🕒New for 2025 – Amazon’s coupon fee changes are already impacting margins. Here’s how to stay ahead.
If you’re using Coupons or Deals to drive traffic on Amazon, the way you’re charged is about to change—big time.
Starting June 2, 2025, Amazon will introduce a brand-new, performance-based coupon fee structure. While this update gives savvy sellers more flexibility, it also puts your profit margins at risk—unless you’re planning ahead.
This article breaks down what’s changing, what it means for your bottom line, and how you can adjust your promo strategy to stay profitable.
What’s Changing With Amazon Coupon Fees in 2025?
Until now, Amazon charged a flat $0.60 per unit sold with a coupon.
Starting June 2, 2025, sellers will be charged:
- $5 upfront per coupon created
- 2.5% of total coupon-related sales
Example:
If you sell $4,000 worth of coupon-discounted product:
➡ $5 (flat fee) + $100 (2.5% of $4,000) = $105 total coupon fee
For full details straight from Amazon, read the official Seller Central announcement here.
Why This Matters: Winners and Losers
This new structure favors low-to-mid priced items and high-volume coupon campaigns.
✅ Who Benefits:
- Sellers with items under $22
- Brands with repeat buyers and strong ad performance
- Sellers who actively test and scale promotions
❌ Who Might Pay More:
- Products over $200 where more redemptions = higher fees
- Sellers running coupons casually, without tracking ROI
Pro Tip:
According to conversion studies, “Save 25%” outperforms “Save $5”—even when the discount is identical. Use % discounts to increase perceived value without increasing cost.
How to Adjust Your Strategy and Maximize ROI
This isn’t the time to pause all promotions—it’s time to promote smarter.
1. Track Every Promotion’s Performance
You need visibility into what’s actually working. If a coupon doesn’t convert, it’s burning your profit.
🛠️ Tools like Seller Labs’ Ad Genius help sellers connect ad performance to product-level profitability—so you’re not flying blind when optimizing campaigns.
2. Test, Don’t Guess
With the new flat fee, A/B testing is easier than ever.
- Try running a coupon on one ASIN and leaving it off another.
- Monitor CTR, conversion rate, and total sales.
Small test = big insight. You might discover you don’t need a discount at all—just better product page content.
3. Reframe Pricing Psychology
Instead of lowering prices, raise your price and add a coupon. Customers feel like they’re saving—while your margins stay healthy.
Example:
- Raise price from $24.99 → $29.99
- Offer a $5 coupon
- Net revenue remains similar, but conversion rate often improve
4. Align Coupon Strategy With Ad Campaigns
Coupons can supercharge PPC results when synced with keyword targeting and ad placements.
Seller Labs’ campaign manager, for instance, can suggest relevant keywords that align with your promoted product and optimize bids during peak times.
The result?
More visibility. Better conversion. Lower ACoS.
What About Lightning Deals and Best Deals?
Yes—those are changing too.
🎯 New Deal Fee Structure:
- $70 per day upfront
- + 1% of deal-related sales (capped at $2,000)
📌 Previously, these deals came with steep flat fees of $150–$300. The new structure rewards performance—and lowers upfront risk for sellers who know how to drive volume.
Prime Day Strategy Tips
- Prime Exclusive Discounts (PEDs) will now cost $100 per promo, up from $50.
- Coupons during Prime Day will use the same new fee model (flat $5 + 2.5% of sales).
Pro Tip:
Run fewer, stronger promotions. Pair your Amazon campaigns with email or SMS for better reach—especially if you also sell DTC or use Buy with Prime.
Final Thoughts: Smarter Promos, Stronger Margins
Amazon’s shift toward performance-based coupon and deal fees puts the power—and the risk—back in sellers’ hands.
But that also means more control, more flexibility, and more opportunity.
The sellers who win in 2025 will be those who:
✔ Understand their data
✔ Strategically plan each campaign
✔ Use smart tools to optimize and scale
Take the Next Step with Seller Labs
At Seller Labs, we help Amazon sellers go from guessing to growing—with tools that improve your ad performance, automate reviews, and help you optimize listings smarter.
