On July 11, 2023, millions of shoppers around the world were waiting for midnight—not for a concert or a sporting event, but for the start of Amazon Prime Day.

Within hours, customers were filling their carts with laptops, kitchen appliances, headphones, and everyday household products. But what made many people buy wasn’t just the discounted price. Amazon layered multiple bonuses into the shopping experience. Prime members received exclusive deals unavailable to others. Many products included digital coupons that could be applied at checkout. Eligible items came with free fast shipping, and some brands added free gifts or bundle offers.

For many shoppers, it wasn’t a single discount that convinced them—it was the feeling that they were getting more than expected. This strategy isn’t unique to Amazon. Whether it’s Buy One, Get One Free, cashback, loyalty rewards, referral bonuses, or free gifts, businesses across industries use promotional bonuses to attract new customers, increase sales, and build long-term loyalty. The extra product, reward, or benefit may cost a company relatively little, but to customers it often becomes the deciding factor between browsing and buying.

Let’s explore the most common types of marketing bonuses and see how some of the world’s most successful companies use them.

1. Buy One, Get One Free (BOGO)

One of the oldest and most successful promotional bonuses is the Buy One, Get One (BOGO) offer. Customers receive another product free or at a heavy discount after purchasing one. This strategy works because people focus more on what they gain than on what they spend.

Example: Boots regularly runs Buy One, Get One Half Price and 3 for 2 promotions on beauty and skincare products during seasonal campaigns, encouraging customers to purchase multiple items instead of one.

Best used for:

• Grocery stores
• Cosmetics
• Clothing
• Household products

2. Buy More, Save More

Instead of giving away a free product, businesses reward customers for spending more.

For example:

• Spend $50 and save 10%
• Spend $100 and save 20%

Customers often increase their cart value simply to unlock the next discount.

Example: Adidas frequently offers tiered discounts during major sales events, such as larger percentage discounts when customers purchase multiple products or reach spending thresholds.

Best used for:

• Fashion
• Electronics
• Sports equipment

3. Free Gift with Purchase

People love surprises. Offering a free gift often feels more valuable than offering the same amount as a discount.

Example: Estée Lauder is famous for offering deluxe skincare and makeup gift sets when customers spend a certain amount, especially during holiday seasons.

Best used for:

• Beauty brands
• Luxury products
• Perfume
• Skincare

4. Free Shipping Bonus

Unexpected shipping costs are one of the biggest reasons customers abandon online shopping carts. Offering free shipping removes this barrier.

Real Example: Amazon provides free shipping for eligible items through its Prime membership, encouraging customers to purchase more frequently.

Best used for:

• E-commerce
• Online marketplaces
• Fashion retailers

5. Cashback Bonus

Instead of reducing today’s price, businesses return part of the money after purchase. Customers feel they are earning money while shopping.

Example: Rakuten partners with thousands of retailers worldwide, allowing shoppers to earn cashback on qualifying purchases.

Best used for:

• Online shopping
• Credit cards
• Financial services

6. Loyalty Points

Rather than rewarding a single purchase, businesses reward customers for staying loyal. Each purchase earns points that can later be exchanged for products or discounts.

Example: Starbucks rewards customers through Starbucks Rewards, where purchases earn Stars that can be redeemed for drinks and food.

Best used for:

• Coffee shops
• Restaurants
• Airlines
• Hotels

7. Referral Bonus

Happy customers become marketers. Businesses reward existing customers when they successfully invite friends.

Example: Dropbox became famous by offering extra cloud storage to both the referrer and the new user, helping the company grow rapidly with minimal advertising costs.

Best used for:

• Apps
• SaaS companies
• Subscription services

8. First-Time Customer Bonus

People hesitate to try something new. A special offer for first-time buyers lowers that hesitation.

Example: Uber Eats has frequently offered discounts for first-time users in many markets, encouraging customers to place their first order.

Best used for:

• Food delivery
• Online stores
• Subscription services

9. Limited-Time Bonus

Scarcity creates urgency. Customers act faster when they know an offer will disappear soon.

Example: Steam attracts millions of shoppers during its Summer and Winter Sales with discounts available only for a limited period.

Best used for:

• Digital products
• Retail
• Seasonal campaigns

10. Bundle Bonus

Instead of selling products separately, businesses package several products together at a better overall value. Customers often spend more because the combined offer appears cheaper.

Example: McDonald’s continues to promote meal bundles that combine burgers, fries, and drinks at a lower combined price than buying each item separately.

Best used for:

• Fast food
• Software
• Electronics
• Cosmetics

11. Subscription Bonus

Businesses encourage long-term commitment by rewarding customers who subscribe.

Example: YouTube has periodically offered free trial periods for YouTube Premium, allowing users to experience premium features before paying.

Best used for:

• Streaming
• Software
• Membership services

12. Seasonal or Holiday Bonus

Certain times of the year naturally increase customer spending. Businesses create exclusive promotions around holidays and major shopping events.

Example: Amazon Prime Day features exclusive discounts, bundle deals, and limited-time offers available only during the event, generating billions of dollars in sales.

Best used for:

• E-commerce
• Retail
• Electronics
• Fashion

Why Bonuses Work

Bonuses are not just about giving customers something extra. They influence how people perceive value and make purchasing decisions.

A well-designed bonus can:

• Increase average order value.
• Reduce purchase hesitation.
• Encourage repeat purchases.
• Improve customer loyalty.
• Generate referrals through word of mouth.
• Differentiate a brand from competitors.
• Create urgency that speeds up buying decisions.

The most effective businesses rarely compete on price alone. Instead, they compete on value—and bonuses are one of the simplest ways to increase perceived value without dramatically lowering prices.

Whether it is a free gift, cashback, loyalty points, a bundle, or a Buy One, Get One offer, each bonus strategy is designed around one goal: making customers feel they are getting more than they expected. That feeling often becomes the difference between someone leaving a website and completing a purchase.