What Happened to Amazon Giveaways? (And What to Use Instead)

Amazon Giveaways Alternatives

Amazon Giveaways used to be an affordable and impactful way to increase traffic to Amazon listings and support sales growth. However, in October 2019, Amazon retired the Amazon Giveaways Program. We’ve noticed an uptick in searches for Amazon Giveaways as brands plan their holiday marketing strategy for Amazon.  

Amazon Marketing Services for the Holidays 

The holidays are a crazy time for the eCommerce world. In 2019, online holiday spending in the US totaled $142.5 billion. With the continuation of the COVID-19 pandemic, holiday spending is expected to rise on online marketplaces. Since Amazon Giveaways are no longer an option, we’ve put together a list of other cost-effective Amazon marketing services you can use to support Amazon’s sales growth this holiday season.   

Giveaways on Social Media Utilizing the Amazon Attribution Program 

Even without the Amazon Giveaways Program, you can still offer product giveaways. Instead of using Amazon’s program, you can offer giveaways through your brand’s social media channels. This tactic does require more work on your end, as you’re responsible for managing the giveaway from start to finish, but it’s a relatively low effort project and can be a great way to boost your visibility.   

Consider partnering with an influencer to expand the reach of your giveaway on social media. The influencer can post the giveaway on their social channels while you cross-promote on your social channels as well, amplifying your giveaway’s reach while introducing thousands of new potential customers to your brand. 

Thanks to the Amazon Attribution Program, you can track on-Amazon metrics, such as traffic, page views, and sales, generated from this off-Amazon giveaway. These tracking measures allow you to see the effectiveness of your giveaways on Amazon. 

Amazon Coupons 

Amazon Coupons display on the search engine results page (SERP), on the Amazon Coupons page, and the product listing. Coupons are a great way to boost sales, especially on products where the price is differentiating.  

Amazon Coupons

Brands can enroll up to 50 ASINs into a single coupon and offer a dollar amount or percentage off. The coupon cost to the advertiser will equal the discount + $0.60, both of which are subtracted from the coupon budget. Each coupon must have a minimum of $100 for the budget; however, brands will be charged only for redeemed coupons. Within Amazon Coupons, brands get to dictate the duration, the discount, and the product selection. This variety of options makes Amazon Coupons very customizable to your marketing needs.  

Amazon Live 

Back in 2019, Amazon revealed Amazon Live. Amazon Live allows sellers to use the app, Amazon Live Creator, to broadcast live streams where they demonstrate product usage, features, and benefits. Featured products appear directly below the live broadcast. While playing, the videos appear on the brand’s listings, Amazon store, and Amazon.com/Live. The service is currently only available to brand registered brands based in the United States.   

Amazon Live is free and a great way to promote product launches or familiarize viewers with product features. These live events are the best time to allow for frequently asked questions or questions and answers. 

Amazon Stores and A+ Content 

While not an active promotion, Amazon Stores and A+ Content are free tools for brands enrolled in Amazon Brand Registry

Amazon Stores are digital storefronts for brands on the Amazon marketplace. These branded stores allow you to list your entire catalog of products. A+ Content (previously Enhanced Brand Content) provides the opportunity to share more product information through stylized content and additional images.  

A laptop displaying an Amazon Store for brands and sellers

These services are a great way to help your consumer engage with your brand and your products. Creating Amazon Stores and A+ Content is a way to encourage customers to convert once they reach your listings. 

Amazon Marketing is Alive & Well 

Amazon Giveaways may be gone, but your options for cost-effective Amazon seller marketing tools are not. Amazon Coupons, giveaways on social media, Amazon Live, Amazon Stores, and A+ Content are fantastic alternatives to increase sales and conversions. There’s a rich combination of opportunities available that can deliver similar and even better results than Amazon Giveaways, especially when deployed in conjunction with one another. 

Learn more about the current Amazon marketing landscape in our whitepaper, The State of Amazon Marketing. 

Michael Janney