E-Commerce Strategies
Jun 23, 2025
Want to boost sales on Amazon and keep customers coming back? Re-engaging your existing buyers can increase repeat purchases, reduce advertising costs, and improve your bottom line. Here’s a quick guide to seven actionable strategies:
Personalized Follow-Up Emails: Send tailored emails 3–5 days after delivery, highlighting product benefits and requesting reviews.
Loyalty Programs: Offer discounts, points systems, or tiered rewards to encourage repeat purchases.
Amazon DSP Retargeting: Use Amazon’s ad platform to reconnect with past visitors through targeted campaigns.
Limited-Time Promotions: Create urgency with Lightning Deals, coupons, or flash sales during major shopping events.
Product Recommendations: Suggest complementary items based on purchase history to increase cross-selling opportunities.
Request Reviews: Use Amazon’s “Request a Review” tool and respond to feedback to build trust and improve rankings.
VIP Customer Programs: Reward top customers with exclusive perks, early access, or personalized offers.
Why it matters: Repeat customers spend 67% more than new ones, and re-engagement strategies can boost loyalty, reviews, and sales while cutting acquisition costs. Start small, track results, and scale your efforts for long-term growth.
How to Re-Engage Amazon Customers and Turn Them Into Loyal Buyers (2025 Updated Guide)
1. Send Personalized Follow-Up Emails
Email continues to be a key player in building connections with customers after a purchase. In fact, personalized follow-up emails generate a 20% higher response rate compared to generic ones, helping establish stronger relationships.
Timing matters. Sending follow-up emails 3–5 business days after the product is delivered strikes a sweet spot - customers are familiar with the product but haven’t had it long enough to forget about it. Emails sent during this window see a 17% higher open rate than standard automated messages.
But personalization isn’t just about slapping the customer’s name in the email. It’s about showing you understand their needs. Reference the specific product they bought and explain how it fits into their life. For instance, if someone purchased a yoga mat, don’t just thank them - mention how it can improve their home workouts or enhance their fitness routine.
Focus on product benefits. A staggering 42% of customers are more likely to buy when the advantages of a product are clear. Show how your product solves a problem or makes their life easier. This isn’t just about selling - it’s about showing value.
Consider using a drip campaign to keep the conversation going. Start with a thank-you email after delivery. Follow up with tips on how to use the product, and later, gently ask for feedback. This gradual approach feels natural and builds trust over time.
Subject lines can make or break your open rates. Personalized ones boost open rates by 50%, so mention the product they purchased. Instead of a generic “How was your recent order?”, try something like “How’s your new [specific product name] treating you?”
Make leaving reviews simple by including a direct link to your product’s review page. Sweeten the deal with an exclusive discount code for their next purchase - it’s a small gesture that encourages loyalty and repeat business.
Don’t forget to test what works. A/B testing different email elements - like send times, subject lines, and content styles - can reveal what resonates most with your audience. Research shows that emails sent on Tuesdays or Wednesdays around 10 a.m. perform best for business-related content, while Mondays and Fridays tend to fall flat.
Finally, if you’re selling on Amazon, ensure your follow-up emails align with their guidelines. Keep the tone helpful and avoid overly promotional language. It’s all about providing genuine value to your customers.
2. Create Loyalty Programs and Special Offers
Loyalty programs go beyond personalized emails by offering a structured way to keep customers engaged and coming back for more.
These programs are highly effective in driving repeat purchases. In fact, 84% of consumers prefer brands with loyalty programs, and members of such programs contribute to 12–18% more incremental revenue growth annually compared to non-members.
Take Amazon's Subscribe & Save program as an example. By offering a 10–15% discount, this program can increase conversion rates by up to 1.8x. It’s especially effective for consumable products like vitamins, pet food, or household essentials. Puracy, a company based in Austin that sells plant-based cleaning and personal care products, demonstrates how impactful subscription strategies can be. Their Subscribe & Save program now accounts for over 35% of their annual revenue, showcasing the potential of such approaches for business growth.
Points-based loyalty systems are another popular choice. These reward systems let customers earn points for actions like purchases, product reviews, referrals, or social media shares. To make this work, assign clear point values to different actions. For instance:
Purchases: Earn one point per dollar spent.
