Submissions are now open for the end-of-summer promotion and back-to-school campaign across Amazon’s 8 European Marketplaces—get ready for a traffic surge starting 8/22!

Starting on 8/22!Submissions are now open for the end-of-summer and back-to-school promotions across Amazon’s 8 European Marketplaces—catch the traffic surge!

August 3, 2022

Table of contents:
1/ 2022 Late Summer Sale Bestselling Product Recommendations
2/ Registration is now open for the European End of Summer Sale and Back-to-School event
3/ Understand the five main deal types at a glance
4/ How to submit the five promotion types
5/ Seller considerations

Prime Day has come to an end!Belgium Marketplace is now open!Recently, there has been a steady stream of good news from Amazon Europe!The Europe Marketplace’s first major promotion in the second half of the year after Prime Day—the end-of-summer sale and back-to-school event—is also about to begin!Let's first listen to real feedback from sellers who have participated in the event over the years!

You do know there’s a late summer sale in the Europe Marketplace, right?During last year’s summer promotion, our bag sales were very strong, especially backpacks. Sales in September nearly reached 2 times that of a typical month, and were also up about 50% year over year!Also, schools start back up in September. We mainly sell affordable, good-quality bags, so we place great importance on the late summer sale, and our products are very popular with students during back-to-school promotions.

——Doris, a seller of bags and luggage in the Europe Marketplace

During last year’s end-of-summer sale season, sales of our wireless charger products reached more than 3 times their usual level. As wireless charging protocols continue to evolve, we’ve also launched new higher-powered products, and we look forward to making this year’s end-of-summer and back-to-school promotions another great success.

—Electronics Accessories seller on the Europe Marketplace, Ann

In last year’s late summer sales campaign, sales of our main ambient lighting products—flame lamps and String lights—increased by more than 2 times compared with the same period the previous year. Based on our observations, Europeans never seem to get tired of these small items that improve everyday life, and as the weather slowly gets cooler, we’re confident that sales of our lighting series will continue to grow.

—Jack, a seller in the Europe Marketplace lighting category

As the first major promotional event on Amazon Europe in the second half of the year after Prime Day, the late summer sale and back-to-school event will also see a small spike in traffic!The promotion will also be widely publicized both online and offline, and consumers will learn about it through channels such as TV, radio, the Amazon homepage, Today’s Deals pages, affiliated websites and publications, email, and push notifications!

Today, we’ll give you a detailed introduction to the 2022 Europe Marketplace summer-end Deal and back-to-school event—follow along!

Recommended Bestselling Products for the 2022 End-of-Summer Sale

First, let’s take a look at which categories are likely to be bestselling products at the end of summer this year?Electronic accessories, clothing, household goods, and travel gear, along with back-to-school-related products, are all worth paying attention to.

Electronic Accessories

Because several cell phone brands are about to hold summer and fall product launch events, electronic accessories are expected to see growth, including cell phone screen protectors, phone cases, data cables, laptop bags, routers, chargers, cooling fans, mobile hard drives, and other cell phone/computer accessories.

Apparel products

In Europe, as the weather gets cooler at the end of August, the market for men’s suits, women’s shoes, socks, and sweaters continues to grow.

Home and Kitchen

Household kitchen cleaning/storage products, coffee machine cleaning/filtering products, blankets, candles, warm-colored LED bulbs, mood light strips, wallpaper/paint, etc. will also experience a small spike in sales.

Travel tools

As the weather becomes more suitable for outdoor travel and commuting, e-bikes, (electric) scooters, balance scooters, bicycle lights, and other mobility products will also perform well.

Back-to-school related products

The back-to-school season will drive sales growth for products such as sand table toys, paintbrushes/paints, puzzles, backpacks, and notebooks.

Europe’s End-of-Summer Sale and Back-to-School Event
Registration is open!

Attention, sellers in Europe!This year’s European Summer Promotion and Back-to-School event will be held from August 22 to September 9 (start and end dates vary by Marketplace), and will cover 8 different European Marketplaces. The promotion period for each Marketplace is as follows:

Please note that Amazon has requirements for sellers and products participating in promotions in the European Marketplace, so please make sure you are eligible to submit a promotion:

Seller:

1. You must be a professional seller
2. You must receive at least 5 seller feedback ratings per month and maintain an overall rating of at least 3.5 stars to run promotions

Products:

1. Have a sales history in the Amazon store and a rating of at least 3 stars
2. Include as many variants as possible
3. Does not include restricted products or products that are offensive, embarrassing, or inappropriate
4. New products (non-used products)
5. Product images must meet product image requirements
6. Follow the buyer product review policy
7. Comply with pricing guidelines
8. Follow the promotion recurring run policy

Understand the five main promotion types at a glance

Path to submit Promotions/Deals/7-day Deal:

Seller Central > Advertising > Deals, please click this link to open it

Coupon path:

Seller Central > Advertising > coupon, please click this link to open

Prime Exclusive Discounts submission path:

Seller Central > Advertising > Prime Exclusive Discounts > Create a new discount. Click this link to open it

💡 Important reminder: ensure your promotional prices are compliant

European Marketplace sellers must ensure that promotional prices comply with policy, or the promotion will be suppressed!

