Can Amazon sellers email customers for marketing?

Not directly. Amazon hides buyer email addresses and prohibits marketing in Buyer-Seller Messaging. Registered brands can send marketing emails through Manage Your Customer Engagement, where Amazon delivers the email to followers and past customers on the brand's behalf.

Is Amazon Customer Engagement free?

Amazon's seller forum announcement of the feature describes it as free for registered brands, and Amazon does not list a fee for sending campaigns. Your cost is the time to build content and any discount you attach. Check Seller Central for current terms in your marketplace.

What is the minimum audience for Brand Tailored Promotions?

Amazon's January 2026 guide says the audience must contain at least 1,000 customers. Audience size can change during the promotion as customers become eligible or ineligible. For ASIN-level promotions with small audiences, add more products to reach the minimum.

How much discount can I offer with Brand Tailored Promotions?

Discounts range from 10% to 50%, and each eligible customer can redeem the promotion on one purchase. You can set an optional budget, which can only be increased once the promotion is live. Promotions can stack with coupons, so check combined margin.

Who receives Amazon brand emails?

Depending on the audience you choose, emails go to shoppers who follow your brand and to recent, repeat or high-spend customers. Amazon manages delivery, opt-outs and privacy, so you never see individual email addresses or contact customers outside Amazon.

Amazon Email Marketing: Customer Engagement and Promotions

What changed: Amazon's tools for reaching shoppers without sharing their email addresses
When: Updated October 2026
Who it affects: Brand Registry brands selling on Amazon
What to do: Grow followers, then pair Customer Engagement emails with tailored offers

Key takeaways

Amazon never shares buyer emails; brands email shoppers through Customer Engagement instead.
Brand Tailored Promotions give 10% to 50% off to audiences of 1,000+ customers.
Never use Buyer-Seller Messaging for marketing; drive your own list to Amazon with Attribution.

Ways to reach Amazon shoppers

	Customer Engagement	Tailored Promotions	Buyer messages
Purpose	Branded email campaigns	Exclusive audience discounts	Order service only
Audience	Followers and past buyers	1,000+ customer segments	One buyer per order
Marketing allowed
Needs Brand Registry

Can you do email marketing on Amazon?

Yes, but only through Amazon. Buyer email addresses are hidden behind anonymized addresses, and Amazon policy forbids using order messages for marketing. Instead, Amazon gives registered brands tools that send messages and offers on their behalf. You choose the audience and the content; Amazon handles delivery and keeps customer data private.

That means the work shifts from collecting emails to building audiences inside Amazon: followers of your Brand Store, repeat buyers and high-intent shoppers who viewed or carted your products.

Manage Your Customer Engagement: Amazon's email tool

Manage Your Customer Engagement, often shortened to MYCE or Customer Engagement, lets brands in Amazon Brand Registry create emails from templates and send them to selected audiences. Amazon's own description lists high-spend, recent and repeat customers, as well as shoppers who follow the brand. You find it in Seller Central under Brands, then Customer Engagement. Amazon's seller forum announcement describes the tool as free for registered brands and says the repeat customer audience covers shoppers who bought at least two of your products in the past 12 months, refreshed weekly. Brands use it for new product announcements and seasonal, themed campaigns.

New product announcements to followers
Emails to repeat, recent or high-spend customers
Seasonal and themed campaigns from templates
Free for brands in Brand Registry

Brand Tailored Promotions: exclusive discounts for chosen audiences

Brand Tailored Promotions let registered brands offer a discount that only a chosen audience can see. Amazon updated its guide to the tool in January 2026. Discounts run from 10% to 50%, each eligible customer can redeem once, and offers show on search, detail pages, the promotions page and your Brand Store with a green brand promotion badge.

New customer acquisition: shoppers who clicked or carted in the last 90 days but did not buy
Re-engagement: lapsed or slowing loyal customers
Retention: repeat buyers and top spenders from the last 12 months
Minimum audience size: 1,000 customers
Brand-wide or specific ASINs
Up to 20 active or scheduled promotions at once

How to create a Brand Tailored Promotion, step by step

The setup takes a few minutes in Seller Central.

Go to Advertising, then Brand Tailored Promotions, then Create a tailored promotion
Select the brand and your goal
Choose all products or specific ASINs
Pick the audience; add products if an ASIN audience is under 1,000
Set the name, discount, optional budget and dates
Start at least 48 hours out and end within 90 days of the start
Submit; status moves from Scheduled to Running once live

1Advertising menu
Brand Tailored Promotions
2Goal and products
Brand-wide or ASINs
3Audience
1,000+ customers
4Discount and dates
10% to 50%, start 48h out
5Live
Scheduled, then Running

Brand Tailored Promotion rules worth knowing

A few rules catch brands out. After a promotion goes live, only the budget can be edited, and only upward. Promotions can be ended early but not restarted. Brand Tailored Promotions can stack with coupons, and the highest preferential discount applies, so check margin on stacked offers. Products need a reasonable rating: those with 1 to 4 reviews need at least 2.5 stars, and those with 5 or more reviews need at least 3 stars.

What you cannot do with buyer messages

Buyer-Seller Messaging is for completing orders and answering customer questions. Amazon's communication guidelines prohibit marketing and promotional messages, external links that are not needed to complete the order, and incentives for reviews or feedback. Sending newsletters or discount codes through order messages risks account action, so keep marketing inside the tools built for it.

Using your own email list to drive Amazon sales

If you have an email list from your website or social channels, you can send those subscribers to Amazon. Use Amazon Attribution tags to measure the traffic, and Brand Referral Bonus can return a share of qualifying sales from that traffic. Our guide to Amazon Attribution covers the setup, and our ecommerce email marketing service runs lists that support both your store and Amazon.

Build the audience first

Every tool on this page depends on audience size. Grow Brand Store followers with a follow prompt in the Store and Posts, keep repeat-purchase products in stock, and use Amazon Brand Analytics loyalty segments to see which customers are drifting. Pair tailored discounts with timed events such as Amazon Lightning Deals carefully, so you do not discount the same customer twice.

How PPC Spider helps

PPC Spider's Amazon account management service plans Customer Engagement emails and Brand Tailored Promotions around launches, restocks and seasonal peaks, with discounts checked against margin after fees. SpiderOS tracks redemptions next to ad and sales data. Full-service plans start from $1,950 per month, or start with a free Amazon audit.

Sources

Amazon: What are Amazon Brand Tailored Promotions? (sell.amazon.com/blog/brand-tailored-promotions)
Amazon: What is Amazon Brand Registry? (sell.amazon.com/blog/what-is-amazon-brand-registry)
Amazon Seller Forums: Engage repeat customers with the new email marketing feature (sellercentral.amazon.com/seller-forums/discussions/t/06d017adfaabed67d557a44187b6030f)

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