Sale Price vs. Coupon End Dates on Seller Central – A Bit Inconsistent?

Selling on Amazon’s Seller Central platform offers various ways for sellers to temporarily adjust their product prices to make them more appealing to potential buyers. The two primary methods to achieve this are through the “Sale Price” field and the “Coupons” feature.

When setting a Sale Price on Amazon, it’s crucial to understand the nuances of the “End Date” you select. Contrary to what one might assume, the “End Date” is not the last day the sale is available but the first day when the sale concludes. For instance, if a seller chooses March 10th as the Start Date and March 17th as the End Date, the sale price will activate on March 10th. However, the sale price will deactivate on March 17th at 12:00 am. Therefore, if a seller aims to have the sale run through March 17th, they should set March 18th as the End Date.

While this may seem straightforward, the dynamics change when dealing with Coupons. In the realm of coupons, the “End Date” indeed represents the final day the coupon is valid. Thus, using our earlier example, a coupon with an End Date of March 17th would still be valid on that day, unlike the sale price.

Furthermore, sellers should be aware that coupons take approximately 6 hours to activate. So, if a seller sets the start date as the current day, it might not activate instantly. If there are fewer than 6 hours left in the day when activating, the coupon might not start until the following day.

Lastly, it’s worth mentioning that all these date and time calculations are based on the Pacific Standard Time (PST) zone. This is because Amazon’s headquarters are located in Seattle, which operates on PST, dictating the platform’s timing mechanisms.

In conclusion, understanding the intricacies of pricing adjustments on Amazon’s Seller Central platform is pivotal for sellers aiming to optimize their sales strategies. Whether adjusting prices through sales or coupons, sellers must be well-informed about the platform’s timing mechanisms and nuances to avoid any unintended outcomes.

About the Author

Jon Payne

Jon is the founder and lead consultant of Vocational Media Group. He works directly with brands to increase their sales on Amazon, while also tightly controlling costs and protecting margins. Jon also practices what he preaches, by building, acquiring and operating his own private label brands on the Amazon Marketplace.

Vocational Media Group is a digital marketing agency located just outside of Charlotte, NC. We specialize in full-service SEO for businesses looking to improve their presence in Google, as well as Amazon FBA channel management to include Amazon SEO and PPC campaign management.


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