A new Amazon coupon display, which shows the final price after the coupon is applied, is currently being tested and has received mixed reactions from brands and shoppers.
Amazon, a platform known for its customer-first approach, continually refines the shopping experience.
Following last month’s integration of brand site shopping into search results, Amazon now is testing a new coupon display. This new Amazon coupon display on select brands and listings shows the final price after discounts instead of the traditional coupon savings format.
The key question remains—will this change simplify shopping for customers and drive higher sales for sellers?
Understanding the New Amazon Coupon Display
Cello Square"On Amazon, products with coupons applied are marked with a green badge on the search results page."
According to a LinkedIn post by Jon Elder, Amazon has started testing a new Amazon coupon display that changes how discounts appear on some product listings. Instead of showing a percentage or dollar amount off, the updated format displays the final price after the coupon is applied.
The change aims to make it easier for shoppers to see exactly what they will pay without needing to calculate the discount. Elder noted that while most brands see this as a positive update, those selling higher-priced items—typically over $100—may find percentage-based savings more compelling for conversions.
As of now, Amazon has not made an official announcement about the test or its potential rollout, but stakeholders are debating whether the new Amazon coupon display will truly enhance the shopping experience and improve sellers’ margins.
Initial reactions to Elder’s question suggest the new Amazon coupon display should increase CTR, and Pasindu Umayangana recommends backend A/B testing to isolate the effects on both CTR and conversions.
Shopper Reactions to the New Amazon Coupon Display
The change in Amazon’s coupon display has sparked discussions among shoppers and sellers alike. In a LinkedIn post, e-commerce expert Matt Kostan shared insights from a survey conducted on Product Pinion, where 50 Amazon shoppers were asked to compare the traditional coupon format against the new test display.
Although this is not the A/B testing that Umayangana suggested, Kostan’s split test showed some interesting results.
According to Kostan, while many expected the new format to be an obvious winner, the survey results suggested otherwise. A majority of shoppers preferred seeing their total savings rather than the adjusted final price, possibly due to familiarity with the traditional format. Interestingly, the survey also found that women were more inclined to prefer the savings display over the final price.
The Psychology Behind Coupon Displays
Research has long explored how different types of discounts influence consumer behavior. A study on the Effects of Coupons on Consumer Purchase Behavior found that the way discounts are presented plays a crucial role in how shoppers perceive savings.
The study highlights that “cents-off” coupons, which show the exact amount deducted from the price, offer a clear advantage—shoppers can quickly see their savings without doing any calculations. In contrast, “percent-off” coupons often provide larger discounts on higher-priced items but require customers to mentally compute their savings, which many do not always do.
Amazon’s new coupon display, which presents the final price after the discount is applied, aligns with the idea that simplifying savings calculations could make purchasing decisions easier. However, for higher-priced products where percentage discounts may appear more compelling (As Elder wrote), this shift might not be as effective.
Sellers Must Adapt Coupon Strategies Amid Display Change
With Amazon testing a new coupon display that emphasizes the final price, sellers must rethink their coupon strategies. The shift from percentage discounts to final price displays, while potentially beneficial for simplifying the shopper experience, necessitates a strategic adjustment for sellers, especially those with higher-priced items.
Given that Amazon ultimately controls the coupon display format, sellers should focus on the underlying value of their coupon offerings.
For products exceeding $100, where percentage discounts traditionally hold more sway, sellers might consider offering higher percentage discounts to ensure the final price remains attractive. Conversely, for lower-priced items, focusing on clear, whole-dollar discounts may prove more effective in showcasing tangible savings.
Furthermore, the revealed preference for percentage discounts among female shoppers suggests that sellers targeting this demographic might benefit from highlighting the savings amount within their product descriptions or A+ content. In this dynamic environment, sellers may find that working with a reputable Amazon agency can provide valuable insights and strategic guidance to navigate these changes and optimize their coupon strategies.
