Look at it like a boost in your ad budget. How you spend it is up to you. You could advertise on Facebook, Instagram, Google, or you could target your already existing audience with a 10% discount, and send Amazon the bill.
Selling on Amazon seems like the most simple thing in the world. They practically allow anyone with a pulse to get an account. It only costs $39.99 per month for a “Professional” seller account. You can literally sell almost anything on the platform, and Amazon provides the absolute highest number of active shoppers anywhere on the internet.