3 Amazon Holiday Promotion Types
Amazon offers numerous ways to help your products sell faster and increase your conversion rate, including Deals, Promotions, and Coupons. However, implementing these promo types may come with specified deadlines and increased fees during the holidays.
This next section will explain the differences between these promotion types and include a step-by-step guide for creating each promotion type.
1. Amazon Deals
Running deals, including Lightning Deals and 7-Day Deals, can be a highly effective way to drive holiday sales on Amazon. These deals offer customers a limited-time discount on their purchase or purchases. This type of promotion is especially successful during big holiday events like Black Friday and Cyber Monday.
Additionally, Amazon advertises these deals through multiple channels like e-mail, social media, and throughout its marketplace. Deals are a pretty much guaranteed win for Amazon sellers who partake during the holidays and other times throughout the year.
Although deal submissions for this year’s Black Friday and Cyber Monday were due by September 17, there is still time to create a deal for the last-minute holiday shoppers.
How do you know if you qualify for Amazon Deals? Check to see if any of your ASINs may be eligible.
To create a deal, click on the Advertising tab in your Seller Central dashboard, click “Deals,” and then click “Create a new deal.” Amazon will list the deals your product ASINs are eligible for along with the deal price, discount per unit, and deal fee.
Keep in mind that sellers who run a deal on Amazon will be charged a fee. For a 7-Day Deal, the typical cost is $300, and for a Lightning Deal, the price is $150. However, the deal fees may be higher during a big event or holiday, like Black Friday, Cyber Monday, and December.
Once you’ve submitted your product for a deal, you can refer to your Deal dashboard to check the status of your submission and alter your product listing as needed. Products must meet specific criteria to be eligible for an Amazon deal. If you don’t see any eligible ASINs on your Deals dashboard, Amazon offers tips on making your products eligible for Deals.
2. Amazon Promotions
Another way to get your products in front of the influx of holiday shoppers is by taking advantage of Amazon promotions for sellers. These promotions allow sellers to offer their products at a lower cost to drive holiday sales and conversions. Promotions encourage customers to buy your products and increase brand awareness.
Amazon shoppers love a good discount, so activating Amazon promotions is an excellent tool for sellers, especially during the holidays.
Amazon offers three main promotions that sellers can offer:
- Free shipping: If customers purchase a certain quantity of items or spend a specified amount, they can be eligible to receive free shipping.
- Discounts: This is the most common promotion. Amazon sellers can create discount codes that can be a single-use promotion (special codes for each person), group promotions (generic codes like “SAVE10” entered at checkout), or no code (discount automatically applies in cart).
- Social Media Promo Codes: You can also create social media promo codes to offer a percentage off eligible products. Social Media Promo Codes get a unique and shareable URL landing page containing a list of eligible products and promotion details. Customers can add items to their cart directly from the landing page, and the discount is automatically applied at checkout.
- Buy One Get One (BOGO): BOGO is a type of sale that entices customers to purchase more than one item at a time. For example, “Buy Two Get One Free.” You can determine the BOGO discount based on the quantity or amount spent.
To create a promotion available on Amazon, log into your seller account, and under the “Advertising” tab, select “Promotions.” In the “Promotions” tab, you can choose the type of promotion and set it up for specific products.
Promotions take up to four hours to be active on your listing. Keep this timing in mind when you are launching your holiday campaigns.
3. Amazon Coupons
Amazon sellers can also create coupons visible on your listing page and from the search results page. Coupons incentivize customers to purchase your product over others as they will automatically receive a discount when applying the coupon.
When competition is high, offering coupons can undoubtedly make your items stand out and help increase conversions during the holidays.
To create a coupon, go to the Advertising tab and click on “Coupons.” Then click on “Create a new coupon.” You can choose to offer a percentage off or a price discount.
Just remember, sellers are charged $0.60 for each coupon a customer redeems. Be sure to factor that charge in this cost plus the deal you are offering to see if it makes sense for your profit margin on that specific product.