Secrets to Building a Loyal Audience on Amazon

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We have written a lot about how to get loyal customers. But we have never defined this term. On the one hand, everything is obvious: “loyal” is a customer who makes more than one purchase.

On the other hand, it makes sense to dive deeper into this topic to understand the hidden motives of buyers and their criteria for choosing a brand. We tell you what the Amazon audience values, what techniques and tools to use to get ahead of competitors and increase the number of repeat sales.

Why it's worth fighting for audience loyalty
First of all, because it is much cheaper and easier to sell to an “old” client: he already has a certain on page seo service level of trust in the company and has probably received positive emotions and a positive experience (satisfied with the attitude/quality of the product/speed of service).

But, in addition to this, a loyal customer becomes an invaluable marketing “tool” for the brand:

It is he who leaves reviews and increases activity on social networks with his comments;
participates in promotions and helps to attract attention to them;
recommends the brand to friends, family and acquaintances, sharing positive experiences and convincing others to buy from you;
He is the one who is ready for additional expenses.
In general, a loyal audience is Amazon shoppers who not only buy from your brand, but also actively support it by acting as advocates and agents, and by initiating word of mouth.



What Amazon customers value and what service they expect from your brand
Trust plays a key role in the formation of interpersonal relationships. And the contact "seller-buyer" is no exception. Therefore, before talking about loyalty, we must master the construction of trusting relationships. They are based on the following principles:

Honesty and transparency

Never hide information that may be important to your purchasing decision. Acknowledge any shortcomings and offer solutions.

Availability and speed

Provide multiple ways for customers to contact you with questions. Amazon shoppers are spoiled and appreciate quick feedback.

Bonuses and privileges

Customers like to feel special: organize programs and promotions that reward "regulars". For example: discounts on repeat orders, birthday promo codes, gifts as a thank you for choosing you, etc.

Regular communication

Show your audience that you understand their needs and value their loyalty. Use personalized approaches in communication and offers. Provide relevant information about your brand and products.

Building trust is an ongoing process that takes time and effort. However, if you follow the principles of honesty, quality, accessibility, and regularity, you will be able to convince your audience that you are a worthy and reliable partner.

Managing Customer Experience (MYCE)
Now let's move on to the technical side of the issue. On Amazon, Manage Your Customer Engagement (MYCE) will help us with this — an email marketing tool that allows you to:

customize the distribution of emails to individual audiences;
conduct targeted advertising campaigns;
track success indicators (number of openings, clicks, etc.).  
In fact, with its help we get the opportunity to increase interest in the brand, promote promotions and new products, and communicate with individual segments of the target audience.

"What's so special and unique about this?" you ask. After all, this is a standard set of functions for any email newsletter service. Partly yes, but MYCE works within the platform and is free. In addition, with its help, your audience on Amazon is already segmented into 4 groups with which you can interact:

Customers who have ordered from you more than once a year.
High Spending Shoppers (The system selects the 25% of your brand's customers who have spent the most money over the past 12 months).
Store subscribers.
New users (a sample of 5% of customers whose orders were placed relatively recently).
We understand that for many Amazon sellers, the top priority is to establish effective customer relationships. It is important not only to attract new users, but also to build strong and mutually beneficial relationships with existing ones. Email marketing is a powerful tool for achieving this goal, especially when used with the Customer Relationship Management feature. (c) Benjamin Hartman. Vice President of Amazon North American Market
To use the tailored audience tool, you must be registered with Amazon Brand Registry and have at least 100 subscribers. For more information, visit this page .

If your brand meets the above criteria, you can immediately create an email campaign in Seller Central: select Brands in the main menu → Customer Engagement → Create campaign.