Prime Day 2025 Will Be a Longer and Bigger Event

Amazon is implementing several changes to deals and coupons, providing you with greater control over deal duration, reducing upfront deal costs, and making deals and coupons fees performance-based to better align with your business goals.

Prime Day 2025

👉This year, the Prime Day sale window will be extended, lasting more than 2 days in the US market.
👉Prime Exclusive Discounts (PEDs) fees will increase from $50 to $100 per PED.
👉Best Deals and Lightning Deals fees will remain unchanged from 2024, at fixed rates of $1,000 and $500, respectively.
👉Coupons will maintain the same fee structure as non-Peak days: $5 per coupon plus 2.5% of coupon sales.

Flexible Deal Durations

👉Starting June 2, 2025, you will be able to run Best Deals on any day of the week, with a duration of your choice, ranging from 1 to 14 days.

Performance-Based Deal Fees

👉Amazon is lowering upfront deal fees and introducing variable fees based on sales.
👉The variable fees for deals are capped, ensuring you benefit when running offers that resonate with customers.
👉They are aligning fees to reflect the level of merchandising visibility for each promotion and deal type: less visible placements will have lower fees, while more prominent placements will incur higher fees.

Updates to Non-Peak Day Promotions and Deals Fees

👉Upfront fees for running Best Deals and Lightning Deals will be reduced from $300/$150 per deal, respectively, to $70 per day each, plus a variable fee of 1.0% of deal sales, with the variable fee capped at $2,000 per deal.
👉Coupon fees will shift from $0.60 per unit sold to an upfront fee of $5 per coupon plus 2.5% of coupon sales.