Amazon coupon fees 2025 changes and how they affect sellers

TL;DR

• Starting June 2, 2025, Amazon introduces new coupon fees: $5 flat fee per coupon plus 2.5% of coupon sales.

• The new fee structure applies to all promotions, including Best Deals and Lightning Deals, and charges for stacked promotions separately.

• Sellers can run deals for 1 to 14 days with more flexible scheduling, excluding major events like Prime Day.

• Higher-priced products and large-volume sellers may benefit from the new system, while small-scale sellers with low-priced products should be cautious.

• Adjust your strategy by testing coupon sizes, focusing on high-margin products, and using bundling to maximize value.

Is your business ready for Amazon’s new coupon fees? Starting on June 2, 2025, Amazon is set to launch an entirely new, performance-based coupon fee structure, fundamentally shifting how costs are calculated for promotional campaigns.

But what does this mean for you? Will it eat into your profits, or can you turn this shift into an opportunity to boost your sales?

This blog covers how the new fee structure impacts your business and shares smart strategies to keep your coupon campaigns profitable. Stay tuned for key insights that will help you make the most of these changes and drive sales effectively.

What’s new with Amazon coupon fees in June 2025?

#1 Fixed fee structure

Sellers will now pay a flat fee of $5 per coupon, plus an additional 2.5% of the coupon sales for each product sold. This new fee model will apply to all types of promotions, including limited-time offers and daily deals. You can still stack promotions. Any coupon combined with another offer will incur separate fees based on the distinct fee structures for each promotion.

Here’s a practical example:

Let’s say you’re selling a product for $20 and you decide to run a coupon promotion offering a $5 discount. Under the new fee structure, you’ll pay a $5 flat fee for the coupon, plus 2.5% of the coupon sales.

• Flat fee: $5 for each coupon you create.

• Percentage fee: 2.5% of the coupon sales. Since you’re selling the product for $20, the coupon discount is $5, so the 2.5% fee would be $0.50 ($20 x 2.5%).

So, for each product sold with the coupon, you would pay a total of $5.50 in fees ($5 flat fee + $0.50 percentage fee). This differs from the old system, where fees were fixed and not performance-based. To better understand this, let’s compare it with the old fee structure.

#2 Comparison with the previous fee structure

Previously, Amazon charged $0.60 per unit sold with a coupon. Let’s say you were selling the same product, priced at $20. Under the old system, your coupon fee would have been $0.60 per unit sold, regardless of the coupon value.

Here’s how the costs compare:

• Old System: If you sold 100 units with the coupon, you would pay $60 in fees ($0.60 per unit x 100 units).

• New System: With the new structure, if you sold 100 units at a $5 coupon with a $20 product, you would pay $550 in fees ($5 per coupon x 100 units + 2.5% of sales).

With these changes, you must adjust your promotional strategies to ensure they can continue driving sales without unexpectedly higher costs. By understanding the new fee structure and planning accordingly, you can take full advantage of Amazon's coupon tools while keeping your budgets in check.

What does it mean for sellers?

Sellers with high-priced products and those running large-volume promotions will likely benefit from the new fee structure. The predictable $5 flat fee per coupon, along with 2.5% of sales, is more manageable for products with higher price points, ensuring promotional costs stay in line with sales.

However, sellers with low-priced products or those with lower sales volume should be cautious. The $5 flat fee can take up a significant portion of profits, especially for lower-priced items. For small-scale sellers, this new system may result in higher costs compared to the previous per-unit fee.

However, with effective Amazon account management, sellers can optimize their strategies to take full advantage of these changes.

What happens if multiple promotions are stacked?

When you run a coupon alongside a Best Deal or Lightning Deal, each promotion will be charged separately based on its respective fee structure. This means you'll incur charges for both the coupon and the deal, with each having its own fees.

How do multiple promotions work together?

Amazon allows you to stack different promotions, but each will be treated independently. For example, a $5 coupon and a Lightning Deal will have separate fees—$5 flat fee for the coupon and a fixed daily fee plus a percentage of deal sales for the Lightning Deal.

