It’s very commonplace to see sellers on Amazon offering coupons to entice shoppers to buy their products. Many of them use percentage off coupons to try and lure you into your listing. But they’re doing it wrong, according to Jungle Scout’s CEO Greg Mercer. Greg says that if you really want to catch someone’s eye, you need to offer a whole dollar discount.

Well, why is that? Greg says that American’s generally have a harder time figuring out percentages, especially the higher the percentage discount.

So if you want to have a higher chance to make a sale, don’t offer a coupon with a percentage off!