Amazon Marketing Programs: Unlocking Sales Growth and Customer Engagement

Amazon offers a marketing program suite to help sellers attract attention, improve click-through rates (CTR), and increase conversion rates (CVR). Effectively leveraging these tools can give brands a competitive edge in the crowded e-commerce marketplace. Below, we explore key Amazon marketing programs, their features, and how they can drive business success.

Amazon Coupons

Amazon Coupons are an obvious promotional tool, allowing sellers to offer discounts as a percentage off or a fixed amount. These coupons appear with green badging on product listings, making them stand out in search results.

Types of Coupons:

• Standard Coupons: These coupons help capture the attention of new customers and drive immediate sales. They are available to all shoppers and can be applied at checkout.
  
• Reorder Coupons: Builds long-term customer relationships by encouraging repeat purchases. Targeted at customers who have previously purchased the product, ideal for building loyalty.
  
• Subscribe & Save Coupons: Secure ongoing revenue through subscriptions while offering a compelling incentive for customers to commit long-term. Encourage customers to enroll in recurring deliveries by offering additional discounts.

Benefits:

• Attracts attention with visual cues like green badging.
  
• Improves CTR by creating urgency and perceived value.
  
• Encourages repeat purchases through targeted campaigns.
  
  

1. Standard Coupons

Standard Coupons are the traditional discount offers you attach to your product listings. They are prominently displayed on your product pages and often appear in search results, making them highly visible to shoppers.

Key Benefits:

• Increased Visibility:

 These eye-catching coupons help your product stand out in crowded search results or category listings.

• Enhanced Conversion Rates:

 Shoppers are more likely to try a product when they see an immediate discount, potentially turning interest into a sale.

• Trial and Discovery:

 Offering a standard coupon can entice new customers to take a chance on your product, leading to broader product trials.

• Promotional Versatility:

 They can be applied for limited-time offers, seasonal promotions, or to move excess inventory.

2. Subscribe & Save Program

The Subscribe & Save program enables customers to set up recurring deliveries for essential items at discounted rates. Sellers may offer extra discounts, typically 5% or 10%, to encourage subscriptions. Designed for Amazon's subscription model, Subscribe & Save Coupons provide additional savings on top of the usual subscription discount, rewarding customers for committing to regular deliveries.

Key Features:

• Discounts range from 5% to 15%, depending on the number of subscriptions.
  
• Products are automatically enrolled at a base discount (0% or higher).
  
• Ideal for replenishable items like vitamins, household goods, and skincare.
  
• If you have multiple products that can be used together, consider bundling them and offering the bundle as a Subscribe & Save option. This can increase the value proposition for customers.

Advantages for Sellers:

• Drives predictable, recurring revenue streams.
  
• Builds customer loyalty by fostering long-term relationships.
  
• Boosts CVR, with some sellers reporting up to a 1.8x increase in conversions

Key Benefits:

• Boosts Recurring Revenue:

 Incentivizing subscriptions helps create a dependable income stream, stabilizing revenue over time.

• Improved Customer Loyalty:

 Subscribers often remain engaged with your brand longer, as the extra discount adds value to the subscription.

• Lower Marketing Costs:

 Regular orders reduce the need for constant customer acquisition, allowing for more efficient resource allocation.

• Enhanced Forecasting:

 Predictable subscription orders yield consistent sales data, aiding inventory planning and supply chain management.

3. Reorder Coupons

Reorder Coupons target past customers, incentivizing them to make repeat purchases. These coupons are typically offered after purchase to reward loyalty and encourage customers to return.

Key Benefits:

• Customer Retention:

 By rewarding returning customers with discounts, you build long-term loyalty and improve lifetime value.

• Encourages Repeat Purchases:

 Reorder coupons act as a nudge for customers to buy again, especially when they’re already familiar with the product.

• Streamlined Marketing:

 They reduce the need for heavy marketing spend on acquisition since the focus is on customers who already trust your brand.

• Data-Driven Targeting:

 Insights from repeat purchase behaviors can help you tailor future promotions and refine your overall marketing strategy.

4. Promotions: Creating Urgency and Driving Sales with Strategic Discounts

Running promotions on Amazon isn't just about slashing prices; it's about strategically increasing your product's discoverability, urgency, and perceived value. Amazon offers multiple promotional tools that, when used effectively, can significantly boost your click-through rate (CTR) and conversion rate (CVR).