Product Reviews: Award 50 bonus points.
To drive urgency, offer discounts in the 25–35% range, while using single-use codes for higher discounts to manage inventory effectively. Setting maximum order quantities during promotions can also help protect your margins. Pet 'n Shape, a pet product brand, saw impressive results by refining their subscription strategy. Within a year, they achieved a 168% increase in subscribers and an average 70% conversion rate after collaborating with Channel Key to target the right audience and improve their Amazon listings.
Tiered loyalty programs take customer incentives to the next level. For example:
Bronze: 5% off purchases.
Gold: 15% off plus free shipping.
Platinum: Early access to new products and exclusive deals.
These tiers encourage higher spending by offering increasingly attractive rewards. One consumer-packaged goods brand working with Channel Key experienced a 67% increase in subscribers, a 22% jump in new customers, and a 40% boost in repeat purchases from their top products - all within a year.
Adding gamification elements can make loyalty programs even more engaging. Features like progress bars that show how close customers are to their next reward, milestone celebrations, and surprise bonuses tap into psychological triggers that encourage repeat business.
For expert guidance on building and optimizing loyalty initiatives, companies like eStore Factory can provide valuable insights and strategies.
3. Use Amazon DSP for Retargeting
Amazon DSP takes retargeting to the next level by allowing you to reach potential customers beyond Amazon’s platform. It’s a powerful tool for reconnecting with shoppers who’ve already shown interest in your products - whether they’ve browsed your listings, visited your brand store, or explored your website.
Amazon advertising reaches an impressive 96% of U.S. adults aged 25–54 every month. With DSP, your ads can also appear on a variety of websites and apps, including well-known platforms like Twitch and IMDb. This makes it a seamless addition to any re-engagement strategy.
To make the most of Amazon DSP, start by defining clear audience segments. The platform offers advanced targeting options that go far beyond simple demographics. You can target based on factors like product views, purchase history, search behavior, and even pixel tracking for website visitors. Plus, you can set lookback windows of 30, 60, or 90 days to fine-tune your campaigns.
The numbers back up the effectiveness of retargeting: visitors who see retargeted ads are 70% more likely to convert than those who don’t. Additionally, the use of Amazon DSP saw a 50% increase from 2022 to 2023, highlighting its growing popularity.
Here’s how brands are using this tool effectively. For example, a skincare company could target people who viewed their facial cleanser in the last 90 days but didn’t buy, offering them exclusive discounts. Or, they might show ads for complementary products - like moisturizers - to customers who already purchased the cleanser, encouraging them to expand their skincare routine. These strategies show how DSP can drive higher conversions.
"Amazon DSP stands out by prioritizing both reach and privacy. It leverages unique first-party data and AI to deliver impactful ads even without traditional identifiers, ensuring your campaigns remain effective in a changing landscape." – Amazon Ads
To get the best results, continuously optimize your DSP campaigns. Test different bid strategies - whether you prefer Amazon’s automated bidding for convenience or manual bidding for greater control. Experiment with lookback windows to find the sweet spot for your audience’s buying cycle. A/B testing images, headlines, and calls-to-action can also help fine-tune your campaigns. With Amazon DSP’s detailed reporting and analytics, you can adjust your approach to boost ROI and strengthen connections with your customers.
If you’re looking for additional support, working with experienced agencies like eStore Factory can be a game-changer. They can help with campaign setup, audience targeting, and performance optimization across Amazon’s advertising ecosystem.
4. Run Limited-Time Brand Promotions
Limited-time promotions are a powerful way to create urgency and drive quick sales on Amazon. In fact, FOMO (fear of missing out) influences 60% of purchases within 24 hours, and flash sales boast nearly 15% transaction rates - a clear indication of their effectiveness.
Amazon offers several tools to help sellers craft time-sensitive deals. Lightning Deals, for instance, run for 4 to 12 hours and typically cost around $150 per ASIN, depending on the season. These short-term offers are featured prominently on Amazon’s deals pages, making them highly visible and impactful. On the other hand, Best Deals last several days, providing extended visibility while still leveraging the appeal of limited availability.
