Amazon's latest seller tools aim to help businesses connect with their customers on a deeper level.

For the first time, Amazon sellers will be able to include customers (especially repeat customers, recent customers, and high-spend customers) in their email marketing communications, the Seattle-based corporation announced last week. Previously, Amazon sellers only had the ability to email shoppers that "followed" their brand on the platform (a feature that rolled out last October). Sellers will be able to access email marketing analytics, including open and conversion rates, through their existing customer engagement dashboard.

"Brands are able to quickly acquire new customers in the Amazon store, but they expressed a need for improved tools to increase customer lifetime value," Benjamin Hartman, vice president of Amazon North America Selling Partner Services, said in a press release. He added that the new tool demonstrates the corporation's "commitment to helping sellers reach the right customer, at the right time." The tool, called Tailored Audiences, is currently in beta testing and is expected to roll out to all U.S. sellers in early 2023.

This email marketing feature echoes a business tool that the Menlo Park, California, tech giant Meta launched in May. Its free Meta Business Suite platform added filtering to its Instant Forms (paid ads that prompt potential customers to share their contact information), in the aim of helping businesses drive more successful leads from the platform. 

These new e-commerce tools highlight the growing importance of first-party data for businesses looking to create meaningful customer relationships, as third-party cookies are phased out. Amazon's Tailored Audiences tool suggests a new push from the e-commerce giant to keep sellers on the platform with the promise of valuable customer data--which may help them increase their sales.