Overview

Amazon has rolled out a new Price Discounts dashboard inside Seller Central, enabling sellers to launch time‑limited, quantity‑capped promotions across dozens of Amazon marketplaces from a single screen. The feature is intended to accelerate the sell‑through of excess stock while preserving margin control, and it replaces the need for Lightning Deals or Best Deals in many cases. Sellers who operate in multiple regions should care because the tool centralizes pricing, analytics, and compliance in one place.

Key Points

• Global dashboard — A single interface now lets sellers set discount campaigns for any of Amazon’s major marketplaces, from the United States to Japan, without logging into each store separately.
• Fixed time window — Discounts can be programmed to run for a maximum of 30 days; for example, a 20 % off promotion could be scheduled from May 1 to May 15 and then end automatically.
• Unit cap enforcement — Sellers can cap the number of discounted units, such as limiting a 15 % price cut to the first 500 units sold, after which the price reverts to the standard list price.
• Strikethrough display — Active promotions appear with a crossed‑out reference price next to the discounted price on search results and product detail pages, signaling a deal to shoppers.
• Built‑in analytics — The dashboard reports revenue, units sold, glance views, conversion rate, and sell‑through rate, and these metrics can be filtered by region, store, or individual ASIN.
• No approval fees — Unlike Lightning Deals, the new tool does not require Amazon’s pre‑approval and carries no participation fee, giving sellers full control over promotion cost.

How the Price Discounts Dashboard Works

1. Select marketplace and ASINs — The seller chooses the target Amazon marketplace (e.g., Amazon.co.uk) and adds the specific ASINs to be discounted; a seller of a kitchen gadget could pick the same SKU for both the US and German stores in one step.
2. Define discount parameters — The seller enters the discount percentage (e.g., 25 % off), sets the start and end dates, and specifies a unit limit (e.g., 300 units); the system stores these rules and displays a preview of the strikethrough price.