Another effective option is coupons, which can increase sales by an average of 11%. Amazon charges U.S. sellers $0.60 for each coupon redeemed, making this an affordable way to encourage repeat purchases. For higher-priced items, opt for Money Off coupons over percentage discounts - this allows customers to instantly see their savings without needing to do the math.
Timing is everything when it comes to running promotions. Align your limited-time offers with major shopping events like Prime Day, Black Friday, or Cyber Monday. These high-traffic periods bring increased customer attention and heightened buying intent, giving your promotions a better chance of standing out.
To maximize results, consider layering different types of promotions. For example, combine a Lightning Deal with a targeted email campaign to past customers, or pair coupons with social media promo codes. This multi-channel approach ensures your promotions reach customers through multiple touchpoints, increasing their effectiveness.
Operational readiness is just as important as the promotion itself. Ensure your inventory levels can handle the surge in demand and that your product listings are optimized. High-quality images, detailed descriptions, and strategic keywords are essential to convert the increased traffic into sales.
Finally, track your performance using Amazon’s analytics tools. Keep an eye on metrics like conversion rates, click-through rates, and total sales to understand what works best for your products. This data will be invaluable for planning future campaigns and re-engaging your audience.
While offering discounts is key to attracting buyers, it’s crucial to strike a balance between savings and profitability. Set discounts that provide real value to customers while protecting your margins - promotions should drive sales, not erode your profits.
If you’re juggling multiple promotions and need expert guidance, consider consulting eStore Factory for campaign optimization. Their expertise can help you get the most out of your promotional efforts.
5. Recommend Products Based on Purchase History
Building on strategies like personalized emails and targeted promotions, tailoring product recommendations based on purchase history can significantly boost re-engagement.
By analyzing purchase history, you can uncover customer preferences and buying patterns. For example, Amazon's recommendation engine drives 35% of its total sales, showcasing the power of this data-driven approach. Incorporating these insights into your re-engagement strategy can help you connect with customers more effectively.
Think about complementary products. If someone buys a smartphone case, they might also need a screen protector or a wireless charger. Similarly, a customer who purchases yoga mats might be interested in yoga blocks, straps, or workout apparel. This type of cross-selling could increase sales by 20% and overall profits by 30%.
Amazon offers tools like Amazon Analytics to help you analyze customer behavior and identify frequent product pairings. These insights reveal not just what customers buy but also when and how often they make purchases, allowing you to craft smarter recommendations.
Segmenting customers is another way to refine your approach. Group them by product categories, spending habits, or buying frequency. For instance, someone who regularly buys premium kitchen gadgets will respond better to high-end recommendations, while budget-conscious shoppers may prefer deals or discounts.
Timing plays a critical role. Use real-time data to make timely suggestions. If a customer buys a camera, follow up immediately with recommendations for lenses, memory cards, or camera bags while their interest is still fresh.
Amazon has also started leveraging generative AI to enhance product recommendations. Since September 2024, the company has been using AI to create more contextual suggestions. Instead of generic prompts like "More like this", customers now see tailored ideas such as "Gift boxes in time for Mother's Day" or "Cool deals to improve your curling game", all based on their shopping activity.
"By analyzing product attributes and customer shopping information, like preferences, search, browsing, and purchase history, we leverage a Large Language Model (LLM) to edit a product title to highlight features that we believe are most important to the customer and their current shopping activity", says Ivy Levine from Amazon.
A/B testing can further refine your strategy. Experiment with different approaches, such as showing three versus five product suggestions or emphasizing discounts over product benefits. One retailer increased click-through rates by 35% and saw a 20% boost in conversion rates after implementing a purchase history tracking system.
Don’t overlook contextual factors like location, time of day, and device type. For instance, someone browsing on their phone during lunch might be looking for quick solutions, while evening desktop users may be in the research phase of their purchase journey.
Finally, establish a feedback loop. Monitor ratings, reviews, and follow-up purchases to assess the effectiveness of your recommendations. If certain product pairings aren’t resonating, adjust your approach accordingly.
