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Amazon Promotions: An Overview

As a customer, you may already be aware that Amazon has an incredible range of promotion types. From four-hour Lightning Deals to Subscribe & Save discounts, there are dozens of options and vehicles for offering a discount.

Before we begin, let's talk about Amazon Supported Deals. Programs like Deal of the Day and Lightning Deals enjoy the benefit of additional Amazon-sponsored merchandising across the site. These deals are automatically included in Today's Deals and category-specific deals stores and are often included in daily deals email campaigns (this is only guaranteed for Deals of the Day, sorry folks).

Restricted Promotions are deals which have a barrier to redemption: in short, customers must complete an additional action in order to receive the advertised discount. This additional action may be entering a promotional code at checkout, purchasing a certain number of units, or purchasing a specific combination of products.

Price Discount

Also known as Temporary Price Reduction (TPR)

Deal Duration: Up to 30 days.
Lead Time: Seller Central: Less than 24 hours (promotion must start tomorrow). Vendor Central: 4 weeks.
Restrictions: Minimum 5% discount off current price.

Multi-Buy Deals

Also known as BOGO, BXGY, BNXG%, BNXG%Y

Restricted Promotion: Customers must purchase a specified number or combination of products to receive the advertised discount. The key differentiating factor of multi-buy promotions is that customers must qualify for the discount by adding Qualifying Products (see below) to their cart before the discount is applied to their order at checkout.

Buy One Get What? Qualifying vs. Benefit Product Sets
The Qualifying Set is the selection of ASINs customers must purchase to qualify for the promotion. The Benefit Set is the selection of ASINs that the qualifying discount (or benefit) applies to.

Example 1:
Buy 1 or more units of Products A or B to get 50% off Product C, Products A and B are the Qualifying Product Set and Product C is the Benefit Product Set. A customer would need to purchase A or B to get 50% off their purchase of C. Sounds simple, right? If a customer buys 2 units of A, they would qualify for 50% off 2 units of C.

Most of the time, the Qualifying and Benefit product sets are the same.

Example 2:
Buy 3 or more units of Products D, E, or F and get 25% off all three units at checkout. If a customer buys any combination of 3, 4, or 5 units of either D, E, or F they would receive 25% off the first 3 products, but would not receive a discount on the 4th or 5th. If they purchase 6 units across D, E, or F, they would receive 25% off all 6 products in their cart, etc.

Discount Types

Buy X Get Y Free
Buy 1 or more Product X and get 1 Product Y free.

Buy N Get % Off
Buy specified number (N) of products in Product Set X and receive a discount at checkout. Ex: Buy 3 Apples, Get 15% Off.

Buy X Get % Off Y
Buy specified number of Products in Product Set X to receive a discount on products in Product Set Y. Ex: Buy 2 Apples, Get 50% Off an Orange.

Deal Duration: Up to 30 days.
Lead Time: Seller Central: 24 hours. Vendor Central: 4 weeks.
Restrictions: Minimum 5% discount off current price.

Discount Codes

Also known as Promotional or Claim Codes

Restricted Promotion: Customers must enter the discount code at checkout to receive the advertised discount.

Combinability: All multi-buy promotions are combinable with non-claim code promotions. Additional combinability restrictions can be added at setup.

Deal Duration: Up to 30 days.
Lead Time: Seller Central: 4 hours. Vendor Central: Minimum 2 weeks.

Group Claim Codes

Group or public discount codes can be used by anyone can redeem to receive the advertised discount. Group codes can be shared or advertised on social media and other marketing channels to drive awareness and subsequent sales.

Visibility: Group codes are displayed on product detail pages and visible to all customers.
Restrictions: Minimum 5% discount off current price.

Individual Claim Codes

Individual claim codes are just what they sound like: each claim code can only be redeemed by a single customer.

Visibility: This promotion type is not (and should not be) advertised on or off Amazon.
Restrictions: Seller Central only. Minimum 5% discount off current price. Individual codes are not published and cannot be shared; Sellers are responsible for messaging customers and delivering their individual discount codes.