Types of Amazon Promotions & How to Use Them Strategically

Lightning Deals
These time-sensitive offers featured on Amazon’s “Today’s Deals” page give products prime real estate and visibility.

• Strategy Tip: Use Lightning Deals during key shopping windows (Prime Day, Black Friday, payday weekends) to spike traffic and create urgency.
  
  
• Pro Tip: Optimize your main image and title before running the deal; changes cannot be made once it's live.
  
  

Best Deals
Unlike Lightning Deals, Best Deals can run for up to two weeks, offering extended exposure.

• Strategy Tip: Pair a Best Deal with Sponsored Display ads to retarget browsers who didn’t convert on the first visit.
  
• When to Use: This is ideal for new product launches, slow-moving inventory, or building sales momentum over a longer period.
  
  

Buy One Get One (BOGO)
A classic upsell tactic that encourages shoppers to increase their order volume.

• Strategy Tip: Bundle with complementary products (e.g., phone case + screen protector) to boost average order value and rank higher in frequently bought together sections.
  
  

Conversion Hack: Promote the BOGO in your A+ Content or first bullet point to ensure it doesn’t go unnoticed.

Impact on Performance

• Boosts CTR
  Promotional badges stand out in search results, instantly catching the eye of deal-seeking shoppers.
• Increases CVR
  Limited-time offers trigger urgency, nudging indecisive customers toward “Buy Now” before the deal disappears.

Quick Wins for Sellers

• Stack Discounts + Coupons: Combine a Lightning Deal with a 5–10% coupon to increase perceived value without unnecessarily eroding margins.
  
• Time Promotions Smartly: Use Amazon’s Business Reports to identify your peak shopping days and align promotions with those trends.
  
• Review Eligibility Ahead of Time: Lightning Deals require specific performance and inventory thresholds; plan to avoid disqualification.
  
  

Promotions aren’t just about discounts; they're high-impact visibility tools that can differentiate between a scroll past and a click. By aligning the right promo type with your product’s goals, you can drive sustained growth and build momentum on the marketplace.

5. Amazon Advertising: Winning Visibility in a Pay-to-Play Marketplace

Let’s be clear: Amazon is no longer a platform where great products sell themselves. It’s officially apay-to-play marketplace. Amazon generated over $56.2 billion in ad revenue in 2024 alone, which keeps growing. That means if you’re not investing in advertising, your competitors are, and they’re winning shelf space that could’ve been yours.

Whether you're a new seller launching your first product or an established brand looking to scale, Amazon Ads are non-negotiable for boosting visibility and driving traffic to your listings.

Ad Types and When to Use Them

Amazon offers several ad types that serve different purposes throughout the buyer journey. Whether launching a new product or retargeting past visitors, using the proper format and boosting it with strategic tools like coupons can significantly improve your return on ad spend (ROAS).

1. Sponsored Products:  A Foundation for Sales Growth on Amazon

Sponsored Products ads appear in Amazon’s search results and product detail pages. They are performance-focused and highly measurable, and remain the most reliable starting point for sellers aiming to drive direct conversions.

• Best for: Individual product visibility, new launches, or targeting high-intent keywords.
• Strategy Tip: If you’re new to Amazon Ads, start here. They typically yield the most predictable returns.

Strategy Tip:  If you are new to Amazon Ads, start with Sponsored Products. They typically yield the most predictable and measurable returns compared to other ad types.

Pro Optimization:  Pair your Sponsored Products ads with Coupons. When a product has an active coupon, the green “Save X%” badge appears inside the ad. This instantly makes the ad more attractive, increases click-through rates (CTR), and drives stronger conversion rates.

Auto vs Manual Campaigns: Which to Use and Why

1. Auto Campaigns

Amazon’s system automatically matches your product to customer search terms and product pages.

Best Use Cases:

• Launching a new product without a search term history
  
• Discovering new keywords or competitor ASINs to later move into manual campaigns
  
• Testing seasonality or trends

2. Manual Campaigns

You manually select specific keywords, ASINs, or categories to target.

Best Use Cases:

• Targeting proven, high-converting keywords
• Protecting branded search terms
• Focusing spend on specific competitor ASINs

Pro Tip: Layer Auto + Manual for Best Results

Use Auto campaigns to harvest keywords and ASINs, then transfer top performers into Manual campaigns for precision scaling.

