In the past, sellers usually sold new products at the original price after they were put on the shelves, and used large coupons combined with advertising to speed up the sales of products.

However, yesterday Amazon US released a new regulation on coupon pricing. It seems that the previous promotion method is no longer so effective. How should sellers promote new products now?

Some sellers lamented: "We haven't figured out the warehousing configuration fee yet, and Amazon is messing around with the 'coupon' feature."

The US site follows the new coupon regulations

Amazon said that it will implement new coupon rules on March 12, 2024, after which sellers will need to comply with new pricing requirements when submitting coupons.

In this notice, sellers need to focus on three changes in coupons, that is, the conditions that need to be met:

① The seller needs to provide a discount between 5%-50%;

② Your product must have a sales history to be eligible for coupons;

③ The promotional price of your coupons should be lower than its “historical selling price” or the most recent lowest price.

There are several key points in interpreting the content of this email:

① After March 12, you cannot directly apply for coupons when Amazon launches new products. You must have an order record (at least one order can apply for coupons)

②   The operation mode of price increase + large coupons is restricted, and the next coupon discount must keep up with the historical transaction price of discounts.

③ In the future, giving coupons will be equivalent to doing activities (LD or BD), but the effect of giving coupons may be far less than doing promotional activities such as LD or BD.

Many sellers have reported that: " The previous operation mode of using high prices + large coupons may be restricted! "

On the surface, the new policy requires that there must be a sales record before the coupon can be used. In other words, the 20% coupon cannot be activated directly when a new product is put on the shelves. Sales must be made first; but Amazon has not clearly stated the specific sales volume requirements !

In response to the new policy, sellers summarized the following key points:

① The coupon price must be lower than the Was Price (original price).

② You must have historical sales records to set Was Price and use coupons.

③ Was Price is determined based on the median price of customer transactions in the last 90 days. It is not the lowest price or the highest price, but the median price.

④ Amazon clearly pointed out that the Was Price excludes the transaction price during the Deal period. In other words, whether it is a Prime Deal or an off-site discount, the price paid by the customer will constitute a price set, and the Was Price is the median of this set.

These sellers believe that the purpose of Amazon's introduction of this policy is to crack down on the operation of high prices + large coupons, thereby ensuring the authenticity and usage priority of coupons!

If the new policy comes out on March 12, what new product promotion method will you adopt in the future?