Maximizing ROI with stacked promotions

To maximize your return on investment (ROI), use stacked promotions strategically. Combine a coupon with a Lightning Deal when you want to boost visibility and sales, especially on high-demand or seasonal products. Monitor performance in Seller Central and adjust to ensure you’re getting the most from your promotional spend.

Updates on Amazon’s Best Deals & Lightning Deals

Starting in June, Amazon will introduce new flexibility and a revised fee model for deals. 

Flexible scheduling: Now, you can run deals for 1 to 14 days, any day of the week, excluding major events like Prime Day.

New fee structure for non-peak Best Deals and Lightning Deals:

• $70 fixed daily fee, plus 1% of deal-attributed sales.

• Capped at $2,000 per deal, ensuring costs are manageable.

Prime exclusive discounts:

• The price per promo has been raised from $50 to $100 for Prime Day and similar events.

These updates offer sellers greater flexibility while providing clear costs and opportunities to enhance visibility through deals. Make sure to plan your promotions wisely to maximize sales and your Amazon ranking strategy.

How to adjust your strategy for June 2025 coupon fees 

1. Test coupon sizes and durations

Start by experimenting with different coupon values and durations. For example, try a $5 discount for 7 days and a $10 discount for 14 days to see which one drives more sales while keeping your costs manageable. If a $5 discount brings better results at a lower cost, you can continue offering it for longer periods, making your budget go further.

2. Focus on high-margin products

When running coupons, prioritize products that have higher profit margins. For example, if you sell a $30 item with a $5 coupon, the $5 flat fee is a smaller percentage of your sales price. A higher-priced product helps absorb the fixed coupon fees more easily, keeping your promotional costs in check while still boosting sales.

3. Use bundling to maximize value

Bundling products together helps increase the perceived value of the coupon. For instance, if you sell a set of kitchen tools, bundle them and offer a $10 discount on the whole set. The $5 coupon fee will be spread across multiple items, making it more cost-effective, while customers feel like they’re getting a great deal on a set of products they need.

4. Track and optimize performance

Keep a close eye on your coupon performance in Seller Central. For example, if you notice that coupons on a specific product are leading to more sales but not generating enough profit, consider adjusting the coupon amount or reducing the duration. Using real-time data will help you optimize future campaigns and make better decisions on where to allocate your budget.

Is your coupon strategy ready for 2025?

June 2025 coupon fee changes on Amazon bring both challenges and fresh opportunities for your business. With the right strategies, such as experimenting with coupon sizes, focusing on high-margin products, and using bundling to maximize value.

Not sure where to start? Our team of Amazon consultants is ready to guide you through the updates.

Reach out today to get personalized advice on optimizing your coupon strategy and ensuring you get the most from every promotion.

Frequently asked questions (FAQs)

Is it possible to become profitable after these changes?

Yes, the new fee structure is designed to help sellers better manage their promotional costs by lowering upfront fees and implementing performance-based fees. However, you need to adapt coupon strategies to ensure a good return on investment (ROI).

Will these changes maintain the same promotion stacking rules?

Yes, you can still stack multiple promotions, such as coupons, Best Deals, and Lightning Deals, but you will be charged for each promotion according to its respective fee structure.

What’s going to happen if multiple promotions stack up on one promotion?

If you stack multiple promotions like deals and coupons, you will be charged for each promotion according to its respective fee structure. Each promotion is treated separately, and you will incur the fees based on the specific structure of each.

Will I incur the fee even if the promotion doesn’t generate sales?

Yes, you will still incur the fixed fee for deals on the days the deal runs. Performance fees are applied based on sales generated from the promotion. However, if there are no sales, you will not incur performance fees, but the daily promotional fees will still apply.

When will I be charged the new coupon fees?

You will be charged promotional fees 14 days after the promotion ends, just like it is with the current system. This allows you to track the success of the promotion and evaluate the fees based on the actual performance.

If my promotion is suppressed for the scheduled period, will I be charged?

No, you will not be charged if your promotion is suppressed for the scheduled period. Fees only apply to promotions that are active and running as scheduled.

Can I extend Best Deals beyond 14 days?

No, Best Deals cannot be extended beyond the 14-day limit. The new flexible duration policy does not apply to extending the period.