segment your customer base based on factors such as purchase history, customer feedback, or product interests. This allows you to send more targeted and relevant emails to your customers.
  • Personalization: With Amazon’s email marketing capabilities, you can personalize your emails with the customer’s name, product recommendations, or other relevant information. This helps to increase customer engagement and can lead to higher conversion rates.
  • Email templates: Amazon provides a range of email templates that you can use to create professional-looking emails without needing any design skills. These templates can be customized with your brand colors and logo, and you can add your own content to create a unique email that stands out in the customer’s inbox.
  • Performance tracking: Amazon’s email marketing capabilities include performance tracking tools that allow you to see how your emails are performing. You can see metrics such as open rates, click-through rates, and conversion rates, and use this information to improve your email marketing strategy.

One of the pivotal features of Amazon’s new email marketing capabilities is the ability to segment your customer base and create targeted campaigns.

This means that you can send different emails to different groups of customers based on their purchase history, browsing history, and other factors.

This allows you to create highly personalized and effective campaigns that are more likely to drive sales.

Another important aspect of Amazon’s email marketing capabilities is the ability to track and measure the success of your campaigns.

This includes detailed metrics on email opens, clicks, and conversions, as well as the ability to A/B test different subject lines and content to see which ones perform best.

How Amazon Sellers Can Use the Tool to Their Advantage

For Amazon sellers to really use Amazon’s new email marketing tool to their advantage, they should consider the following four key strategies before launching any new email marketing campaigns.

1. Use email to drive repeat purchases

One of the most effective ways to use Amazon’s email marketing capabilities is to send targeted campaigns to customers who have already made a purchase from your store.

These emails can include product recommendations based on their past purchases and special offers and promotions to encourage them to make another purchase.

2. Use email to upsell and cross-sell

Another effective strategy is to use Amazon’s email marketing capabilities to upsell and cross-sell to your customers.

This means sending emails that recommend related or complementary products to the ones they have already purchased.

For example, if a customer has purchased a set of pots and pans, you could send them an email recommending a matching set of cooking utensils or a cookbook.

3. Use email to win back lost customers

If you have customers who haven’t made a purchase from your store in a while, Amazon’s email marketing capabilities can help you win them back.

You can send targeted campaigns to these customers, offering special deals or promotions to entice them to purchase.

4. Use email to drive traffic to your store

In addition to driving sales, Amazon’s email marketing capabilities can also be used to drive traffic to your store.

You can send targeted campaigns to customers with links to your store’s homepage or specific products and track the success of these campaigns using the built-in metrics.

Long-Term Benefits of Amazon’s New Email Marketing Tool

Perhaps the most valuable long-term benefit of Amazon’s new email marketing tool is its ability to foster brand loyalty.

Email marketing can foster brand loyalty by providing a direct and personalized communication channel between businesses and their customers.

Through email marketing, businesses can send targeted and relevant messages to their customers, which can help to build trust and establish a personal connection.

One way that email marketing can foster brand loyalty is through the use of segmentation and personalization.

By segmenting their email lists and sending targeted messages to different groups of customers, businesses can create highly relevant and personalized emails that resonate with each individual customer.

This can help build a sense of trust and connection with the brand and encourage customers to make repeat purchases and remain loyal to the brand.

Another way that email marketing can foster brand loyalty is through the use of special offers and promotions.

By sending exclusive offers and promotions to their email subscribers, businesses can encourage customers to make purchases and reward them for their loyalty.

This can help build a sense of value and appreciation among customers and encourage them to remain loyal to the brand.

Additionally, email marketing can also boost brand loyalty through the use of customer feedback and engagement.

By inviting customers to provide feedback and engage with the brand through email, businesses can build stronger relationships with their customers and show that they value their opinions and experiences.

This can help foster a sense of loyalty among customers and encourage them to continue supporting the brand.

However, each new tool doesn’t come without its limitations.

For example, some Amazon sellers may find the tool limited in terms of customization and design options.

While it does allow for some personalization and segmentation, it may not offer the same level of flexibility and control as other email marketing tools on the market.

Additionally, some sellers may be concerned about the potential impact of using Amazon’s email marketing tool on their sender reputation and deliverability rates.

This is because Amazon’s platform has strict policies and guidelines around email marketing, and sellers who violate these policies may face penalties or have their accounts suspended.

How to Set Up Amazon’s Email Marketing Campaigns

To set up email marketing campaigns on Amazon, sellers can follow these steps:

1/ Log in to Amazon Seller Central and navigate to Brands > Customer Engagement (you may have to activate this in the ‘Build Your Brand’ menu before it is visible in your menu)


2/ Create a new campaign inside the Manage Your Customer Engagement tool

3/ Select the audience type you want to target with your campaign

4/ Select the ASIN you want to advertise, the subject line, the supporting image and the date to send

5/ Finally, preview the email to check you are happy with what is being sent out, then confirm

Setting up email marketing campaigns on Amazon is a straightforward process that can be done quickly and easily within the Seller Central dashboard.

By following these steps, sellers can create and send targeted and effective email campaigns to their customers on Amazon.


In recent years, Amazon has become a go-to platform for sellers looking to expand their reach and increase their sales.

With its massive customer base and user-friendly platform, Amazon has made it easy for sellers to connect with potential buyers and drive more sales.

However, one area where Amazon has lagged behind other e-commerce platforms is its email marketing capabilities.

Until recently, sellers had to rely on third-party email marketing tools to communicate with their customers and promote their products.

But that has changed with the introduction of Amazon’s new free email marketing capabilities for sellers, ultimately allowing them to maximize their email marketing reach and foster brand loyalty among new and existing customers alike.

Overall, Amazon’s new email marketing capabilities are a major development for sellers on its platform.

They provide a powerful, easy-to-use tool for connecting with customers and driving sales through targeted email campaigns.

By using the strategies outlined above, sellers can leverage these capabilities to their advantage and grow their businesses on Amazon.

Raphael Menesclou


Raphael Menesclou
Raphaël Menesclou is Chief Marketing Officer at DataHawk, a Paris, France-based Amazon analytics and optimization platform that provides powerful tools for sellers, brands, and agencies. He is a business-driven marketing expert with over seven years of experience developing, planning, implementing, and evaluating effective marketing and sales campaigns.


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