A Complete Guide to Using Amazon Moments for Sellers
As the world’s biggest online marketplace, Amazon is always looking for new ways to captivate its customers. One of its standout tools is Amazon Moments. Increasingly, businesses—including major names like Disney—are leveraging this feature, with some reporting sales jumps of nearly seven times their usual numbers.
But Amazon Moments isn’t just about boosting revenue. This program also helps brands grow their audience, motivate customer actions, and reward both new and loyal shoppers. On top of that, Amazon handles much of the technical setup for you, making it surprisingly simple to launch your own program.
Before using this feature, it’s crucial for e-commerce sellers to understand what Amazon Moments offers, how to make the most of it to improve conversions, and how to track your campaign’s success.
What is Amazon Moments?
Amazon Moments is a global rewards program that enables brands to offer incentives to their customers. Launched in 2019, it’s now available in over 100 countries around the world.
To claim these rewards, users need to complete certain actions or “Moments.” These can include things like watching a set number of movies or TV shows on Prime Video, subscribing to a service, or completing a level in a mobile game.
More flexible than typical Amazon Seller Promotions, Amazon Moments lets brands go beyond simple discounts. While e-commerce companies can use it to boost product sales, entertainment companies often use Moments to give away gift cards or exclusive products as rewards.
Why Should You Use Amazon Moments?
Amazon Moments is valuable for businesses of all kinds. E-commerce sellers might use it to reward customers for actions like making a purchase and subscribing to a mailing list.
Entertainment companies can incentivize players for achievements like completing a game level, while other brands might use Moments to encourage activities such as completing a survey or viewing a promotional video.
Additionally, app developers can tie Moments to in-app actions—including downloading the app itself. This flexibility makes it a powerful tool for customer engagement.
Many e-commerce sellers also rely on Moments to improve customer loyalty, drive conversions, and grow their audience. The program offers a streamlined way to set and measure business objectives.
How Amazon Moments Works?
To get started, brands access the Amazon Incentives console, where they can create and customize campaigns. Here, you decide which user actions trigger rewards and select from a range of incentives. You can even segment your audience between new and returning customers.
For brands that want to integrate Moments into their own apps or websites, Amazon provides an API that developers can easily incorporate into existing systems.
What Rewards Can You Offer?
Amazon Moments allows brands to choose between two primary reward types:
- Physical rewards: These are processed and shipped by Amazon’s warehouses.
- Digital rewards: Options include credits, downloads, and Amazon gift cards.
It’s worth noting that customers tend to respond better to free items than to discounts. Free perks typically result in higher engagement rates and contribute to longer-term business growth.
There are some limitations, however. Physical rewards must be products sold and fulfilled by Amazon. Occasionally, these products may run out of stock. In those cases, Amazon substitutes an alternative of equal value.
Yes — you can offer your own products as rewards, but only if they’re fulfilled by Amazon directly. Products listed by third-party sellers, even your own store, won’t qualify.
Important Things to Know Before Using Amazon Moments
Amazon Moments is an excellent tool for expanding your customer base and increasing sales. However, without a solid campaign strategy, you may fall short of your goals.
Here are a few important best practices to follow when using Amazon Moments.
Understand Your Target Audience
Offering the right rewards starts with knowing your audience. Understanding your customers’ preferences helps you design more appealing incentives for both new and existing shoppers.
For example, if you operate a mobile game and want to use Amazon Moments to attract players, you’ll need to determine which rewards drive the most engagement and what actions users are likely to take.
It’s also vital to tailor incentives for different stages of the customer journey. You might reward new visitors for signing up for a newsletter and offer bonuses to existing customers for making a purchase.
One way to identify popular rewards is by browsing public Amazon wishlists to see what products your audience desires most.
Don’t Overlook Taxes and Shipping Costs
While customers love receiving free physical rewards, these come with extra expenses like shipping and taxes. Since the perks are free for customers, your business will need to cover these costs.
It’s a good idea to include taxes and shipping fees in your Amazon Moments budget. While Prime members typically enjoy free shipping, you’ll be responsible for shipping to non-Prime customers.
Given that Amazon Moments operates internationally, you might consider limiting physical rewards to local users and offering digital rewards to overseas participants.
Use A/B Testing for Better Campaign Results
If you’re unsure which rewards will drive the best outcomes, consider running A/B tests. Amazon makes it possible to test different aspects of your marketing efforts, including your Moments rewards.
Start by selecting two different incentives — for example, a small gadget versus an Amazon gift card. Run one reward during a campaign period and the other during a second campaign.
Compare the results and stick with the reward that yields stronger engagement and conversions moving forward.
How to Join Amazon Incentives
Once you’ve signed up for the Amazon Incentives program, your next step is setting your desired action and choosing a reward.
From there, Amazon handles the logistics — shipping products to winners or providing URLs for digital gift cards or coupons.
The program is available to users in any eligible country, so anyone with an Amazon account can participate.
However, take note of a few limitations:
- All participants must have an active Amazon account.
- Rewards will expire 30 days after the campaign launch date.
Ads and Pricing
While Amazon Moments is a highly effective way to engage your audience, it’s not free. The program uses a cost-per-action (CPA) pricing model, meaning you’re only charged when a customer completes the desired action.
The good news is that brands can set their own CPA rates, with a minimum of $3 per action. Naturally, the higher your CPA, the better the rewards you can offer. Campaigns have a monthly budget limit of $5,000, with an overall cap of $15,000 per Moments account.
The CPA you choose will depend on the type of reward. Digital rewards usually require a lower CPA, since you won’t need to account for shipping or tax costs.
Engage Your Customers with Amazon Moments
With Amazon Moments, you can engage customers using free products or digital rewards tailored to their interests. Its flexibility makes it an attractive option for websites, apps, and e-commerce brands alike.
If you’ve tried Amazon Moments but still find it difficult to boost conversions and sales, SAECOM FBA PRO is here to help. We offer a range of services designed to increase your Amazon sales and strengthen your brand’s marketplace presence. Our team has helped over 500 seven-figure sellers grow their Amazon businesses by an impressive 75% year-over-year.
