Optimizing Performance with Amazon Retail Advance Part 4

Promote your products with
deals, events, and more
Unlocking Amazon Retail: Post #1
1

Promotional offerings on Amazon.com
● Promotional Offerings Overview:
○ Marketing efforts to set attractive offers on select products.
○ Aim to drive brand awareness and increase sales.
● Benefits of Promotional Offerings:
○ Grab customers' attention and generate traffic.
○ Drive conversions and enhance brand recognition.
○ Provide valuable insights for account improvement.
● Purpose of Promotional Offerings:
○ Incentivize purchase decisions.
○ Increase conversion rates.
○ Clear overstocked inventory.
● Contribution to Growth:
○ Initiates a virtuous cycle driving business expansion.
2

Use promotional offerings to help drive growth
● Promotional Offerings Importance:
○ Essential for marketing strategy.
○ Drives product sales and attracts new customers.
○ Boosts product and brand visibility.
● Benefits of Promotional Offerings on Amazon.com:
○ Offers discounted prices to customers.
○ Enhances brand visibility.
○ Contributes to long-term business growth.
3

● Effectively gain customers and strengthen customer retention: Nearly all promotional
tools offer customers a certain price discount, and often customers want to find products
at affordable prices. When brands efficiently use promotional tools, it helps make it easy
for customers to discover and buy products.
● Increase brand awareness: Creating a promotional offering can also bring exposure to a
brand, and when customers buy a product, they naturally focus on the brand of the product
they buy, resulting in increased brand recognition and loyalty.
● Manage inventory: Offering a promotional offering can help increase sales which helps to
move inventory for new products.
4

● Avoid price matching: Amazon.com does not offer price matching on products. However,
Amazon is constantly comparing product prices to competitors’ prices to make sure that
products sold on Amazon.com are being offered as low or lower than all relevant
competitors. Promotional offerings can also help with offering low prices to customers to
stay competitive in the market.
● Boost sales: Different promotional tools will deliver different results for your brand and
products, but put simply, using the right promotional tools at the right time can help
increase sales.
5

Types of promotional offerings
1. Deals
2. Promotions
3. Coupons and Vouchers
6

Types of Deals
Deals are a great way to help increase conversion and drive sales with limited-time savings.
There are a few different types of Deals available to sellers and vendors:
1. Lightning Deals
2. Best Deals and 7-Day Deals
3. Top Deals
7

Seller Central Eligibility
● Seller eligibility: To be eligible for Deals as a seller, you must be a Professional seller with
at least five seller feedback ratings per month and an overall rating of 3.5 stars or higher.
● Seller product eligibility:
○ 3-star rating or higher with a sales history on Amazon.com.
○ Offered in new condition with as many variations as possible.
○ Not restricted or considered offensive, embarrassing, or inappropriate.
○ Prime eligible in all available regions.
○ Compliant with customer product reviews policies.
○ Compliant with pricing policies and has a valid reference price.
○ Compliant with deal frequency requirements.
8

Vendor Central Eligibility
● Vendor eligibility: Vendors are eligible to offer Deals on Amazon.com if they meet the
financial and demand requirements determined by Amazon.
● Vendor product eligibility:
○ Must have a 3+ star average customer review rating.
○ Must have an active retail offer available for purchase on Amazon.com.
○ Must meet a projected customer demand threshold.
○ Must feature at least one image meeting Amazon's requirements.
○ Must be appropriate for all customers.
○ E-cigarettes, alcohol, adult products, medical devices and medicine, Amazon Instant
Video, and baby formula.
9

Lightning Deals
● Time and inventory sensitive offers.
● Found throughout Amazon.com, featured on the Today's Deals page.
● Limited to one per customer.
● Available until promotion period ends or all deals are claimed.
● Offered for 4 to 12 hours.
● Must provide a minimum of 15% discount off the Amazon.com price.
10

Lightning Deal Costs:
● Sellers are charged for each successful Lightning Deal submitted.
● Fee displayed during deal creation; may vary based on deal date.
● Vendors incur a base merchandising fee and per-unit funding for Lightning Deals.
● Base fee determined by proposed start date.
● Per-unit funding is vendor's chosen funding per unit for the deal.
11

