Amazon is rolling out a new performance-based fee model for promotions like Lightning Deals, Best Deals, and Coupons. Fixed fees are going away—now you'll be charged a daily fee + a % of sales, which could increase costs for many sellers.
Here’s what’s changing:
Lightning Deals:
Old: $150 flat fee
New: $70/day + 1% of sales (capped at $2,000)
Best Deals:
Old: $300 for 7 days
New: $70/day + 1% of sales (can now run for 1–14 days)
Coupons:
Old: $0.60 per redemption
New: $5 per coupon + 2.5% of sales
Prime Day fees are going up:
Prime Exclusive Discounts will now cost $100 instead of $50.
What this means for you:
Expect higher costs, especially if you’re a smaller seller.
Promotions are now more flexible, but you’ll need to track ROI closely.
Big sellers with high ad budgets will likely benefit the most.
Our take:
This change makes it even more important to build solid profit margins (we recommend $12+ net per unit) before placing orders.
With these new fees kicking in by June, now’s the time to revisit your pricing, margins, and promotion plans—or speak to your Amazon FBA management service provider to help you stay ahead.
