Marketplaces Barbara Riccardi By Barbara Riccardi

Amazon Introduces Coupons to Third-Party Sellers

How many of you remember getting the newspaper each Sunday morning and clipping coupons to use later that week? While times have changed and many of us don’t receive the paper anymore, coupons are still alive and thriving. So much so that recent studies have shown that shoppers (more than 3 in 5!) prefer coupons over other types of promotions.

Amazon first-party vendors have had the ability to offer coupon discounts to consumers for some time. You’ve likely seen one or two of these in the past; if not, here’s an example:

Amazon Coupon Example

About Amazon Coupons

As of last month, they’re also now available to third-party (3P) sellers. Amazon Coupons is a self-service tool that will allow sellers to create digital coupons to offer compelling promotions to their customers.

Currently, 3P sellers only have the ability to create the following promotions:

  • Free shipping
  • Giveaway
  • Percentage off
  • Social media promo code
  • Buy one get one

While Amazon Coupons show up within search results, these types of promotions don’t. They can only be found on an item’s product detail page:

Amazon Coupons Example 2

Have we convinced you to offer a coupon to your consumers yet? If not, let’s walk through the easy setup process.

  1. From within your Seller Central account, select Coupons from the Advertising menu and click Get Started.
  2. Search for the products you want to add to the coupon and click Add to Coupon. Up to 50 parent Amazon Standard Identification Numbers (ASINs) can be included on one coupon.Amazon coupons 3
  3. Choose between the Percentage Off or Money Off discounts. Enter value of the discount you would like to offer.
  4. Set a budget for your coupon (click here to learn more about how budgets work). Continue to the next step.
  5. Enter a title, and select a start date and end date for your coupon. You may also choose to target your coupon to a customer segment from this step (click here to learn more about targeting). Continue to the next step.
  6. Review your coupon and, when ready, submit the coupon.

Your coupon will be active 48 hours after you submit it. During this time, the coupon is fully editable. Once your coupon becomes active you will only be able to extend the end date or increase the budget. All other changes will require you to cancel the coupon and set up a new one.

Pro tip: Be mindful when choosing your products. Selecting items within the same category or product group will provide a better customer experience. Keep in mind, this option won’t be a saving grace for products that aren’t performing well. Consider starting with your top sellers that already rank on the first or second page of search results, as coupons on these items will have the best visibility.

As always, with any good advertising strategy — test, test, test. Leave a comment below to let us know what strategies worked best for you!

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