Overview

Amazon has tightened the criteria that govern deals, coupons, and price‑discount promotions. The new rules focus on a 30‑day pricing history, external competitive pricing, and minimum review metrics, and they become especially strict during high‑traffic events. Sellers who depend on promotions to boost sales must adjust their pricing cadence to keep deals approved and margins healthy.

Key Points

• 30‑Day Pricing Benchmark — The promotional price must be equal to or lower than the lowest price the ASIN sold for in the previous 30 days, including any Lightning Deals, coupons, or flash discounts.
• External Competitive Requirement — Amazon checks the deal price against reputable retailers outside the marketplace; a lower price elsewhere can cause the promotion to be rejected.
• Minimum Review Threshold — At least a 2.5‑star average rating and five customer reviews are required for most promotions, while premium placements such as Lightning Deals often demand higher ratings and larger review counts.
• Content Compliance — Listings flagged for safety, offensiveness, or policy violations are automatically ineligible for any promotional placement.
• Event‑Specific Scrutiny — During Prime Day, Black Friday, Cyber Monday, and similar events, Amazon applies tighter enforcement, meaning a deal that passes in a quiet month may be blocked during a major sale window.

How the 30‑Day Pricing Rule Works

1. Collect the 30‑day price window — Amazon compiles every price point the product displayed over the last 30 days, counting regular list prices, Lightning Deal prices, coupon‑adjusted prices, and any short‑term discounts. Example: If a Bluetooth speaker was sold for $19.99 on a Lightning Deal two weeks ago and later listed at $21.99, the $19.99 figure becomes the floor for any new promotion.
2. Compare proposed deal price to the floor — When you submit a new promotion, Amazon verifies that the proposed price is at or below the lowest price identified in step 1. Example: A seller wants to run a new Best Deal at $18.99; because $19.99 is the lowest price in the look‑back period, the $18.99 offer meets the rule and can be approved.