Promotions can help your products
stand out from the competition and stimulate sales. However, promotions are most
effective when your offer wins the Buy Box. Otherwise, the promotional messaging cannot
appear on the details page. For
more information about winning the Buy Box, see How the Buy Box
Works.
When to create a promotion
Consider creating a promotion when business is slow so that you can motivate both
existing and new customers to buy. You can also distinguish your offer from the
competition and encourage existing customers to try new products.
There are several options you can choose from when creating a promotion:
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Free shipping
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Money-off
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Buy one, get one free
Successful promotions
Successful promotions motivate customers to buy your product. To run an effective
promotion, consider the following guidelines:
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The customer must know about it. Consider running social media
campaigns to drive traffic to your promotion.
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It is time-sensitive. Customers respond to limited time offers
when they face the possibility of missing the offer. Experiment with the duration,
depending on your product.
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It offers sufficient value to influence the customer's choice.
Track current sales and gather feedback to really figure out what offers your
potential customers find more attractive. Then you’ll have some solid understanding
to be able to refine your promotions accordingly.
Note: When considering running promotions for
your products, keep in mind that promotions cannot be offered as an incentive for
customer reviews, either explicitly or implicitly.
.
Restrictions
Amazon restricts the following categories from certain kinds of
promotional offers:
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Fulfillment by Amazon (FBA) orders:
Excluded from free-shipping promotions.
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Wine:
Excluded from all promotions except Money Off promotions.
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Software and Video Games:
Excluded from free-shipping promotions.
Show a reference price on your products
If you would like to show customers a reference price on your products, you might be
interested in the following features:
Recommended Retail Price (RRP): To provide an RRP, review Amazon
EU Policy on Reference Pricing, and complete the Recommended Retail
Price field, which is now available in the inventory upload file in
Seller Central, or through feeds. This information may be used to display the "RRP” on
the product detail page. To learn more about Amazon EU Policy on Reference Pricing, see
Amazon Policy on
Reference Prices When providing an RRP take into account the following:
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According to the Amazon EU Policy on Reference Pricing, if you provide an RRP you
must ensure that it remains current. This includes ensuring that substantial sales
of the product in question were made recently at RRP in the applicable
marketplace. If we determine that the RRP provided does not comply with the Amazon
EU Policy on Reference Pricing, we will not display it.
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In most categories, multiple sellers offer the same product through a single
detail page. This provides an organized, uniform product presence in our catalog
and increases the convenience of comparison shopping for potential buyers. As with
other catalog attributes, the product information finally displayed on an Amazon
single detail page will be chosen by an automated business logic among the various
provided by different sellers. (To know more, see information in Correct an Error on a
Product Detail Page.)
Note: Detail pages have been simplified to only show the offer price and, when applicable
the Recommended Retail Price as described above. If you use the Sale Price, there will
no longer be a separate field or display for pre-discounted prices after the change
occurs.
See also