amz-brand-tailored-promotions

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Brand Tailored Promotions Planner

Brand Tailored Promotions 策划方案

Brand Tailored Promotions let a brand send a discount to a specific, pre-built audience of real shoppers. most sellers either ignore the tool or blast the same generic 10 percent to everyone. This skill matches the audience to the goal so each promotion does one job well.

Brand Tailored Promotions 允许品牌向特定的、预先建立的真实购物者受众发送折扣。大多数卖家要么忽略这个工具，要么向所有人推送千篇一律的10%通用折扣。本技能会将受众与目标匹配，让每个促销活动都能精准达成目标。

When to use this

使用场景

A brand wants to re-engage past customers instead of only chasing new ones.
Inventory needs to move and a broad coupon would waste margin on full-price buyers.
A brand has followers or a loyal base and never rewards them.
The seller wants repeat purchase rate to climb.

品牌希望重新激活老客户，而非一味挖掘新客户。
需要清理库存，而通用优惠券会让全价购买的客户消耗利润。
品牌拥有粉丝或忠实客户群体，但从未对他们进行奖励。
卖家希望提升复购率。

The framework. Audience to Goal Match

框架：受众与目标匹配

Each built-in audience exists for a different reason. Sending the wrong offer to the wrong audience either wastes margin or fails to move. Match them.

Audience	What they are	The right goal	Discount depth
Brand followers	Opted in, warmest	Reward, launch new SKU	Low, 10 to 15%
Repeat customers	Bought 2+ times	Deepen loyalty, subscribe	Low to mid
Recent customers	Bought once, lately	Cross-sell a complement	Mid
High-spend customers	Top spenders	New or premium SKU	Low. they pay full price already
Cart abandoners	Added, did not buy	Convert the hesitation	Mid to deep
Lapsed customers	Bought long ago	Win back	Deep, 20%+

The rule: the colder and more hesitant the audience, the deeper the discount. Warm audiences need a reason, not a bribe. Cold audiences need a real incentive.

每个内置受众都有其对应的用途。向错误的受众发送错误的优惠要么浪费利润，要么无法达成效果。需精准匹配。

受众群体	群体特征	对应目标	折扣力度
品牌粉丝	已订阅，最活跃	奖励粉丝、推出新SKU	低折扣，10%-15%
回头客	购买2次及以上	深化忠诚度、引导订阅	低至中等折扣
近期客户	近期购买过1次	交叉销售互补产品	中等折扣
高消费客户	顶级消费者	推广新品或高端SKU	低折扣，他们原本就会全价购买
弃购客户	添加商品到购物车但未购买	打消顾虑促成转化	中至深度折扣
流失客户	长期未购买	赢回客户	深度折扣，20%及以上

规则：受众越冷淡、顾虑越多，折扣力度就越大。活跃受众需要的是理由而非“贿赂”，冷淡受众则需要真正的激励。

Step by step

步骤说明

Collect inputs. The goal (move stock, launch a SKU, raise repeat rate, win back), the audiences available and their sizes, the product and its margin, and any deadline. Ask one compact follow-up if the goal is unclear.
Pick the audience that matches the goal, using the table. Do not default to "all customers".
Set the discount depth by audience temperature. Never discount a high-spend audience deeply. they convert at full price and you would burn margin.
Check the margin floor. Confirm the discounted price still clears contribution margin after fees. If not, reduce depth or pick a different audience.
Define the offer and the window. Short windows (3 to 7 days) create urgency. Pair the audience, the SKU, the depth, and the dates.
Plan the sequence. If running several, order them: reward followers first, then cross-sell recent buyers, then win back lapsed. Do not overlap audiences in a way that lets one shopper stack offers.
Run the quality check, then deliver.

收集输入信息。目标（清理库存、推出SKU、提升复购率、赢回客户）、可用受众及其规模、产品及其利润空间，以及任何截止日期。如果目标不明确，可以提出一个简洁的跟进问题。
选择与目标匹配的受众，参考上述表格。不要默认选择“所有客户”。
根据受众活跃度设置折扣力度。切勿给高消费受众大幅度折扣，他们会全价购买，大幅折扣只会消耗利润。
检查利润底线。确认折扣后的价格扣除费用后仍能覆盖边际贡献。如果不能，降低折扣力度或选择其他受众。
确定优惠内容和活动周期。短周期（3-7天）能创造紧迫感。将受众、SKU、折扣力度和日期进行搭配。
规划活动顺序。如果开展多个促销活动，按以下顺序进行：先奖励粉丝，再向近期客户交叉销售，最后赢回流失客户。不要让受众重叠，避免同一购物者叠加使用优惠。
进行质量检查，然后交付方案。

Output format

输出格式

undefined

undefined

Brand Tailored Promotions Plan. [brand]

Goal: [stated goal]

Promotion 1

Audience: [audience] . size: [N] SKU: [product] Discount: [depth] . discounted price: [$] . margin after: [$] Window: [dates] Why this match: [one line]

Sequence

[order and timing if multiple]

undefined

[order and timing if multiple]

undefined

Worked example

示例

Goal: raise repeat purchase rate on a coffee brand.

Promotion 1: Repeat customers audience, 12 percent off the subscribe-and-save starter, 5-day window. Goal is to convert proven buyers into subscribers.
Promotion 2: Recent customers audience, 15 percent off the complementary grinder. Goal is the cross-sell while the brand is fresh in mind.
High-spend audience deliberately excluded. they already buy at full price. a discount there is pure margin loss.

目标：提升咖啡品牌的复购率。

促销1：针对回头客受众，订阅优惠套装享12%折扣，活动周期5天。目标是将已验证的买家转化为订阅用户。
促销2：针对近期客户受众，互补磨豆机享15%折扣。目标是在品牌仍被客户记在心上时进行交叉销售。
刻意排除高消费受众，他们原本就会全价购买，给他们折扣纯粹是利润损失。

Quality check

质量检查

Each promotion has one audience matched to one goal, per the table.
Discount depth scales with audience temperature. warm shallow, cold deep.
The discounted price clears contribution margin. confirmed, not assumed.
High-spend audiences are not deeply discounted.
Windows are short enough to create urgency.
Multiple promotions are sequenced so one shopper cannot stack them.

每个促销活动都根据表格将一个受众与一个目标匹配。
折扣力度随受众活跃度调整：活跃受众折扣低，冷淡受众折扣高。
折扣后的价格能覆盖边际贡献，已确认而非假设。
未给高消费受众大幅度折扣。
活动周期足够短以创造紧迫感。
多个促销活动按顺序开展，避免同一购物者叠加优惠。

Common mistakes

常见错误

One offer for everyone. The same 10 percent to followers and to lapsed buyers underpays the cold audience and overpays the warm one.
Deep-discounting top spenders. Handing margin to people who would have paid full.
No margin check. A promotion that sells below contribution margin loses money on every unit.
Open-ended windows. No deadline, no urgency, no spike.

全员通用优惠：给粉丝和流失客户都提供10%的折扣，对冷淡受众力度不足，对活跃受众则过度让利。
给顶级消费者大幅折扣：给原本会全价购买的客户让利，浪费利润。
未检查利润空间：促销价格低于边际贡献，每卖出一件都会亏损。
无截止日期的活动：没有期限就没有紧迫感，无法带来销量峰值。

Built by Jay GPT Pro

由 Jay GPT Pro 开发

Part of Amazon Pro Skills. Production-grade skills for serious Amazon sellers. Free and open. Built by Jay Margaliot.

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