Amazon's 'Customer Engagement' lets sellers connect with customers

San Francisco: Amazon may soon let sellers directly connect with their customers via emails about new product announcements and sales, reports CNBC on Friday.

The e-commerce giant is currently testing this new feature called "Manage Your Customer Engagement" that will allow sellers to contact Amazon clients who have specifically chosen to follow a particular company.

However, it is made currently accessible only to brands enlisted through Amazon's Brand Registry program.

Brand Registry program, launched in 2015, helps businesses curb the sale of counterfeits. It's known that more than 350,000 brands have registered to be part of this programme.

"Shoppers' contact information will continue to remain private. Amazon will give companies aggregate data when they use the tool that shows them how many emails will go out when they decide to share marketing campaigns with their followers," the report mentioned on Friday.

In addition, Amazon also agrees to provide the brands with information on the number of customers who have opted to receive the emails, along with performance metrics for the campaign.

"Amazon is committed to serving our shoppers by helping them engage with their favourite brands. With Manage Your Customer Engagement, brands will be able to initiate email campaigns about new product announcements and offers that Amazon will send to shoppers who choose to follow the brand," a company spokesperson was quoted as saying.

This is viewed as a key shift from Amazon's current policy, which is to limit the interaction between customers and companies that sell on the e-commerce platform.

At present, the interaction between the Amazon sellers and customers is restricted to resolving issues related to returns or orders.