Amazon has recently announced a significant policy shift that allows brand sellers to send marketing emails directly to buyers, marking a dramatic change in the e-commerce giant's approach to seller-buyer communication. This development has sparked intense discussion within the cross-border e-commerce community, raising questions about whether this represents a major opportunity or presents new challenges for sellers.
1. A Major Shift in Amazon's Marketing Strategy
Historically, Amazon has strictly limited direct communication between sellers and buyers. Many sellers resorted to questionable tactics like including promotional cards in packages or engaging in fake reviews to boost sales, risking severe penalties from Amazon.
The new policy, announced at the recent Amazon Accelerate conference, will provide sellers with a legitimate channel to reach customers through email marketing. According to Amazon, buyers who don't wish to receive these communications can opt out. The platform will offer a "Custom Audience" tool to help sellers target new customers, repeat buyers, and loyal customers with free emails, complete with analytics to measure campaign performance.
Currently in testing, this tool is scheduled to roll out to all U.S. sellers in early 2023. It will provide key metrics including email open rates, click-through rates, delivery numbers, opt-out rates, sales conversions, and revenue impact.
2. Mixed Reactions from Sellers
The announcement has drawn polarized responses from Amazon's seller community. While some welcome the additional marketing channel as an opportunity to increase sales and expand their customer base, others express concerns about potential spam issues and limited effectiveness.
Several sellers worry about possible restrictions in the email marketing tool, particularly whether they'll be limited to Amazon's template designs rather than being able to create customized content. Others question the effectiveness for products with low repeat purchase rates or for brands with small followings.
3. Amazon's Expanding Marketing Ecosystem
Beyond email marketing, Amazon continues to develop new promotional tools. The company recently introduced "Customers Ask Alexa," a feature that allows Alexa to answer customer queries with sponsored product recommendations. For example, when asked "How do I remove pet hair from my carpet?" Alexa might suggest a vacuum cleaner.
All brand-submitted answers undergo Amazon's content review and quality checks. Launched in October 2022 as an invite-only beta, the feature is expected to expand across the U.S. market in 2023.
4. Macroeconomic Challenges for Amazon Sellers
The current economic climate presents additional challenges for Amazon sellers. The strengthening U.S. dollar against other currencies, coupled with slowing e-commerce growth as pandemic restrictions ease, has created a more difficult operating environment. U.S. online sales growth is projected at just 9.4% this year - the first single-digit increase in recent history.
Amazon's new marketing initiatives appear designed to help sellers navigate these challenging conditions, though questions remain about their ultimate effectiveness in boosting sales during an economic downturn.
5. Expert Recommendations
Industry analysts suggest sellers approach this new marketing channel strategically:
• Leverage Amazon's audience targeting tools to reach the most relevant customers
• Focus on creating compelling email content with attention-grabbing subject lines
• Avoid excessive email frequency that could trigger subscriber opt-outs
• Closely monitor performance metrics to refine campaigns
• Maintain strict compliance with Amazon's policies to avoid penalties
While the policy change represents a significant opportunity, its success will depend on how sellers implement these new capabilities while maintaining positive customer experiences.