Why Amazon makes you click a box to redeem coupons

But Amazon sometimes makes us check a box to save. Huh? Those orange “coupon” banners below the price on Amazon’s online store are a head-scratcher. Why does Amazon make us go through the extra step of clicking a box to “save $2 when you apply this coupon?” Why doesn’t the coupon just apply automatically?Amazon’s approach is designed to reach the shoppers who will shop exclusively based on which brands are offering coupons, which are different than products on sale, price promotions or discounts.Having a dedicated page for coupons also helps ensure that coupon clippers will stay on Amazon’s website and keep them away from using popular coupon sites like Groupon — which can be redeemed at any retailer.”Instead of letting coupon sites get the money, Amazon is capturing that for themselves,” said Masters. Offering coupons is an effective strategy for third-party sellers on Amazon too, according to Jason Boyce, the founder of Avenue7Media, a consultancy for sellers.Coupons have been a more successful tactic compared to offering a straight-up discount in getting buyers to complete their purchases, he said. They also helping sellers move up in Amazon’s search rankings, he said. “Sale prices don’t have the same results as coupons.”