Discounts and special promotions are among the most effective levers on Amazon – for visibility, conversion, and sales. However, not every deal format works the same way: Coupons, discounts, Lightning Deals, Best Deals, and Top Deals each follow their own rules, cost structures, and impact patterns.
In this article, you’ll get a structured overview of all formats so you can use Amazon deals strategically and effectively.
Coupons
Note: This article is based on the status as of November 2025. Amazon regularly changes the requirements, fee structures, and visibility mechanisms for offers. Therefore, it is recommended to check the current conditions to always stay up to date.
Amazon deals are far more than temporary discounts; they are a central tool for strategically controlling visibility, conversion, and sales. Those who know the differences between formats use them strategically.
Key facts at a glance
- Minimum discount: 5%
- Discounted prices must be lower than the current price, the reference price (if any), and the lowest price of the last 30 days
- Duration: unlimited, must be reset after 30 days
- Cost: one-time fee of €4.00 + 0.75% of total coupon revenue
How coupons work on Amazon
Coupons are displayed on the search results page as a green badge, actively drawing customers’ attention and increasing the click rate. It’s important to note that customers must actively click on the coupon on the detail page to activate it and benefit from the discount. Because customers must “activate” the coupon, only a portion of buyers actually do so before purchase—yet the coupon is visible to all shoppers. This generates additional attention without discounting every sale.
When setting up coupons in Seller Central (Advertising → Coupons), you can choose whether the discount is offered as a percentage off or a fixed amount. This allows for differentiated control depending on the product’s price point and margin situation.
Since fees are calculated as a percentage of revenue, using coupons is especially sensible for products whose margins can absorb the additional fee share, and where higher conversion can compensate for the percentage deduction.
Coupons can be active alongside other deal formats such as Lightning Deals or discounts. If another deal starts and no additional coupon is desired, the coupon should be ended in time to avoid unwanted combinations of discounts.
Display of coupons on the search results page
Display of coupons on the product detail page
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Discounts
Key facts at a glance
- Minimum discount: 5%
- Duration: up to 30 days
- Cost: no fees
How discounts work on Amazon
Discounts are the simplest form of price reduction communication. They are shown to the customer directly as a strikethrough price—meaning, the original price is crossed out, a brief discount is noted next to it, and the new, reduced price is clearly displayed. Strategically, discounts are especially suitable for products where the purchase decision is heavily influenced by the perceived value-for-money ratio.
Setup is done in Seller Central (→ Advertising → Discounts). There, you can specify the discount either as a percentage or as an absolute reduced price.
The advantage of discounts: there are no participation fees—only the discount itself affects the margin. Discounts are therefore a sensible option to position a product in terms of price, without investing additionally in offer fees.
Note: In order for discounts to be accepted by Amazon, price validity is checked during the submission process. It is important that the reference price has been stable over a reasonable period beforehand. This is to ensure compliance with European transparency regulations (see also Directive 98/6/EC on price indications and Omnibus Directive (EU) 2019/2161), which stipulate that discounts may only be communicated on a comprehensible and consistent price basis. This ensures that Amazon customers see a realistic reference price and artificial discounts are avoided.
Display of the discount on the search results page
Display of the discount on the product detail page
Prime Exclusive Deals
Key Points at a Glance
- Minimum discount: 15%
- Duration: up to 30 days
- Fees: none
How Prime Exclusive Deals Work on Amazon
Prime Exclusive Deals are a special type of discount available only to Prime members. Technically, they operate like a regular discount but receive additional highlighting due to their Prime exclusivity. They are particularly suitable if products have not yet been unlocked for Top or Best Deals. A key advantage is that Prime Exclusive Deals can be started spontaneously at any time and also ended early, allowing for high flexibility. During Prime Days, Prime Exclusive Deals are displayed similarly to Top Deals, with no visible difference in the layout.
Display of the Prime Exclusive discount on the search results page
Display of the Prime Exclusive discount on the product detail page
Lightning Deals
Key Points at a Glance
- Minimum discount: 15%
- Duration: Amazon selects a day in a week you choose. On this day, the deal usually runs for 4 to 6 hours.
- Fees outside of events: One-time €4.00 + 0.75% of sales
- Fees during event periods: One-time €70
How Lightning Deals Work
Lightning Deals, also known as Blitzangebote, are based on a very limited timeframe and limited quantities, thereby creating a high purchase incentive. They are particularly suitable for rapid inventory turnover or targeted peaks, such as for seasonal events. Requirements include a solid review base, sufficient stock, and basic activation by Amazon, as not every product is automatically eligible for Lightning Deals. Amazon selects which items qualify for this offer type based on internal criteria.
