It is so nice to get a coupon to reduce the price of an item..... but, it is not much use if it doesn't even reduce the full price to at least 50% off. Vendors that have a sale of 50% or more off are great, and if you wait long enough almost every vendor will have a sale for that kind of reduction. Vendors like Anargord and others, are fantastic, with larger discounts, and high quality. And I have been spoiled with great sales here and "elsewhere." I am at the point where I will not buy unless an item is at least 50% off, and I suspect that is true for many other shoppers here. So really, what is the point of a coupon, even at 40% off, if it can't be used with sale items........... ?

And a Prime item of less than 50% off? There is no sense in this for a shopper.

Could we have a rethinking of this please.

We do coupons of different amounts, and varying allowances such as good on sale items and some are not. Vendors work very hard on the content they provide for you, and they shouldn't only sell at 50% off or be required to have a coupon that is 50% off. Coupons are done as a bonus or an occasional perk for buyers. Same for sales and other promotions. These are short lived and many buyers do buy at regular prices, and those buyers often appreciate and use these 40% off coupons. This one is being used many times.