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Discounts are a proven way to attract more customers to your Amazon store. By offering deals, promotions, and coupons, you can drive sales, improve visibility, and encourage customer loyalty. Amazon offers several tools to help sellers create discounts easily. This guide will walk you through each discount option and show you how to set them up to benefit your business.
Before diving into the types of discounts, let’s explore the reasons why they’re beneficial:
Stand Out from Competitors: Discounts make your products more attractive to potential buyers. If customers see a good deal, they’re more likely to choose your product over a competitor’s.
Boost Sales: Discounts encourage buyers to make a purchase. This is especially helpful if you’re launching a new product or if you have products that aren’t selling as quickly as you’d like.
Clear Overstock: If you have extra inventory or slow-moving products, a discount can help you sell those items and free up storage space.
Increase Visibility: Discounts can appear in Amazon search results, on the Deals page, and on product pages. This helps more people see your products and increases the chances of a sale.
Encourage Holiday Shopping: During busy shopping seasons like Black Friday, Cyber Monday, or Prime Day, customers are hunting for deals. Offering discounts can help you attract customers who are shopping for gifts or seasonal items.
Amazon offers four main types of discounts for sellers:
Deals are promotional offers that are available for a limited time. Amazon has two types of deals:
Lightning Deals: These deals run for 4 to 12 hours, as determined by Amazon. They’re perfect for short-term sales boosts and are available for a limited number of products. They come with a special “Deals Badge” that makes them easy for customers to find.
Best Deals: Best Deals last longer than Lightning Deals and can run for several days. They’re also marked with a Deals Badge, which makes them stand out to customers.
Requirements to Create Deals:
To set up deals, you need:
A Professional Selling Plan
A rating of at least 4 stars on your product
Eligible products, as not all products can be included in deals
Payment for any associated fees (for example, Amazon may charge a fee to run a Lightning Deal)
Promotions allow you to offer special discounts to customers based on their purchase. There are three types of promotions:
Percentage-Off Promotions: These allow customers to save a certain percentage when they buy multiple items. For example, you could offer a discount like “20% off when you buy 5 items.”
Buy One, Get One Free (BOGO): With BOGO promotions, you can give customers a free item when they buy a specific number of products. For instance, you could offer a “Buy 2, Get 1 Free” deal.
Social Media Promo Codes: You can create a custom discount code for sharing on social media, through email marketing, or with influencers. These codes are only available through your chosen channels and can attract a wider audience to your store.
How to Set Up Promotions:
Coupons are a popular option because they allow customers to save a set amount on one item or a group of items. Coupons appear on product pages, and customers can “clip” them to apply the discount directly at checkout.
Types of Coupons:
Regular Coupons: Show up on product pages and in search results. Customers simply click to activate the coupon and save.
Prime Day Coupons: Available only during Prime Day, these coupons can help you attract more sales during this major shopping event.
Subscription Coupons: Encourage customers to subscribe to your product with additional savings when they subscribe for regular deliveries.
Requirements for Coupons:
To use coupons, you need:
A Professional Selling Plan
A product rating of at least 3.5 stars
Eligible products (check Amazon’s requirements for each product)
To pay a redemption fee for each coupon used by customers
How to Set Up Coupons:
These discounts are only available to Prime members, and they show a crossed-out price with the new, discounted price next to it. Prime Exclusive Discounts are an effective way to attract Prime members to your products, especially if you’re using Amazon FBA (Fulfillment by Amazon).
How to Set Up Prime Exclusive Discounts:
Offering discounts on Amazon can help you grow your business, but you’ll want to manage them effectively. Here are some tips:
Use Money-Off Coupons for Expensive Items: Customers appreciate seeing exactly how much they’ll save in dollar amounts, especially for high-priced items.
Set Long Coupon Durations: Coupons can run for up to 90 days. Consider using a coupon for 2–3 months to give customers enough time to find it.
Avoid Stacking Discounts: Be cautious about adding multiple discounts to the same product. If a product has a coupon and a deal, it can lead to steep discounts that may hurt your profits.
Plan Ahead for Holiday Sales: Black Friday, Cyber Monday, and Prime Day are big shopping days on Amazon. Plan discounts ahead of these days to maximize your visibility.
Consider Cost-Per-Click (CPC) Ads: Use Amazon’s CPC advertising to promote your deals to more customers. These ads appear in search results, so they’re effective in driving traffic to your discounted products.
How do I offer a percentage-off discount?
You can offer a percentage-off discount by using a coupon or creating a promotion. A coupon applies a percentage discount on single items, while a promotion offers tiered discounts on multiple purchases.
How do I create a discount code?
To create a discount code, go to the Promotions section in Seller Central, choose Social Media Promo Code, and set up your discount for sharing online.
What’s the difference between a coupon and a promotion?
Coupons provide an instant discount when customers “clip” them, while promotions can include percentage-off for multiple items, BOGO deals, or social media codes.
How can I find my upcoming deals?
Upcoming deals are visible on your Deals Dashboard in Seller Central. Customers will see your deals on product pages, in search results, and on the Amazon Deals page.
When is a good time to run Prime Exclusive Discounts?
Prime Exclusive Discounts can run anytime, but they’re especially effective during major shopping events like Prime Day, Black Friday, or Cyber Monday.
