Recently, Amazon has made adjustments to its front-end display again!

This time, it not only affects the visual presentation, but is also directly related to the seller’s conversion rate and pricing strategy!

⚠ Two major changes must be paid attention to!

1️⃣ Coupon directly displays the price after coupon , and the discount gimmick is limited!

2️⃣ The rating mechanism has been adjusted, and 4.2 points have been promoted to four and a half stars! The rating threshold has been lowered, which affects buyers' decisions!

Let’s take a look at what these changes mean and how sellers can respond!

The coupon directly displays the final payment price, and the high discount strategy becomes ineffective!

Before: Amazon would display “Save XX% with coupon” on the search page , and consumers needed to calculate the final discounted price themselves.

Now: directly display “You pay $XX with coupon” , and even some products directly indicate the final payment price, completely skipping the discount calculation process!

what does that mean?

In the past, some sellers would adopt the strategy of "inflated pricing + high coupon ratio" . For example, the original price was $50, and a 70% coupon was set, allowing buyers to purchase at $15. At the same time , "Save 70%" was displayed on the front page to attract attention and increase click-through rate.

But now, Amazon directly presents the final payment amount to consumers , and the attractiveness of high-discount coupons has been greatly reduced. Many sellers who previously relied on this strategy may suffer from traffic and conversion rates!

📌What ’s more!

Amazon’s deal mechanism has also been adjusted synchronously. Coupons will affect the calculation of the minimum transaction price for activities such as flash sales (LD) and 7-day promotions (BD)!

Simply put, if your product has had a high coupon ratio in the past 30 days, the system will calculate the flash sale price based on the lowest discounted price , affecting your promotional pricing space!

🔎 Case Analysis

Original price: $26.99

➡ Participate in the 7-Day Deal, discounted price: $24.99 (10% OFF)

➡ Add 10% coupon, final payment price: $21.86

Before: Buyers saw “Save 10% with coupon” on the search page , but needed to click in to calculate the final price.

Now: It directly displays “You pay $21.86” without any coupon label, and the seller’s psychological discount tactics are ineffective!

🚨 Sellers’ response strategies:

✅Reduce super high discount coupons to avoid affecting future flash sales and promotional pricing!

✅Optimize pricing strategy , don’t blindly raise the original price + high discount, only reasonable pricing can increase conversion rate!

✅Test the new display method , pay attention to whether your product has taken effect on this change, and adjust your operation strategy in advance!

💡 Currently, this change is still being tested on a small scale, and is visible in some categories and buyer accounts. It is expected to be fully rolled out in the future!

The adjustment of the rating mechanism may seem like a small change, but it has a huge impact on sellers!

What changes?

⭐ Before: Products with a score of 4.2 were shown as 4 stars

⭐ Now: Products with a score of 4.2-4.4 will be directly displayed as four and a half stars!

In the past, Amazon’s ratings were calculated by rounding off, and products with ratings of 4.0 and 4.2 were classified as “four stars .” However, after this update, products with a score of 4.2 can be directly displayed as four and a half stars , greatly improving the visual effect and buyer trust!

This rating adjustment has made sellers pay more attention to the importance of review star ratings. Sellers who want to arrange quality assurance direct review services can contact Zhaodanmao if you need it : FLA66668888

How big is the impact?

When browsing products, many buyers will give priority to products with four and a half stars or above , because they generally believe that four and a half stars = high-quality products .

However, under the old mechanism, many products with a score of 4.2 to 4.4 were classified as four-star products and were unable to enjoy the high conversion rate benefits of four-and-a-half-star products.

This adjustment means that sellers only need to slightly improve their ratings to cross the threshold and grab the four-and-a-half-star traffic position!

🔎For example:

If your product rating is 4.1 , under the old mechanism it needs to be above 4.5 points to be displayed as four and a half stars, which is extremely difficult!

But now, as long as you increase it by 0.1 points to 4.2 , it will automatically advance to four and a half stars, which will significantly improve the conversion rate !

🚀 Sellers’ response strategies:

✅ Keep a close eye on the rating boundaries: If your rating is 4.1-4.2 , be sure to find a way to improve it!

✅ Optimize buyer experience: improve product quality, strengthen after-sales, and avoid negative feedback!

✅ Accurately manage reviews: encourage positive reviews and reduce negative reviews, especially the first-screen reviews that affect ratings !

Industry insider:

The rating calculation rules for different categories and different sites may be different, but the overall trend is: Amazon is using more detailed rating displays to help buyers more accurately screen high-quality products!

Summary & Future Trends

📌 Change 2 (Adjustment of Scoring Mechanism)

A product with a score of 4.2 is directly upgraded to four and a half stars, and rating optimization becomes a breakthrough for traffic!

Products with low ratings are more difficult to obtain traffic, and sellers need to strengthen review management!

📢In the future, Amazon's rules will change more and more frequently, and compliance and transparency are the trend! Sellers must keep up with the pace of policies and make arrangements in advance to gain an advantage in market competition!

Amazon's new advertising strategy in 2025