Whether you read about the new Coupons in Seller Central or stumbled across the tab while managing your account, you’re probably wondering if they’re a big deal.

To give you the short answer: Yes, these new coupons could be a huge deal.

Vendors have had access to coupons like these for a while now. They offer greater visibility and powerful targeting options that could set marketplace sellers apart from the competition.

In addition, recent research shows that coupon clipping hasn’t slowed down in the age of ecommerce.

90% of consumers use coupons both online and offline, and roughly 80% state that a coupon may influence them to purchase a product from a brand they haven’t tried.

Here’s what you need to know.

How are These Different Than Old Seller Central Promotions?

This might sound like old news–but it’s not. Here’s why.

3P sellers currently have the ability to create Promotions. These include:

  • Free shipping (limited time)
  • Giveaway (offer items as part of a sweepstakes)
  • Percentage off (promotion with a timed discount)
  • Social Media Promo Code (direct social audience to unique AMZ marketing page with a link)
  • Buy one get one (limited time offer, can be used to highlight new products)

 

Once the offer is created, it appears on the product page. Here’s what a buy-one-get-one offer looks like:

These promotions can be a great asset for a 3P seller. However, they’re still limited when compared with the new Coupons, which look more like vendor coupons.

For one thing, the old promotions don’t show up on the main SERP; for another thing, they don’t really stand out due to the lack of a badge.

What Makes These Coupons Valuable for 3P Sellers

There are three ways we believe this new Coupon feature will help 3P sellers.

1. Location

We’ve seen these coupons appear on Amazon’s search results, which means your coupons could get more impressions.

2. Looks

Coupons will likely appear as badges, similar to vendor coupons. This means they’ll stand out a lot more and may potentially catch your shopper’s eyes when they’re scrolling through the search results.

3. Audience Targeting

Most importantly, these coupons offer unique audience targeting options.

Instead of offering a generic coupon to all detail page visitors, you can make your coupon only visible to Amazon shoppers who have either bought or purchased certain ASINs–whether it’s yours or a competitors.

Here are all of the targeting options available for these beta coupons:

“I haven’t dug too far into this yet, but the ability to retarget based on what customers have either seen or purchased is definitely new to third-party sellers,” says Jordan Gisch, Marketplace Channel Analyst at CPC Strategy. “This is something that already existed for vendors and my clients have seen great returns on these types of promos.”

“If you’re targeting shoppers who have already purchased certain ASINs, they’ll be more likely to convert on a product,” says David Cooley, Manager, Marketplace Channels at CPC Strategy. “This is especially true if it’s a CPG product that’s purchased more frequently.”

How to Set Up Amazon Coupons

There are three simple steps to creating these coupons in Seller Central:

1. Add products to your coupon

You can load up to 50 products on one coupon.

An important note: Coupons are not a silver bullet for a product that’s performing poorly. Cooley explains:

Sellers will often attempt to use promotional tools to give poor performing products a boost, but I recommend focusing on top performing or middle of the road products. If your product isn’t ranking on the first page, you could have a $20 off coupon, and nobody would ever see it or use it.

See #4 for a note about a potential strategy for middle and top performing products.

2. Set discount amount

You can select a percent off discount or money off discount. We typically recommend percent off discounts in current Seller Central promotions, but it’s worth testing both.

Amazon requires the discount to be between 5-80% of your lowest price for a product in the last 30 days.  As you create the offer, you can set a coupon title with a fill in (i.e. save 15% on hand sanitizers).

3. Set coupon budget

A coupon’s budget is utilized by:

  • Discount value
  • $0.60 redemption fee

 

4. Schedule and target your coupon

Coupons expiration period can extend up to 3 months. Extend the offer to all, or tailor it to individuals who viewed a specific ASIN–it’s really up to you.

One potential strategy would be to set up coupons for individual best-selling products in order to see exactly how they perform, then roll out a generic coupon across middle performers.

Conclusion

The bottom line is we’re pretty excited about the opportunity these Coupons present for 3P sellers on the Marketplace.

Remember, if you’re not already getting traffic and visibility on a listing, then your coupon won’t matter. Promotions like this aren’t a stand-in for an ads strategy.

As more sellers take advantage of these Coupons, they could flood search results. Some have expressed concern that these coupons will become “noise” and will no longer set apart a listing.

We believe they’re still worth testing, and don’t have to be expensive–even a $1 off coupon can create a sense of urgency and set you apart from the competition.

 

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About the AuthorLeanna graduated from Fairleigh Dickinson University (NJ) in 2012 with a BA in Creative Writing and lived in NYC for two years. In 2014, she returned to her home state of California where she enjoys eating too many fish tacos, skipping winter, and writing quality web content for CPC Strategy. Follow her on Twitter @slylikeasmeagol. See all posts by this author here.