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Day Job: Helping Amazon Brands Scale With The Systems I Used To Build & Exit Two Brands - at GNOPartners.com. Side Hustle: Documenting My Journey and Sharing the Lessons Learned Along the Way
Amazon just changed how deals pricing works—go check your account. Some of your Lightning Deals and Best Deals may no longer be available at their normal price. Sellers are now forced to offer deeper discounts to keep their deals running. We’re seeing this across dozens of our clients at GNO Partners. Here’s what’s happening and how to adapt before it costs you more. What’s causing this? Amazon sets your Maximum Deal Price based on your WAS Price: “The 90-day median price paid by customers for the product on Amazon.” Until now, WAS Price didn’t include: • Prime Exclusive Discounts • Coupons • Other promotions Now? Amazon is starting to include them. Even stranger—this isn’t happening category-wide. We’ve seen parent ASINs with some child ASINs affected and others not. What does this mean for sellers? If you rely on deals (you should), be mindful of your actions. They could impact your entire deal strategy. • Planning to run PEDs or Coupons? Test first on low-traffic child ASINs. • Monitor for 1-3 weeks to see if your deal price is affected. • If it is, factor this in before applying to other ASINs. • If it’s not, you’re probably ok to proceed, but be aware of the risk. What can you do if your price is impacted? From what we see, waiting 30-45 days with no discounts is the only way to reset the WAS Price. If anyone has found a workaround, drop a comment! P.S. We’re hiring a Senior Brand Manager to join GNO Partners as a consultant! We’re looking for the best in class—if you’re managing an 8-figure Amazon brand, love Amazon, and are ready to work hard, this high-earning opportunity can be a good fit! DM me for more details.
Important update Ouriel Rybski if we can monitor deal pricing closely, it can save a lot of headaches and unexpected costs. How do you typically plan and test your promotions to avoid these kinds of surprises?
Sellers definitely don't want to risk losing deal visibility here. Testing discounts on low-traffic ASINs before rolling them out widely is a smart approach. Have you found any specific categories more affected than others?
Crazy they never notified anyone
Right, monitoring your deals closely might be the best move until Amazon's changes fully settle in
Balancing discounts and WAS Price requires precision - consider each move carefully
Navigating Amazon’s changes requires strategic thinking, planning PEDs and coupons wisely is crucial, Ouriel.💯🙏🏼
Amazon’s got new rules, and if you're not paying attention, your deals could take a hit. Time to get strategic.
great opportunity for anyone looking to join a dynamic team at GNO Partners!
Amazon’s pricing changes keep sellers on their toes. Great breakdown!
Co-Founder @ GNO Partners | Currently Scaling Amazon 7 & 8-Figure Sellers | Exited Two Amazon 7-Figure Brands.
1moDeal-related issues are a major challenge for Amazon brands that rely heavily on deals in their marketing strategy. I recommend identifying whether this impacts your deal pricing, as this is especially crucial in Q4. The key decision is whether to use PED for the entire BFCM week or to run Best Deals and Lightning Deals throughout BFCM and December—a tough choice.