Amazon Deals and Vouchers: When to Use Them and How

Amazon Deals and Vouchers When to Use Them

Amazon deals and promotions can be a great way to attract customers to your listings on the marketplace. If you’re looking for a way to boost sales on Amazon and gain an edge over competitors, promotional offers can be a fantastic tool for sellers.

By applying promotions such as Amazon Lightning Deals, Best Deals, and Amazon Vouchers to your product listings, you could build your brand through increased visibility and incentivisation. There are also opportunities to target specific customer segments, making your promotions work harder for you.

With various promotional options to choose from, this is a highly flexible feature that benefits every type of business. In this blog, we provide details on what the options are, and when and how to use them.

Benefits of Amazon promotions

Here’s a quick overview of the benefits of applying Amazon promotions to your listings:

  • Better visibility

Certain promotions, like Amazon Lightning Deals, are designed to make your products stand out on the platform.

  • Grow your sales

Discounts and Amazon Vouchers incentivize customers to buy, including new and existing customers.

  • New customers

Not only can you boost sales on Amazon, but you can improve customer acquisition with attractive offers, with the potential of turning them into repeat buyers.

  • Improve search rankings

Certain strategic promotions can potentially improve visibility and ranking on the website’s search results.

  • Build your brand

By using Brand Tailored Promotions, you can foster loyalty and incentivise customers to shop with you time and time again.

  • Clear out inventory

Do you have slow-moving product lines that are causing high storage fees? Amazon promotions can help you shift excess inventory quickly.

Types of Amazon promotions and Amazon deals, UK

There are various promotion types available across all marketplaces around the world. However, please be aware that there may be some slight differences depending on the country, and some names will differ. For instance, for Amazon deals UK, price discounts merchandised on the product detail page are referred to as ‘Amazon vouchers’. In the US and some other countries, these are referred to as ‘Amazon coupons’.

Here’s a quick overview of the available Amazon promotions in the UK, and how they work:

Amazon Lightning Deals

This is a price discount promotion that is live for a set number of hours, very much like a flash sale. Lightning Deals appear on the Amazon Deals page, which is one of the most visited pages. On Amazon Deals UK, shoppers can use filters at the tops of the page to find the type of deal they’re after, such as Lightning deals.

When browsing Lightning Deals, customers will be able to see how much time is left on the deal, adding a sense of urgency as these offers are only available for a short amount of time.

Additionally, there’s a percentage bar on, which shows you how much of the stock is still left. The most popular products may run out of stock quicker.

Eligibility: This is open to all Professional sellers, and generally, products will need to have a minimum rating of 3 stars. Products must also include a high percentage of variations if the product has multiple variations available. For instance, a good guideline is to offer at least 70% of variations in the deal. SKUs also need to be Prime eligible (FBA or MFN).

Cost: The fee structure includes an upfront fee of £2.50 per deal per day, plus a variable fee of 0.75% of any sales made on that deal. However, the fee structure may be subject to change during Amazon events, such as Black Friday or Prime Day.

Amazon 7-Day Deals (Best Deals)

For longer price discount promotions, there are 7-Day Deals, also known as Best Deals. These also feature on the Amazon Deals page, but will appear for 7 days, instead of just a few hours. This type of deal is ideal if you want something that offers a longer duration and reaches a much wider audience. You can also use this deal to drive traffic to your whole catalogue, while increasing awareness for your brand.

Although they are visible for longer than Amazon Lightning Deals, there’s still a sense of urgency as the time is still limited. When customers browse the Amazon Deals page, 7-Day Deals will feature the “Limited time deal” badge in red font.

Eligibility: To be eligible for this, you will need to have a Professional Seller account on Amazon, with a minimum rating of 3.5 stars. You also need to sell Prime items in new condition, and the products will have to meet certain criteria. During the deal, sellers will need to offer a minimum of 20% discount on the regular price.

Cost: The cost for a Best Deal is £50, but for peak events like Prime Day or Black Friday, the price may be double.

Amazon Vouchers

Vouchers (or Coupons in the US and other countries) offer a percentage off or a specific amount off – either for a single product or a set of products. This price discount is merchandised on the product detail page, and any shopper who lands on the page can take advantage of the voucher. They can simply click on the voucher and it will be added to their basket automatically, or they can use the code to apply the discount themselves.

Just like Lightning Deals and 7-Day Deals, voucher discounts will also feature on the Amazon Deals page. When looking at the search results page, customers will be able to see the % amount or the money off amount before they click through to the product listing.

Eligibility: To be eligible for Amazon Vouchers, you must have a Professional selling account and an overall rating of at least 3.5 stars. Product eligibility requirements may apply too

Cost: Amazon charges a redemption fee every time a voucher is used by a customer.

When to use each type of promotion

It’s true that customers love a bargain, so utilising Amazon promotions can be highly beneficial when it comes to attracting new customers and boosting sales. But it’s important to know when and how to use Amazon coupons and deals if you want to maximise your impact.

