It seemed silly at the time when i est up a profile for my cat on Amazon, but it has paid off, as I got an email that read the following. I suggest setting a profile up for your pets!
For a limited time, select customers with a pet profile qualify for a one-time discount of up to $5 on select pet products using code HOLIDAYPET18 at checkout. Certain product exclusions apply. The promotion is limited to one order per customer. Terms & conditions apply.
To update your pet's information, manage your pet profile.