Amazon Deal Strategy: 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.

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.

On Amazon, promotions affect several levels at once:

• short-term sales 
• conversion rate 
• bestseller ranking 
• organic visibility 
• new customer acquisition 
• price and brand perception 
• profitability after discount and media spend 

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.

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?

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:

• Hero SKUs: Protect visibility and strengthen ranking
• Builder SKUs: Activate potential and test growth
• Complementary products: Increase cross-selling and basket value
• Seasonal products: Capture demand windows with precision

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.

The XbyX case points to three principles that matter beyond individual promotions.

1. Strategy beats frequency

More deals do not automatically create better growth. What matters is whether each promotion has a clear role within the overall portfolio. Deals without a defined objective create short-term peaks. Deals with a clear function can make growth more predictable.

2. Segmentation reveals potential

An Amazon deal strategy needs a solid ASIN logic. Sorting products by revenue alone is not enough. The key question is not: “Which products should we discount?” It is: “Which products should achieve which objective through which deal mechanism?”

3. Difficult months provide the strongest learning signals

XbyX deliberately tested in January. For supplement brands, this month brings high demand, but also intense competition. Many consumers are starting new routines, while competitors invest heavily in advertising, content and deals.

That is exactly why this type of period is strategically valuable. Brands that gain visibility under difficult conditions can build ranking signals that continue to have an impact later. In this case, the effect lasted beyond January: strong growth was still reported for February, even though the deal rotation was no longer active.

The key learning: testing should not only happen during easy periods. Competitive windows show more clearly which ASINs, mechanics and price levels are truly sustainable.

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.

What is an Amazon deal strategy?

An Amazon deal strategy defines which ASINs are discounted, when they are discounted, at what level and with which objective. It takes into account sales, ranking, margin, portfolio role and long-term visibility.

What does deal rotation mean on Amazon?

Deal rotation means that the full assortment is not discounted at the same time. Instead, defined product groups rotate through deal periods over time.

Why is ASIN segmentation important for deals?

ASIN segmentation shows how different products respond to discounts. This helps brands use deals more precisely and identify growth potential across the portfolio.