Amazon Deals: Why Deal Rotation Can Do More Than Constant Discounting

The XbyX case shows exactly that. The women’s health and menopause supplement brand uses Amazon as an important growth channel, while operating in a highly competitive and price-driven environment. At the same time, the brand deliberately maintains a higher price position. Constant discounting was therefore not a viable option.

Instead, XbyX used a targeted Amazon deal strategy in January, built around rotating product groups. For supplement brands, January is particularly relevant: high demand driven by new routines, strong competition and high advertising pressure. Testing in that environment was part of the strategy.

Why traditional discount logic often falls short on Amazon

Many Amazon teams plan deals around obvious peaks: Prime Day, Black Friday, Cyber Monday, Spring Deals or clearance phases for overstock. That makes sense, but sometimes, it’s just not enough.

Brands that focus only on frequency risk three things. First, they can weaken their price positioning if customers start expecting permanent discounts. Second, budgets are quickly spread across too many ASINs without clear prioritisation. Third, valuable learnings are lost if deals are not properly segmented, measured and compared.

This is especially relevant for premium or higher-positioned brands. They need to use deals in a way that enables growth without pushing the brand into a long-term discount logic.

That is where a promotion becomes an Amazon deal strategy.

Deal rotation instead of discount pressure across the full assortment

XbyX split its Amazon portfolio of around 90 products into two groups:

• Group A: Hero SKUs such as collagen and creatine 
• Group B: Builder SKUs such as energy products, aminos and protein powders 

Across four weeks, the two groups rotated in and out of deals. In week one, Group A was discounted; in week two, Group B; then the rotation continued. This meant the full assortment was never on deal at the same time. Only a clearly defined part of the portfolio was discounted.

The advantage: the brand was able to actively steer growth without weakening its overall price positioning. At the same time, it created a clear test design. Which products respond more strongly? Which ASINs benefit indirectly? Which effects remain after the deal period ends?

What the case reveals about ASIN segmentation

The results show why segmentation is critical in deal planning. Over the test period, Group A grew by 14.9%, while Group B grew by 44%. The total portfolio was 26% above the December baseline.

The most interesting point: the Builder SKUs responded much more strongly than the Hero SKUs. Growth potential is not always where baseline performance is already strongest.

For marketplace teams, this is an important insight. A deal strategy should not prioritise ASINs by revenue alone, but by their role within the portfolio.

Another relevant approach: complementary products can be deliberately separated. One product runs on deal, while the matching add-on remains available at the regular price. This allows brands to use deal-driven traffic without discounting the entire basket.

How brands can build a robust Amazon deal strategy

Conclusion: strategy beats frequency

The XbyX case shows how promotions can become a scalable growth lever. The decisive factor was not running deals constantly. It was clean portfolio segmentation, deliberate rotation planning and testing during a demanding period.

For consumer brands on Amazon, the opportunity does not lie in more promotions, but in better control. A strong Amazon deal strategy connects data, timing and operational execution — creating growth that lasts beyond short-term peaks.