Amazon aims to increase sales through email marketing

Brands and sellers represented on Amazon.com Inc. will be able to send marketing emails to customers. It's a risky move for increasing sales, which can flood mailboxes with spam.

The initiative was introduced at the Amazon Accelerate conference in Seattle. Independent companies sell more than half of the products on Amazon.com. This announcement gives them new functions.

The Specialized Audiences tool was specifically designed for the purpose of sending emails to all of the customers and tracking the results. The tool was tested this year. It will be available to all sellers in the United States in early 2023.

Amazon sellers will also have access to a new question-and-answer function. Alexa's voice platform will help sellers and buyers to communicate. Customers' question "how to remove pet hair from carpet" may be answered by sellers in video and audio formats, as well as linked to their products. Access to this feature will be available to selected sellers in October, and the launch for all sellers will be at the beginning of next year.

Dharmesh Mehta, Amazon's vice president of international service sales, believes that this way the company will help to connect customers with its brand, because many brand owners have become experts in their product area after spending years to become better.