Eligibility for Lightning Deals:
● Sellers: Product must meet specific parameters like review ratings, sales volume, and seller
performance.
● If recommended by Amazon, a suggested price and quantity will be provided for
participation.
● Vendors: Any product can be set up for a Lightning Deal if it meets requirements.
● Lightning Deal campaigns for vendors need approval 4 weeks in advance.
● Both vendors and sellers pay a participation fee, which varies by time of year.
12

How they appear
Lightning Deals are prominently displayed on
the Today’s Deals page and show:
● The item featured.
● Any available variations of the item.
● The promotional discount amount.
● A status bar showing the percentage of
deals already claimed.
● A timer showing how long the discount
will last.
13

Benefits of Lightning Deals:
● Ideal for overstocked or discontinued inventory, or when seeking a sales boost in a short
time frame.
● Increase brand and product visibility.
● Create a sense of urgency with limited units and countdown timer, potentially driving
conversions.
● Allows precise budget planning by controlling the volume of units in the Lightning Deal.
14

Best Deals and 7-Day Deals:
● Available for vendors (Best Deals) and sellers (7-Day Deals).
● Extended duration compared to Lightning Deals, running for up to seven days.
● Featured on the Today's Deals page.
● Offer available until the promotion period ends or all inventory is claimed.
15

Costs for 7-Day Deals and Best Deals:
● Sellers are charged for each 7-Day Deal that runs, with fees displayed during the deal
creation process. Fees may vary depending on the deal date.
● Vendors cover the per-unit funding costs for offering a Best Deal.
16

How they appear
● Best Deals and 7-Day Deals resemble
Lightning Deals but lack a timer and
status bar.
● 7-Day Deals are identified with a "Limited
time deal" badge in Amazon.com search
results.
17

Why use them?
● Drive traffic to your entire catalog.
● Create awareness and visibility across one or several brands.
● Feature products on the deals page for a longer duration than Lightning Deals.
18

Top Deals
● Top Deals, previously called Deal of the Day, are selected by the Amazon Deals team.
● These deals cannot be created by a selling partner.
● The selection is based on vendor and professional seller product offerings that meet
specific criteria.
● Top Deals run for a full day and usually offer a significant discount on a higher-priced item.
● They are time-sensitive offers and only a limited number of them are available each day,
making them high-performing deals.
19

How they appear
● Top Deals are prominently featured on
the Today’s Deals page.
● They do not have visible inventory
limitations, unlike Lightning Deals.
● These deals are highlighted with a “Top
deal” banner displayed above the product
price.
20

Why use them
Top Deals can help selling partners:
● Promote products during an event.
● Provide brand and product visibility.
21

Types of Promotions
● Promotions offer discounts on eligible products at checkout.
● They help products stand out and boost sales.
● Promotions can be automatically applied or require a social media promo code.
● Four main types:
○ Percentage off (price and percentage discounts)
○ Buy one get one
○ Social media promo codes
○ Prime exclusive discounts
22

Seller Eligibility for Promotions
● To be eligible for Promotions, sellers must be enrolled in Amazon Brand Registry, or have a
professional seller account with an 80% or higher positive feedback rating and at least 20
reviews. Additionally, Promotions are restricted on the following categories:
○ Books
○ Music
○ Video and DVD
○ Alcohol
● To offer Prime exclusive discounts, there are additional product requirements that must
be met. We’ll review these additional requirements later in the course.
23

Vendor Eligibility for Promotions
Vendors are eligible to offer Promotions as long as they meet several product requirements:
● Products must not be parent ASINs.
● Promotions must offer the lowest price for the product on Amazon.com.
● Submitted products cannot be part of other Promotions that overlap with your proposed
date range.
● Submitted products must be buyable from the vendor and customers must be able to buy
the product from Amazon.com at the time of Promotion submission.
24

Price and percentage discounts
Price or percentage discounts can be set up with a tiered discount structure to encourage
customers to buy more to get a better discount.
25

Price and percentage
discounts: How they
appear
Price or percentage discounts can be set up
with a tiered discount structure to encourage
customers to buy more to get a better
discount.
26

