Amazon Seller Central Updates Deals & Coupons to Benefit Brands (Effective June 2, 2025)

Amazon is making it easier for brands to drive demand through deals and coupons by introducing more flexible, cost-effective, and performance-based pricing.

Key Changes & Benefits for Brands:

Greater Flexibility:
Brands will be able to run Best Deals on any day of the week, for a duration of 1 to 14 days (excluding Peak Events). This provides better alignment with marketing goals and seasonal trends.

Lower Upfront Costs:
Upfront fees are being significantly reduced. For example, in the US, the cost has dropped from $300 or $150 per deal to just $70 per day. In addition, a new performance-based variable fee (1% of sales, capped at $2,000) allows sellers to test promotions without making large initial investments.

Performance-Based Fees:
Fees will now be tied to actual performance and merchandising visibility. High-visibility placements, such as deal pages and search results, will carry slightly higher fees. Less visible placements will cost less, enabling more strategic budget allocation based on reach and return on investment expectations.

Peak Event Pricing (e.g., Prime Day):
Prime Day 2025 will be extended and is expected to attract record levels of shopper engagement. To reflect the scale of the event, promotional fees will increase. Prime Exclusive Discounts in the US will rise from $50 to $100, while Best Deals and Lightning Deals will remain fixed at $1,000 and $500, respectively.

Simplified Coupon Fees:
Coupon pricing will shift to a simpler model in the US: $5 per coupon, plus 2.5% of coupon sales. This replaces the previous fee of $0.60 per unit sold, reducing costs for many products and making coupons a more accessible tool for driving sales.

In Summary:

These updates give brands greater control, reduce financial barriers, and make it easier to experiment with and scale promotional strategies. This empowers brands to drive visibility and grow sales more effectively on Amazon.