Social Media Promo Code

Social media promo codes allow Sellers to offer a percentage discount. A landing page is automatically created with the list of eligible products and promotion details; the landing page exclusively features seller-specific offers, so customers do not need to locate your offer in the Buy Box. The landing page can be shared on social media or marketing channels such as paid search to direct customers and promote sales. Customers can then add items to their cart directly from the landing page and the discount will be automatically applied.

Codes default to single-use only but can be configured to allow multiple redemptions per customer account. Codes can also be configured to apply to a single product or multiple products.

Visibility: Promotion is not messaged on product detail pages.
Restrictions: Seller Central only. Minimum 15% discount off current price.

Coupons

Also known as Vendor-Powered Coupons (VPC)

Coupon discount can be setup as either percentage or dollars off. The budget you set will be utilized as customers redeem your coupon. We will deactivate your coupon when your budget is fully utilized. Targeting is available: limit availability/discoverability to a customer segment of your choice.

Restricted Promotion: Customers must clip the coupon to redeem the offer.
Deal Duration: 1-90 days.
Lead Time: Minimum 4 weeks.
Visibility: Amazon-Supported Deal. Search result badging. Available for Product Display Advertising. Targeting can be used to limit visibility.
Restrictions: Seller Central: Seller account rating must be at 3.5 stars or higher; discount must be between 5%-80% off the lowest price in the last 30 days.

Deal of the Day

Premier featured deal on Amazon. Deal cannot be inventory restricted; inventory must be available to fill all customer orders placed during deal period.

Deal Duration: 24 hours.
Lead Time: Minimum 4 weeks.
Visibility: Amazon-Supported Deal (see above). Search result badging. Available for Product Display Advertising.
Restrictions: Product must have minimum 3.5-star rating. Must be lowest price in trailing 365 days; cannot be run within 30 days following a Lightning Deal.

Lightning Deals

Also known as Category Specific Lightning Deals (CSLDs).

A Lightning Deal is a time- and quantity-limited promotional offer. For Seller-driven promotions, Amazon assesses an additional fee to participate in this program.

Deal Duration: 4-6 hours.
Lead Time: Minimum 4 weeks
Visibility: Amazon-Supported Deal (see above). Search result badging.
Restrictions: Product must have a minimum 3-star rating. Must be lowest price in trailing 90 days; cannot be run within 30 days following a Lightning Deal. For Apparel products, at least 65% of variations must be included in the product set. Seller Central: Must be a Professional Seller. Products must be recommended by Amazon; Sellers cannot submit products that have not been recommended for promotion. Products must be Prime eligible.

Best Deals

Also known as Savings & Sales.

Deal Duration: Up to 14 days.
Lead Time: Minimum 4 weeks.
Visibility: Amazon-Supported Deal (see above).
Restrictions: Minimum 20% discount off current price.

Free Shipping

A limited-time, free shipping offer for a subset of products. This promotion does not impact the Buy Box price.

Deal Duration: Up to 60 days.
Lead Time: 24 hours.
Visibility: Detail page messaging.
Restrictions: Seller Central only.

Subscribe & Save (SnS)

Subscribe & Save allows customers to schedule regular deliveries of products they purchase repeatedly using a subscription model.

Subscribe & Save customers select the product, quantity, and frequency of delivery. A 5% discount is applied per subscription. If a customer receives products from 5 or more subscriptions in a given month, they'll receive 10% or 15% off each subscription, depending on the product category. Additional information eligible product categories.

Combinability: Subscribe & Save discounts are combinable with other promotional offers, including Lightning Deals. Any coupons or promotions also apply to your Subscribe & Save-enrolled products. For example, if you run a promotion offering a 20% discount on a product that is available through Subscribe & Save, that discount will be added to existing subscriptions and will result in a total discount greater than 20% for subscriptions.

