Illustration of Amazon's new Coupons dashboard.

Amazon’s New Coupons Dashboard Offers Better Targeting Capabilities

Brent Czapp

Brent Czapp, Channel Key

February 20, 2024

Amazon has introduced a new Coupons dashboard that provides enhanced capabilities and a better selling experience. The dashboard rolled out over several weeks and is now available by default in Seller Central.

Like the coupons you receive in the mail, Amazon Coupons provide a discount on select items. Since shoppers want the best deals, using Coupons can be an effective way to distinguish your products by offering additional savings. For example, Channel Key ran a 20% Off Coupon for a client in the Toys & Games category during a previous Prime Day, which improved conversions by 22%.

This blog spotlights the two most important changes to Amazon Coupons that make it easier for brands to offer promotions with more precision.

Customized Discounts for Targeted Audiences

Brands can now use Coupons to offer tailored discounts to distinct customer groups. For example, if you select Amazon Prime customers as the audience, only Prime customers will see your Coupon on the product detail page and in their carts. You can also offer varied discounts, such as 15% off for high-value customers and 10% off for cart abandoners.

This advancement builds upon the similar targeting options within Brand Tailored Promotions (BTP) but introduces a notable enhancement. BTP audiences are based on customer activity within the past 90 days, while Coupon Audiences have a much shorter window of only seven days. This allows brands to react more quickly to recent shifts in consumer behavior.

Brands can now offer tailored discounts to the following Coupon Audiences:

  • Prime: All Amazon Prime customers
  • Repeat Customers: Customers who have ordered your brand’s products more than once in the last 12 months
  • Brand Cart Abandoners: Customers who have added any of your brand products to their cart in the last 90 days but haven’t bought yet
  • Potential New Customers: Customers who have clicked on the brand’s products or added to cart recently (90 days) but haven’t bought in the last 12 months
  • High Spend Customers: The highest spending 5% of your brand’s customers in the last 12 months
  • Recent Customers: The most recent 5% of customers who have bought from your brand in the last 12 months
  • Brand Followers: Customers who have clicked Follow to follow the brand on Amazon
  • Top Tier Customers: These are customers who bought recently and spend the most. Most of these customers buy often
  • Promising Customers: Customers who bought recently, buy occasionally, and spend above average
  • High-Risk Customers: Customers who haven’t bought recently or often, with varied spend

A key distinction between the newly updated Coupons and BTP is the level of product specificity available. BTP discounts apply broadly across all products for identified audience segments. However, the new Coupons feature enables brands to apply discounts to individual ASINs, which provides greater precision.

Note: When you target a coupon to a certain customer segment instead of all customers, the orange coupon badge will not appear in the search results for any customer.

Incentives for Repeat Purchases

The new Coupons dashboard now offers Reorder Coupons. This allows brands to offer discounts to customers who previously bought their products but have not reordered within an expected time frame (as determined by Amazon’s algorithm). Reorder Coupons are a powerful way to increase customer loyalty by promoting reorders. Additional benefits include:

  • Better Visibility: The Coupon badge can help drive traffic, sales, and buyer reviews. Reorder coupons are also promoted on the Coupons home page, Buy Again pages, category pages, and special events pages.
  • Targeted Audience: Coupons are targeted only to buyers who haven’t reordered an item within the expected time frame.
  • Discount Options: Coupons can be created for either dollars off or percentage off.
  • Flexible Start Time and Duration: You can schedule a start time, and the campaign can be active for up to one year.

Reorder Coupons have standard costs and fees, including the promotion’s face value, clip fees ($0.17 per clip), and redemption fees ($0.08 per redemption).

Amazon Coupons FAQ

What are Coupons?

Coupons are a self-service growth tool for sellers. You can find Coupons under the Advertising tab in Seller Central. With Coupons, you can offer percentage-off or money-off discounts to help increase your sales.

Where do customers see Coupons?

Coupons appear throughout the Amazon store, including within search results that feature a Coupons badge, as well as on product detail pages, offer listings, and the Coupons home page.

What are the eligibility requirements for Coupons?

Sellers must have a Professional seller account with a feedback rating of at least 3.5 stars. Professional sellers who haven’t received any seller feedback ratings are also eligible. However, if a product has reviews, it must meet the following criteria:

  • Products with one to four reviews must have an average rating of 2.5 stars or higher.
  • Products with five or more reviews must have an average rating of 3 stars or higher.
  • Products can be Seller Fulfilled, Fulfilled by Amazon, or Seller Fulfilled Prime.
  • Products must be in new condition.
  • Adult, sexual wellness, hunting and fishing, and gun products are not allowed.

What are the benefits of Coupons?

Coupons are an effective way to attract specific customers, improve discoverability for newer products, increase visibility by combining with other marketing tools like Sponsored Products, and increase conversion by offering discounts for limited times.

How much does it cost to run Coupons?

Amazon charges a redemption fee for each Coupon redeemed by a customer. A Coupon is considered “redeemed” when a customer purchases a product associated with an active Coupon after attaching it to their account. The redemption fee for most Coupons is $0.60 for U.S sellers. You also need to factor in the discount offered to accurately calculate the full cost of your Coupon.

Channel Key Takeaway

Coupons have always been a powerful way to distinguish products and boost sales on Amazon, which is a critical part of managing inventory and orders. However, the ability to target specific audiences is a potential game-changer for this promotional lever. By offering tailored discounts at the ASIN level to specific customers, brands can ensure Coupons resonate with the most receptive audience. Ultimately, audience targeting makes it easier to deliver the right Coupon to the right customer at the right time.

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