Ultimately, sellers must remain agile and responsive to Amazon’s evolving platform. This includes closely monitoring conversion rates and customer feedback, and adapting coupon offerings accordingly.
By focusing on providing genuine value and understanding shopper preferences, sellers can mitigate the impact of display changes and maintain a competitive edge.
Best Practices for Offering Amazon Coupons
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Establish specific objectives, such as boosting sales, clearing inventory, or increasing brand awareness, to guide your coupon strategy.
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Monitor coupon and ad spending carefully, as Amazon charges $0.60 per redemption, and ads continue running even after the coupon budget is depleted.
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Use keyword-rich titles, engaging bullet points, and high-quality images to maximize visibility and conversion rates.
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Analyze past sales data to ensure you have enough stock to meet increased demand without running out.
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Decide between a dollar-off or percentage-based discount based on your product price and customer perception.
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Ensure your discounted price is compliant with the most recent lowest price to meet Amazon’s requirements.
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Leverage social media, email marketing, and paid ads to reach a wider audience and drive more traffic.
Can Boycotting Amazon Work? Experts Weigh In
While consumer activism has influenced brand loyalty in the past with nearly two-thirds of shoppers have boycotted a brand over its policies or values – experts remain uncertain about whether single-day efforts like this can drive substantial corporate change.
Newsweek featured insights from several experts across e-commerce and Amazon-related fields regarding the boycott’s potential impact. One of them is Dr. Vilma Todri, associate professor of information systems at Goizueta Business School, Emory University.
She emphasized that a successful boycott needs widespread support, clear goals, and strong emotional appeal. Dr. Todri said boycotts work when customers leave, demands are clear, and media keeps pressure on. Success also depends on easy alternatives for consumers to switch.
Wes Longhofer, executive director of the Business and Society Institute also at Emory University’s Goizueta Business School, stated that while social media can amplify a boycott and rally support, many who express intent to participate may not follow through.
Joe Craig, an associate professor of economics at UCCS, shared his insights on the effectiveness of economic blackouts in an interview with KKTV. While he hoped such efforts might drive more consumers to small businesses, he found it unlikely. He explained that while economic blackouts may create short-term disruptions or draw corporate attention, long-term consumer habits are unlikely to change.
A Reddit discussion on the boycott revealed mixed opinions. Some users argued that the People’s Union USA aimed to highlight its scrutiny of large corporations like Amazon rather than significantly impact sales.
However, one user pointed out a fundamental flaw in short-term boycotts, stating that short-term boycotts fail because consumers simply shift their purchases, requiring long-term or permanent action for real impact.
More Boycotts to Follow
The People’s Union USA isn’t stopping with Amazon. The group has already announced additional consumer blackouts in the coming weeks, including:
- Nestlé Boycott (March 21-28): Targeting brands like Nescafé and KitKat.
- Walmart Boycott (April 7-13): Urging consumers to avoid shopping at the retail giant.
Meanwhile, a separate 40-day boycott of Target is also gaining traction, with over 110,000 participants pledging to stop shopping at the retailer over its recent rollback of Diversity, Equity, and Inclusion (DEI) initiatives. Though unrelated to Schwarz’s movement, the simultaneous calls for consumer action highlight growing discontent with corporate decision-making.
With Amazon’s vast influence and consumer dependence on its services, the real impact of the boycott remains uncertain. Whether this movement will cause a noticeable dip in Amazon’s revenue—or fade as just another viral protest—remains to be seen.
Should Sellers Feel Threatened?
Selling on Amazon is far from passive income—it’s a continuous effort that requires mastering logistics, SEO, PPC, marketing, and sourcing. Instances like this can make sellers rethink their presence on the platform, but success ultimately depends on adaptability.
In this video our Amazon agency published on YouTube, I talked about knowing when to diversify. Adjusting business strategies to keep up with changes—whether in competition, marketplace policies, or consumer behavior—is key to staying profitable. While the challenges are real, those who evolve with the landscape can still find Amazon a rewarding and worthwhile venture.