Price and percentage discounts: Why use them
Price and percentage discounts can help selling partners:
● Move through overstocked units.
● Increase eligibility to be selected as the Featured Offer.
● Fuel demand.
27

Buy one get one
● Buy one (or many) get one Promotions offer limited-time deals.
● They can spotlight a product or encourage customers to buy complementary items
together.
● This promotion may involve giving away a lesser-value product for free with a specific
purchase.
● Effective for new product launches or surplus stock items.
● Focuses on increasing basket size and conversion.
● Exclusive to sellers.
● How they appear: Buy one get one discounts are featured on product detail pages and
product listings.
● Why Use them:
● Buy one get one Promotions can help sellers:
○ Spotlight a newly launched product.
○ Move through surplus stock.
○ Builds awareness across catalog. 28

Social media promo codes
● Social media promo codes offer discounts on eligible products.
● Codes are applied at checkout and can be shared through various channels.
● Sharing methods include email, brand-owned social channels, and display ads.
● They drive traffic, conversions, and high-value actions.
● Each code has a temporary marketing page with highlighted offers and automatic
discounts.
● Customers can directly add discounted items to their cart from this landing page.
● Codes can start four hours after creation and run for up to 30 days.
● Discounts range from 5% to a maximum of 80% off the current price.
● Codes can apply to one or multiple products.
● A customer can only redeem the code once, unless multiple redemptions are allowed.
29

Social media promo
codes: How they appear
● Social media promo codes provide easily
shareable, temporary marketing pages on
Amazon.com.
● These pages exclusively highlight your
offers and are separate from the product
detail page.
● Offers are not publicly visible on the
product detail page.
30

Social media promo codes: Why use them
Social media promo codes can help selling partners:
● Drive traffic from external sources.
● Drive awareness and conversion.
31

Prime exclusive discounts
● These discounts are exclusively available
to Prime members.
● They can be created easily, without any
additional fees.
● Discounts can be set as a percentage-off
or a fixed amount-off.
● They can run for a duration of up to 4
weeks.
● This promotion type can provide an
additional boost for your brand among
Prime members.
32

Prime exclusive discounts: Eligibility
● Eligible for Prime shipping in all regions.
● Must be in new condition with no rating or a 3+ star rating.
● The discount must be at least 10% off the non-member, non-promotional price.
● The discounted price must beat the lowest price for the ASIN in the past 30 days.
● The item cannot be a restricted product or considered offensive or inappropriate.
● The product must comply with customer product reviews policies.
● It must also be compliant with pricing policies.
● The Prime exclusive discount price must be 5% lower than the reference price (List Price or
Was Price).
33

Prime exclusive
discounts: How they
appear
● Prime exclusive discounts appear on the
Just for Prime page which features
exclusive discounts that only Amazon
Prime members are eligible for.
34

Prime exclusive discounts: Why use them
Prime exclusive discounts can help selling partners:
● Drive product and brand awareness.
● Increase brand loyalty for Prime members.
35

Coupons and vouchers
● Coupons (or vouchers) act like digital versions of physical store coupons.
● Customers "clip" the coupon before receiving the discount during checkout.
● They are a form of percentage-off promotional offering.
● Effective for promoting new products and building product awareness.
36

Coupons and vouchers: Seller eligibility
● Eligibility for coupons requires being a professional seller with a minimum 3.5 seller
feedback rating or no ratings yet.
● Products with no reviews are eligible for coupons.
● For products with reviews, specific rating criteria apply (2.5 stars for 1-4 reviews, 3 stars
for 5+ reviews).
● Products can be seller-fulfilled, Fulfilled by Amazon (FBA), or Seller-Fulfilled Prime (SFP).
● Products must be in new condition.
● Ineligible products include those in used, collectible, or certified refurbished condition.
● Certain product types like adult products, sexual wellness, hunting and fishing, guns and
gun accessories, as well as books, music, videos, and DVDs are not eligible for coupons.
● Products with offensive, embarrassing, or inappropriate content on their detail page are
also ineligible.
37

Coupons and vouchers: Vendor Eligibility
● All vendors are eligible to create Coupons for customers.
38

