91553_ASMX-M07-L07_9b355795.pdf

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ASM Module 07: Amazon

Promotions

This lesson gives you the tools to drive buyers to your products

using Amazon Promotions.

This Lesson Covers:

1. What Are Amazon Promotions?

2. Understanding Each Type of Promotion

3. Creating a Product Selection List

4. Setting Up Your Amazon Promotion

1. What Are Amazon Promotions?

Amazon promotions are ways of providing various benefits to people who

purchase your product. You access these promotions through the

“Advertising” section of your Seller Central account. The page looks like this:

www.getwsodo.com

You already used this feature when you created a “Percentage Off” promotion

when setting up your Launch, Blitz, & Rank. However, there are a few other

types of promotions that can be very helpful.

2. Understanding Each Type of Promotion

These are the different types of Amazon promotions, and what they are used

for:

●

Social Media Promo Code:

Covered in the Brand Registry lesson.

●

Free Shipping:

Only for Fulfilled by Merchant (FBM) orders.

●

Percentage Off:

The most common promotion, used in LB&R. This has a

few advanced features that are seldom used, such as:

○

Tiered discounts

○

Applying discounts on products separate from the one sold

○

Offering discounts based upon total $ of sale (instead of quantity)

●

Buy One, Get One:

Great way to promote a new product and get some

sales velocity, by offering it as a “bonus.”

●

Giveaway:

Method of running contests and making your product the

prize. Not as effective as they used to be.

●

External Benefits:

No longer available, but for some reason, still listed.

www.getwsodo.com

3. Creating a Product Selection List

It is important to create a “Product Selection List,”

if you don’t want your

promotion to apply to every product that you sell.

This is a list of products that you create, using an ASIN, SKU, or brand name. It

can consist of a single product or a group of products (such as a product line).

You build this list ahead of time, adding the product that you want to promote.

You can then choose this list when you create the actual promotion.

Take the following steps to create a product selection list:

drop-down menu.

3. Click “Manage Product Selection.”

2. Hover your cursor over “Advertising,” and select “Promotions” from the

4. Click “Product Selection Type,” then select your type from the drop-down

menu (for this example, we are using “ASIN List”).

5. Click the “Create Product Selection” button.

6. Enter a product selection name/tracking ID, then enter an internal

description that will help you remember what is on the list.

7. Enter the ASIN of every product that you want on the list. Separate the

numbers by lines, spaces, or commas. Then, click “Submit.”

8. You can go in and add products any time.

Now, you have built a product selection list that you can use in any future

Amazon promotions that you want to create!

www.getwsodo.com

4. Setting Up Your Amazon Promotion

There are a few different Amazon promotions that you can run to increase

your sales and traffic. This section shows you how to set them up.

Take the following steps to create a

Buy One Get One

Amazon promotion:

drop-down menu.

3. Click the “Create” button underneath “Buy One Get One.”

4. Enter the number of items that the buyer must purchase to qualify for

the promotion (Amazon sets the default to 1).

Alternate:

You can require that the customer spend a certain amount

buy a certain number of products.

2. Hover your cursor over “Advertising,” and select “Promotions” from the

of money in order to qualify for the free gift, or you can require them to

Click the drop-down button next to “Purchased Items,” and select

either

the item that the customer must purchase to qualify

the product

selection list that you created earlier.

This is the default.

8. Click the drop-down button next to “Applies to” and select “Qualifying

Item.” Then, enter the ASIN of the product that you are giving away into

the box next to “Qualifying Item.”

Note:

If you leave the selection as “Purchased Items,” the customer will

receive a free copy of the same product that they just bought.

10. Enter the number of units that you are going to give away to each buyer

in the box next to “Buyer benefit applies to a quantity of” (Amazon

defaults to 1). One is also our recommendation.

11.

Advanced:

Click “Advanced Options” to exclude specific items from the

promotion.

12. Right now, your page should look something like this:

www.getwsodo.com

7. Click the drop-down button next to “Buyer gets,” and select “Free items.”

13. Scroll down and update the start date and end date of your promotion,

in the “Scheduling” section of the page. Add an internal description and

a tracking ID.

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