Amazon offers different promotional options to help sellers attract customers. Lightning Deals and Coupons are two popular choices, but they work in different ways.

A Lightning Deal is a limited-time offer that appears in Amazon’s Deals section. It usually has a set deal price and quantity, and it runs for a scheduled period or until the deal quantity sells out.

A Coupon gives shoppers a discount when they apply or redeem the offer. Coupons can appear on product pages and in relevant shopping areas, helping customers notice the savings while browsing.

The right option depends on your goal. Lightning Deals are good for sellers who want to create urgency around a product and increase sales within a short period. Coupons may be more suitable for sellers who want to offer a discount without running a scheduled deal.

Before choosing either option, compare the fees, discount amount, expected sales, and profit margin. The costs and available features can vary by marketplace.

Not sure whether a Lightning Deal is the right choice? Read our complete guide to Amazon Lightning Deals to learn how they work and how to plan your promotion.