Deal Duration: Ongoing.
Lead Time: 4 weeks.
Visibility: Subscription enrollment and discounted pricing are integrated into the Buy Box.
Restrictions: Products must have an in-stock ratio of at least 85% for the trailing 30 days to be eligible for enrollment. Seller Central:  Seller account must be active for at least 90 days to be eligible for enrollment and have a 4.7-star rating or higher. Vendor Central: None.

Business-to-Business Pricing (B2B)
Business Price

A discounted price available to Amazon Business customers regardless of the quantity purchased. As an Amazon Business seller, you can create a Business Price on any of your offers.

Quantity Discount

Tiered discounts available to Amazon Business customers for high-volume purchases. As an Amazon Business seller, you can specify tiers for quantity pricing on your offers.

Deal Duration: Ongoing.
Lead Time: 24 hours.
Visibility: Available exclusively to business customers.
Restrictions: Seller Central only.

Content 101: Product Titles

Product Titles (aka Item Name or Product Name) are like term papers: thoughtfully organized, focused on the topic at hand, concise, and informative.

Product titles should include essential product attributes. What do we mean by essential? Pretend that all of the product images on Amazon disappeared overnight. If customers only had the name of your product available, would they be able to make an informed buying decision? There are specific details you absolutely need to know before you place your order, right?

Let's look at an example: a sweater. Which brand is it? Is it for Women or Girls?  Is it a Small, Medium or Large? Is it Red or Blue? Does it have a particular style? Is it made from a specific material or fabric? "Sweater" definitely doesn't give us enough information. Even "ACME Sweater" doesn't come close! "ACME Women's Cashmere Turtleneck Sweater (Red, Small)" on the other hand, provides a succinct description of the product's key attributes.

It's important to remember that the Product Title is a catalog attribute and not a marketing vehicle: unless they're part of the product name, search terms and keywords should not be included. Going back to that sweater, details like "hand-woven on Mars," "dry clean only," and "perfect for layering" are relevant to customers--but they should be iterated in the bullet points or product description, not the Product Title.

Here are some basic guidelines for how to structure this content and which details should be included:

  • Keep it short: 80 characters or less is our rule of thumb
  • Begin with the brand name
  • The actual name of the product, the way it would be described in a sentence--no superlatives or slogans
  • Include variation or critical attribute information:
    • Model Number/Compatibility
    • Color
    • Size
    • Flavor
    • Material or fabric (i.e. Stainless Steel, Cashmere)
  • Include distinguishing or value-added features--would knowing this impact whether or not a customer decides to buy your product?
    • Waterproof
    • Organic
    • Solar-Powered
    • Remote-Controlled
  • Quantity (if applicable)
    • 3-Pack
    • 24-Count
  • Physical Dimensions (if your product or similar products come in multiple sizes, this is essential)
    • 16oz
    • A4 paper / 8.5x11 in

Content 101: Content Optimization

When it comes to e-commerce, the product details must be as compelling, informative, and thoughtfully crafted as the product's packaging. Your Amazon detail page should be designed and optimized for two unique audiences: future customers and Amazon's A9 Search Algorithm

Optimizing for Customers

Your product page is the e-commerce equivalent of your "shelf presence" and physical packaging. Because consumers don't have the ability to experience or inspect the product in person, you need to communicate all physical details through richly-written descriptive content and high-quality images. A+ and EBC also allow you to provide additional content and media to give customers a better understanding of your brand's origin story, why your product matters, and how your company or product differs from the competition.

Assume that the customer is utterly ignorant of both the product and the category or family of products it belongs to. To deliver the best possible customer experience, and ensure there is no confusion or misunderstanding once the product arrives at their door, it's essential to state exactly what the product is, its purpose and functionality, and precisely what customers can expect to find when they open the box. Does it include any accessories like a carrying case? Is there an essential accessory that is not included, like a charging cable or batteries? Are there any other products featured in the images or video that aren't included with their purchase?