Example Strategy:

• Launch both Auto and Manual at the same time.
• Set tighter budgets and bids on Auto campaigns focused on keyword discovery.
• Build Manual campaigns into separate groups:
  
  
• Exact match (for top terms)
• Phrase match (for broader but relevant coverage)
• Product targeting (for strategic ASIN conquest)

Sponsored Products are your entry point for profitable advertising on Amazon. By understanding the trade-offs between Auto and Manual campaigns and layering them together, you can create a sustainable, data-driven ad strategy that fuels visibility, sales velocity, and long-term growth.

2. Sponsored Brands

These showcase your brand logo, tagline, and multiple products, which are great for brand awareness and top-of-funnel targeting.

• Best for: Building recognition and introducing a product range.
• Strategy Tip: To protect your turf, use keyword targeting to dominate brand-relevant searches, especially on branded terms.

Strategy Tip: Use keyword targeting to dominate branded searches. Bidding on your brand terms protects visibility and deters competitors from stealing traffic.

Pro Optimization: Use Sponsored Brands + Coupons during seasonal events (like Prime Day or BFCM) to drive clicks across your product line. Highlight promotional pricing in your creative assets.

3. Sponsored Display: Retarget Smarter, Expand Further

Sponsored Display is one of Amazon’s most versatile ad types because it allows you to reach shoppers on and off Amazon with highly targeted messaging. Unlike Sponsored Products or Brands, Sponsored Display gives you control over audience targeting, not just keyword or ASIN targeting.

Best for:

• Re-engaging past visitors who browsed but did not buy
• Targeting competitor ASINs with better value or reviews
• Expanding reach beyond Amazon’s ecosystem (onto apps, websites, Twitch, etc.)

Audience Targeting Options with Sponsored Display

Strategic Tips

• Views Remarketing is one of the most effective methods because it targets people who have already considered you but need an extra push (like a coupon badge).
• Purchases Remarketing is powerful for consumables, supplements, and seasonal products. It is perfect for building lifetime value.
• Product Targeting works well when you know your product beats competitors on price, reviews, or features.
• Interest-Based Targeting is best for top-of-funnel awareness campaigns when expanding into new customer segments.

Pro Optimization Tip

If you have an active coupon or deal, it will automatically show on your Sponsored Display ads.

• This makes your ad more eye-catching.
• It boosts click-through rates by showing immediate value.
• It helps close retargeted shoppers who may have hesitated before.

Sponsored Display is not just about retargeting; it’s a full-funnel driver that helps you reconnect, cross-sell, and expand to new audiences. By carefully choosing your audience type and layering in promotions like coupons, you can unlock powerful growth opportunities on and off Amazon.

Optimization Strategies for Maximum ROI

• Use Highly Relevant Keywords:
  Focus on long-tail keywords to match shopper intent and lower CPC. Regularly refine your targeting using search term reports.
• A/B Test Creative & Placement:
  Split-test headlines, images (where applicable), and targeting segments. Even minor tweaks can dramatically impact CTR and CVR.
• Leverage Amazon Marketing Cloud (AMC):
  AMC gives brands a deeper view of the customer journey. Use it for advanced audience segmentation, path-to-purchase insights, and understanding what ads influence what behavior.
  
  

Pro Tip: If you're using DSP or brand campaigns, AMC can help you make more data-driven cross-channel decisions.

Budgeting: How Much Should You Spend on Amazon Ads?

There’s no one-size-fits-all answer, but here’s a solid starting point:

• 10–15% TACoS (Total Advertising Cost of Sales):
  This is a healthy range for most established brands, balancing organic and paid sales.

• 15–20% TACoS or higher:
  Common for new product launches, brand-building efforts, or highly competitive categories where visibility is the price of entry.
  
  

Think of TACoS as the broader measure. If you’re investing more upfront, ensure your ads support long-term organic growth.

Also, monitor ACoS (Advertising Cost of Sale) per campaign to ensure each ad group is profitable. Targeting branded terms typically drives down ACoS, while competitive conquesting may raise it.

Final Thoughts

Amazon advertising is no longer optional; it’s the engine driving discoverability on the platform. By combining the right ad types with sharp targeting and analytics, Bridges can unlock consistent, scalable growth.

