From mid-March 2024, Amazon is changing the requirements for Amazon vouchers, requiring products to have a sales history in place before you’re eligible to offer a discount.
How do Amazon Vouchers work?
Easy to set up and with the potential to be very effective (Amazon cites stats showing an average sales uplift of 11%), vouchers are a simple way to boost your sales when used as part of a smart strategy.
The minimum discount you can offer is 5%, and the maximum is 50% off.
Showing your chosen discount across your product detail page and various Amazon visibility pages including the vouchers, category and peak events pages, Amazon Vouchers allow your customer to simply click on the offered saving and have it applied to their basket.
What’s changing?
From 18 Mar 2024, the majority of products will have to have a sales history – even of just one unit – that sets a “Was” price before they’re eligible to run Amazon vouchers.
Your proposed promotion price then needs to be lower than either the Was price, or the recent lowest price offered.
And why is it changing?
Think of it as the latest in Amazon’s overall drive to bring more realness, authenticity and value to the platform.
In fact, in a jokey way, Amazon’s announcement makes the point of gently dissuading Sellers who might have the bright idea of faking a sales history with purchases from buddies or coworkers – something which could (a) work out pretty costly if you’ve got multiple products to cover and (b) land your brand in hot water with Amazon if you’re rumbled.
Amazon want to make sure discounts are legit – a brave new world where being upfront and showing off your sales track record is key for promos.
Building shopper trust is the name of the game, and this is a move that definitely waves the flag for fairness and bang for shopper’s bucks.
So we see it as a cast-iron “good thing”.
It might shake up how promos need to be snagged before they go live, but, by pushing for more openness and verifiable value, Amazon is setting the stage for an era of increased value that will benefit consumers and honest brands alike.
Want our expert help to run your next promo? Speak to the team today.