Overview

Amazon's coupon feature lets sellers offer percentage-based or fixed-dollar discounts that shoppers can "clip" directly from product detail pages and search results. Understanding how to set up coupons correctly is essential for running effective promotions without accidentally eroding your margins through discount stacking or budget overruns.

Key Points / What Sellers Need to Know

• Daily coupon limit — Amazon caps coupon scheduling at 1,000 coupons per day per account, so plan high-volume promotional campaigns accordingly.
• No discount stacking on the same ASIN — If you create a new coupon for an ASIN that already has one scheduled, the most recently created coupon is automatically deactivated to prevent customers from combining multiple coupon discounts.
• Subscribe & Save exception — Reorder coupons and Subscribe & Save coupons can coexist on the same ASIN because they apply to different buying options (one-time purchase vs. subscription).
• Coupons combine with other promotion types — Coupon discounts stack with Best Available Price, sale prices, promotions, and Lightning Deals. A 20% Best Available Price discount plus a 5% coupon would give the customer 25% off total.
• Budget awareness is critical — Combined promotions can trigger unexpected demand spikes that blow through your coupon budget quickly.

Step-by-Step Creation Process

To create a coupon, navigate to the Advertising section in Seller Central and select Coupons from the drop-down menu. Click the button to create a new coupon at the top right of the page. You can build coupons one at a time through the guided workflow, or use the bulk creation option to upload multiple coupons via spreadsheet. The process walks you through product selection, discount configuration, budgeting, scheduling, and audience targeting in a linear step-by-step flow.

Product Selection Rules

When adding products to your coupon, you can include up to 2,900 child ASINs per coupon. Amazon recommends grouping products within the same sub-category, price level, or product family to deliver a cohesive customer experience. You search for and add products from the left pane, and your selections appear on the right. If you need to exclude specific variations from a parent ASIN, you can expand the variations panel and remove individual child ASINs before proceeding to the next step.