Brand Tailored Promotions has been around long enough to go through a full evolution. Amazon originally launched it as a way to reach audiences with messaging and new product announcements, but inbox fatigue set in fast and Amazon retooled the program with a tighter focus on actual discount offers. BTP never went away, but it came back with a shorter leash. In this episode, we get into the good, the bad, and the margin-destroying: which of the nine-plus audience segments are actually worth targeting, why handing a 20% discount to someone who was already going to buy is just charity, and how stacking BTP on top of coupons on top of Subscribe and Save can turn into a financial death spiral faster than you'd think. We also get into the sneaky reference price problem sellers are whispering about on Reddit, the surprisingly smart case for keeping your discounts boring and small, and how to build a funnel that moves shoppers from "almost bought it" to locked-in subscribers without torching your margins on the way there.

his podcast is sponsored by 50-Pound Boson, an ecommerce marketing agency that aims to help small to medium–sized brand owners grow their ecommerce sales channels. For questions, feedback, ecommerce growth assistance, or if you'd like to be on the show, connect with Ecommosaurus at ⁠⁠⁠⁠⁠⁠[email protected]⁠⁠⁠⁠⁠⁠ or discover ecommerce solutions at ⁠⁠⁠⁠⁠⁠50poundboson.com⁠⁠⁠⁠⁠⁠.