Overview

Running coupons on Amazon is one of the most effective ways to boost product visibility and drive conversions, but these promotions come with their own fee structure that every seller should understand. Amazon charges two types of coupon fees — a flat creation fee and a variable performance-based fee — that apply regardless of which coupon type you use or how you target your audience. Knowing exactly how these costs work can help you budget smarter and avoid surprises on your next statement.

Key Points / What Sellers Need to Know

• Two-part fee structure — Amazon charges a $5 flat fee per coupon created, plus a variable fee of 2.5% on redeemed coupon sales, with the variable portion capped at $2,000 per coupon.
• Fees apply to all coupon types — Whether you run percentage-off, money-off, or buy-one-get-one coupons, the same fee schedule applies across the board.
• No refunds on returns — If a customer redeems your coupon and later returns the item, the coupon fee you were charged is not refunded.
• Variable fee is based on post-coupon price — The 2.5% variable fee is calculated on the final sale price after the coupon discount has been applied, not on the original listing price.
• Fees are charged after the coupon runs — You will typically see coupon fee charges within 14 days of your coupon's end date, though processing times may vary.
• Taxes may apply — Coupon fees may be subject to taxation depending on the tax rules of the marketplace country where your store operates.

How the Fee Structure Works

Every coupon you create on Amazon triggers a $5 upfront creation fee, which is charged simply for setting up the promotion. On top of that, Amazon applies a 2.5% variable fee based on the total sales generated through redeemed coupons. This variable fee is capped at $2,000 per coupon, meaning that even if your coupon drives massive sales volume, your variable fee will never exceed that ceiling. The updated variable fee rate of 2.5% applies to all coupons created on or after June 5, 2025. It is important to note that coupon fees are entirely separate from your coupon budget, which is the amount that funds the actual discounts customers receive.