Amazon is significantly overhauling its promotional fee structure for coupons and deals starting June 2, 2025—and brands should be paying close attention.
Here’s what’s changing:

Coupons
• Current: $0.60 per redemption
• New: $5 per coupon created + 2.5% of sales from redemptions
This creates a key pricing inflection point:
→ Products under ~$22 will likely see lower fees
→ Higher-priced products (especially $200+) will see a notable increase

Deals
• Current: Flat fees (e.g. $300 for Best Deals)
• New: $70/day + 1% of sales (capped), with peak event fees unchanged

Prime Day 2025 will also expand to a 4-day event, meaning:
• More exposure potential
• Higher peak event fees applied across a longer window
• Greater need for inventory planning and strategic deal timing

What does this look like in practice?
For a brand selling 1,000 units:
→ $10 product: 57.5% decrease in coupon fees
→ $30 product: 25.8% increase in coupon fees

Now is the time to reassess your Amazon promotional strategy. These changes will impact everything from pricing and margin to inventory and ad spend planning.

Is your team prepared?

Full blog post below: https://lnkd.in/dwmMA7QS