If you’re not yet investing in Amazon Ads or not optimizing your spending, you’re missing out on one of the most powerful levers for accelerating sales and building a defensible brand presence.

6. Enhanced Content: Supercharge Conversions with A+ and Premium A+ Content

In a sea of similar products, what makes yours stand out? The answer is Enhanced Brand Content. Amazon’s A+ and Premium A+ (A++) Content lets you go beyond plain-text descriptions and turn your product detail page into a visual storytelling tool with measurable impact.

Standard A+ Content: The Foundation of Visual Selling

Amazon’s standard A+ Content allows Brand Registered sellers to add:

• Lifestyle images
• Comparison charts
• Feature callouts
• Basic videos
  
  

Why it matters:
According to Amazon, A+ Content can increase conversion rates by up to 10%,  often higher in competitive categories where customers need more context before buying.

Premium A+ Content (A++): The Next Level of Brand Storytelling

For brands approved for Premium A+ (typically high-performing or 1P vendors), this upgraded version includes:

• Interactive modules (e.g., hover-over hotspots)
• Full-width images
• Enhanced video carousels
• Q&A blocks and mobile-optimized layouts
  
  

The impact? According to Amazon's internal benchmarks, Premium A+ can boost conversion rates by up to 20%.

Strategy Tip:
Use Premium A+ to overcome objections visually. For example, show how your supplement dissolves better or how your rug resists stains in a real-life kitchen.

Mobile vs. Desktop: Design with a Mobile-First Mindset

Over 70% of Amazon purchases now happen on mobile, yet many sellers still design content with a desktop-first approach. On mobile:

• A+ modules stack vertically, so make sure each is standalone, scannable, and punchy.
• Videos are more prominent, and auto-play is muted, so lead with movement, not narration.
• Use bold headers and icons to break up text and guide eyes quickly.
  
  

Strategy Tip: View your A+ layout in both formats via the “Manage Your Experiments” or Seller Central preview tools. What looks sleek on the desktop can feel clunky on mobile if not optimized.

The Brand Story Section: Don’t Skip It

Above the A+ Content sits the often-underused Brand Story section,  a key area to reinforce brand authority. Use it to:

• Introduce your mission and values
• Show off a product portfolio carousel.
• Connect emotionally with customers.
  
  

Pro Tip: Amazon recently expanded this section’s real estate on mobile, making it more noticeable than ever.

How This Ties into Visibility: The Listing Quality Dashboard & Amazon’s Algorithm

Amazon’s Listing Quality Dashboard flags opportunities to improve content, including missing A+ or low-quality assets. Optimizing your listings here:

• Helps improve Content Score, which may factor into organic ranking
• Improves eligibility for additional ad placements and Buy Box stability
  
  

Since A+ content (especially with video) reduces bounce rate and increases dwell time, it sends positive engagement signals to Amazon’s algorithm, helping your listing show up more often in organic and ad placements.

In Summary: Enhanced Content =  Higher Engagement + Better Rankings

Enhanced Content isn’t just about looking good; it’s a revenue-driving asset that separates strong brands from forgettable ones. By combining visually compelling A+ (or Premium A+) content with optimized mobile layouts and a compelling brand story, you not only increase conversions but also strengthen your position in Amazon’s algorithmic eyes.



This is a non-negotiable strategy for boosting CVR, customer trust, and long-term brand equity on Amazon.

7. Strategic Pricing: Balancing Competitiveness with Profitability

On Amazon, pricing is more than a number; it’s a signal. It impacts your visibility, Buy Box eligibility, conversion rate, and, ultimately, your long-term success. With millions of shoppers comparing similar products, your pricing strategy can elevate or bury your brand.

Why Smart Pricing Matters

Amazon’s algorithm evaluates price as a core signal when surfacing products. A price that is too high can cause visibility and Buy Box share to be lost, while a low price can erode margins and brand perception.

Stat Check: Over 80% of Amazon sales go through the Buy Box, and pricing is a critical factor in winning it, especially for 3P sellers competing with others on the same ASIN.

Core Pricing Tactics That Work

Monitor Competitor Pricing Frequently
Keep an eye on both direct and indirect competitors. Regular audits help you avoid being undercut or misaligned in your category.

• Tool Tip: Tools like Helium 10 Profits, Keepa, and Jungle Scout allow you to track competitor movement and pricing trends in real time.
  
