I figured it out. I needed to login from a different email address. Maybe I didn't have the proper role to do so from the email address I had logged in from!
amdrecording
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I'm tearing my hair out on this! Actually I don't have enough hair to do that, but you get the idea :)
I cannot for the life of me find where in App Store Connect one can generate promo codes. It seems they've moved it? Anyone have an idea here?