As platforms such as Shopify encroach on its turf, Amazon is taking steps to make its own platform more attractive to sellers and brands. The e-commerce giant has long kept a tight hold on customer data, forbidding third party sellers to contact shoppers for marketing or soliciting purposes. But now, with the launch of a new tool, Amazon is allowing some sellers to reach out with marketing materials to customers who have "followed" their brand. Sellers in the U.S. who are part of Amazon's Brand Registry program can let interested shoppers know when their brand is launching a new product or offering a promotion. Amazon calls the new tool "Manage Your Customer Engagement."
In a video describing the tool, Amazon urges companies to “build your brand with Amazon.”