Running promotions on Amazon isn’t just about lowering prices, it’s about creating momentum for your products, driving visibility, and ultimately winning more customers. Luckily, Amazon Seller Central makes it straightforward to set up promotions, but knowing the right approach can make all the difference.
Let’s walk through how to offer a promotion in Seller Central, and more importantly, how to do it well.
Step 1: Decide on the Type of Promotion
Amazon gives sellers several options for promotions, and each serves a different purpose. The most common include:
- Percentage Off: A simple discount, great for generating attention.
- Buy One, Get One (BOGO): Perfect for bundling products or encouraging trial of a new item.
- Free Shipping: A strong incentive, especially for products not already covered by Prime.
Think about your business goal before you choose. Are you looking to clear inventory, increase product reviews, or launch a new item? Your promotion should be aligned with that goal.
Step 2: Set Up Your Promotion in Seller Central
- Log into Amazon Seller Central.
- Navigate to the Advertising tab and click Promotions.
- Choose the type of promotion you want to run (Percentage Off, BOGO, etc.).
- Fill in the required details:
- Products included in the promotion
- Discount value or terms
- Start and end dates (Start time is 12:00am and end time is 11:59pm on the selected dates)
Take your time here. The details you enter will directly affect how customers see and experience your promotion.
Step 3: Add Targeting & Customization
Amazon allows you to tailor promotions to specific audiences. For example, you can offer discounts only to buyers who add multiple products to their cart or who meet a certain order threshold. You can also create claim codes, either one-time use or group codes, for added control.
This is where strategy comes into play. A well-thought-out promotion feels exclusive, not just another blanket discount.
Step 4: Review and Launch
Before you hit submit, double-check your promotion settings. Nothing derails momentum faster than a missed end date or an incorrectly applied discount. Once you’re confident everything looks right, click Submit.
Your promotion will then be reviewed by Amazon, and once approved, it’ll go live.
Tip: If you plan on running a promotion during a peak sale window (Prime Week, Christmas, etc.) plan ahead and submit your promotion(s) well in advance of the start date. Approval by Amazon may take longer due to the large number of promotions being submitted by other sellers.
Best Practices to Keep in Mind
- Watch Your Margins: A promotion is only successful if it still works for your bottom line.
- Time It Right: Pair promotions with peak shopping times or product launches for maximum impact.
- Track Performance: After your promotion ends, dive into your reports. Did it increase sales, reviews, or visibility? Use those insights to refine future campaigns.
Promotions in Amazon Seller Central are more than just discounts, they’re tools for building momentum, boosting visibility, and strengthening your customer base. With a clear goal, the right setup, and careful monitoring, your promotions can do much more than move products off the shelf. It’s also important to remember that Amazon has specific requirements and restrictions for creating promotions, so take the time to familiarize yourself with these rules before launching. Additionally, some promotion types may come with associated fees, so review the costs ahead of time to ensure your promotion remains profitable and effective.
Promotions can be a little overwhelming sometimes. If you find you need some help, our expert team is here for you.