Amazon is currently testing a tool that will allow select US brands to send email marketing materials to their brand followers.
In this way, they will be able to notify buyers about the launch of a new product or talk about a promotion. There is a “follow” button on each store page on Amazon and on its live broadcasting platform Amazon Live.
An Amazon spokesman told CNBC that the company is committed to helping shoppers interact with their favorite brands. The tool is called Customer Experience Management and is designed to help brands encourage users to make repeat purchases.
Amazon’s decision is a surprise, as the company prohibits sellers from involving customers directly and storing their email addresses to protect them from spam. On-site sellers can communicate with users through messages on Amazon and for the only purpose – discuss an order.
Amazon says it will keep the contact details of buyers confidential. Brands will only be able to see the total number of emails that will be sent, as well as view analytics for the mailing.
While the tool is only available to members of the brand registry, it helps avoid selling brand products to other sellers. Amazon launched the program in 2015, and now it counts about 350 thousand registered brands.
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