Overview

Amazon has merged the former Prime‑Exclusive Discounts feature into the all‑purpose Price Discounts tool in Seller Central. The standalone Prime Exclusive Discounts interface was removed on April 30, 2024, and any new promotion must now be created through the unified dashboard. Sellers who rely on Prime‑only pricing need to adjust their workflow, but shoppers will see no visual change.

Key Points

• Unified dashboard — All discount types, including Prime‑only offers, are now managed from a single Price Discounts page, eliminating the need to switch between two tools.
• Legacy tool decommissioned — The old Prime Exclusive Discounts screen disappeared; existing promotions continue until their preset end dates, but no new discounts can be launched there.
• Customer experience unchanged — Prime members still see the same “Prime‑exclusive” badge and pricing, because the change only affects the seller‑side interface.
• Combined reporting — Performance metrics for Prime‑exclusive and general discounts appear together in one analytics view, allowing quick side‑by‑side comparison.
• Permission reset required — Secondary users who previously accessed the retired tool lose automatic rights; primary account holders must grant explicit access to the Price Discounts feature.
• Operational efficiency — Managing one tool reduces training time, minimizes navigation errors, and streamlines the audit of active promotions.

How Prime‑Exclusive Discounts Work in the New Price Discounts Tool

1. Navigate to the Price Discounts dashboard — Log in to Seller Central, hover over Advertising and select Price Discounts. The landing page now lists “Standard Discounts” and “Prime‑Exclusive Discounts” as selectable options.
2. Create a new discount — Click Create new discount, then choose Prime‑Exclusive from the audience dropdown. For example, a seller of organic tea can set a 15 % discount that will only appear to Prime members.