Amazon's new coupon policy! Is price cut entering a fever pitch?

Click to enter the Amazon coupon backend, and you will see the "new coupon pricing requirements". Many sellers have reported that a large number of coupons have become invalid, which has greatly hindered their plans to launch new products.

The above picture is a screenshot provided by seller Xiao A. The first coupon is processed normally, but the second coupon shows "failed". What is the reason? In fact, it is caused by the latest regulations of Amazon coupons.

Click to enter and view. The reason for failure is the minimum/maximum discount problem, that is, the original price is not pulled by the system. If the ASIN price or discount corresponding to the coupon does not meet the requirements, the coupon function cannot be used.

After the implementation of this regulation, it means that new products cannot be discounted, and the model of price increase + large coupons cannot be adopted, and the price space is greatly reduced .

Is Amazon gradually blocking the price manipulation space in order to force sellers to lower prices directly and prevent Temu from launching a price war?

According to sellers who sell on both Temu and Amazon, compared with the peak period, Temu's orders have been reduced by half, far less than Amazon. There are often problems with multiple certifications and non-transparent fines. It is clear that Temu lacks stamina, and it seems an exaggeration to say that Amazon and Temu are in a price war.

Let’s take a look at the background definition and see what changes have taken place in the coupons.

(Changes in Amazon’s backend coupon policy)

Next, I will focus on the key points:

1. ASINs that use discount coupons need to have historical sales. This means that new products cannot be directly couponed. The usual promotion method of offering high prices and then using coupons will soon become ineffective.

2. Regarding the issue of increasing discounts, this rule is specifically for old products that increase prices before making coupons . The discounted price must be lower than the historical lowest price and lower than the most recent lowest price, so the method of increasing prices first and then making coupons will soon be invalid.

3. Finally, let’s take a look at a time point. Experienced operators can think of countermeasures. The historical price is the average price of the last 90 days . There are still ways to manipulate the history of new products.

4. Exclusive price changes will also be taken into account . For example, if a product originally costs $50 and becomes exclusive for $40, then the price is the middle price of $40-50. Whether it is an average or a simple compromise depends on specific practice.