Overview

Amazon's Coupons feature allows sellers to create digital discounts that are automatically promoted across the marketplace, including on search results, product detail pages, and the dedicated Amazon Coupons page. Understanding how to set up and manage coupons effectively can help sellers drive traffic, boost conversions, and move inventory strategically.

Key Points / What Sellers Need to Know

• Automatic Merchandising — Once a coupon is created, Amazon handles the promotional placement across the site, giving sellers visibility without additional advertising spend.
• Multiple Discovery Points — Shoppers can find your coupons on the Amazon home page, in search results, on product detail pages, in their shopping carts, and on the dedicated Coupons landing page.
• Budget Controls — Each coupon requires a budget that determines how much you're willing to spend on the promotion. Once the budget is exhausted, the coupon is automatically deactivated.
• Eligibility Requirements — Not all products or sellers qualify for coupons. Amazon enforces specific eligibility criteria related to product ratings, seller history, and pricing.
• Redemption Fees — Amazon charges a fee for each coupon redemption, which is separate from the discount amount itself. Sellers need to factor this cost into their promotional calculations.

How Coupons Work

Sellers create coupons through the Coupons dashboard in Seller Central by selecting one or more eligible ASINs and setting a discount amount — either a percentage off or a fixed dollar amount. Once submitted and approved, the coupon goes live and a green coupon badge appears on eligible product listings. Shoppers clip the coupon with a single click, and the discount is automatically applied at checkout. The coupon remains active until it reaches its budget cap, its scheduled end date arrives, or the seller manually deactivates it.

Eligibility and Requirements

To create coupons, sellers must meet certain baseline requirements. Products generally need a minimum star rating (typically 3 stars or higher) and sufficient review history. The product must be in new condition, and pricing must comply with Amazon's reference price guidelines. Additionally, certain restricted categories and products may be excluded from the coupons program entirely. Sellers should check the coupon eligibility criteria in Seller Central before planning a promotion to avoid rejected submissions.