Amazon Promotions: Best Practices for Managing Deals and Discounts in 2024

You don’t need to spend too long on Amazon to spot that many sellers offer sales promotions. As you browse the millions of products available, you’ll quickly see many are on offer. This can be done in several ways – such as via an Amazon promotions code, an Amazon wish list promotion or as part of a larger ecommerce digital marketing strategy – and these promotions are a priority for many ecommerce marketing companies. That is because knowing that successfully navigating Amazon promotions can give your products, revenue and seller success a significant boost.

What’s the Difference Between Promoting and Advertising on Amazon?

The words ‘promoting’ and ‘advertising’ are often used interchangeably, especially when boosting sales on Amazon. They’re both ways to increase the sale of products and encourage customers to make a purchase, but they are slightly different. Whereas promoting on Amazon tends to involve giving customers a reason to purchase products – for example, by offering money off if they Subscribe and Save or by running a Lightning Deal – advertising focuses on increasing how many people see a product on the platform by paying for advertisements.

Amazon product promotion is all about immediate sales and encouraging these sales by making a product as appealing as possible to buyers. With the urgency of a special offer or discount, customers are more likely to buy then and there. This differs slightly from advertising, which focuses on driving traffic to product listings via targeted ads, with the added bonus of boosting brand awareness.

Make These Promotions a Key Part of How You Sell with Amazon UK

• Vouchers – Vouchers are a tried and tested way of promoting products on Amazon. They encourage customers to purchase a product by offering a specific percentage or a fixed amount of money off. Vouchers create a sense of urgency, making shoppers feel they need to act quickly to save money.
• Lightning Deals – Amazon is well known for having Lightning Deals, and they’re often used as a discount strategy on the platform. By offering time-sensitive promotions, shoppers are encouraged to check out immediately before they miss out. As Lightning Deals are only active for short periods, they tend to offer bigger discounts than other promotions.
• Standard Deals – There are also standard deals on Amazon, which provide another way for you to promote products. These work similarly to Lightning Deals, but last longer, giving customers slightly more time to consider their options. There’s less urgency, but these deals are likely to be seen by more people.
• Subscribe and Save – A somewhat recent addition to Amazon is the Subscribe and Save option, which gives discounts to customers who subscribe for regular deliveries of the same product. This type of promotion doesn’t work for every type of product, as it relies on customers needing a steady flow of the same item at regular intervals. For example, makeup, pet food, cleaning supplies or toiletries. Not only does Subscribe and Save increase repeat purchases, but it also encourages customer loyalty.

Amazon Promotions Management Tips and Tricks

With more than 353 million products on Amazon, 12.2 million of which are sold by Amazon itself, deals and discounts are an effective way of ensuring that your products stand out to shoppers. However, this only works if you have ecommerce marketing techniques and best practices to follow.

• Time Your Promotions Well – There are a lot of promotions on Amazon, so you need to time yours to make sure they’re seen. Choose a time and duration that works for your target market. For example, if you’re running Lightning Deals, schedule these during popular shopping hours or special events, such as Amazon’s Prime Day. If you’re running a standard deal, run the deal for longer to make sure as many shoppers as possible see it.
• Have Clear Objectives – Before you start navigating Amazon promotions, have a clear idea of what you want to achieve. You might want to get rid of some of your excess inventory, or you might want to promote new products and get customers on board. You might want to boost your sales during a slow sales period to grow your customer base. Knowing what you’re aiming for will help you tailor your deals and discounts to have the biggest impact.
• Adjust Promotions Regularly – A key part of Amazon campaign management is tracking your promotions’ performance and adjusting them if they’re not doing well. Using sales data from before and after the promotion, you can see if a promotion is worth running again. Look at reviews and feedback to see which products are fan favourites and which need a bit of a push. You might want to promote a product that’s struggling to gain momentum online in the hope of encouraging the first batch of purchases. It’s also a good idea to look at what your competitors are promoting and find out what works for them.
• Choose Attractive Offers – Deals, discounts, and promotions only work if they entice customers. It’s not enough to offer a very small amount of money off, as this is unlikely to excite them enough to hand over any money. Instead, offer significant savings and highlight the benefits of the product. Show why the product differs from others on Amazon and make customers see it can add value to their lives by solving a problem.

What is Amazon Seller Support?

There’s a lot of support for those selling on Amazon, especially with Amazon promotions management and Amazon marketplace deals. Amazon Seller Support is a service provided by the platform itself and is designed to help sellers with various aspects of selling online. Amazon Seller Support covers many things, including promotions, deals and discounts. It’s there to help sellers, of which there are 9.7 million on Amazon worldwide, to set up, optimise and manage a variety of campaigns. This includes Lightning Deals and vouchers, all aimed at attracting customers and boosting sales.

However, even with Amazon Seller Support, navigating promotions on Amazon can be daunting. Not only do you need to understand the best practices for managing deals and discounts, but you also need to ensure everything complies with the marketplace’s guidelines. That is why many sellers enlist the help of professional ecommerce marketing services, such as those offered here at Amersify, to guarantee their ecommerce marketing strategy is spot on.

Our expert help maximises the impact of Amazon product promotion strategies and boosts your performance on the platform. Get in touch to find out more.