I used to get an option to generate promo codes however since the new redesign which Apple did for the iTunes Connect, I haven't been able to find that option.
Where is it hidden?
ITunes Connect: How to generate promo codes for Pro apps
app-store-connect
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Best Answer
Tunes Connect has moved the location where the promo codes are generated.
To generate promo codes as of 10/22/2015 select the app -> Features -> Promo codes