Overview

Amazon now allows percentage-off coupons to apply to up to five items in a single order, up from the previous one-item limit. Customers no longer need to place multiple separate orders to use a coupon on several units, which reduces order fragmentation and lowers fulfillment costs for sellers. The feature is controlled through a toggle in Seller Central and only applies to percentage-off coupons, not money-off coupons.

Key Points

• Five-item coupon cap — Percentage-off coupons now apply to up to 5 items per order when "Limit redemption to one per customer" is set to "No"
• Seller-controlled setting — Sellers choose whether to enable multi-item redemption on a per-coupon basis during creation
• Money-off coupons excluded — Fixed dollar amount coupons (e.g., $5 off) remain limited to one per order regardless of settings
• Automatic application — Customers who clip the coupon automatically receive the discount on all qualifying items (up to 5) without additional action
• Example impact — A 10% coupon on a $50 product gives $5 off per unit; customer buying 3 units saves $15 total vs needing 3 separate orders before

Seller Impact

• Enable for consumables — Turn on multi-item redemption for products customers buy in bulk (vitamins, supplements, office supplies, snacks) to increase average order value
• Keep disabled for high-ticket items — For products over $100 or with margins under 25%, leave "Limit to one per customer" as "Yes" to cap discount exposure
• Audit active coupons — Check all current percentage-off coupons in Seller Central to ensure redemption settings match your intended discount budget
• Recalculate coupon ROI — For coupons now allowing 5 items, multiply your previous max discount by 5 to verify profitability (e.g., 15% off on $30 product = $22.50 max discount vs $4.50 before)

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Source: sellercentral.amazon.com