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Business

Spencer Soper

Amazon opens the email marketing floodgates to try to boost sales

Amazon Insider Intelligence

Amazon.com Inc. will let brands and merchants send marketing emails to shoppers, a risky bid to boost sales that could inundate inboxes with spam.

The company announced the initiative Wednesday at the Amazon Accelerate conference in Seattle, where it demonstrates new features to the independent businesses that sell more than half of the products on Amazon.com.

Merchants will be able to send free emails to new shoppers, repeat customers and their biggest spenders through a new “Tailored Audiences” tool, which will also let sellers monitor the results. The tool has been in testing this year and will be available to all US sellers in early 2023.

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