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This article applies to selling in: Italy


Promotions can help your products stand out from the competition and stimulate sales. However, promotions are most effective when your offer is the Featured Offer (formerly known as "Buy Box"). Otherwise, the promotional messaging cannot appear on the detail page. For more information, go to How the Featured Offer works.

When to create a promotion

Consider creating a promotion when business is slow so that you can motivate both existing and new customers to buy. You can also distinguish your offer from the competition and encourage existing customers to try new products.

There are several options you can choose from when creating a promotion:

  • Percentage-off
  • Buy one, get one free

Successful promotions

Successful promotions motivate customers to buy your product. To run an effective promotion, consider the following guidelines:

  • The customer must know about it. Consider running social media campaigns to drive traffic to your promotion.
  • It is time-sensitive. Customers respond to limited time offers when they face the possibility of missing the offer. Experiment with the duration, depending on your product.
  • It offers sufficient value to influence the customer's choice. Track current sales and gather feedback to really figure out what offers your potential customers find more attractive. Then you’ll have some solid understanding to be able to refine your promotions accordingly.
Note: When considering running promotions for your products, keep in mind that promotions cannot be offered as an incentive for customer reviews, either explicitly or implicitly. Customer reviews for purchases made with promotions might not necessarily get the “Amazon Verified Purchase” badge. You can learn more about Amazon Verified Purchases here.


Amazon restricts the following categories from certain kinds of promotional offers:

  • Wine: Excluded from all promotions except Money Off promotions.

Show a reference price on your products

If you would like to show customers a reference price on your products, you might be interested in the following features:

Recommended Retail Price (RRP): To provide an RRP, review Amazon EU Policy on Reference Pricing, and complete the Recommended Retail Price field, which is now available in the inventory upload file in Seller Central, or through feeds. This information may be used to display the "RRP” on the product detail page. To learn more about Amazon EU Policy on Reference Pricing, see Amazon Policy on Reference Prices When providing an RRP take into account the following:

  • According to the Amazon EU Policy on Reference Pricing, if you provide an RRP you must ensure that it remains current. This includes ensuring that substantial sales of the product in question were made recently at RRP in the applicable store. If we determine that the RRP provided does not comply with the Amazon EU Policy on Reference Pricing, we will not display it.
  • In most categories, multiple sellers offer the same product through a single detail page. This provides an organized, uniform product presence in our catalog and increases the convenience of comparison shopping for potential buyers. As with other catalog attributes, the product information finally displayed on an Amazon single detail page will be chosen by an automated business logic among the various provided by different sellers. (To know more, go to Correct an Error on a Product Detail Page.)

Lightning Deals: A Lightning Deal is a time-bound, promotional offer where a product is featured for several hours on the Amazon Deals page and displays a pre-discounted price. You can use the Lightning Deals Dashboard to submit Lightning Deals for a fee. All proposed Lightning Deals require Amazon approval to run on the Amazon Deals page. For more information, see Lightning Deals.

Note: Detail pages have been simplified to only show the offer price and, when applicable the Recommended Retail Price as described above. If you use the Sale Price, there will no longer be a separate field or display for pre-discounted prices after the change occurs.
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