As brands prepare for Amazon Prime Day 2022 and the holiday season, many intend to offer deals and promotions on Amazon to entice customers to choose their products over competitors.
However, with so many options available, it can be difficult to determine which type of promotion is best for your brand and products.
Understanding all of your options and the implications of each will help you determine which type of Amazon Advertising discount is best for you and your brand.
1. Special Offers
The Amazon Lightning Deal is the most well-known type of Amazon deal. To participate, all Lightning Deals must be submitted to Amazon and meet their percentage discount and inventory requirements, as well as pay a fee.
These deals are time-limited, with the product on sale for only a few hours. Lightning Deals include a countdown timer that shows when the deal will expire beneath the discounted price.
Amazon lightning deals are also limited in quantity, so Amazon displays a status bar with the percentage of the deal that has been claimed.
While these offers are only available for a limited time, the addition of the countdown and percentage of the deal claimed creates a sense of urgency in shoppers, encouraging them to buy now before it’s too late.
Lightning Deals also receive special placements, such as Amazon’s “Today’s Deals” page and the Deals subpage designed specifically for Lightning Deals.
2. Daily Deals & Best Deals
Deals of the Day are treated in the same way that Lightning Deals are. These deals, as the name implies, will last a full day and will frequently have similar discount and inventory requirements as Lightning Deals.
Products with a Deal of the Day will also appear on the Today’s Deals page, and an orange “Deal of the Day” symbol will appear above the discounted price.
If you want a longer promotional discount, Amazon’s Best Deals are available for up to two weeks and are marked with a red “Best Deal” symbol. There is a minimum discount requirement, as with the other two deals.
To use the keywords “deal” or “saving” in Sponsored Brands’ ad copy, the featured products must all use one of these three deal types. The only types of discounts that can be pulled into your Amazon Store page with the “Featured Deals” widget are Lightning Deals, Deals of the Day, and Best Deals.
This widget is also required to include the phrases “deal” or “savings” as a Store subpage name. Such language will not be permitted in any other type of discount or promotion. Instead, you can use the Product Grid widget to manually add your discounted products and name the subpage “Featured Products” or “Best Sellers.”
3. Price Reductions
Amazon does not require minimum discounts or the high fees associated with Deals. These discounts are frequently represented by a slashed-through price with the discounted price underneath in red. These discounts also include the language “You save: X%” to communicate the discount’s impact.
While they do not provide the premium placement that one of the above Deals does, price reductions are generally more affordable and allow for greater flexibility. Price reductions can also be extended for a longer period.
4. Discounts
Coupons on Amazon, like newspaper coupons, must be “clipped” (clicked on) before adding the product to your cart to receive the discount.
These coupons appear beneath the price on Amazon product detail pages, with an orange “Coupon” logo and a checkbox for the shopper to “clip” the coupon.
The coupon’s explanation is highlighted in green. These coupons can provide a monetary or percentage discount on the product.
You will be better prepared to make decisions about the best options for your brand and products now that you have a better understanding of the available options for Amazon Advertising deals and discounts.
When planning future promotional discounts on Amazon, inventory, profitability, and length of discount are all important factors to consider.
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