What is Promotion? Promotion Review, Features

Promotion is an activity launched by Amazon to encourage customers who enter the store to buy more quantity and amount and increase their desire to buy. It can help increase the total sales amount of the store.

Promotional methods

1. Free Shipping: You can enjoy free shipping if you buy a certain quantity of products or spend a certain amount.

2. Percentage Off: You can get a certain amount of discount or a certain discount based on the quantity of products you buy or the amount of consumption you spend.

Applicable situations:

New product launch;

Create hot-selling or explosive products;

· Free samples to get reviews.

3. Buy One Get One: After purchasing a certain number of products, you can get a similar product or other products for free.

4. External Benefits (repurchase discounts after purchasing a certain number of products) : After purchasing a certain number of products, repurchase discounts are provided for all or other products.

Note: This feature has been temporarily suspended for technical reasons.

5. Giveaway: Launch a traditional or instant-win lottery for its products. Amazon does not charge fees for the lottery. In addition to the regular "Sell on Amazon" and/or Amazon logistics fees, sellers only need to pay the cost of the prize, shipping, and taxes (if necessary).

NOTE: Currently only sellers using Fulfillment by Amazon can register ASINs for the sweepstakes program through Seller Central.

Advantages of Using Amazon Sweepstakes

• Increase page views and sales

• Build word-of-mouth for products and brands

• Increase traffic and visibility

• Create a social presence: Use the sweepstakes to get participants to follow TWITTER, post TWITTER messages, or watch YOUTUBE videos, thereby increasing exposure and creating social awareness.

Necessary conditions

Must be a seller on a Professional selling plan.

You can set it up without a shopping cart, but it will not be displayed and buyers will have no way of knowing whether you have set up a promotion.

Promotion Settings

1. Free Shipping Setting Tutorial

Please note that only products with buybox can participate in promotion, and products shipped by Amazon are not eligible for free shipping promotion.

Step 1: Log in to Amazon backend and enter the Promotion page;

Step 2: Click Create to enter the Free Shipping settings page;

Step 3: Set Conditions;

Warm reminder: When setting promotion, sellers should fill in the priority order from top to bottom, because the settings on the upper level will affect the options below.

After selecting Buyer purchase, the seller needs to fill in the following fields:

1. Purchased items: Sellers select some products as the objects of free shipping promotion;

2. Buyer gets: Buyer discount, the default is Free Shipping;

3. Applies to: Which products can have free shipping promotion? By default, it refers to the products purchased by the buyer.

4. Qualifying Shipping options: Sellers can choose free shipping options;

5. Advance Options: Each promotion has Advance Options (priority options). Click it and the 6 options below will appear;

6. Advance Options- Exclude Items: In Free Shipping, sellers can exclude products that do not participate in promotion;

Step 4: Set up Scheduling;

Set the start and end dates for your Amazon promotion, and then name the promotion.

Step 5: Set additional options;

This section is used to set the promotional information on the product page. Sellers can change the content here by themselves. If you do not want to rewrite the promotional information yourself, just use Amazon's default settings. If the seller needs to use the claim code function, you can also enable the claim code in step 3.

Step 6: After completing the above steps, you can review the free shipping settings and click submit to complete the settings.

2. Amazon Promotion (Free Shipping) Setting Process

Step 1: First enter the seller backend. For the US site, select Promotion from the advertising drop-down menu to enter the following figure. For the UK site, select Manage Promotion from the inventory drop-down menu to enter;

Step 2: Click Create to enter the Money Off (Percentage Off) promotion rule setting page;

Step 3: Set the promotion method (Conditions) according to your actual promotion activities;

Step 4: Setting of activity time (Scheduling);

Step 5: Setting of Additional Options;

Step 6: Preview and submit.

3. Buy One Get One Setting Tutorial

Step 1: Go to Amazon Seller Backstage, select Promotion in the Advertising drop-down menu on the US site, click Create, and enter the Buy One Get One settings page. Select Manage Promotion in the Inventory drop-down menu on the UK site, and enter the Buy One Get One settings page.

