Amazon is trialling a new scheme allowing some of its merchants to directly contact customers with marketing material, breaking from its strict controls on consumer data.
According to CNBC, Amazon began piloting a tool which enables brands to reach out to customers who “follow” them on its platforms to inform them of new products and promotions.
The new tool, dubbed “Manage Your Customer Engagement”, will not hand over the individual addresses of shoppers to merchants, but will inform them how many emails will go out when decide to share marketing campaigns to their followers.
