Overview

Amazon offers sellers multiple tiers of promotional tools through Seller Central, each with different discount levels, eligibility requirements, and visibility benefits. Choosing the right promotion format — and understanding what it takes to get your ASINs recommended for high-profile deal events — is essential for maximizing sales during peak seasons like Prime Day, Black Friday, and the holiday shopping period.

Why Peak Season Promotions Matter

Customers convert at significantly higher rates when they see active deals on products they're considering. Amazon has built promotions into the core shopping experience, making discounts and deals a standard feature across the marketplace. Sellers who prepare their catalog and promotional strategy in advance consistently outperform those relying on organic traffic alone.

The real competitive advantage isn't just knowing promotions exist — it's understanding the specific eligibility criteria for each tool, matching the right format to your product's profile, and building the sales history and review quality that earns recommendations for Amazon's highest-visibility deal events.

Promotional Tool Tiers and Eligibility

Amazon provides several tiers of promotional tools. The right choice depends on your product's review profile, fulfillment method, and sales history.

• 5% Percentage-Off Discounts — The most accessible option. Products with 1-4 reviews need at least a 2.5-star rating; products with 5+ reviews need 3 stars. Zero-review products are also eligible. These run 1-90 days and appear on the product detail page.
• 10% Standard Discounts — Require a 3-star rating or better (or no reviews). Typically run 1-4 weeks and are available to FBA sellers, with slightly better search and deal page visibility.
• 15% Enhanced Discounts — Require 5+ reviews with a 3-star rating or better. Restricted to FBA inventory and exclude FBM/MFN sellers in certain marketplaces including the US. These receive prominent product page placement.
• 15% Seven-Day Deals — Same review and rating requirements as enhanced discounts but locked to a seven-day window. The time constraint creates urgency and typically drives higher conversion rates.