Amazon is quietly rolling out a way for some sellers on its site to engage with shoppers, in a move that represents a departure from its historically tight controls over customer data.
Last week, Amazon began piloting a tool that enables U.S. companies that are part of its Brand Registry program to email marketing materials to shoppers who have opted to “follow” their brands. These companies can then notify those shoppers when they launch a new product or promotion.
The follow button is featured in areas such as a businesses’ store page and videos on Amazon Live, Amazon’s livestream shopping platform.
Source: CNBC
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