Coupons and vouchers:
How they appear
● Coupons are displayed in a variety of
places including:
○ Product detail pages
○ Coupon page on Amazon.com
○ Discovery results on Amazon.com
○ Today’s Deals page on Amazon.com
39

Coupons and vouchers:
Why use them
Selling partners can use Coupons to help:
● Improve product and brand
discoverability.
● Acquire and retain customers.
● Promote specific products.
40

Choosing products to promote
● Choose products that align with your goals and advertising strategies.
● Opt for products that can help increase your brand's visibility.
● Select items that stand out effectively at various stages of the shopping journey.
41

Choosing products to promote: Product and selling
partner eligibility
● Prioritize top-performing products with a substantial number of positive reviews, a good
conversion rate, and a high ranking, as Amazon tends to favor these items.
● Opt for products that are priced close to the manufacturer's recommended retail price
(MSRP) to allow room for discounting.
● Avoid promoting slow-selling items, as Amazon may not approve products with poor
selling performance or those that don't meet their demand thresholds.
42

Choosing products to promote: Product listing
quality
● Ensure titles and descriptions are clear, concise, and highlight key features, including the
use of bullet points with relevant keywords.
● Make sure product images meet the required standards, including a mix of text, graphics,
and lifestyle photos.
● Confirm that the product is in stock and that inventory levels are accurately reflected on
the product detail page.
● Offer competitive prices and provide multiple shipping options for customers.
● Aim for a review rating of 4 stars or higher to build credibility and trust with potential
buyers.
43

Choosing products to promote: Locale
considerations
● Understand marketplace-specific laws or cultural nuances that may make selling certain
items more viable in certain marketplaces.
● Ensure that your products are allowed in all the marketplaces you intend to sell in.
● Provide language support in all locales to cater to a diverse customer base.
● Identify and account for additional costs, including taxes and regulations, associated with
selling globally.
● Consider revisiting the Global selling course to gain further insights into selling in
international Amazon marketplaces.
44

Choosing products to promote: Pricing
● Amazon recommends a minimum discount of 15% for promotional offerings, but higher
discounts (30% to 50%) are advised to effectively communicate the value of the discount
and encourage customer action.
● Extremely high discounts of 60% or more may lead customers to question the original
value of the product.
● The discounted price must be at least 5% lower than the lowest price observed in the last
30 days. This can be verified in the Pricing tab in Seller Central, and on the Promotions
dashboard in Vendor Central.
45

How to create and
manage promotional
offerings on Seller
Central
● Professional sellers can access and handle
their promotional offerings through the
Advertising tab in Seller Central.
● Within the Advertising tab, sellers can
find pages to create and oversee various
types of promotional offerings, including
Deals, Promotions, Coupons, and more.
46

Deals on Seller Central
Deals can be initiated on Seller Central by navigating to the Deals dashboard in the Advertising
section.
● The Deals dashboard allows you to:
○ Create new Deals
○ Select eligible products
○ Customize your Deals
○ Monitor the status of your Deal
○ Evaluate the performance of your Deals
47

Deals on Seller Central: Steps to create a Deal
Choose eligible products:
● Select products recommended in the Deals dashboard (recommendations change weekly).
Customize your Deal:
● Determine the deal start date, deal price, and quantity of units offered.
Run your Deal:
● Keep an eye on the deal's status before it goes live on the Amazon Deals page.
After creating a Deal:
● Monitor the Deal's status in the Deals dashboard.
● Make necessary adjustments to the Deal if needed.
● Click 'View' on the specific Deal to review performance for each ASIN in the Deal. 48

Deals on Seller Central: Available metrics
● Units Sold: The number of deal units sold during the Deal.
● Items Waitlisted: The number of items added to a waitlist after a Deal sells out. High
waitlisted items suggest potential for more sales.
● Deal Revenue: Calculated as Units Sold multiplied by Deal Price, representing the ordered
product sales for that ASIN.
● Total Deal Revenue: Total ordered product sales for all ASINs participating in the Deal.
49

