Amazon New Product Discount Strategy and Discount Setting Methods

What is Amazon's Discount Strategy for New Products? How to Set Discounts?

In the e-commerce field, as one of the largest online retail platforms in the world, Amazon's marketing strategies and operational models have always been under close attention. For merchants, how to attract consumers and boost sales through effective discount strategies is an important subject. So, what exactly is Amazon's new product discount strategy? And how should these discounts be set?

First, we need to understand Amazon's basic rules and logic. Amazon's discount strategy usually revolves around promotions and coupons. For new products, Amazon provides a 30-day promotional window during which merchants can set discounted prices for new items. This policy aims to help new products gain exposure quickly and receive user reviews, thereby securing a place in the fiercely competitive market.

Specifically, merchants can set discounts through Amazon's backend management system. When creating a promotion, merchants need to choose the type of discount such as percentage-based or fixed-amount discounts, and set the discount rate. It is worth noting that Amazon has certain limitations on the discount intensity, for example, the discount rate usually cannot exceed 20%. Merchants also need to ensure that the discount does not affect the base price of the product, to avoid unnecessary price fluctuations.

In addition to discounts, Amazon encourages merchants to use the coupon feature. Coupons are a flexible promotional tool that allows consumers to enjoy additional discounts when purchasing specific items. Unlike promotional activities, coupons can exist long-term and are not time-limited. This is undoubtedly a very practical choice for merchants who want to continuously promote new products.

So, how to formulate a successful discount strategy? First, merchants need to conduct a thorough analysis of the target market. Understanding consumer buying habits, price sensitivity, and competitor dynamics is crucial. Second, merchants should adjust their discount strategies according to the product life cycle. For example, in the early stages of a new product launch, higher discount rates can be used to attract early adopters; while in the stable phase after the product enters the market, the discount rate can be appropriately reduced to maintain profit margins.

Social media and marketing are also important means to enhance the effectiveness of discounts. By posting promotional information on various social platforms or collaborating with key opinion leaders KOLs, merchants can effectively expand the influence of new products. At the same time, utilizing Amazon's A+ page function can further enhance consumer purchase intent by showcasing product highlights through rich visuals.

It is worth mentioning that Amazon also launched a lightning deal, a limited-time and quantity-limited promotional method. Products participating in lightning deals typically see significant traffic increases, but this also means that merchants need to prepare inventory in advance and reasonably control the discount rate to avoid losses due to excessive discounts.

From a news perspective, in recent years, Amazon has continuously optimized its discount strategies to adapt to increasingly complex market demands. For instance, last year Amazon introduced an annual mega-sale event called Prime Day, attracting numerous brand merchants to participate. This event not only provided consumers with a wide range of discount options but also created huge sales opportunities for merchants. According to relevant reports, during Prime Day in 2025, over 300 million items were sold worldwide, demonstrating the enormous potential of discount marketing.

In summary, Amazon's new product discount strategy mainly involves multiple forms such as promotions, coupons, and lightning deals. To succeed on the Amazon platform, merchants need to make full use of these tools and develop reasonable discount plans based on their own circumstances. Only in this way can they stand out in fierce market competition and win more consumer favor.