Subscribe & Save

Boost your brand with repeat sales and customer discounts

Subscribe & Save offers Amazon customers the convenience of regular deliveries and discounts. For sellers, the program is an opportunity to secure repeat sales and build brand loyalty.

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On average, Subscribe & Save products with a 10%-15% discount can drive up to a 1.8x increase in conversion¹

Why Subscribe & Save?

Subscribe & Save can help you automate repeat purchases and build your brand. Many products are enrolled in the program automatically.

Automate repeat sales

When a customer subscribes to a product, they set up a recurring order on a cycle of weeks or months. That means more repeat purchases with less time and effort.

Build brand loyalty

Subscribe & Save can help grow your brand over time by establishing an ongoing relationship with highly engaged customers.

Grow your sales

Amazon funds a 5% discount on Subscribe & Save orders of five items or more. You can fund an additional 5% or 10% discount to help grow your sales.

“Subscribe & Save is a key success factor for our business on Amazon. Our Subscribe & Save customer base represents over 20% of sales. More recently, our customer base has grown at an accelerated rate because of the new Subscribe & Save coupons!”

“Puracy is an Austin-based company offering plant-based household cleaning and personal care products. Over the past 7 years, Subscribe & Save has grown to become more than 35% of their annual revenue.”

Ready to get started?

Step 1

Log in to Seller Central

Log in to your Seller Central account or sign up as a seller. We recommend using a Professional selling plan so you can take advantage of a full range of services.

Step 2

Enroll your brand

To participate in Subscribe & Save, your products need to be part of a brand enrolled in Amazon Brand Registry, and you need to be a Brand Representative.

If you’re the Rights Owner for an eligible brand, enroll it in Brand Registry.
If you’re employed by an enrolled brand, ask the Rights Owner or another Administrator to assign you the Brand Representative selling role.

Step 3

List your products

List your products in the Amazon store by creating new product detail pages or matching offers to existing pages.

Once listed, your brand’s products are eligible for Subscribe & Save based on their category, average selling price, sales performance, and fulfillment history and in-stock rate. Many products are automatically enrolled. Learn more

Step 4

Set up Fulfillment by Amazon (FBA)

To be auto-enrolled in Subscribe & Save, your products must be sold through Fulfillment by Amazon (FBA). You can register for FBA in Seller Central. After sending inventory to Amazon, we’ll take care of packing and delivering your customer orders.

To request that a product you fulfill directly be enrolled in Subscribe & Save, contact Seller Support.

Step 5

Manage products and discounts

Visit the Subscribe & Save page in Seller Central to manage your subscription products and discounts, review metrics, and get recommendations.

You can access the Subscribe & Save page anytime by hovering over Growth in the Seller Central main menu, then clicking Explore Programs. On the next page, click Increase conversion, then select the Subscribe & Save card.

Products are enrolled with a 0% seller-funded discount that you can increase to 5% or 10%. Amazon also funds a 5% discount on Subscribe & Save orders of five items or more

Frequently Asked Questions

How much does it cost to sell with Subscribe & Save?

There are no additional selling costs for the Subscribe & Save program. Participants pay standard selling fees and normal costs for FBA.

To increase your investment and the potential benefits of Subscribe & Save, you can fund a 5% or 10% discount on some or all of your enrolled products.

Do I have to use FBA to sell through Subscribe & Save?

Your products must be sold through Fulfillment by Amazon (FBA) to be auto-enrolled in Subscribe & Save. But you can also request to enroll a product you fulfill directly by contacting Seller Support.

Note: To be enrolled in Subscribe & Save, your products also need to be part of a brand enrolled in Brand Registry and meet additional eligibility requirements.

How do Amazon-funded and seller-funded discounts work?

For full information about Subscribe & Save discounts, see our Subscribe & Save help page.

How can I add products to Subscribe & Save?

Eligible FBA products are automatically enrolled at a 0% seller-funded discount, with Amazon funding a 5% discount.

If you believe one your FBA products is eligible for Subscribe & Save and hasn’t been auto-enrolled, you can contact Seller Support. You can also contact Seller Support to request that a product you fulfill directly be enrolled in the program.

What best practices should I keep in mind for Subscribe & Save?

Keeping products in stock is a key consideration for the Subscribe & Save program. You can monitor inventory directly from the Subscribe & Save page. If inventory is running low, use the dropdown menu in the Actions column to send additional inventory to Amazon.