According to the requirements of the EU Omnibus Directive, all retailers in the EU must display the lowest price of the product in the past 30 days as the reference price when announcing a price reduction (please note: the UK is not affected by this directive). Therefore, products on Amazon Europe (excluding the UK Marketplace) now show the lowest price for that product on Amazon in the past 30 days, labeled “Lowest recent price（Lowest recent price）” as the product’s new reference price.

To learn more about the European Comprehensive Directive, click this link to open it

💡 Special reminder: comply with Amazon reference price policy

When submitting a promotion, please make sure your reference price complies with Amazon’s reference price policy.

On Amazon, products with reference prices communicate offers and discounts to customers, increase transparency, and help them make informed purchasing decisions. In many product categories, sellers can choose to provide a market price, such as the manufacturer’s suggested retail price, as the reference price. For more answers to questions about “reference prices,” please refer to: How do strikethrough prices that attract Amazon global customers come about?

For more information about Amazon’s reference price policy, click this link to open it

How to report the five major promotion types?

After ensuring that they and their products meet the submission requirements, sellers can then submit five types of promotions on Seller Central: Top Deal, Lightning Deal, 7-day Deal, Coupon, and Prime Exclusive Discounts.

🎺 Top Deal:

Promotion overview:

● A Top Deal is a discounted-price promotion for a single product or multiple products within one category, and customers see Top Deals as exciting offers on Amazon
● It will run on the Amazon Deals page for 24 hours, for the entire event, or until inventory sells out

Discount requirements:

● The product has broad brand awareness and product awareness
● Highly unique products or products with a strong sales history
● At least a 15% discount compared with the valid reference price (VRP, Valid reference price), or a discount of at least £40/€40/200 PLN (Polish zloty)/400 SEK (Swedish krona) compared with the valid reference price, and lower than the lowest price in the past 30 days
● The overall product rating must be at least 3 stars and have at least 5 reviews

Inventory level recommendations:

Ensure that the product has available inventory to cover at least 4 weeks of average sales during the promotion

How to submit:

● Work with your account manager. Whether a product is considered and scheduled will depend on the quality of the submission
● Once the date is set for an ASIN to run a top promotion during the event, the product cannot run Deals, 7-day Deal, other price discounts, or coupons within 30 days before or after the promotion date

Deadline:

The specific deadline will be communicated by your account manager

🎺 Lightning Deal Deals:

Promotion overview:

● A type of price discount promotion
● The promotion runs on the event page for 12 hours or until all preset items are sold out
● It is a type of promotion where the number of products is limited, and sellers can set a quantity limit for each product

Discount requirements:

● The product needs to have a good sales history
● Compared to the valid reference price (VRP, Valid reference price), at least 15% off, or at least £40/€40/200 PLN (Polish zloty)/400 SEK (Swedish krona) off the valid reference price, and lower than the lowest price in the past 30 days
● The overall product rating is at least 3 stars, and it has at least 5 reviews

Inventory level recommendations:

Have at least 2 weeks of available inventory during the promotion period

How to submit:

● Go to Seller Central > Advertising > Promotions > Create New Promotion
● Sellers can set their own retail prices for products, but Amazon will only approve promotions that meet this goal

Deadline:

The deadline is 2 weeks before the event start date. Please note that event start times vary by Marketplace.

Fee criteria:

Actual fees are based on what is shown in Seller Central. This is a one-time, fixed fee that will be invoiced separately after the event

🎺 7-day Deal 7-day Deal:

Promotion overview:

● A price discount displayed on an Amazon promotions page
● The 7-day Deal can run on the deals page for up to 7 days
● This promotion format can be used to attract traffic to an entire product category and increase brand awareness for one or more brands

Discount requirements:

● Have a strong sales history and be a seasonal product
● At least a 15% discount compared to the valid reference price (VRP, Valid reference price), or at least £40/€40/200 PLN (Polish Zloty)/400 SEK (Swedish Krona) lower than the valid reference price, and lower than the lowest price in the past 30 days
● The overall product rating is at least 3 stars, and it has at least 5 reviews

Inventory level recommendations:

Have at least 2 weeks of available inventory during the promotion period

How to submit:

● Go to Seller Central > Advertising > Promotions > Create New Promotion
● Sellers can set their own retail prices for products, but Amazon will only approve promotions that meet this goal

Deadline:

The deadline is 2 weeks before the event start date. Please note that each Marketplace may have a different event start time

Pricing:

All 7-day promotions require a promotion fee. This fee is a one-time fixed charge, as shown in Seller Central, and will be invoiced separately after the promotion ends

🎺 Coupon coupon:

Promotion overview:

