Money Off — the simplest Amazon discount, used well.

Money Off — the promotion type Amazon also labels Price Discount — is the most basic mechanic in Seller Central. Strip away the Lightning Deals, the Prime exclusives, the coupons and the Subscribe & Save layer, and Money Off is what's left: a defined discount, applied to a defined set of ASINs, for a defined window. It is so simple that most operators reach for it by default, and so blunt that it is rarely the right answer.

This episode walks through what Money Off actually does for the shopper, how the tiered structure works, and the three situations where it earns its keep.

What the shopper sees

Money Off is a much quieter promotion than its name suggests. On the detail page, it appears as a short line of text under the price — "Save €X.XX on this product" — and applies automatically at checkout, with no clip-to-apply step. There is no green coupon flag on the SERP. There is no Deals page placement. There is no Prime Day carousel.

That quietness is the central feature of the mechanic. Shoppers who already wanted the product get a discount; new shoppers don't see anything that pulls them in. Money Off rewards demand that was already there. It does not generate new demand.

Tiered discount structures

Where Money Off becomes interesting is the tiered structure. Instead of a flat 10% off, you can configure thresholds:

• Buy 2, get 10% off
• Buy 3, get 15% off
• Buy €50 worth, get €10 off

These tiers nudge basket size in a way that flat discounts don't. For consumables, multi-pack categories (vitamins, coffee, household), and any product where there's a natural "stock up" behaviour, a well-set tiered Money Off can lift average order value by 20–40% without a meaningful change to new-customer acquisition.

The two things to watch:

• The threshold needs to be reachable from the shopper's natural starting point. "Buy 5 get 20% off" on an ASIN where the modal basket is one unit is just a 0% promotion.
• The marginal discount at the top tier has to clear your contribution-margin floor on the incremental units. A tier that pulls a shopper from 2 units to 3 units only earns its place if the contribution margin on the third unit at the discounted price is still positive — and the discount applies to all three, not just the third.

Claim limits and budget control

Money Off lets you set a claim limit — a hard cap on the total number of times the promotion can fire. This is the most under-used field in the entire promotion creation flow.

Use it as your safety belt. A 20% Money Off on a hero ASIN with no claim limit is a 20% discount on every order until you remember to turn it off. The same promotion with a claim limit of 500 redemptions converts the same way for the first 500 shoppers and then quietly stops. If something has gone wrong with your reference pricing or your eligibility, the cap is the difference between losing €500 and losing €5,000.

The customer-facing message

Money Off lets you write a short message that appears with the promotion. The default is dull and Amazon-flavoured ("Save €X.XX on this product"). The custom message gives you one of the few places in Seller Central where you control the merchandising copy: "Holiday saving — €5 off every set of two."

The lift from a written custom message is small but real — a few percentage points of detail-page conversion in our tests — and the work is one line of copy per promotion.

The three situations Money Off earns its place

1. Basket-building on multi-pack categories.The tiered structure is the lever here. A clean "buy 2, get 10%" on a consumable ASIN often beats a flat coupon for revenue per session.
2. Internal trade promos with capped exposure.When you want a discount visible to existing shoppers but not promoted through Amazon's merchandising surfaces — a B2B push, a wholesale relationship, a closed-loop loyalty play — Money Off with a claim limit fits the shape of the job.
3. Combination with a coupon for layered messaging.A small coupon (5–10%) renders the green badge on SERP and pulls in new traffic; a Money Off tiered structure underneath converts that traffic into bigger baskets. The two mechanics stack predictably when both are designed intentionally.

Where Money Off is the wrong answer

For everything else — launches that need search traffic, Prime Day deals that need the Deals page, brand-defence promos that need a visible green badge — Money Off is the wrong tool. The right tools live in the next seven episodes.