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When consumers buy products on Amazon, they always try to find the best price. Sellers can take advantage of this and stand out from the competition by offering coupons, discount codes or promotional specials to attract consumers.
Amazon Coupons is a marketing tool of Amazon. Previously, it was only available to Amazon VC sellers, but now 3P sellers can also use coupons. Both VC and 3P sellers can set up multiple types of coupons for their products, including:
This type of digital coupon is usually displayed as an orange label and appears in product listings and search results . This allows consumers to see promotions without having to click on the product page, thereby increasing click-through rates. As shown in the following figure:
Amazon Coupons Advantages
Coupons set by sellers generally appear in the following three locations:
Correspondingly, that is to say:
In addition, Amazon coupons have the following benefits: Sellers can deliver coupons to ideal consumers, so it is similar to non-keyword targeted advertising. Specifically, sellers can choose to deliver coupons to specific types of high-conversion consumers, such as Amazon Prime members, students, and mothers. Sellers can also distribute coupons to:
If you don’t select a segmented audience, your coupon will be displayed to all users searching for your product on search results and product pages. Coupons are also a good way to market off-Amazon. When you submit a coupon promotion, you can set up a separate coupon landing page and send content ads through email marketing or social media. In order to gain a foothold on Amazon, it is necessary to place content advertisements outside the site, and coupons can effectively link off-site content with on-site promotions. When users click on the landing page URL, as long as they log in to their Amazon buyer account, they don’t even need to enter the coupon code, and the coupon will be automatically distributed to their account. Coupons not only increase conversion rates, but also make the promotion process more streamlined. 3) Convenient and flexible The use of coupons depends on the actual needs of sellers, and sellers can flexibly choose strategies based on the actual needs of products and businesses.
4) Check coupon performance This data helps sellers track the performance of their coupons and ensure they are effective.
Amazon Coupons Disadvantages
Coupons are a great way to promote sales, but they are not without their drawbacks. Sellers need to be aware that Amazon coupons come with a lot of miscellaneous fees, including collection fees, redemption fees, and other fees. In the fourth quarter, or when the target audience is more specific, coupon charges will be higher. Coupons are not as widespread as other marketing campaigns. They are not based on keywords or search volume to increase exposure, which means coupons will be less profitable than other campaigns .
The advantage of using coupons is that it is not a pay-per-click advertisement. Sellers only need to pay the corresponding fees when an order is completed. Sellers need to pay $0.6 for each coupon used by consumers . When creating a coupon, sellers need to set a corresponding budget. The budget determines the "lifespan" of your coupon, so you need to calculate how many coupons you want to issue based on the budget. When the budget reaches 100%, the coupon will be automatically closed. For example , if you offer a 20% discount on a $40 item in your store, the customer will save $8. Also, consider that each coupon costs $0.60, and your profit will be reduced by $8.60.
Amazon Coupons Audience Types
When will consumers see the orange label? This depends on the type of coupon delivery that the seller can set . Sellers can set one or more of these types. The following are the coupon audience types: Amazon coupons setup process
Sellers first need to decide whether to add a coupon to a single product or to a product group. If you are setting a coupon for a product group, it is best to choose products from the same series or category. Log in to the backend seller account ; Select “Coupons” from the drop-down menu; Click Create new coupon; Add coupons to products. A coupon can add up to 50 ASINs;
Select the coupon type, such as a percentage or dollar amount discount; Set limits. Sellers can limit the number of times each customer can redeem a coupon.
Once the budget is reached, the coupon will automatically expire; Customize coupon usage time period Amazon coupons can be used for up to 90 days, with the earliest start date being 3 days after the coupon is created. If the budget is exhausted, the coupon will automatically become expired. Name the coupon. Customers will see the coupon name, so be specific about what the discount is. This should include the brand, product, and product group. Example: “Save 20% on HomeRev vacuum filters.”
Submit the coupon, and Amazon will send you a notification after receiving the application, reminding you that you can edit the coupon two days before the start date. After that, you can't modify the content before the coupon expires, except to increase the budget and extend the coupon end time.
After submitting your application, monitor the performance of your coupon in the "Running" tab in the backend. If you find that your budget is being consumed faster than expected, it means that the coupon discount is set too high . Track the coupon data and formulate strategies to improve it in time if you find something wrong. This is a bit similar to setting product prices. If your coupons are working well and you receive data in real time, you can easily analyze the performance of your coupons. While we recommend that you use coupons, you should be aware of these considerations.- Abuse of coupons may lead to price wars, which will eventually lead to more losses than gains for sellers. Therefore, the use of coupons must be planned rationally to maintain ecological balance.
- Coupons are not as special as the Best Seller logo. People may be curious about new things at first, but if everyone can use them, they may lose their appeal.
Three tips for sellers to use Amazon coupons
1) Promote Coupons like you would your product listings If you are a new seller or your niche is highly competitive, it is recommended that you try to promote coupons instead of just creating them. This will help consumers see your products and reach potential target audiences.
2) Offer coupons that are more favorable than competitors Amazon is committed to providing the best prices to its customers, so you need to offer better coupons than your competitors to increase your product visibility on the coupons page.
3) Promote coupons on third-party websites You can take advantage of Amazon coupons by promoting them on third-party websites. Not only will this drive more traffic to your product listings, but it will also let a wider audience know about your promotions. There are thousands of third-party websites you can work with, and you can start by submitting to at least 10 websites a day and then slowly increase the number.
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