Promotions on Seller
Central
● Seller Central's Promotions page is the
central hub for creating, scheduling, and
managing Promotions.
● Sellers can establish conditions like
purchase thresholds and select
Promotion types.
● They can specify which products are
eligible and allocate budgets for
Promotions.
● The page also allows sellers to oversee
and make adjustments to product
selection for ongoing Promotions. 50

Promotions on Seller Central: Steps
● Define conditions: Identify the terms of the Promotion, including purchased items,
percentage off, and tiering options.
● Schedule: Identify the start and end date for the Promotion.
● Configure additional options: Additional options include identifying the type of claim
code, limiting redemptions per customer, and customizing the claim code.
51

Coupons on Seller Central
● The Coupons page allows sellers to add products to your coupon, set discount amounts,
schedule your coupons, and measure performance. Coupons can be created one at a time
or in bulk using a spreadsheet.
52

Coupons on Seller Central: Steps to create a Coupon
● Add up to 200 products for a more streamlined customer experience.
● Choose between percentage or money-off discounts, keeping them between 5% and 50%
of the lowest price in the last 30 days.
● Set a budget that will be used as customers redeem your Coupon; it will be deactivated
once the budget is fully utilized.
● Schedule your Coupon for a duration of up to 3 months.
53

Coupons on Seller Central: Available metrics
● Clipped Coupons: Number of times your Coupon is clipped by unique customers.
● Redeemed Coupons: Number of times your Coupon is redeemed for an actual purchase.
● Redemption Rate: Total Coupons redeemed divided by total Coupons clipped (refreshes
nightly).
● Redemption Rate Benchmark: Average redemption rate for coupons in the same product
category.
● Total Discount: USD equivalent of total discount redeemed by customers.
● Total Spend: Sum of costs related to the Coupon, including discount, plus redemption fees
charged by Amazon.
54

How to create and
manage promotional
offerings on Vendor
Central
● Access the Merchandising tab in Vendor
Central to manage promotions.
● Create various promotional campaigns
like Lightning Deals, Best Deals,
discounts, or promo codes from the
Promotions dropdown.
● Generate coupons specifically from the
Coupons page within the Merchandising
tab. 55

Deals and Promotions on
Vendor Central
● Navigate to the Recommendations tab in
the Promotions dashboard.
● Review recommended promotional
campaigns for potential impact.
● Click "Submit recommended campaign"
for approval after reviewing the details.
56

Vendor Central
● Access the Merchandising tab in Vendor
Central to manage promotions.
● Create various promotional campaigns
like Lightning Deals, Best Deals,
discounts, or promo codes from the
Promotions dropdown.
● Generate coupons specifically from the
Coupons page within the Merchandising
tab.
57

Vendor Central
● Click "Start a new campaign" on the
Promotions dashboard.
● Select the desired campaign type and
follow the prompts for submission and
approval.
58

Coupons on Vendor
Central
Coupons can be created on Vendor Central
from clicking the Create a new campaign
button on the Coupons dashboard. From there
you will be able to create Coupons in bulk, or
one at a time.
59

Coupons on Vendor
Central: Provide Coupon
details
Enter details such as start and end dates,
discount type and budget.
60

Coupons on Vendor
Central: Add products
Identify eligible products to be offered in the
Coupon.
61

Coupons on Vendor
Central: Review and
submit
● Review coupon details and preview.
● Click "Submit coupon campaign".
● Note: Coupons go live at least six hours
after creation.
● Coupon is locked for validation checks
about six hours before start time.
62

Options when a promotional offering is not
approved
● Failure to meet eligibility requirements
● Violation of product or content policies
● Incorrect pricing or discount values
● Insufficient product information
● Excessive waitlist activity for Deals
● Products not being in new condition
● Violation of quantity limits or deal frequency requirements
● Inappropriate, offensive, or restricted products
● Incomplete or inaccurate deal setup information
63

approved: Demand threshold
● Increase available quantity
● Add product variations
● Opt for a price or percentage discount instead
● Promote a different product
64

approved: Financial threshold
● Remove ASIN from the campaign
● Create a price discount instead
● For vendors, check the Funding agreement under promotional details.
65

approved: Inappropriate ASINs
● Remove the flagged ASIN and re-submit the campaign.
66

approved: Offering overlap
● Ensure product eligibility and meet Amazon's requirements for promotional offerings.
● Check for sufficient product quantity to meet anticipated demand.
● Price products competitively or consider alternative discounts.
● Avoid running promotions on the same ASIN within a 7-day period.
67

