Deals and vouchers

Accelerate your growth with Amazon promotions

Customers are always actively searching for the best deals on Amazon, especially during the festive season and Amazon events. Running promotions (deals and vouchers) on Amazon can increase your sales, brand awareness and reviews!

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Amazon promotions video

Why create a promotion?

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Brand awareness
Offers and vouchers can be a useful lever to promote your brand and make your products easier for customers to discover. Highlight your products by making yourself more visible on the deals page.
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Sales volume
Promotions can be a tool to help increase sales by offering discounts on products. Promote your best-selling products or reduce overstock and free up FBA storage.
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Create Promotions during event periods such as Prime Day or Black Friday and benefit from Amazon's online and offline marketing efforts that aim to maximise traffic on the event page.
Example of a product
The Top Deal on Sunday went very really well. We were expecting an increase, but not by this much. For the future, we will consider Top Deals in our stock planning.
Raphael DenkerCEO Maiden & Friends

What types of promotions are available?

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Lightning Deals
A price discount promotion that is offered for several hours as a flash sale on the Amazon deals page. Lightning Deals often appear on Amazon's deals page, one of Amazon's most visited pages.
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7-Day Deals
A price discount promotion that appears on the Amazon deals page for 7 days and that can be used to drive traffic to your entire catalogue, raise awareness across one or more brands, and show products on the deals page for longer.
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A price discount marketed on the product detail page and on the Amazon voucher page. Customers simply click on a voucher and it will be added to their basket.

How to get the most out of your deal

Step 1

Use recommended ASINs
Recommendations are updated weekly. Don't wait to take action if you see an eligible product.

Step 2

Use high-quality images for your deals
Ensure that the image doesn't include text, logos or watermarks that aren't part of the product itself. If a promotion does not follow Amazon's product image requirements or is not representative of the products within the promotion, the promotion is subject to cancellation.

Step 3

Add A+ content
Brand owners can add A+ content to their products to enhance the product description and help customers make a purchase decision.

Step 4

Combine your deal with a Sponsored Product Campaign
Sponsored Products is a self-service advertising programme where you can quickly create cost-per-click ads to help improve visibility.

Step 5

Monitor the status of your deal
Track the status of your deal regularly before publishing within the Deals Dashboard and avoid making changes to the ASINs included in the offer during this time.

Learn how to combine Promotions with other marketing levers

Ready to create Amazon promotions?

Create your first deal!


Video about advertising and promotions

Helpful resources

Seller University

Learn more about Amazon deals and vouchers at Seller University.

Webinar recordings

Seller University also includes several useful webinar recordings.


Get answers to frequently asked questions about Amazon deals and vouchers.
How can I be eligible to create deals?
Currently, only Professional Sellers are eligible to run Deals. Your products must also meet certain criteria. A full list can be found on the Seller Central help pages.
Do I have to pay a fee for running a Lightning Deal or a 7-Day Deal?
You will be charged for each Lightning Deal or 7-Day Deal that is submitted and has successfully run. The fee is displayed as part of the deal creation workflow when you select the programme for the deal. The rate may change depending on the date your Deal runs.
How do I create Lightning Deals and 7-Day Deals?
Log in to Seller Central. Click on Advertising and select Deals. Click Create a new deal, select the desired products for the deal, and follow the workflow to configure and schedule the deal.
Is it possible to cancel a deal after it has been set up?
You can cancel a proposed deal at any time. However, we recommend that you cancel your deal at least 25 hours before the start time to avoid paying a fee and avoid being blacklisted to create deals in the future.
Where can I track the performance of my deal?
The overall performance of your 7-Day Deals and Lightning Deals can be found on the Manage deals page in Seller Central.
How much does a voucher cost?
Each time a customer redeems one of your vouchers, you will be charged a redemption fee. You can find the exact rate by setting up your voucher in Seller Central.
Where on Amazon can customers find my voucher?
Customers can find vouchers on the voucher homepage, in search results, on product detail pages, on the deal listings page and in their baskets.
Where can I track the performance of my voucher?
You can monitor and track the performance of your vouchers in real time with the help of the Coupon Control Panel in Seller Central.
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