Overview

Amazon offers sellers the ability to run price discounts during major shopping events like Prime Day, Black Friday, and Cyber Monday. These event-based discounts can significantly boost product visibility through special badges and savings displays in search results and on product detail pages. However, participating in event discounts comes with specific eligibility requirements, minimum discount thresholds, and — in the US marketplace — additional fees that sellers need to understand before opting in.

Key Points / What Sellers Need to Know

• Event badges drive visibility — Listings with qualifying discounts during high-traffic events receive special promotional badges and savings summaries that appear in search results and on product detail pages, helping your products stand out.
• Event discounts may incur fees — In the US marketplace, price discounts run during designated events such as Prime Day and Black Friday/Cyber Monday are subject to a discount fee. Discounts run outside of event windows are not charged.
• Seller feedback rating matters — Your seller account must maintain a feedback rating of at least 3.5 stars to be eligible to participate in event discounts.
• Product ratings are enforced — ASINs must carry a minimum four-star customer rating to qualify. Products with no ratings at all are still eligible, but once rated, they must meet the four-star threshold.
• Strict discount minimums apply — Amazon enforces multiple pricing benchmarks to ensure that discounts represent genuine value for customers, including comparisons against recent prices and competitor pricing.
• Seller-fulfilled offers face extra scrutiny — If you fulfill orders yourself rather than using FBA, additional account health metrics must fall within acceptable ranges.

How Event Discounts Work

Amazon's price discount tool allows sellers to create promotional pricing tied to specific high-traffic shopping events throughout the year. When a discount meets all eligibility requirements, the listing receives a promotional badge and a savings summary that is displayed prominently in both search results and on the product detail page. This enhanced merchandising can meaningfully increase click-through rates and conversions during periods when customer traffic is already elevated. The tool is accessible through Seller Central, and sellers can schedule discounts ahead of upcoming events to ensure their products are ready when traffic peaks.