● Coupons are discounts displayed next to Amazon product details that customers can redeem when purchasing the product
● Since coupons are limited by the budget, coupons are an effective tool for managing the budget
● Displayed throughout the customer shopping journey, from the Amazon home page, promotions, coupons, and event pages to search results, product detail pages, and shopping cart pages
● Recommended duration: 1–3 months

Discount requirements:

● Has a strong sales history and is a seasonal product
● At least a 5% discount compared to the current website price, but Amazon recommends that you set at least a 15% discount
● The overall product rating must be at least 3 stars, and it must have at least 5 reviews

Inventory level recommendations:

Have at least 2 weeks of available inventory during the promotion period

How to apply:

● Go to Seller Central > Advertising > Coupons > Create a New Coupon
● Select the desired date within the time frame

Deadline:

Stop submitting 6 hours before the event starts. Please note that event start times vary by Marketplace

🎺 Prime Exclusive Discounts:

Promotion introduction:

● A type of price discount
● Widely available for FBA-eligible products with nationwide Prime shipping, and exclusive to Prime members

Discount requirements:

● FBA-eligible products with nationwide Prime delivery
● At least a 10% discount compared with the current website price, must have a valid reference price (VRP, Valid reference price), and be lower than the lowest price in the past 30 days
● If seller ratings are available, they must be at least 4 stars
● Rating of 3.5 stars or higher, or no reviews

How to submit:

● Go to Seller Central > Advertising > Prime Exclusive Discounts
● Select the desired date within the time frame

Deadline:

Stop submissions 24 hours before the event starts. Please note that event start times vary by Marketplace.

💡 Pro Tips:

To help sellers choose the best promotions during the event, Seller Central will display Amazon-generated recommendation information for Deals and 7-day Deal promotions. These recommendations will be generated based on the information below and will be updated weekly:

1. Product sales history
2. Product reviews and ratings
3. Seasonality of products
4. Products with the most sales potential

Path to view recommendations: Seller Central > Advertising > Deals

After these five major promotions are successfully submitted, they will appear on the European Late Summer Promotion and Back to School event page, but that does not mean the work is done. We recommend that sellers closely monitor the promotion status after submission and promptly adjust their promotion plans based on the status:

Approved (Approved)

The promotion will run on the start date. Amazon has reviewed the promotion, and you don’t need to take any other action. If the promotion start date has passed, the promotion is likely already live and running on the Amazon page.

Pending（Pending Approval）

The promotion is awaiting approval from Amazon. This process usually takes 7 days, but it may take longer. If your promotion is still awaiting approval 72 hours before the promotion starts, please contact Amazon through Seller Central.

Needs Attention (Needs Your Attention)

The promotion requires your review. Go to the promotion details page and download the product spreadsheet with errors. Amazon usually provides instructions on what actions need to be taken. You may need to remove products, modify amounts, or make other changes, so please do so as soon as possible. Your promotion will be reviewed again by the business team, which may take up to 7 days.

Canceled (Canceled)

The promotion will not run on the Amazon website. A user of your seller account or an Amazon employee has canceled this promotion request. If needed, please create a promotion again. Once the promotion has started, it cannot be cancelled.

Seller reminders

One last reminder: when submitting promotions, all sellers should note the following points:

1. Amazon reserves the right to allow you to reschedule or cancel the Top Deal promotion up to 3 business days before the promotion starts
2. Amazon does not guarantee that the promotion you create will result in an order
3. Amazon does not guarantee that the promotion will run on the date or time you select
4. Amazon reserves the right to reschedule or cancel promotions at any time

📢 Tips from our editor:

Finally, here are a few tips to help sellers make the most of promotions and drive bestselling products!

Take advantage of recommended products:

Seller Central displays Amazon-generated Deals and 7-day Deal product recommendations, which you can view directly in Seller Central. Once you receive a Deals recommendation, submit it right away—don’t wait!

Create promotions for your best-selling products:

Running a promotion is a great opportunity to attract Amazon consumers!Focus on bestselling products to help maximize your growth opportunities during the event.

Use Sponsored Products to promote your top products:

Sponsored Products is a self-service advertising program that creates pay-per-click ads to help products attract new customers and drive sales on the Amazon Marketplace. To learn how to enroll, go to Amazon Advertising and click “Get Started.” Once you’re approved, you can publish this promotion.

Use high-quality images for your promotions:

Please ensure that the images do not include any text, logos, or watermarks that are not part of the product itself. Promotions may be cancelled if they do not meet Amazon product image requirements, or if the images shown do not represent the promoted product.

Improve the product detail page:

This can increase the chances that Amazon customers will buy your products. You can use bullet points, images, and A+ pages to share your brand story and your products’ unique benefits.

We also recommend that all sellers enroll as many offers as possible. While making sure you have enough inventory of your main ASINs, you should also use advertising products flexibly and set reasonable regular prices so you can improve profitability during major sales events!