Amazon Coupons Policy Update on Seller Central

In a significant move to ensure the integrity of promotional discounts and enhance customer trust, Amazon India has announced the implementation of new pricing requirements for coupons on its platform. This change aims to provide Amazon customers with more credible and high-integrity discounts by setting strict guidelines for coupon eligibility based on product pricing and discount depth.
Understanding the New Requirements
Amazon’s latest update introduces a series of criteria that products must meet to be eligible for coupon promotions. The company has outlined that products may be temporarily excluded from coupons if their price or discount does not align with these new standards. Specifically, sellers will encounter the following scenarios where products are suppressed from coupon eligibility:
- Price History Issue: Products must have a sales history on Amazon before they can be featured in a coupon promotion. This requirement ensures that discounts are based on genuine customer purchasing trends.
- Increase Discount Requirement: The promotion price, calculated as the buyable price minus the discount value, must be lower than the product’s Was Price or its recent lowest price. The Was Price refers to the median price at which units were purchased on Amazon in the trailing 90 days. Sellers may need to increase their discount value to comply with this guideline.
- Minimum or Maximum Discount Issue: Coupons must offer a discount within a specified range over the current price. This range is defined by a minimum and maximum sale price discount percentage, ensuring that promotions are both significant and reasonable.
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Navigating Coupon Errors
Sellers attempting to utilize coupons for their products will be alerted to any pricing or discount issues directly on the coupon view page. This feature aims to facilitate quick adjustments and compliance with the new requirements, minimizing disruption to promotional activities.
For detailed guidance on resolving these errors and optimizing coupon strategies under the new framework, sellers are encouraged to consult the “Understanding coupon errors” section on Amazon’s Seller Central platform.
Implications for Sellers
This update underscores Amazon’s commitment to maintaining a transparent and trustworthy shopping environment. Sellers are encouraged to review their pricing strategies and discount offers carefully to align with the new requirements, ensuring their products remain eligible for coupon promotions.
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