Question

Best promotion mix for Amazon: coupons lightning deals bundles?

Answer 1

The best promotion mix is usually: bundles for profit and AOV, coupons for targeted boosts, and Lightning Deals for short-term spikes and rank.​

When to use each

• Coupons (green/orange tag)

  • Best for: steady visibility, testing discounts, launches, retargeting repeat buyers.​

  • Pros: full control over budget (you cap redemptions), flexible discount amount, stacks well with PPC.

  • Watch out: 2025 fee model = $5 per coupon + 2.5% of coupon sales, so keep them on SKUs with good margin and conversion.​

• Lightning Deals / Best Deals (red “Deal” badge)

  • Best for: fast sales spikes, clearing stock, improving BSR during events (BFCM, Prime-style days, big festive days).​

  • Pros: strongest urgency, big visibility, often better long‑term rank lift than coupons.

  • Watch out: daily/percentage fees and minimum discounts; use on proven hero SKUs with inventory to spare.​

• Bundles / Virtual Bundles

  • Best for: increasing AOV, moving slow SKUs with winners, differentiating from copycats.​

  • Pros: more revenue per order, extra search real estate (bundle ASINs), better inventory turnover.

  • Watch out: keep bundles logical and priced with a clear “value vs buying separately” story.

Simple “festive season” mix you can copy

1. Hero SKUs: 1–3 Lightning Deals or Best Deals in peak weeks + small coupon (extra 5–10%) on top sellers to push conversion.

2. Mid/long tail SKUs: Always‑on coupons (10–20%) with tight budgets + PPC.

3. Catalog-wide AOV play: 3–5 smart virtual bundles (core item + accessory/refill) with a visible saving vs separate items.