Overview

Amazon's Price Discounts tool allows sellers to offer temporary price reductions on their products directly through Seller Central. This feature gives you control over discount types, scheduling, audience targeting, and unit commitments — making it a flexible alternative to coupons and Lightning Deals for driving sales.

Key Points / What Sellers Need to Know

• Two discount formats available — You can set either a fixed discounted price or a percentage-off amount, giving you flexibility in how you structure promotions.
• 30-day maximum duration — Price discounts can run for up to 30 days, and must be created at least six hours before the start time if launching the same day.
• 60-day advance creation limit — You cannot schedule price discounts more than 60 days into the future, so plan your promotional calendar accordingly.
• Audience targeting options — Discounts can be made available to all Amazon customers or restricted to Prime members only.
• Committed units are soft limits — Amazon begins deactivating the discount once 90% of committed units are sold, but system latency may result in slightly more units selling at the discounted price.
• Promotions can stack — If you run a coupon alongside a price discount, the coupon applies on top of the already-discounted price, which can significantly reduce your margin.

How to Set Up a Price Discount

To create a price discount, navigate to the Price Discounts dashboard in Seller Central and click to start a new discount. If you operate multiple accounts within the same Amazon store, select the appropriate account first. Set your start date, end date, and time — keeping in mind the six-hour lead time for same-day launches and the 30-day maximum window. Next, choose your discount type: "Fixed price" lets you set a specific sale price, while "Percent off" applies a percentage reduction to the current offer price. Select your audience — either all customers or Prime customers only — and give your discount an internal name for tracking purposes (this name is not visible to shoppers).

Adding Products and Applying Discounts