Coupon (also: Vendor Powered Coupon, or VPC)

Coupons are highly visible discounts that appear as clickable badges (e.g., “Save $5”) on a product’s listing and in search results. They help boost conversion, visibility, and CTR (click-through rate).

There are two types:

• VPC (Vendor Powered Coupon) - available to 1P vendors via Vendor Central
• Seller Coupons - available to 3P sellers via Seller Central

Key features:

• Can be set as a dollar amount (e.g., “Save $3”) or a percentage (e.g., “10% off”)
• You can target specific customer segments (e.g., Prime members)
• You control budget, duration, and discount level
• Coupons can be stacked with other promotions (e.g., Best Deal)

Why it matters:

• Coupons increase click-through rate and conversion rate
• Great for launching new products or clearing inventory
• They appear with a green “coupon” badge, making listings stand out

💡 Example:
A product priced at $29.99 has a $5 coupon. The customer sees “Save $5” next to the listing, clicks to apply, and checks out for $24.99.

In short:
Coupons are an Amazon promo feature that lets sellers and vendors offer easy-to-redeem discounts directly on the product page — increasing visibility and sales.