For businesses looking to take their recommendation systems to the next level, Amazon Personalize offers advanced capabilities without requiring expertise in machine learning. This tool allows for up to 180,000 real-time recommendations per month during the first two months and integrates seamlessly with email marketing and other customer touchpoints.
6. Request Reviews and Respond to Customers
Customer reviews are a cornerstone of building trust on Amazon. They not only influence potential buyers but also play a huge role in driving repeat sales and improving search rankings. In fact, products with a high number of reviews are 67% more likely to convert into sales, and Amazon’s A9 algorithm prioritizes well-reviewed products in search results.
The easiest way to request reviews is by using Amazon’s built-in "Request a Review" button in Seller Central. This tool ensures compliance with Amazon’s strict policies while maintaining a neutral tone. And it works - according to March 2020 data from Jungle Scout, sellers who used this feature experienced a 25.9% increase in reviews, compared to the platform’s overall growth of just 3.6%.
Timing matters. The sweet spot for sending review requests is 5–7 days after delivery. This gives customers enough time to use the product, leading to more thoughtful and detailed feedback. However, Amazon’s rules are clear: you can only request a review once per order, and you must stay neutral - no asking for positive reviews or offering incentives.
Once the reviews start rolling in, it’s time to engage. Responding to customer feedback, especially reviews below four stars, is crucial. Aim to reply within 30 days, and pay close attention to review trends after major shopping events like Prime Day or Black Friday. By identifying recurring issues from reviews, you can address problems at the product level instead of reacting to each review individually.
Take Anker, for example. The electronics brand excels at using customer feedback to refine their products. They actively monitor reviews, respond promptly to concerns, and use insights to improve their offerings. This proactive approach has helped them maintain consistently high ratings across their product catalog.
"The Customer Reviews tool lets you easily view and respond to product reviews to uncover product insights and build brand loyalty", Amazon explains in their seller resources.
When responding to negative reviews, keep your tone calm and professional. Address specific concerns directly and offer solutions to show your commitment to customer satisfaction.
For sellers managing high daily order volumes, automated review management tools can be a game-changer. These tools can trigger review requests, send personalized follow-ups, and notify you instantly about new reviews. On the other hand, smaller sellers handling around 10 products per day may find manual review requests manageable.
Effective review management isn’t just about protecting your reputation - it’s an opportunity to strengthen your brand, improve search rankings, and boost future sales. When customers see thoughtful responses to reviews, they’re more likely to trust your brand and feel confident about making a purchase, knowing they’ll receive support if needed.
7. Set Up VIP Customer Programs
VIP programs are a fantastic way to reward your best customers with exclusive perks while encouraging repeat sales. These tiered loyalty systems go beyond the typical one-time purchase by creating premium experiences that strengthen customer relationships. In fact, VIP programs can boost incremental revenue by 12-18%, and loyal customers often generate up to 10 times the revenue of first-time buyers.
The first step is identifying your top customers. Use tools like Amazon's Brand Analytics and Customer Insights Dashboard to analyze purchase history, repeat buying patterns, average order values, and customer lifetime value. With 71% of consumers expecting personalized interactions, this data is essential for crafting VIP experiences that truly connect with your audience. These insights help you build a program that not only engages your customers but also drives revenue growth.
Consider implementing a three-tier system where rewards increase along with annual spending. For example, entry-level perks might include early access to new products, while higher tiers could offer exclusive launch events or personalized consultations. The key is to make each tier feel special and progressively more rewarding.
Early access is particularly effective for Amazon sellers. Let your VIP customers be the first to shop new product launches, seasonal sales, or limited-edition items. This not only creates a sense of urgency but also reinforces their value to your brand. You can also go the extra mile with personalized rewards - if a customer frequently buys skincare products, surprise them with samples of new formulations tailored to their interests.
Beyond the perks, VIP programs can turn your customers into brand advocates. Research shows that 57% of consumers are more likely to join a loyalty program if it offers VIP status with exclusive rewards. When customers feel appreciated and recognized, they’re more likely to share their positive experiences with friends and family, organically growing your customer base through word-of-mouth.
