Deals and coupons give you access to additional merchandising benefits that make your products more discoverable, drive customer reach, and may generate additional sales. We’re making several changes that are designed to make it easier to test deal and coupons strategies by giving you more control on deal duration, lowering up-front deal costs, and making deals and coupons fees performance-based so they are better aligned with your business.
Deal durations are becoming more flexible: Starting June 2, 2025, you will be able to run Best Deals on any day of the week, for a duration of your choosing, ranging from 1 to 14 days. This will allow you to align your deal dates and duration with consumer trends and your objectives. However, deal dates and duration will continue to be fixed for Peak Events (Prime Day, Prime Big Deal Days, Black Friday/Cyber Monday). For details, go to Understand deal fees.
Promotions and deals fees are becoming performance-based: We’re making it easier for you to reach more customers through promotions and deals, by linking fees to performance. We’re lowering up-front deal fees and using variable fees that are based on sales to make it easier for you to try out various promotion and deal strategies. The variable fees are capped for deals, to ensure you gain the upside when running offers that customers love. In addition, we’re aligning fees to reflect the level of merchandising visibility of each promotion and deal type. Less visible merchandising will have lower fees, while more prominent placements will have higher fees.
Updates to non-Peak day promotions and deals fees We intend to apply this approach across all of our promotion and deal capabilities and fees over time. Effective on June 2, 2025, deals and coupons fees in the Amazon USstore will change as follows:
Best Deals and Lightning Deals receive high-visibility merchandising placements including on deal pages, search results and detail pages. Up-front fees for running these deals will be reduced from $300/$150 per deal respectively, to $70 each per day plus a variable fee of 1.0% of deal sales with a cap for the variable fee at $2,000 per deal. For more information and fee examples, go to Understand deal fees.
Coupon fees will change from $0.60 per unit sold to an up-front fee of $5 per coupon plus 2.5% of coupon sales. For most products sold in our store, this change will result in lower coupon fees per unit sold. For more information and fee examples, go to Coupon fees.
We’ll continue to maintain different deal capabilities and fees during Peak Events and non-Peak days. Peak Event fees will vary by event to reflect the unique scale and growth opportunity of each high engagement period.
Prime Day offers more days to shop: Prime Day 2025 will be an even longer and bigger event that we expect will attract more shoppers and purchasing than ever before. To support this growing event, we will have the following promotional fees for the Amazon US store for Prime Day 2025:
Prime Exclusive Discounts (PEDs) are a highly visible and popular promotion type during Prime Day. To reflect the larger scale of the event and impact of PED merchandising, fees will change from $50 to $100 per PED.
Best Deals and Lightning Deals will remain unchanged from 2024 at fixed fees of $1000 and $500 respectively.
Coupons will have the same fee ($5 per coupon plus 2.5% of coupon sales) as non-Peak days.
More exciting Prime Day details will be shared next week. As a reminder, all information about Prime Day 2025 is confidential until announced publicly in the press in late June.
We hope the above changes will enable you to experiment faster with deals and coupons, and use these capabilities to generate even more customers and sales for your products.
We would note that $0.60 to 2.5% of coupon sales will be an increase of $0.15 per coupon sale for us.
Too bad the min threshold to run a “BEST DEAL” is to have unit movement of 10K units per month (on avg). Used to be 5000.
Too bad the min threshold to run a “Lightning Deal” is to have unit movement of 2K units per month (on avg). Used to be 1000.
There’s nothing really exciting about this note from Amazon for sellers.
Additionally, WTF happened to the “BIG SPRING SALE”? That’s supposed to be next week and it is happening bc we have a lightning deal set up for it. That’s running on Sat - stamped (“Big Spring Sale”). From what I understand, the sale is supposed to run (PED’s) from 3-25 - 3-31, yet nothing has been said about it.
ETA - Unless I missed something… Our SAS manager is on top of these and lets us know and he hasn’t said zipo…
Is the $0.15 increase included that $5 per coupon fee?
Not counting that $5 fee, any item with a sales price (after using the coupon) that’s over $24 is going to pay more than $0.60 for each coupon redeemed.
The cost of doing Coupon is definitely going up. Used to be we don’t have to pay anything to set up a coupon until somebody redeems a coupon for a purchase, so if nobody use the coupon, there is no cost for seller.
Don’t know about other sellers, but for me most of the coupons I set up don’t produce much or any purchase, but I hope that having that green coupon tag might draw some attention to my items, which might make buyer looking at other item. Sometimes buyer even make purchase without redeem the coupon when there was a coupon available. Well, now I really have to rethink about that if I have to pay $5 just to set up a coupon.
Also, that “$5 flat fee per Coupon created” means instead of just having one item per coupon (so it’s easier to manage/monitoring which item got coupon redemption), seller probably should load up each coupon with whole bunch of items to keep the upfront coupon fee lower per item.
Amazon is NOT making it easier to using Coupon, they are just thought up another way to make more money from sellers
Amazon Coupon fee page states: "Starting June 2, 2025, we’ll implement an updated fee structure for Coupons. Any Coupon created after June 2, 2025 will be charged based on the new fee structure.
Coupon fee structure
Upfront fee: $5 flat fee per Coupon created, plus
Variable fee: 2.5% of sales on redeemed Coupons (that is, Coupon sales)"
So we can set up coupons on June 1, and those coupon won’t be charged the $5 upfront fee, but one question I’m not sure of the answer is if any of the coupon that is set up before 6/2, and get redeemed after 6/2, are they going to be charged $0.60 per unit or 2.5% sales amount?
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