Retention Offers

With retention offers, you can offer discounts to customers who subscribe to your app and are considering canceling their subscription. A customer that starts the cancellation process can select a reason for the cancellation. Options they can choose from are: price is too high, dissatisfied with the content/service, dissatisfied with my device, something else, or prefer not to say. Regardless of the reason for cancellation, you can offer a discounted price to eligible customers for a duration you choose.

If a customer accepts the offer, the discounted price applies starting from their next renewal for the length of the offer period, as defined in the offer. Retention offers are currently available to customers through the Amazon retail web.

For an overview of retention offers, watch the video tutorial.

Customer eligibility

A customer can select any reason for cancellation to see the retention offer. You can configure retention offers in the Developer Console and choose the amount and duration of the discount you want to offer.

After you configure an offer through the Developer Console, customers are eligible for the offer if they meet the following criteria.

• Has an active, full-price subscription (can't be on a free trial or other offer)
• Has not benefited from a retention offer within the last 12 months (customers can take advantage of only one retention offer per subscription within a 12-month period)

Create a retention offer

You set up retention offers in the Promotions Console. You can access the Promotions Console from the Developer Console dashboard by selecting Tools & Services > Promotions. To create a retention offer, choose Retention Offer.

The retention offer creation workflow has three steps: Define Campaign, Define Discount, and Confirm Discount. You can cancel the creation process at any time.

Step 1: Define campaign

After selecting Retention Offer, you are taken to the Define Campaign screen as shown in the following image.

To create your campaign

1. Enter the campaign name.
2. Select the target app using the drop-down menu.
3. Choose the subscription that you want to enable this offer for. You can set up retention offers only for subscription items that don't already have an active retention offer.
   Important: Before you create and publish a retention offer, make sure you submit the subscription item and resubmit the app.
4. Select the tier or term of the subscription for this offer. If a subscription has tiers, you must select the tier first, and then the term.
5. (Optional) Add additional subscriptions to this campaign.
6. Select one or more marketplaces where you want to make this offer available.
7. Choose the start and end date for this offer. Dates are in UTC.
8. After all fields are complete, the Next button becomes active. Choose Next.

Step 2: Define discount

On the Define Discount screen, you enter the list price discount percentage and term duration for each subscription that you selected in the previous step.

To set up your discount

1. Set Round to nearest "9" preference.
   • If you would like the calculated adjusted list prices to be rounded to the nearest 9, select the box.
   • For example, if the original list price of your subscription is $5.00 USD, and your discount is 50%, without rounding to the nearest 9, the adjusted list price would be $2.50 USD. With rounding to the nearest 9, the adjusted list price would be $2.49 USD.
2. Set the discount amount.
   • For retention offers, the discount is defined as a percentage of the original list price.
   • The percentage must be a whole number, decimals are not allowed.
   • Valid values for this field are 1 through 100.
   • The console automatically applies the discount on all selected marketplaces, but you can manually override the discount, as described in step 4.

   • Each marketplace has a minimum price. Hover over the question mark icon (?) next to Minimum Prices to view them. The price must not be set to lower than the minimum for the marketplace.

     Minimum prices

     Marketplace	Minimum price
     US	0.99 USD
     UK	0.59 GDP
     JP	85 JPY
     CA	0.99 CAD
     BR	1.99 BRL
     DE	0.69 EUR
     FR	0.69 EUR
     IT	0.69 EUR
     ES	0.69 EUR
     AU	0.99 AUD

3. Set the discount term.
   • On the previous screen, you chose the term for the subscription discount. On this screen, choose the duration of the discount. For example, if the term you chose was monthly, here you choose the number of months you want the discount to be applied.
   • The duration must be a whole number, decimals are not allowed.

   • The duration must be lower than the maximum limit for that term.

     Max term limits

     Term	Max term limit
     Weekly	3
     BiWeekly	3
     Monthly	3
     BiMonthly	2
     Quarterly	2
     SemiAnnually	1
     Annually	1

4. (Optional) View and override the prices for different marketplaces. To view the prices, select View the original and discounted prices for different marketplaces. To override an adjusted list price, select the Adjusted List Price field for a specific marketplace and enter a different price.
5. After all fields are complete, the Next button becomes active. Choose Next.

Step 3: Confirm discount

On the Confirm discount screen, you can review the selections you made on the previous screens. If you want to make changes, select Edit next to the information you want to update. When you have completed reviewing and are ready to submit, choose Submit. The console creates the campaign and returns you to the Promotions Console.

Manage a retention offer

After you create a retention offer, it's added to the campaign list on the Promotions Console. In the campaign list, you can see the current status of an offer. A retention offer can have a status of Scheduled, Running, or Ended, as described here.

• Scheduled – This offer is not yet active. You can view or delete this offer.
• Running – This offer is currently active. You can view or end this offer.
• Ended – This offer has ended. You can view this offer.

View a retention offer

After creating a retention offer campaign, you can view the details of the offer, such as discount percentage, adjusted list price, and units sold, in the Promotions Console.

To view details of an existing retention offer campaign

1. Go to the Promotions Console.
2. In the campaign list, find the retention offer and select the eye icon to view the details.

Delete or end a retention offer

A retention offer with a Scheduled status is not yet active and can be deleted. To delete a retention offer, find the offer in the campaign list and select the trash can icon. If you delete a retention offer, the Promotions Console no longer contains the offer details and the offer doesn't go live.

A retention offer with a Running status can be ended immediately, instead of at the scheduled end date and time. To immediately end a retention offer, find the offer in the campaign list and select the trash can icon.

Retention offer FAQ

The following are frequently asked questions (FAQ) about retention offers.

Q: How can I determine the effectiveness of my retention offer?

The Developer Console provides monthly retention offer reports that you can download in CSV format. The reports update daily with the most recently available data. To access the report, follow the instructions in Retention offers report. The retention offer report provides daily aggregated data on subscriptions renewed with retention offers and subscriptions that expired.

Q: How do I determine whether a customer is currently on a retention offer?

The receipt returned through Receipt Verification Service (RVS) includes promotion details. If a customer renews a subscription with a retention offer discount, the JSON response has the value Retention Offer in the promotionType field and InProgress in the promotionStatus field. For more details, see Promotions in RVS.

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Last updated: Jun 15, 2026