Tracking and refining your VIP program is critical. Monitor which rewards drive the most engagement, analyze how customers move through the tiers, and study spending patterns at different levels. This data helps you fine-tune your program and create even more effective campaigns.
Loyalty programs can accelerate revenue growth by up to 2.5 times. Start simple - use email to offer exclusive discounts and benefits to your VIPs. As engagement grows, you can expand the program with additional perks and communications. The ultimate goal is to deliver real value that keeps your customers excited to stay loyal to your brand.
Conclusion
Customer re-engagement is all about maximizing the potential of your existing customer base. When done right, these strategies can drive both immediate revenue and long-term business growth.
Take personalized winback campaigns, for example - they can generate $10+ in revenue per customer, delivering a return that's 50–100 times higher than standard email campaigns. When you combine this approach with other re-engagement tactics, the results multiply, creating a continuous retention system that far outperforms the average 2–3x return from traditional paid advertising.
"Price is what you pay. Value is what you get." - Warren Buffett
This quote perfectly captures the essence of customer re-engagement. The time and resources you invest in strengthening relationships with your current customers yield significant rewards, including higher repeat purchase rates and organic referrals. With 82% of sellers using Amazon FBA, you can tap into Amazon's powerful infrastructure to support these strategies and scale your efforts.
The real magic happens when these tactics work together. Success hinges on consistent execution and refining your approach based on data. Keep an eye on metrics like conversion rates, average order values, and customer feedback to fine-tune your strategies. Start small - maybe with one or two tactics that fit your current setup - and expand as you see results.
For Amazon sellers, working with experts can make all the difference. eStore Factory offers a range of Amazon consulting services, from PPC management and account optimization to advanced marketing strategies. Their expertise in areas like Amazon SEO, product listing optimization, and DSP advertising ensures your re-engagement campaigns are built for visibility and conversions.
The competition may be fierce, but your existing customers are your most valuable asset. By implementing these strategies systematically, you're not just boosting sales - you’re laying the groundwork for lasting growth that becomes more rewarding over time.
FAQs
What are the best ways to personalize follow-up emails to re-engage Amazon customers and drive repeat purchases?
To make follow-up emails more effective and encourage repeat purchases on Amazon, focus on crafting messages that resonate with your customers' interests and past purchases. For instance, you could include helpful product tips, reminders to reorder, or special discounts tailored to their shopping history. These small, thoughtful touches can make your emails feel more relevant and engaging.
Another great strategy is to send timely thank-you emails after a purchase. Use these messages to share useful information, like how-to guides or suggestions for related products they might like. Automating these follow-ups helps you stay consistent while also building trust and loyalty with your audience. By focusing on personalized communication that adds value, you can strengthen customer relationships and drive repeat sales.
What should I focus on to create an effective loyalty program for my Amazon store?
To build a loyalty program that works for your Amazon store, start by offering rewards that genuinely appeal to your customers. Think about perks like discounts, early access to new products, or exclusive deals. The key is to align these rewards with what your audience values most, as this will encourage them to engage with your store and make repeat purchases.
Leverage Amazon's Customer Loyalty Analytics tools to better understand your audience. These tools can help you segment customers and create personalized rewards based on their shopping habits. When incentives feel tailored to their preferences, customers are more likely to feel appreciated and keep coming back.
Lastly, strengthen the relationship by adding a personal touch. Recognize your loyal customers with thoughtful gestures like personalized messages or thank-you notes. This kind of attention builds trust and creates a sense of belonging, helping transform occasional shoppers into devoted advocates for your brand.
What is Amazon DSP retargeting, and how can it help me re-engage past customers to increase sales?
Amazon DSP (Demand-Side Platform) retargeting gives you the power to show tailored ads to shoppers who’ve already engaged with your products or browsed your Amazon store. By tapping into their past behavior and preferences, it’s a smart way to re-engage potential customers who showed interest but didn’t complete a purchase.
This method can help increase conversion rates by keeping your brand fresh in their minds and nudging them to return. It’s particularly useful for turning window shoppers into actual buyers, boosting sales, and enhancing the effectiveness of your ad campaigns.
