Overview

Prime Exclusive Deals let Amazon sellers present a discounted price that only Prime members can see and purchase, while non‑Prime shoppers continue to view the regular price. The program targets Amazon’s most active buyers, giving brands a cost‑controlled way to boost visibility and encourage repeat purchases.

Key Points

• Prime‑only pricing — A seller can list a $25 kitchen gadget at $20 for Prime members, but the same item remains $25 for all other shoppers, preserving margin on standard sales.
• Dedicated Prime badge — Eligible products display a special “Prime Deal” badge and appear in Amazon‑run Prime‑focused marketing streams, increasing click‑through rates compared to ordinary listings.
• Higher repeat‑purchase likelihood — Data shows Prime shoppers are more prone to buy the same brand again after a deal, making the promotion a useful acquisition tool for long‑term growth.
• Amazon‑driven eligibility — Sellers cannot nominate ASINs; Amazon’s algorithm selects items that meet internal value thresholds and surfaces them in the Deals Recommendations dashboard.
• Budget‑friendly exposure — Because the discount applies to a narrower audience, a seller with limited inventory can still achieve a noticeable sales lift without the expense of a site‑wide coupon.
• Integration with broader brand strategy — When paired with optimized listings and stocked inventory, a Prime Exclusive Deal can act as a gateway for new Prime customers to experience the brand and become loyal buyers.

How Eligibility Works

1. Algorithmic selection — Amazon continuously scans catalog performance, price competitiveness, and inventory levels; if a product meets the “exceptional value” benchmark, it appears under the “Prime customers” column in the Deals Recommendations page.
2. Dashboard visibility — Sellers log into Seller Central, navigate to Advertising → Deals → Deal Recommendations, and look for the audience label “Prime customers” beside each qualifying ASIN.
3. — The system does not accept opt‑in requests; eligibility is solely determined by Amazon’s internal criteria, which may evolve based on seasonal trends or Prime event calendars.