Your User Experience is important to us, as it is to you. We do not want you to search for a coupon code and enter it in our system every time, wasting time and effort on it. So, we have automated the coupon application process. When you click on Add To Cart, the item is added to the cart, and the relevant maximum discount coupon is applied automatically, without any additional effort from your part.
While we strive to provide the maximum possible discount for all products, a very few products do not get any discount applied. This happens when the manufacturer stipulates that discounts are not allowed, and we do honor such requests. Again, this happens only on a very small number of products.
We have carefully calculated the maximum possible discount for every item, based on our extremely low margin. Most items do get the maximum "upto" discount percentage. Even if your selected item does not get the full maximum shown, it will be very close.