Overview

On February 8, 2024 Amazon rolled out a set of changes that sharpen the way sellers can use coupons, target Sponsored Display ads, and potentially lower fulfillment costs. The updates let merchants apply discounts to specific buyer groups, aim ads at individual cities, and preview fee‑saving measures for long‑term storage. Sellers who ignore these tweaks risk missing out on higher margins, better ad efficiency, and future cost reductions.

Key Points

• Audience‑specific coupons — Discounts can now be limited to defined shopper segments such as “new customers” or “repeat buyers,” for example a $5 off coupon that only appears for shoppers with three or more orders in the past 90 days.
• City‑level Sponsored Display — Advertisers may select individual metropolitan areas, enabling a winter‑coat brand to show ads solely to users in Denver, Chicago, or Boston during the cold season.
• Long‑term storage fee preview — Amazon signaled a possible cut of up to 15 % on storage charges for inventory that sits in fulfillment centers longer than 365 days, giving sellers a chance to reduce overhead on aging stock.
• Target Prime eligibility — Early data suggest that products meeting stricter shipping and inventory standards will be flagged as “Target Prime,” earning higher placement in the Prime carousel.
• Coupon performance dashboard — The analytics pane now splits redemption rates by audience segment, letting sellers see which groups generate the most sales lift.
• Bulk coupon upload via CSV — The coupon creation UI accepts spreadsheet imports, allowing a catalog of 200 SKUs to be loaded with discount rules in under five minutes instead of configuring each entry manually.

How the New Coupon System Works

1. Define the audience — In the coupon builder, choose a buyer segment such as “First‑time buyers,” “Prime members,” or “Customers with $200+ purchase history.” Example: A premium coffee roaster creates a 10 % off coupon that only appears for shoppers who bought coffee in the last six months.