Step 2: We are now doing a discount promotion for the entire store (if you want to do a buy one get one promotion for some products or categories, you need to select "Create a new product selection")

Step 3: Select promotion conditions (Conditions);

Step 4: Set the start and end time of the Amazon promotion by yourself (Scheduling);

Step 5: Set Additional Options. Generally, you can use Amazon’s default settings.

Step 6: Finally, click review, check and then click submit. The effective time of the Buy One Get One promotion is based on US time.

4. Tutorial on how to set up External Benefits (discounts for purchases above a certain amount)

Step 1: Log in to our Amazon backend and enter the Promotion page;

Step 2: Click Create to enter the External Benefits settings page;

Step 3: Set Conditions;

Step 4: Set up Scheduling;

Step 5: Set Additional Options;

Step 6: After setting the above information and previewing it, click Submit.

Due to technical issues, External Benefits is currently suspended. Sellers can keep an eye on Amazon backend messages for updates.

5. Giveaway (Amazon Prize Draw) Setting Tutorial

Step 1: Before setting up a lucky draw, you should add your inventory to the lucky draw plan on the settings page:

Go to Settings > Fulfillment by Amazon > Sweepstakes Settings > Enable;

Step 2: Select “Promotion” from the “Advertisement” drop-down menu;

Step 3: Click "Create Giveaway";

Step 4: Select your product and click "Set Up Sweepstakes", you will be taken to the "Set Up Your Sweepstakes" page again;

Step 5: Select "Set lottery type", there are three instant draw modes;

Step 6: Set requirements: What do you want participants to do before entering the sweepstakes?

Step 7: Once setup is complete, you will receive an email with instructions on how to select participants (e.g. Twitter, Facebook, email). You can also select "Make my prize public" so that your prize will be public in programs for Amazon buyers such as "Today's Prize Draw".

Things to note when using Giveaway (Amazon Sweepstakes)

• Choose a sweepstakes that suits your product and brand

Please set the odds of winning, entry requirements and number of prizes based on your campaign goals.

• Choose new or interesting products

Buyers want to win items they wouldn't normally buy. Choose items that buyers would love to own, are interesting, and appeal to a wide audience.

• Value buyers

When you create an Amazon sweepstakes, consider how customers interact with your product and how you enter the sweepstakes. Keep the odds realistic, the prizes interesting, and the content exciting.

The difference between Promotion and Coupon

1. Promotion can only be seen by clicking on the product interface, while Coupons are displayed more directly and intuitively, which can better attract customers.

2. When buyers browse the page, they can see the product discounts immediately after searching for keywords.

3. Amazon has created a separate page to display coupon products, showing all products that have been set up with coupons.

4. Coupons have date restrictions, Promotions have no time limit, and Coupons can only be set within 90 days.

5. Coupons can be set individually for target customers. For example, unlimited means all buyers can see it, and there are also options such as only prime visible, visible after browsing a specific ASIN, visible after purchase, etc.

6. After each use of Coupons, $0.6 will be deducted from Amazon, but no fees will be charged to Amazon for Promotions.

The Impact of Promotion

The impact of Promotion on exposure:

Promotion can attract considerable traffic to products, but Amazon sellers need to pay attention to the data of products, prices, and the best setting method and time when doing promotion. "Money off" is the most effective way of promotion. The function of money off is very powerful, that is, there are many ways to set money off. Compared with the coupon method, it still has limitations on product exposure.

The functions are probably: associated purchases, bundled sales, discounts, buy one get one free, free gifts

The impact of Promotion on conversion rate:

The purpose of promotion is to encourage customers who enter the store to buy more quantity and amount to increase the total sales amount, that is, to improve the conversion of products from the side. In fact, Amazon does not promote the promotional codes of third-party sellers. Compared with coupons, the effect is naturally not as good. The orders generated by Amazon through promotion do not seem to have much weight on the listing.