5 Ways to Acquire Customers on Amazon Without the ACOS Rollercoaster

Most Amazon sellers are locked in a constant battle with PPC costs, trying to maintain a stable ACOS while dealing with increasing competition. But what if there was a way to acquire customers at a fixed, predictable cost instead of being at the mercy of fluctuating ad spend?

That’s exactly what I call Fixed ACOS Acquisition—a strategy that leverages Amazon’s built-in promotional tools to secure new customers without relying entirely on PPC.

The beauty of this approach? You set the acquisition cost upfront, rather than bidding against competitors in an unpredictable marketplace.

How Fixed ACOS Acquisition Works

Instead of focusing solely on PPC, this strategy diversifies customer acquisition across multiple Amazon tools that offer fixed cost structures. Some of these tools are available year-round, while others are dependent on Amazon’s availability (more on that in the pros and cons section).

Here’s a breakdown of the six key programs that allow for Fixed ACOS Acquisition:

1. Deals (Lightning Deals & 7-Day Deals) → Mass Exposure at a Set Cost
2. Outlet Deals → Discount-Driven Clearance Sales
3. Brand Tailored Promotions → Targeted Discounts via Amazon’s Internal Marketing
4. Subscribe & Save Coupons → Long-Term Customer Retention
5. Creator Connections → Influencer Marketing with a Fixed Commission

Now, let’s go deeper into each one.

1. Amazon Deals (Lightning Deals & 7-Day Deals)

How It Works

• Amazon offers sellers the opportunity to run time-sensitive discounts through its Deals Dashboard.
• These deals appear on Amazon’s Deals page, which attracts millions of shoppers looking for bargains.
• Two main types:Lightning Deals (short-term deals, limited to a few hours).7-Day Deals (longer promotions, running for a week).
• Requires a minimum discount, and Amazon charges a fee per deal.

Pros

✅ Huge traffic boost from Amazon’s deal page. ✅ Can help liquidate slow-moving inventory. ✅ Short-term visibility spike can lead to long-term ranking improvements.

Cons

❌ Amazon decides which products are eligible, so it’s not always available. ❌ Deals require fees and discounting, which can cut into margins.

2. Outlet Deals → Discount-Driven Clearance Sales

How It Works

• Separate from regular Deals, Outlet Deals are designed for overstocked and clearance items.
• Products appear on Amazon’s Outlet page, giving them extra visibility.
• Sellers must offer a discount, and Amazon may require additional markdowns to be eligible.

Pros

✅ Helps move excess inventory without relying on PPC. ✅ Provides an additional traffic source outside of regular search results. ✅ No direct ad spend required—just a fixed discount.

Cons

❌ Only available for certain products based on inventory levels. ❌ Not ideal for premium-priced or high-margin items.

3. Brand Tailored Promotions → Targeted Discounts via Amazon’s Internal Marketing

How It Works

• A customizable promotion tool that allows you to target specific customer groups.
• Amazon lets you select groups like:Repeat buyersShoppers who viewed your product but didn’t buyPeople who bought from a similar category but not your brand
• Works like Amazon’s version of email marketing, giving you access to shoppers Amazon has already identified as high-intent buyers.

Pros

✅ Year-round availability—doesn’t depend on Amazon’s approval. ✅ Helps re-engage past customers or win over category shoppers. ✅ No direct advertising costs—just the discount you offer.

Cons

❌ Limited audience size—Amazon only allows you to target certain groups. ❌ Can take time to see results compared to PPC.

4. Subscribe & Save Coupons → Long-Term Customer Retention

How It Works

• Instead of a one-time discount, customers opt into an automatic subscription for your product.
• Sellers offer a fixed discount per order (e.g., 5% or 15% off).
• Amazon prioritizes Subscribe & Save listings, making them more attractive in search results.

Pros

✅ Locks in repeat customers—higher lifetime value (LTV). ✅ Can help improve organic ranking and conversions. ✅ Available year-round, no need for Amazon’s approval.

Cons

❌ Doesn’t necessarily drive first-time acquisition—works better for retention. ❌ Amazon requires a minimum discount, so margins need to be strong.

5. Creator Connections → Influencer Marketing with a Fixed Commission

How It Works

• Amazon’s affiliate-style influencer program.
• You set a fixed commission percentage, and creators promote your product.
• Works similar to traditional affiliate marketing, but within the Amazon ecosystem.

Pros

✅ You only pay when a sale happens—no wasted ad spend. ✅ Helps tap into new audiences via influencers. ✅ Can be more cost-effective than PPC, depending on commission rates.

Cons

❌ Not all creators will pick up your product—results depend on influencer engagement. ❌ Less control over messaging—content quality depends on the creator.

Fixed vs. Non-Fixed ACOS Acquisition Tools

One key difference in these methods is availability. Some tools require Amazon’s approval and aren’t always available, while others can be used at any time.

Acquisition ToolAlways Available?Deals (Lightning/7-Day)❌ Subject to eligibilityOutlet Deals❌ Only for overstocked itemsBrand Tailored Promotions✅ Available year-roundSubscribe & Save✅ Available year-roundCreator Connections❌ Dependent on influencer interest.