Overview

Amazon has completed a significant consolidation of its promotional tools in Seller Central. The standalone Prime-exclusive discounts tool has been fully retired, with all of its functionality now integrated into the unified Price Discounts tool. Sellers must use this single interface going forward to create and manage both Prime-exclusive and all-customer promotions — a change that streamlines workflows but demands immediate action from teams that haven't yet made the switch.

What's Changing

• Tool consolidation — The separate Prime-exclusive discounts tool no longer exists in Seller Central. All discount creation and management now happens exclusively through the Price Discounts tool.
• Creation cutoff has passed — Since January 1, 2025, sellers can no longer create new discounts in the legacy tool. The old interface was fully removed on January 7, 2025.
• Legacy discounts expired — Any Prime-exclusive discounts created in the old tool could not extend beyond December 31, 2024. Promotions running past that date were automatically terminated.
• No shopper-facing changes — Prime-exclusive discounts still appear to customers exactly as before. This change is entirely on the seller operations side.

How the New Workflow Works

Sellers who previously relied on the standalone tool will find a familiar process inside Price Discounts. To set up a Prime-exclusive promotion, navigate to the Price Discounts section in Seller Central and initiate a new discount. The critical step is selecting "Prime customers" as the audience type, which restricts the offer to Prime members only.

The consolidated tool allows sellers to search their catalog, add products, manage discounts across their entire portfolio, and review performance metrics from a single dashboard. Rather than switching between two separate interfaces, everything now lives in one location. The tool mirrors the capabilities of the retired version while adding the convenience of managing all discount types in a unified view.

User Permissions Require Immediate Attention

This is an area where sellers with multi-user accounts need to take action. Primary account holders automatically have access to the Price Discounts tool, but secondary users do not inherit permissions from the retired tool. Account owners must navigate to User Permissions in Seller Central and explicitly grant either view-only or view-and-edit access for each team member.