Seller Promotions to Consider for Amazon Prime Day

Updated 2/18/2020

As of September 2019, Amazon Product Display is now Sponsored Display, ads that re-engage shoppers off Amazon and drive them to your detail pages.

As of November 2019, Amazon retired its Giveaway program.

As of January 2020, Amazon terminated the Free Shipping promotion.

Amazon Prime Day is a worldwide online shopping event that occurs annually in July, and all sellers should be prepared for the big event. Seller – new and seasoned – should take advantage of every opportunity to showcase their brand and products. Following is a quick refresher on some seller promotions to consider for Amazon Prime Day.

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Amazon Coupons

Amazon Coupons are digital coupons that showcase discounts and promote your products. This promotion option allows you to offer a percentage off your item or a dollar off discount. Customers “clip” the coupon and add the product to the cart. At checkout, the discount is automatically applied. Coupons are based on a maximum budget. This budget is used for the standard $0.60 Coupon Referral Fee and the amount of the coupon discount. For example, if you sell a $10 product and offer a $1 coupon, a total of $1.60 is deducted from your set budget.

Amazon Lightning Deals

An Amazon Lightning Deal is a promotion with a limited quantity of offers on a product for a short period of time – usually a few hours. The offer is available until the deal expires or while supplies last. Since Lightning Deals are time-sensitive, customers are more likely to purchase quickly, leading to a bump in your product sales. Amazon itself markets Lightning Deals via email, its mobile app, and social media networks.

Amazon Sponsored Products

Amazon Sponsored Products is a pay-per-click (PPC) ad type that promotes products within search results and product detail pages. This ad option – available only for Buy Box eligible products – shows above, alongside, or below results on desktop, and below results on mobile. Sponsored Products ads are based on keywords, helping drive sales and individual product visibility.

Amazon Sponsored Brands

Amazon Sponsored Brands are keyword-targeted pay-per-click (PPC) ads that promote your brand and a collection of products. This ad type appears within search results on desktop and mobile, and is available to professional sellers enrolled in Brand Registry and vendors. Sponsored Brands ads are ideal for improving visibility and brand awareness. This advertising option features a custom headline, your brand logo, and up to 3 products. When a user clicks on your ad, they are taken to a custom landing page, a product listing page, or your Store.

Amazon Product Display Ads

Amazon Product Display Ads are pay-per-click (PPC) ads that promote your products and attempt to cross-sell or upsell customers. These ads show on product detail pages, customer review pages, and below the search results. Product Display Ads can also be included on abandoned cart, follow-up, and recommendation emails to your customers. This ad type delivers relevant ads to users with certain interests or those who are actively viewing specific products.

Learn more about our Amazon Advertising servicesAmazon Buy 1 Get 1

The Amazon Buy 1 Get 1 promotion is a selling tactic to appeal to consumers. It allows a customer to purchase one item and get a 2nd item free. However, you aren’t restricted by Amazon to BOGO specifically – this promotion can be used to promote sales like Buy 2 Get 1 Free, or Spend $50 on Eyeglass Frames, Get Another Free. This promotion is a tool that can assist you in selling discontinued or unwanted inventory more quickly while still maintaining profitability.

Amazon Percentage Off

An Amazon Percentage Off promotion is a tiered discount to encourage customers to purchase more because they receive a better discount. There a several options to choose from when structuring this type of promo, including “for every item purchased, get X% off,” “buy X number of items, get X% off,” or “spend $X, get X% off.” It’s important to know what structure best suits your business and products. The Percentage Off discount is beneficial for businesses that want to sell excess inventory or for those that want to move lots of product.

Amazon Social Media Codes

Amazon Social Media Codes are a way to easily share your products with customers via social media and email. This promotional option creates a temporary Amazon marketing page, which highlights products. You then share this page via Facebook or other platforms. Users click on your page to see your discounted products, and can purchase items at your discounted prices directly, with no need for a promotional code. It is a way to generate traffic outside of Amazon and send them to your product page.

Amazon Free Shipping

Available only to Fulfillment by Merchant (FBM) products, the Amazon Free Shipping promotion is a limited time offer on select items or your entire catalog. When setting up a Free Shipping promo, you’ll set your conditions – for example, if a customer must spend a certain amount or buy 2 of an item to receive free shipping – and the start and end dates for the promotion. You’ll then determine if you want to apply a single use code, a group code, or if you’d rather not use a code at all.

Amazon Giveaway

The Amazon Giveaway program is a marketing tool used to create sweepstakes promotions on Amazon products. Amazon Giveaways are an option for sellers who want to increase brand and product awareness, as well as encourage customer engagement. Products eligible for Giveaway include items sold by Amazon, Fulfilled By Amazon, and Kindle eBooks; Digital items like movies and apps are not allowed. Although there is no additional cost to run this promotion, the host of an Amazon Giveaway pre-pays for the prize, as well as estimated sales tax and shipping charges for the winner(s). The Amazon Giveaway program secures prizes, enforces entry requirements, and ships prizes to winners. Aside from you publicly sharing the giveaway with your customers via social media platforms, Amazon also shares it daily to Today’s Giveaways email subscribers.

Reports say that last year Amazon Prime Day surpassed Black Friday and Cyber Monday sales, making it the biggest shopping day of the year. As a seller, you definitely want in on some of that sales action. Utilize various advertising options and promotions to maximize your success on Amazon Prime Day 2019.


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