UPDATE: Amazon Coupon & Deals Changes including Prime Day 2025
Amazon announced a few changes to how deals and coupons will work beginning on June 2, 2025. A couple of points to note:
Select a desired duration of your choosing (Best Deals): 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. However, deal dates and duration will continue to be fixed for Peak Events (Prime Day, Prime Big Deal Days, Black Friday/Cyber Monday).
Promotions and deals fees are becoming performance-based: Up-front deal fees are being lowered 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. Less visible merchandising will have lower fees, while more prominent placements will have higher fees.
Effective on June 2, 2025, deals and coupons fees in the Amazon US store 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.
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.
Only one standard coupon allowed per ASIN, but you can stack Reorder + S&S coupons on the same SKU.
For Prime Day 2025, the following promotional fees will be used for the US:
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.
Commerce Canal Hot Take
Is the change a positive development? Let’s run through a few examples using 100 sales with a coupon clip to sale rate of 80%:
<$20 Item Retail Selling Price: The cost of the coupon is $55 in the new model versus the prior model of $75.
Breakeven $28 Retail Selling Price: The cost of the coupon is $75 for both models.
$50 Retail Selling Price: The cost of the new model is always higher.
With all of the above examples, do note that you need to ensure your coupon realizes a minimum number of clip to sale orders to offset the initial $5 coupon setup fee.
Bottom Line: The change is a welcome development for lower priced items with Amazon incentivizing brands to run more frequent and longer running coupons with non-Peak timing. Every product and planned coupon should be planned based on expected clip count and retail price.
If you have any questions regarding these coupon changes, please reach out to your Brand Manager or help@commercecanal.com.