Promotional offerings during tentpole events and
peak times
● Engaging Customers: Marketing events present an opportunity to engage customers and
boost product sales.
● Special Offers Drive Purchases: Customers are more likely to make a purchase when they
find a special offer for the product they intend to buy.
● Optimal Times for Sales: Peak shopping times, such as Prime Day and the holiday season,
are when customers are highly engaged in buying.
● Varied Shopping Needs: Throughout the year, customers have different shopping needs,
and Amazon offers promotional events to cater to these needs.
● Events on Public Holidays: Promotional events are organized around public holidays and
festive periods, times when shopping activity is high.
● Amazon's Designated Shopping Events: Amazon also has its own designated shopping
events to further drive sales and customer engagement. 68

peak times: Peak seasons and events
● Strategic Focus: Concentrating on peak seasons and events is crucial for enhancing sales
performance.
● Customer-Centric Approach: Understanding the unique needs of customers in different
locations at various times of the year is essential.
● Anticipating Customer Needs: By anticipating customer needs, you can tailor your
promotional offerings to drive awareness and boost sales.
● Regional Variations: Peak seasons and events vary by country, and the specific events may
change annually.
● Consult the Retail Holiday Calendar: Exploring the retail holiday calendar provides
valuable insights into the key shopping events based on country and time of year.
69

peak times: Prime Day
● Prime Day Inception: Amazon introduced Prime membership services in 2005. In 2015,
they launched the inaugural Prime Day event, which turned out to be a tremendous
success.
● Global Shopping Festival: Prime Day has evolved into a major shopping festival for Prime
members worldwide. It's now one of the most significant regular sales events on
Amazon.com.
● Automatic Participation: Active selling partners are automatically included in Prime Day.
Simply having products available for sale on Amazon.com allows you to leverage the surge
in customer traffic during this event.
● Enhancing Visibility: Offering Deals, Promotions, and Coupons can be instrumental in
capturing customers' attention and making your offerings stand out amid the increased
traffic. 70

peak times: Holiday shopping
● Festive Season Significance: November and December mark the festive holiday season,
including celebrations like Christmas and New Year's Day. During this period, customers'
shopping demands tend to surge.
● Shopping Extravaganzas: Globally, events like Black Friday and Cyber Monday have
gained fame as massive shopping extravaganzas. Amazon.com also hosts significant
discount events during this time.
● Key Dates: Black Friday usually falls on the last Friday of November, followed by Cyber
Monday, which takes place on the first Monday after Black Friday.
● Event Policies: It's important to note that the policies and conditions for events like Black
Friday and Cyber Monday can vary from year to year. This includes aspects like
restrictions on the use of promotional tools, submission timelines, and participation
conditions. Sellers should refer to Amazon's official announcements for specific details
each year.
71

Preparing for tentpole events and peak seasons
● Preparing for tentpole events and peak seasons requires planning and preparation to help
drive success. One needs to plan and improve various aspects of operation to ensure
satisfactory results.
72

Preparing for tentpole events and peak seasons:
Product selections
● Product Selection:
○ Base on sales history and profit margins.
○ Develop tailored strategies.
● New Product Launch:
○ List early, use discounts and promotions.
○ Enhance exposure during major events.
● Festive Shopping Alignment:
○ Offer products in line with consumer needs.
○ Consider popular gift items for events like Black Friday and Cyber Monday.
73

Logistics and inventory
● Pre-Event Preparation:
○ Monitor official announcements.
○ Update fulfillment logistics.
● Inventory Management:
○ Ensure ample stock for demands.
○ Prevent product sellouts to maintain Deal eligibility.
74

Listing optimization
● Event-Specific Optimization:
○ Tailor listings for local events.
○ Example: Use Halloween-themed visuals.
● Keyword Optimization:
○ Include popular terms.
○ Combine concise selling points with relevant terms.
75

Optimizing Performance with Amazon Retail Advance Part 4

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