You could soon receive even more emails after shopping on Amazon

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Amazon announced at its annual seller conference, Amazon Accelerate, that the United States merchants will soon be able to send out free marketing emails to reach some of their existing customers on the platform. This includes repeat customers, recent customers and high-spending customers, the company said in a statement. statement Wednesday.
For the many merchants who rely on Amazon (AMZN)‘s, the move offers the opportunity to foster a more direct relationship with their customers and potentially convince them to shop again and again. Amazon said it has more than 1.9 million business partners worldwide and more than 300 million active customer accounts.

“Brands are able to quickly acquire new customers in the Amazon store, but have expressed a need for improved tools to increase customer lifetime value,” said Benjamin Hartman, vice president of Amazon North America. Selling Partner Services, in a statement.

But for the millions of customers who shop on Amazon, it risks weighing down inboxes that may already be overflowing with promotional emails from retailers, hotels, dentists, and more.

Amazon said it is currently testing the program, dubbed Tailored Audiences, in beta and plans to make it available to all US sellers in early 2023. The tool will be available at no cost to sellers, and the company said it plans to improve email designs with new templates.

The company said customers can opt out of marketing emails from Amazon and brands, if they choose.

“Customers are always in control of the types of promotional and marketing emails they receive and can always opt out,” Dharmesh Mehta, vice president of Worldwide Selling Partner Support at Amazon, told CNN Business in a statement Thursday.

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