Offers and vouchers

Amazon promotions:

Use offers and coupons to promote your products

Customers are proactively looking for the best offers on Amazon, especially during holidays and Amazon events. Submitting offers and coupons to Amazon can help you optimise your sales, brand awareness, and reviews!

Already selling on Amazon?

Create your first offer


New to Amazon?


€39 (excl. VAT) per month + referral fees

Video about offers and coupons

Why create offers?

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Brand awareness
Offers and coupons can be a useful way to promote your brand and make your products easier for customers to discover. Make your products stand out by gaining visibility on the offer page.
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Sales volume
Offers and coupons can be a tool to increase sales by offering discounts on products. Promote your bestsellers or reduce excess inventory and create more free storage space.
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Run offers during events such as Prime Day or Black Friday and take advantage of Amazon's online and offline marketing efforts aimed at maximising traffic to the offer page.
Product example
The top offer this Sunday went very well. We expected an increase, but not to that extent. In the future, we will consider top offers in our inventory planning.
Raphael DenkerCEO Maiden & Friends

What types of offers are available?

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Lightning Deals
A price reduction that is displayed as a flash sale on the Amazon offers page for several hours. The offers page is one of the most visited pages on Amazon.
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Best offers
A discount that is displayed on the Amazon offers page for seven days. It can be used to drive traffic to your entire catalogue, draw attention to one or more brands, and display products on the offer page for a longer period of time.
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A discount that appears on the product detail page and on the Amazon coupon page. Customers simply click on a coupon and it is added to the shopping cart.

How to get the most out of your offer

Step 1

Use recommended ASINs
The offer proposals are revised weekly. Check them regularly so you don't miss out on any opportunities.

Step 2

Use high-quality images for your offers
Make sure that the image does not contain any text, logos, or watermarks that are not part of the product itself. If an offer does not meet Amazon's product image requirements or is not representative of the products within the offer, the offer may be cancelled.

Step 3

Add A+ content
Brand owners can add A+ content to their offers to improve product description and help customers make purchasing decisions.

Step 4

Combine your offer with a Sponsored Products campaign
Sponsored Products is a self-service advertising programme that allows you to quickly create cost-per-click ads to improve visibility.

Step 5

Monitor the status of your offer
Track the status of your offer regularly before it expires in the Offers Dashboard and avoid making any changes to the ASINs included in the offer during that time.

Learn how to combine offers with other marketing efforts

Are you ready to submit offers?

Create your first offer!


Offers and Sponsored Products video

Helpful resources

Seller University

Learn more about Amazon offers and coupons at Seller University.

Webinar recordings

Seller University also has several useful webinar recordings.


Find answers to frequently asked questions about offers and coupons on Amazon.
Why place offers?
Lightning Deals and best offers can be a useful lever to increase sales and reduce inventory.
How do I qualify to run offers?
Currently, only selling partners who have booked the Professional tariff are eligible to place offers. In addition, your products must meet certain criteria. For a full list, see Seller Central Help pages.
Do I have to pay a fee to run a Lightning Deal or best offer?
You pay for every best offer or Lightning Deal that is submitted and successfully completed. The fee is displayed during offer creation in Seller Central when you select the schedule for the offer. The fee may change depending on the date your offer runs.
How can I create Lightning Deals and best offers?
Log in to Seller Central. Click Advertise and select Offers. Click Create a new offer, select the products you want to offer, and follow the workflow to configure and schedule the offer.
Is it possible to cancel an offer after it has been submitted?
You can cancel a submitted offer at any time. However, we recommend that you cancel your offer ,at least 25 hours before the start time to avoid a fee and not be excluded from creating offers in the future.
Where can I track the performance of my offer?
You can find the performance of your best offers and Lightning deals on the "Manage Offers" page in Seller Central.
How much does a coupon cost?
Each time a customer redeems one of your coupons, you'll be charged a redemption fee. The exact fee can be found when you set up your coupon in Seller Central.
Where on Amazon can customers find my coupons?
Customers can discover coupons on the coupon page, in search results, on product detail pages, on the deals page, and in their shopping carts.
Where can I track the performance of my coupon?
You can monitor and track the performance of your coupon in real time using the Coupon Dashboard in Seller Central.
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