This article applies to selling in: Australia


Remember: All Promotions must comply with all laws and regulations.

Promotions can help your products stand out from the competition and stimulate sales. However, promotions are most effective when your offer wins Buy Box. Otherwise, the promotional messaging cannot appear on the details page. For more information about winning the Buy Box, refer to How Buy Box works.

When to create a promotion

Consider creating a promotion when business is slow so that you can motivate both existing and new customers to buy. You can also distinguish your offer from the competition and encourage existing customers to try new products.

There are several options you can choose from when creating a promotion:

  • Free shipping
  • Percentage-off
  • Buy one, get one free

Successful promotions

Successful promotions motivate customers to buy your product. To run an effective promotion, consider the following guidelines:

  • The customer must know about it. Consider running social media campaigns to drive traffic to your promotion.
  • It is time-sensitive. Customers respond to limited time offers when they face the possibility of missing the offer. Experiment with the duration, depending on your product.
  • It offers sufficient value to influence the customer's choice. Track current sales and gather feedback to really figure out what offers your potential customers find more attractive. Then you will have some solid understanding to be able to refine your promotions accordingly.
Note: When considering running promotions for your products, bear in mind that promotions cannot be offered as an incentive for customer reviews, either explicitly or implicitly. Customer reviews for purchases made with promotions might not necessarily get the “Amazon Verified Purchase” badge. You can learn more about Amazon Verified Purchases here.

Promotions vs sale price

Promotions and sale prices both increase sales. You can use each tool effectively, depending on the situation.

When to use a promotion

Use a promotion to address the following considerations:

  • Claim codes: If you want to limit the promotion to one per customer or to attendees at a specific event only, provide a promotional claim code to redeem the offer. For more details, refer to the help page Claim codes and combinability.
  • Increase sales per customer: Set up your percentage-off promotions with a tiered discount structure (where the more a customer buys, the better the discount) to help you increase total sales per customer. When you create your promotion, select Advanced Options, and then set up the tiers.

When to use a sale price

Use a sale price to address the following considerations:

  • Buy Box: The right sale price can help you win Buy Box. Consider implementing a limited-time sale price if you are competing against offers by other sellers.
  • No redemption requirements: To apply a percentage-off discount to all of the purchases without a claim code or without limited order price or quantity, implement a limited-time sale price.


  • Promotions must run for at least 24 hours
  • You must have a minimum of 10 units in stock per ASIN
  • If you are using claim codes as part of a promotion, ensure that you review the Claim codes and combinability help page
  • Books, Music, Video, and DVD (BMVD) products are xcluded from promotions.
  • Fulfilment by Amazon (FBA) orders: Excluded from free-shipping promotions.
  • Alcohol: Excluded from all promotions.

See also

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