What types of promotions does Amazon offer to sellers?

Promotion is one of the basic tools aimed at meeting the expectations and needs of customers. Consumers want to buy attractive products at the lowest price in a convenient place and time. Therefore, a well-designed promotional strategy can lead to increased sales. Discounts, rebates, and freebies with purchases help reach new target groups and build loyalty. In a highly competitive market, promotions are a key factor in competing with other companies offering similar products. On a global marketplace like Amazon, such actions are essential to acquiring and retaining customers. Find out what to do to fully utilise the potential of the tools offered by the largest e-commerce platform in the world.

How to promote products on Amazon?

In the local versions of Amazon, you can find several types of discounts, offers, and rebates that you can use to promote your own products. These are tools to help:  

Increase conversion

Increase the number of page views for product pages

Introduce a new offer to the market

Conduct effective competitive warfare.

Discover the possibilities offered by this platform to improve sales results.

Lightning Deals and 7-Day Offers

Offers submitted in these 2 categories appear in the "Deals" tab. Lightning Deals are active for a specified time. The seller must allocate a specific number of units for the promotion. The buyer sees how much percentage of the standard purchase price they can save. Promoted products are also displayed in search results, so they can also be easily found by customers who type a specific phrase into the search engine. These types of offers can encourage consumers to make spontaneous purchases, especially when the proposed discounts are really attractive. It is important that for Lightning Deals, Amazon determines the timeframe for the promotion. This means that you cannot set specific dates yourself. If you choose the 7-Day Offers, you set the date yourself - the next 7 days from the start. This type of promotion does not require the specification of the number of units intended for sale at a reduced price.

Promotions related to specific Amazon events

All Amazon sellers eligible to participate in promotions during specific events can check which dates are available to them in the Advertising - Deals tab. The opportunity to prepare offers for Black Friday, Cyber Monday, or Prime Day will appear on the dashboard. If there are no actions listed there, it means you are not eligible to submit an offer. Remember that for events like Black Week, higher fees apply for participation, but these are periods with the highest recorded sales of the year, so it is worth investing in them. If you are looking to save, consider the period after Cyber Monday. Customers shop then before Christmas, so you can also expect higher conversion during that time.

Coupons

Another useful tool for promotion on Amazon is coupons. Submitted offers appear in search results and on the product page. All your offers qualify for this option. A small fee is charged for each coupon redeemed by the customer. This fee is only applied in the case of completed transactions. The seller can see how many people clicked on the coupon and how many redeemed it.

Special discounts for Amazon Prime customers

For customers using the Prime Programme, Amazon organises special promotional events:

This allows subscribers to take advantage of attractive promotions, e.g., for Prime Day or Exclusive Amazon Prime Deals, providing access to many promotions on products from various categories

Offers submitted for these events are specially marked, and the reduced amount is visible in search results as well as on the product page 

There is no additional fee for participating in these sales events.

In autumn 2022, Amazon's Prime Early Access Sale (Exclusive Offers) took place for the first time, offering discounts of up to 80%. Promotions were available in many categories, including electronics, fashion, and home. For sellers, Amazon is a great opportunity to showcase their offerings during the pre-holiday season!

Effective product promotion on Amazon

Do you need to use all types of promotions to fully leverage the opportunities Amazon provides sellers? Not necessarily. Every marketing strategy should be developed individually and take many factors into account, including seasonality, demand, and production capabilities. Choose the tools that you can best integrate with your other promotional activities. Remember about campaigns that should also be initiated when promoting an offer through coupons or participating in special events. Only comprehensive actions will ensure high effectiveness. Key elements in this case are integration and consistency. Interrelated promotional methods complement each other, influencing an increase in conversion.

Happy selling

Amata Borys-Chudek

Go2Market Crew