Optimizing for A9: Amazon SEO

At a high level, A9 is the Amazon Search Algorithm that powers customer search within the Amazon ecosystem. Just like making sure your products are correctly categorized, it's imperative to optimize detail page content for A9 indexing. The first thing to keep in mind is that A9 doesn't index all of the detail page content; it only looks at the first 500 characters of the Product Title and Bullet Points and all priority keywords should be included in these attribute fields. How do you include all of these additional keywords without it looking like alphabet soup? Diversify your language. Instead of reusing the same words or phrases, use synonymous terms to maximize the indexable real estate. 

Content 101: Anatomy of an Amazon Detail Page

Content organization is crucial. In a perfect world, every customer would scroll down the detail page and view your meticulously crafted A+ Content or Enhanced Brand Content (EBC), but the reality is that the majority of customers don't scroll down at all. This certainly doesn't mean that A+/EBC content is unimportant, but understanding that many customers may not see that content means that the content they will see must contain all of the information they need to make an educated purchasing decision.

These critical placements are referred to as Above The Fold (ATF)--the 'fold' being the bottom of the browser window, the visual cutoff point when a customer first lands on a product's detail page. This content includes the product title, product images or video, bullet points, variation information (sizes, colors, flavors), and of course, the buy box.

Placements that fall Below The Fold (BTF) are anything you have to scroll down to see: Product Details and Technical Specifications, Warranty Information, Product Description, A+ and EBC.

Above The Fold

Brand, Product Title, Ratings & Rankings

Brand Name, Product Title, Ratings, Reviews, Question and Rankings

Brand

The brand is always immediately adjacent to the product title. You provide this information during Item Creation or New Item Setup (NIS) and can be edited at any time in Seller Central. The name is hyperlinked to your Brand Store (Storefront)-- if you do not have a brand store setup, Amazon search results for that brand name.

Product Title

Also known as Item Name or Product Name, the product title should include your brand, a succinct description of the product, and any variation details like color, size, and quantity.

Ratings, Reviews, Questions & Ranking

The product's star rating is an aggregated metric based on customer reviews. Customers can also ask questions about the product, like "Does the printer include a toner cartridge?" or "Is this product vegan-friendly?" These questions are published to the product's detail page where you (the seller or brand owner) and other customers can publish a response. If a product is top-ranked within a category or subcategory, a "Best Seller" badge will display to let customers know that this is a super popular and relevant product.

Images & Video

Thumbnails for additional images and product videos will display either to the left or directly below the primary product image (depending on the product category). It's critical that images are large enough to enable Amazon's zoom function, at least 1000px or larger on one side; there's a direct correlation between "zoomable" images and increased sales.

Buy Box

You're probably already familiar with the basic Buy Box appearance and options, so we wanted to take a moment and explore some of the more specialized formats.
Lightning Deal or CSLD Buy Box

Lightning Deals

Often abbreviated as CSLD (Category-Specific Lightning Deal), Lightning Deals are 4-6 hour deals, offering a significant discount on a specific, predetermined number of units with a strict quantity limit of one unit per customer. Did you know CSLDs have their own Buy Box? While the deal is running, the normal Buy Box is replaced by the CSLD offer, which displays both the time remaining on the deal and what percentage of the available units have already been claimed or purchased. What's the difference between "claimed" and "purchased?" From the time a customer adds a CSLD to their cart, they have 15 minutes to check out; if they don't complete their order during that time, the unit is removed from their cart and becomes available to other customers.
Subscribe and Save
 

Subscribe & Save

Often abbreviated as SnS, Subscribe & Save is just what it sounds like: an automatic subscription program for products you regularly order--and by committing to future orders, you'll also receive a 5% discount.

Inventory & Fulfillment

Inventory and Fulfillment Options

Displays a product's inventory status (In Stock, Temporarily Out of Stock, Currently Unavailable), who is selling the product (Amazon.com for Retail offers and the seller name for FBA or MFN), and how customer orders are fulfilled (Fulfilled by Amazon or directly by the seller).

For FBA offers, this will display as "Sold by [Seller] and Fulfilled by Amazon." and include a link to the seller's profile.

Twister & Variations

Bullet Points

Below The Fold

 

Special Offers & Promotions

Product Details

Product Description

A+ Content / Enhanced Brand Content