What types of promotions does Amazon offer to sellers?

Promotion is one of the basic tools used to meet the expectations and needs of customers. Consumers want to buy attractive products at the lowest price, in a convenient place and time. Therefore, a properly designed promotional strategy can lead to an increase in sales. Discounts, rebates, and freebies help reach new target groups and build loyalty. In a highly competitive market, promotions are a key factor for competing with other businesses offering similar products. On a globally-reaching marketplace like Amazon, such actions are essential to acquire and retain customers. Check how to fully utilise the potential of the tools offered by the world's largest e-commerce platform.

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

– increase conversion,

– boost the number of product page views,

– introduce a new offer to the market,

– conduct effective competitive fighting.

Discover the possibilities of the platform to improve sales results.

Lightning Deals and 7-day Deals
Offers submitted in these two categories appear under the "Deals" tab. Lightning Deals are active for a specified, short time; the seller must allocate a certain number of units for the action. Buyers see how much percentage of the standard price they can save. Promoted products also display in the search results, making them easy to find when entering a phrase. Such offers encourage spontaneous purchases, especially when the discounts are truly attractive.

For Lightning Deals, Amazon sets the promotion period – you do not choose specific dates yourself. With 7-day Deals, you set the start date, and the promotion lasts for the next seven days. This option does not require a pre-declared number of units to be discounted.

Promotions related to specific Amazon events
Eligible sellers for event promotions will check available dates in the Advertising → Deals section. The opportunity to prepare offers for Black Friday, Cyber Monday, or Prime Day will appear on the dashboard. If you do not see any campaigns, you are not eligible to submit an offer.

For periods such as Black Week, higher fees apply for participation, but this is the peak sales time of the year, so it's worth considering the investment. If you are looking for savings, submit offers after Cyber Monday – customers still purchase before the holidays, and conversion remains high.

Coupons
Coupons are another useful tool. Submitted offers are visible in search results and on the product page. All your offers qualify for this option. The fee is only charged for a coupon redeemed by the customer (only with a completed transaction). In the panel, you will see how many people clicked on the coupon and how many used it.

Special discounts for Amazon Prime customers
For Prime subscribers, Amazon organises special promotional events:

– subscribers benefit from attractive promotions (e.g., Prime Day, Exclusive Deals),

– they have access to many discounts in various categories,

– offers are specially marked, and the reduced price is visible in search results and on the product page,

– there is no additional fee for participating in these events.

In autumn 2022, the Amazon’s Prime Early Access Sale (Exclusive Deals) took place for the first time with discounts reaching up to 80% in categories such as electronics, fashion, or home. This is a great opportunity to showcase your offer in the pre-holiday period.

Effective product promotion on Amazon
You do not have to use all types of promotions to maximise the opportunities of Amazon. Develop your marketing strategy individually, considering seasonality, demand, and production capabilities.

Choose the tools that you can best integrate with other promotional activities. Remember about advertising campaigns – they should also work when you are using coupons or participating in special events. Comprehensive, cohesive, and integrated actions mutually reinforce each other and genuinely increase conversion.

Happy selling
Amata Borys-Chudek
Go2Market Crew