优惠券预算如何运作?

您为优惠券设置的预算将分摊到以下费用中:

  1. 您提供给买家的折扣的同等金额(单位:美元)

  2. 亚马逊收取的兑换费(每次兑换收取 0.60 美元)

让我们通过一个示例来看看预算的运作方式:假设您为价值 25.00 美元的商品提供 4.00 美元的优惠券。推出优惠券的第一天,有 50 名买家兑换了优惠券(在领取优优惠券后购买了符合条件的商品)。您在这些交易中的成本计算如下:

(您提供的折扣的同等金额 [单位:美元] * 兑换次数)+(兑换费 * 兑换次数)

(4.00 美元 * 50)+(0.60 美元 * 50)= 200 美元 + 30 美元 = 230 美元

根据买家对您的优惠券的兑换情况,您的预算在第二天将会减少 230 美元。当预算使用率达到 80% 时,我们会将您的优惠券下线。

如何设置有效预算

有效预算包括您的优惠券在设定的期限内生成的买家需求成本。例如,如果某种商品在没有优惠券的情况下每天平均售出 20 件,而您想要为该商品设置 5 美元折扣的优惠券,为期 10 天,则您应设置的最低预算为:(天数 x 日均商品销量)x(折扣金额 + 兑换费)。在本示例中为 (10 x 20) x (5.60)。您的最低预算应为 1,120 美元。

避免为折扣 80% 或 35 美元等高折扣优惠券创建低预算(低于 500 美元)。为高折扣创建低预算将会造成您的预算在几小时内迅速到期,从而导致只有少数买家能够看到并领取您的优惠券。

为什么我的支出高于预算?

当预算使用率达到 80% 时,我们会将您的优惠券下线,然后分配剩余的 20% 应对已经领取优惠券的买家的兑换。为使买家获得最佳的优惠券体验,我们允许他们在禁用优惠券发现功能后约 30 分钟内兑换优惠券。如果您预算的 20% 低于买家在这 30 分钟内的兑换金额,您可能会看到支出超过预算。如果预算金额较高,支出超过预算的风险会降低。对于 $10,000 以下的预算,支出超过预算的金额可能高达预算的 15%(或更多)。


 亚马逊官网原文详情:

How do coupon budgets work?

The budget you set for your coupon will be shared among the following costs:

  1. USD equivalent of the discount you are offering to customers.

  2. Redemption fees ($0.60 for every redemption) charged by Amazon.

Example: you are offering a $4.00 coupon on a $25.00 product. The first day your coupon becomes active, 50 customers redeem the coupon (buy a coupon-eligible product after clipping the coupon). Your cost regarding these transactions will be calculated as follows:

(USD equivalent of the discount you are offering x number of redemptions) + (redemption fees x number of redemptions)

($4.00 x 50) + ($0.60 x 50) = $200 + $30 = $230

Your budget will be depleted by $230 the following day as a result of this customer interest in your coupon. We will take your coupon offline once your budget is 80% utilized

How to set up efficient budgets

An efficient budget covers the cost of the customer demand that your coupon generates, for the duration that you set. For example, if a product is selling an average of 20 units per day without a coupon, and you want to run a $5 off coupon for 10 days for this product, the minimum budget you set should be: (number of days x number of average daily units) x (discount amount + redemption fee). In this example (10 x 20) x (5.60). $1,120 should be your minimum budget.

Avoid creating low budgets (less than $500) for deep discount coupons such as 80% off or $35 off. Low budgets for high discounts will cause your budget to expire rapidly in a couple of hours. As a result, only a handful of customers will be able to see and interact with your coupon.

Why is my spend higher than my budget?

We take your coupon offline when the budget is 80% utilized, and we allocate the remaining 20% to cover for possible redemptions from customers who have already clipped the coupon. For customers to have the best experience with coupons, we allow them to redeem coupons for a window of approximately 30 minutes after we disable the discovery of a coupon.

If 20% of your budget doesn't cover the customer redemptions in this 30 minute window, you might see your spend exceed your budget. The risk of your spend overshooting your budget decreases for higher budget amounts. For budgets under $10,000, you might expect a spend overshoot up to 15% (or more) of your budget.

 文章来源:亚马逊官方网站