Key Changes to Standard, Reorder, and Subscribe & Save Coupons for Amazon Sellers
Starting on September 5, 2024, Amazon is introducing new rules for the duration of three types of coupons available to sellers on Seller Central. The updates will reduce the maximum durations for certain coupon types while extending them for others:
Standard Coupons: The maximum validity will drop from 90 days to 30 days. This change is designed to prompt sellers to create shorter, more time-sensitive promotions, motivating quicker customer purchases.
Reorder Coupons: The validity period will now extend to 180 days. This longer timeframe allows customers to take their time when reordering items, providing more flexibility while still benefiting from discounts.
Subscribe & Save Coupons: These will now have the longest duration, with a validity of up to 365 days. This aligns with long-term subscription plans, helping to build customer loyalty and ensuring repeat business.
Impact on Existing Coupons Any coupons set up before September 5, 2024, will remain unaffected by these changes. Sellers with active promotions created before this date can continue to run them for the original 90-day maximum period.
Why These Changes? The adjustments have been made with several goals in mind:
Driving Urgency: The shorter duration for standard coupons is intended to encourage customers to act quickly, potentially boosting sales within a tighter promotional window.
Encouraging Loyalty: Longer durations for reorder and Subscribe & Save coupons aim to promote repeat purchases and long-term customer retention.
More Tailored Promotions: By offering different coupon durations, Amazon is giving sellers more flexibility in creating targeted promotions that cater to various customer behaviours and purchasing patterns.
What Sellers Should Do Sellers are advised to review and adjust their coupon strategies in light of these new rules. More details on how to manage coupons can be found in the "Create a Coupon" section on Seller Central.
These updates reflect Amazon's ongoing efforts to help sellers optimise their promotional strategies and improve the overall customer experience. Sellers should take note of the new rules and consider how best to adapt their marketing plans accordingly.