Creating Lightning Deals is done independently in Seller Central under the menu item Advertising → Deals. Lightning Deals have the best impact when the product already has sufficient visibility, as they specifically boost click-through and conversion rates by setting the decisive purchase impulse. Lightning Deals can be used once a week for one day.
Display of a Lightning Deal on the search results page
Display of a Lightning Deal on the product detail page
Best Deals
The most important information at a glance
- Minimum discount: 15%
- Duration: 7 days
- Cost: €4.00 per day + 0.75% of sales outside events, €190 during event periods
How Best Deals work
Best Deals run for 7 days, thereby generating consistent attention for your products over a longer period. They are particularly suitable for items with stable demand, a solid review base, and sufficient stock levels. Setup is self-managed in Seller Central under Advertising → Deals, where you can also check if your products are eligible for Best Deals. Compared to Lightning Deals, Best Deals are less impulsive but provide more sustainable visibility. This makes them an optimal fit for seasonal demand peaks or to accompany special sales phases. Best Deals can be used every two weeks.
Display of the Best Deal badge on the search results page
Display of the Best Deal badge on the product detail page
Top Deals
The most important information at a glance
- Minimum discount: 15%
- Duration: up to two weeks
- Cost: none
How Top Deals work
Top Deals offer the highest visibility both outside of and during event phases and are especially suitable for bestsellers or products with strong brand value. These deals cannot be submitted through Seller Central, but only via a personal Amazon contact. There are no participation fees, making them a cost-effective way to maximize product presence.
Top Deals are particularly well-suited to significantly increase reach through prominent placement on the homepage and search results page. As a result, they not only offer short-term sales boosts but also support long-term ranking. Due to Amazon’s high requirements and generally long lead times, this format should be strategically planned for products that already have proven high relevance.
Display of the Top Deal on the search results page
Display of the Top Deal on the product detail page
Deal Events on Amazon
Event phases such as Prime Day, Black Friday, or Cyber Week significantly amplify the impact of all deal formats. During these periods, the number of visitors and the willingness to buy increase. At the same time, Amazon tightens its requirements, particularly regarding the discount level and related price validity checks.
Many brands use a preparatory phase with coupons or price reductions to generate conversion signals before the main event. During the event itself, Lightning Deals, Best Deals & Top Deals are the most effective formats. After the event, price positioning should be intentionally stabilized to avoid a lasting price drop.
Waiting period for resubmitting deals
Products for which a deal was active may not be immediately offered again at a promotional price after it ends. Instead, a break applies, which is made up of the duration of the previous deal plus a mandatory waiting period. The length of this waiting period depends on how long the previous deal ran:
If a deal lasted less than 7 days, the ASIN can only be used for a new offer at least 7 days after the end of the previous deal.
Examples
- If a deal lasted 4 days, the ASIN must then remain without a deal for 7 days before it can be promoted again.
- If a deal lasted 14 days, the waiting period is also 14 days.
In addition, there is an official rule from the EU Omnibus Directive: If a deal is restarted within 30 days, the discount granted must be higher in order to meet the minimum requirements for price reductions.
Conclusion: Deals as a strategic lever for visibility, conversion, and growth
Amazon deals are much more than temporary discounts – they are a central tool for deliberately influencing visibility, conversion, and sales. Whether coupons, price reductions, or offer formats such as Lightning Deals, Best Deals, and Top Deals: each format follows its own rules, cost structures, and patterns of impact. Anyone who understands these differences can use deals strategically, from providing a conversion push for individual products to structured event planning around Prime Day, Black Friday, or seasonal peaks.
Clear preparation is important: stable price base, clean price validation, sufficient inventory, realistic margins, and a careful approach to the mandatory waiting period between deals. In combination with a consistent pricing strategy, offers achieve their strongest effect and at the same time contribute to healthy sales development and better ranking opportunities.
Properly implemented, Amazon deals become a powerful building block in any growth strategy – for both brands and retailers wanting to position their products sustainably in the market.
Do you want to optimize your deal strategy? We can support you.
Are you unsure which deal formats best suit your products and goals? Or are you encountering challenges in practical implementation – such as price validation, deal approvals, or the optimal combination of coupons, price reductions, and deals? Our Amazon agency, headquartered in Munich, will help you develop the right strategy and use your deals to achieve maximum success on Amazon.
Feel free to contact us – we’re here to help.
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