Operator glossary
Brand followers
The shoppers who tapped Follow on your Store or Posts — a retention audience Amazon lets you actually reach — through MYCE emails, follower-targeted promotions, and feed distribution.
Follows accumulate wherever the button renders: your Store header, Posts, Live streams. The follower count is small next to your customer file — and disproportionately valuable, because Amazon permits activation: MYCE email campaigns target followers, Brand Tailored Promotions carve follower audiences, and Posts distribute preferentially to them.
Growing it is low-ceremony: the Follow button exists on surfaces you should be feeding anyway (Store freshness, Posts cadence, occasional Lives), and inserts-adjacent 'follow us on Amazon' prompts within policy. It is the only owned-ish audience Amazon lets you build inside the store — treat the count as a KPI on brand surfaces.
The numbers
- Where follows happen: Store, Posts, Live; activation: MYCE emails, BTP follower audiences, preferential Posts reach.
- The only in-store audience you may repeatedly contact — a real KPI for brand surfaces.
Primary sources: Amazon Brand Registry (official)