  

Use Dynamic Pricing to Stay Agile
Dynamic pricing adjusts your product price based on rules you set, such as undercutting a competitor by $0.05 or staying within a margin threshold.

• Amazon's Tool:
  The Automate Pricing tool in Seller Central allows sellers to create pricing rules (e.g., lowest price match, competitive pricing rules) to react automatically to market changes, which is especially helpful for winning the Buy Box.
  
• 3rd-Party Options:
  Platforms like Aura, Repricer Express, or SellerSnap offer more advanced pricing algorithms with AI-based optimization for larger catalogs.
  
  

Use Promotions Without Cannibalizing Margins
Instead of racing to the bottom, blend strategic discounting, such as Coupons, Limited-Time Deals, or BOGOs, to create urgency and value perception without slashing the base price.

How Pricing Impacts the Buy Box (and Your Visibility)

Amazon considers these pricing-related signals when awarding the Buy Box:

• Landed Price (item + shipping)
  
• Price Parity (Are you cheaper at Walmart or on your site?)
  
• Competitiveness (Are you within a reasonable range of similar offers?)
  
  

Heads Up: If your product is priced significantly higher than the competition or lower than your price on other platforms, Amazon may suppress your Buy Box or mark your offer as “Not Competitive” in the Listing Quality Dashboard.

Strategy by Seller Type

• Private Label Sellers:
  Use pricing to position your brand, but don’t always aim to be the cheapest—test premium pricing with strong A+ content and brand equity. Focus on CVR, not just CTR.
  
• Resellers:
  You’ll need to price aggressively and leverage repricing tools to stay competitive on shared listings. Buy Box share = visibility = sales velocity.

Bottom Line: Price Smart, Not Just Low

The key to pricing on Amazon is intelligent responsiveness, not a race to zero. Whether using Amazon’s Automate Pricing tool or a 3rd-party repricer, combining real-time data with strategic discounting ensures you stay competitive without sacrificing your margins or your brand’s perceived value.

How Amazon’s Marketing Programs Drive Results Across the Funnel

Amazon’s marketing tool suite, which includes promotions, premium content, and ad placements, isn’t just isolated tactics. When used strategically, they work together to attract high-intent shoppers, earn the click, and convert that interest into long-term customer value.

Here’s how the top-performing brands leverage these tools:

Attract Attention in the Search Results

First impressions matter. Amazon listings enhanced with Coupons, Lightning Deals, or green promo badging stand out in a sea of competitors. These elements visually signal value, making browsers stop scrolling.

• Tactical Tip: Stack promotions with compelling Sponsored Product ads to increase visibility and perceived savings.

Boost CTR with Optimized Visuals + Pricing Signals.

Click-through rates (CTR) spike when listings combine strong visual assets with innovative pricing strategies:

• Dynamic pricing tools (like Amazon's Automated Pricing or 3rd-party AI repricers) help sellers stay Buy Box eligible without sacrificing margin.
  
• Paired with deal flags, scroll-stopping main images give shoppers multiple reasons to click your listing.
  
  

Pro Tip: Pair compelling pricing with A/B-tested main images to find the best-performing combination for each product.

Drive CVR with Trust-Building Content and Loyalty Programs

Once shoppers click, conversion rate (CVR) hinges on how well your listing builds trust and addresses objections:

• A+ and Premium A+ Content improve CVR by up to 20%, especially on mobile, where visual storytelling matters most.
  
• Subscribe & Save increases repeat purchase rates and signals long-term value to customers looking for convenience.
  
  

Listing Quality Dashboard: Ensuring your listing is fully optimized (from A+ to reviews to inventory health) increases your chances of surfacing in search and winning the Buy Box.

Maximize ROI with Data-Driven Optimization

The most successful brands combine these programs with a backend strategy:

• Keyword optimization fuels ad and organic visibility.
  
• Audience segmentation via Amazon Marketing Cloud (AMC) allows for precise retargeting and cross-selling.
  
  

Experimentation (via Manage Your Experiments) ensures you always refine what works.

Final Thought: It’s the Synergy That Scales

No single tool drives Amazon's success; the orchestration of ads, content, pricing, and loyalty programs, backed by data, builds profitable momentum.

The most innovative brands don’t just run promotions or ads. They test, track, and align every lever from content and pricing to targeting to grow their footprint and maximize returns at every stage of the funnel.