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To make the most of Q4, Amazon Sellers are often keen to participate in the plethora of deal events that run during peak. As a Seller, with so many discounting options available on Amazon, we thought we’d give our two pence to help you reach a final decision.
To help you make an informed decision on the deal types to use for your brand, here is a breakdown of all the deal and promotional levers, their eligibility criteria, and our recommendations:
Now you have all the necessary information on deal types, let’s get to that critical question we mentioned at the start. Getting to it, here are summaries of our advice on the main deal types you may want to take in consideration:
Top deals: As this is Amazon’s highly sought-after deal type, in the event of being invited to run a selection on a Top deal, we strongly recommend you do so!
Lightning & 7-Day Deals: It is important to note that these deal types will cost a minimum of £25 per parent ASIN to run, so worth considering that before running them across large numbers of ASINs, especially since the fee is double on deal events. While they are the only self-service deal options that enable your ASINs to appear on the deals pages, the number of deals pages at any given time is in the hundreds, so discoverability from the third page onwards will be very low!
Prime Exclusive Discounts (PEDs): Since extra sessions from the Search Engine Results Page flags will generate most of your traction, and higher conversions are likely to be generated from lower prices and messaging on the Product Detail Page, we recommend running Prime Exclusive Discounts due to their wide eligibility and free cost of running. For PEDs to be effective and worthwhile, we advise that you run PEDs alongside off-Amazon marketing, including social media and email lists, to notify your engaged Customers that there is a discount running on your selection.
Now you have become acquainted with all the deal types Amazon has to offer, what it takes to run them, and our recommendations, we hope you feel more sure than before you read this article on the deal type you would like to make the most of this Q4.
If you have any questions about anything deals-related, our team, including two ex-Amazonian deals champions, would love to speak to you. Feel free to schedule a call via the 'Let's talk' link at the top of the page!