Currently, the Tuke e-commerce industry is undergoing a key transformation from traffic dividends to stock operation.
Against this backdrop, the recent launch of the "Reserved Ad Share" feature and the coupon rate reduction policy on the Amazon platform have undoubtedly injected new momentum into the seller community.
Image source:Google
The Era of Brand Keyword Traffic Monopoly Has Arrived
The launch of the "Reserved Ad Share" feature allows brand sellers to lock in ad spots at the top of search results for more than five core brand keywords in advance by setting a minimum budget of $6,000, achieving up to 99.3% display share.
This feature not only effectively prevents competitors from capturing traffic, but also proves its conversion value with a 143% increase in sales data.
For sellers, this is not only a defensive tool to consolidate brand traffic, but also an offensive weapon for new product promotion and peak season sales boost. It is recommended that brand sellers with sufficient funds prioritize including core products in the advertising system, while continuously optimizing keyword combinations to maximize the return on ad investment.
Image source:amazon ads
Inclusive Policies Activate Long-tail Seller Momentum
Starting from November 5, 2025, Amazon's coupon rate will be reduced from 1% to 0.5% with a maximum fee cap of 100 euros, directly reducing the operational cost burden for sellers.
For example, with a transaction amount of $100,000, a single coupon can save nearly $900 in fees, providing more flexible promotional space for small and medium-sized sellers.
However, it should be noted that sellers need to manually rebuild coupons after the policy takes effect to enjoy the benefits of the new policy. The platform also recommends that the coupon duration covers the key sales period from Black Friday to early December.
Image source:Google
From Traffic Allocation to Value Deep Cultivation
The successive introduction of these two policies reflects Amazon's obvious trend towards elite and refined development. The high budget threshold for advertising strengthens the traffic advantage of leading brands, while the reduction in coupon rates benefits a wider range of small and medium-sized sellers.
This combination strategy not only protects the interests of core merchants on the platform, but also maintains ecological diversity, promoting a shift from extensive operation to data-driven refined management. In the future, sellers need to pay more attention to the synergy between advertising and cost control, and improve overall operational efficiency through tool combinations.
Image source:Google
Operational Strategy Upgrade
For visionary sellers, the greatest value of these two policies lies in their synergy.
On the one hand, the cost savings from the coupon rate reduction can be partially converted into the budget for "Reserved Ad Share", creating a virtuous cycle from cost saving to traffic acquisition; on the other hand, the precise traffic brought by brand advertising can further improve the efficiency of coupon usage, forming a dual driving force of traffic and conversion.
It is recommended that sellers establish a new budget allocation model, incorporate both policies into a unified strategic plan, and find the most suitable resource allocation for themselves through data-driven operations.
For example, before the peak season arrives, you can appropriately increase your advertising budget to seize core traffic spots, while using coupon campaigns to boost conversion rates; during the off-season, you can use coupons to test the market acceptance of new products and accumulate data for the next stage of advertising.
Image source: Amazon
Conclusion
Amazon's latest policy adjustment has not only built a traffic moat for brand merchants, but also provided cost optimization space for a wide range of sellers.
In the increasingly fierce competition of Tuke e-commerce, timely grasping platform rule changes and flexibly adjusting operational strategies will be key for sellers to maintain their competitive edge.
In the future, only by deeply integrating advertising tools, cost control, and user insights can sellers gain sustained growth momentum in the ever-changing platform ecosystem.