Which Amazon promotion actually fits your product?

This gives Prime members — roughly a third of American shoppers — a price cut that non-Prime shoppers don't see. It requires a minimum 10% discount, a product rating of at least 3 stars, and Prime eligibility across the regions you're running it in. There's no seller fee to run it, which makes it one of the lowest-risk ways to test whether price sensitivity is actually holding a listing back.

Because it's free to run, it's worth trying before committing budget to a Lightning Deal or Coupon — if a 10% Prime-only discount doesn't move units, a paid promotion probably won't either.

It also tends to sit quietly in the background of a listing for weeks at a time without needing active management, which makes it a reasonable default to leave running while you test more targeted promotions on top of it.

Coupons show as a clippable badge on the listing and in search results, offering either a percentage or fixed-amount discount. They cost $0.60 per redemption on top of the discount itself, and require the same 3-star minimum rating — with a few categories excluded outright, including adult products, hunting and fishing gear, and books, music and video titles.

Coupons tend to work best as an always-on nudge rather than a short campaign — the visible badge in search results lifts click-through even among shoppers who never actually redeem it.

Lightning Deals are short, quantity-limited promotions featured on Amazon's Today's Deals page — one product per deal, though variations of that product are allowed. Fees range from roughly $150 to $500 or more depending on season and category, so this is the one tool here with a real cost floor before a single unit sells.

The 7-Day Deal is the calmer sibling — a week-long placement on Today's Deals that requires at least 5 seller feedback ratings per month averaging 3.5 stars or better. It's a reasonable fit for building visibility on an established listing without the compressed urgency, and risk, of a Lightning Deal.

This groups two to five complementary FBA products into a single new listing — a razor with a pack of blades, say, or a set of related accessories — sold at a bundle price. Bundles are compatible with coupons and A+ content, so they stack well with other tools on this list, and they tend to work best when the bundle price reads as a clear discount against buying the items separately.

They're also a practical way to move slower-selling SKUs by pairing them with a bestseller, provided the pairing makes sense to a shopper rather than looking like inventory clearance. Because a bundle creates a new, separate listing, it also gets its own reviews and its own ranking history — worth remembering if you're hoping to lean on an existing product's review count.

The instinct to stack every available promotion at once usually backfires — a Lightning Deal fee doesn't pay for itself on a listing with a 2-star rating, and a coupon on a product that's already discounted through a deal just erodes margin on both ends. Match the tool to where the listing actually is: free discount tools like Prime Exclusive Discounts to test price sensitivity, coupons for sustained visibility, Lightning Deals for a genuine, well-timed push once the listing is already converting well.

None of this replaces a storefront that gives a shopper a reason to stay once a deal brings them in — if the store behind the deal isn't built to hold their attention, the promotion just buys a cheaper way to lose them. Setting up or rebuilding that storefront is exactly the kind of work we do at ARTH.