Big changes to how Amazon charges sellers for Coupons, Deals, and Prime Exclusive Discounts are starting June 2025. Amazon is moving away from flat fees and shifting to a performance-based model. That means what you pay now depends more on how well your promotion performs. This could be a win for some sellers and a challenge for others, depending on your product price and margins.
How is Amazon's Fee Structure for Coupons and Deals Changing?
Changes to Amazon Coupon Fees:
The old coupon system was pretty straightforward: you paid $0.60 each time someone used your coupon. That’s going away as of June 2, 2025. Now, sellers will pay:
- A $5 upfront fee when creating a coupon
- Plus 2.5% of the total sales made through that coupon
What does that actually mean? Let’s say your coupon leads to 10K in sales. You’d pay $5 upfront, plus $250 (2.5% of 10K) making the coupon $255 total. For lower price-point items, this fee structure will actually save you money! However, if your item is $25 or more, you’re paying $0.60+ per sale, which costs more than before.
Changes to Amazon Deals:
Starting in June, Amazon will update fees for running deals on their platform. Before, Best Deals had a $300 flat fee for 7 days, and Lightning Deals cost $150. Here’s what the new fee structure looks like:
- $70 per day
- Plus 1% of the sales the deal brings in (capped at $2,000)
This means if you run a deal for 4 days, and you make $3K in sales, you will be charged $280 plus $40 (1% of $4K), making your total fee $320.
Changes to Prime Exclusive Offers:
The fee for Prime Exclusive Discounts will double from $50 to $100. This is a more drastic change – if sellers previously had a fixed budget for Prime Exclusive Offers, this update has now cut the number of offers you can create in half.
Who Benefits from Amazon's New Fee Structure for Coupons and Deals?
A performance-based model lowers some of the upfront barriers. Sellers will no longer need to commit to high fixed fees just to test a promotion. Instead, they can start smaller, and scale based on sales performance. However, if your product is priced higher than $25, you are now paying more to participate.
- The 2.5% coupon fee can add up quickly, especially when you’re selling items $25 or higher, and you could end up paying significantly more.
- The $70/day + 1% deals fee, depending on your performance, could add up to much greater than the previous fixed rate fees.
- Doubling the Prime Exclusive Day offer fee for Prime Day adds another layer of cost.
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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