Compelling Offers That Sell – Using Amazon Promotions to Drive Sales

Strategically running deals on Amazon should always be part of your long-term strategy as an Amazon seller. Promotions improve visibility on your products and can result in increased sales across your entire product range, creating a halo effect to drive brand awareness.

Your custom-built strategy will depend on factors such as specific goals, budgets and product category. While strategies differ too greatly from client-to-client to detail out in any meaningful way in this article, below is an overview of Amazon’s most effective promotion types.

Contact us to tell us more about your brand’s goals, and we’ll begin crafting your custom growth strategy.

What Amazon Promotions do we use to drive growth?

Prime Exclusive Discounts

Prime Exclusive Discount is a price discount available only to Amazon Prime members. (Fun Fact: 1 in 3 Americans are Amazon Prime members). Product offers with a Prime Exclusive Discount will show a discounted price with the regular price crossed out. Buyers will also see a savings summary in search results and on product detail pages. Prices adjusted for discounts are displayed on the Featured Offer detail page for Prime members.

Some things to note:

The discount can be either a percentage or dollar amount off.
Your product must be Prime eligible in all regions of the country.
To qualify, your product must have at least a 3-star rating, or no rating.
The sale price must be at least 10% off the non-member, non-promotional price.
There is no seller-fee for running a Prime Exclusive Discount.

On Prime Day, your Prime Exclusive Discount will show a Prime Day Deals badge.

Coupons

Coupons are a way for the shopper to save either a percentage or dollar amount off a specific product. Think of them just as you would think of coupons that you would clip out of a newspaper.

Some things to note:

Coupons cost $0.60 per redemption plus the discount that they require.
Seller Fulfilled, FBA, or Seller-Fulfilled Prime items all qualify to use coupons.
To qualify, your product must have at least a 3-star rating, or no rating.
Certain categories such as adult products, hunting and fishing, books, music, videos and DVDs cannot use coupons.

Lightning Deals

Amazon Lightning Deals are promotions where a limited number of discounts are offered on an item for a short period of time. They can be found throughout Amazon and are available on the Today’s Deals page.

Some things to note:

Only one product can be included in the deal, but variations of this product are allowed.
A status bar will be visible, showing the percentage of deals that have already been claimed.
You will be charged for running this promotion, and the price will vary depending when the deal is running, and the category. Times of the year that typically have higher customer traffic have higher fees. The fee can range anywhere from $150-$500 or higher.

Virtual Product Bundles

Virtual product bundles allows FBA brand owners to group together 2-5 similar product listings into a single listing. Amazon will ship these items together so that you do not have to create a physical bundle.

Some things to note:

Bundles can be priced lower or equal to the sum of all products, but a discount results in more bundle sales.
Bundles are compatible with coupons and A+ Content.

7-Day Deal

A 7-Day Deal is a time-bound promotion where a product is featured for a limited number of days on the Today’s Deals page.

Some things to note:
• To be eligible to use any deal, you must be a seller with at least 5 seller feedback ratings per month that average to at least 3.5 stars.
• Like lightning deals, the same fluid fee structure applies.

How can my brand benefit from running deals and promotions?

Taking advantage of Amazon’s deals and promotions can do much more than just boost sales. Here are some other benefits.

1. Brand Awareness

Given that Amazon ranks as the number one shopping app in the United States, appearing on Today’s Deals page will seriously increase your brand’s visibility.

2. You will drive more traffic to your listings

More traffic = higher conversions.

3. Increased early sales for new brands and products

When a brand is starting out, the first few months are typically used to get as many sales and reviews as possible. With promotions, you’ll make those sales more quickly and shorten your road to becoming an established seller.