Here are some of our top tips on how to use Amazon coupons and deals to your full advantage:

  • Lightning Deals – this is a flash deal that is best reserved for high-traffic sales periods, including Prime Day and Black Friday. You can also optimise inventory needs such as clearing stock to free up warehousing. We highly recommend Amazon Lightning Deals to sellers who are looking to create urgency.
  • Amazon 7-Day Deals – with 7-Day Deals or Best Deals, you can benefit from sustained visibility over a longer period of time. This is ideal if you want to be able to get your products and brand seen for longer, helping you boost sales on Amazon over the course of the week. This is an excellent promotion option if you want a long-term conversion boost.
  • Vouchers – Amazon Vouchers (UK) or Coupons (US) are suitable for ongoing incentives, new product launches, and for improving CTR in competitive categories. Not only is it important to know how to use Amazon ‘Coupons’ or ‘Vouchers’, but you also need to consider your product margins. If your margins are too small, it’s possible that you may lose money on products sold through the promotion.

How to set up promotions

It’s easy to boost sales on Amazon with Amazon promotions. Here is a step-by-step guide to help you get started.

Step 1:

Log into your Amazon Seller Central UK account and select ‘Promotions’ from the ‘Advertising’ tab.

Step 2:

Click on ‘Create Promotion’ then choose from the list of promotion types and select the one that you want to run.

Step 3:

To configure the promotion, you need to set certain conditions – select offer type, set the discount percentage/amount, choose the product groups that the promotion will apply to, and specify any minimum spend requirements. Then set the start and end date.

If you are on the Amazon brand registry, don’t forget you’ll be able to create brand-specific promotions to target specific groups and audiences.

Step 4:

Go to ‘Manage Promotions’ to keep an eye on all promotions your account is running. Here you can find all the key details, as well as metrics to help you measure success.

Step 5:

The final step is to track the performance of your promotion, and optimise if necessary. If you don’t have the in-house skills or resource to do this, it can be beneficial to partner with an Amazon agency. Experienced agencies can help you build effective campaigns to gain visibility and boost sales on Amazon.

A FEW THINGS TO REMEMBER:

There’s typically a minimum discount of 5% off for products (based on the SKU’s 30-day lowest price, or the current price if it’s lower). Plus, don’t forget to take into consideration product quality and seller eligibility, which we talked about earlier on in the article.

When setting up promotions, be aware that submitting promotions can sometimes take up to three days, but most are verified and approved within the hour. Generally speaking, we advise scheduling promotions at least one day before the desired start date. For peak events like Prime Day and Black Friday, it’s worth starting the process a few weeks in advance just to be on the safe side.

Best practice guidelines for Amazon Deals UK

Knowing how to use Amazon coupons and Amazon deals requires an understanding of how to target the right audience, and having skills for data analysis. Here are some quick and easy guidelines to follow if you want your promotions to successfully boost sales on Amazon.

The performance metrics to track

When it comes to tracking promotions, here are the metrics to look at:

  • Redemption rate – this is an important metric as it measures exactly how effective your promotion has been. Factors that can affect redemption rate include type of voucher/discount, discount value, target audience, product category, ease of redemption, and competitor activity.
  • Sales lift – ultimately, you want to see an increase in sales from your promotion. As a general benchmark, Amazon cites an average sales uplift of 11% (although this will depend on a lot of different factors).
  • ROI and advertising impact – this financial metric can help you evaluate the efficiency of your promotion, factoring in the amount you have invested vs. the return. This can be particularly useful to reflect on when you layer promotions with PPC.
  • Click-through rate – the CTR for deals and vouchers can vary, but generally speaking, it helps to aim for an above-average score, which is around 0.4% on Amazon.

Our top tips for success

Here are some of our best practice tips if you want to boost sales on Amazon using promotions:

  • Combine vouchers with Sponsored Products or Brand ads – by combining Amazon Vouchers with advertising opportunities, you can maximise your reach. Get your products seen by a wider audience and make your promotion work harder for you.
  • Use targeted discounts instead of sitewide – targeted campaigns ensure that your promotions are seen by those who are ready to buy from you. By targeting specific groups, you can improve click-through rates and conversion.
  • A/B test different discount types and values – knowing when and how to run promotions requires a little trial and error at times. By running an A/B test, you can discover the most effective promotion types for your brand and business. This will provide you with invaluable insight for future campaigns.
  • Ensure your listing is fully optimised before running any deal – to ensure you get the conversion you want, it’s important to have your listing checked over by a professional. At Seller Presto, we can help you optimise the listing with effective copywriting and keywords. We can also advise you on imagery A+ content.

Mistakes to avoid

You’ll also want to keep a close eye on campaigns in order to avoid these common mistakes:

  • Unoptimised listings – when product listings are unoptimised, they will not perform well for Amazon’s algorithm. Furthermore, they may have low conversion due to poor content or lack of information for the customer.
  • Overlooking fees and margins – for promos like Amazon Vouchers, redemption fees apply. So it’s important to consider your product margins, and issues with margin erosion.
  • Using the wrong promotion – not all promotions are effective for your product, or for your goal. We can advise you on the right promotions to run based on your business objectives.

Get started with Seller Presto today

Do you need help getting started with Amazon Deals UK? At Seller Presto, we can help you run Amazon Lightning Deals and Best Deals, as well as Amazon Vouchers. Not only can we run, optimise and monitor campaigns on your account, but we offer a range of services to make your promotions an even bigger success. From Amazon PPC to listing creation and optimisation, we’re here to provide a complete service.

Get in touch with our team today – phone 01642 054694 or email us on info@sellerpresto.com.

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