Overview

Amazon has updated how percentage-off coupons work on the marketplace, now allowing customers to apply a single coupon to up to five items in a single order. Previously, customers were limited to using one coupon per order regardless of how many eligible items they purchased. This change has meaningful implications for sellers who use coupon promotions, potentially reducing order volume while lowering fulfillment costs.

What's Changing

• Multi-item coupon application — Percentage-off coupons can now be redeemed on up to five items in a single order, rather than being limited to just one item per order.
• Fewer split orders — Customers who previously placed multiple separate orders to maximize coupon savings on each item can now consolidate those purchases into a single order.
• Reduced fulfillment burden — Sellers should see fewer individual orders to process and potentially lower shipping and delivery costs as a result of order consolidation.
• Money-off coupons excluded — This change applies only to percentage-off coupons. Fixed-amount (money-off) coupons remain limited to one per order.

How the New Coupon Behavior Works

The updated behavior is controlled through the coupon creation settings in Seller Central. When a seller creates a percentage-off coupon and selects "No" for the option to limit redemption to one per customer, that coupon can now be applied to a maximum of five items within a single order. If a seller selects "Yes" to limit redemption to one per customer, the coupon will continue to work as before, applying to only one item per order. This gives sellers direct control over whether they want to allow the expanded multi-item redemption.

To illustrate, consider a seller offering a 10% off coupon on a product priced at $50. If a customer clips that coupon and adds three units to their cart, the discount will apply to all three items, resulting in a $5 savings per item and a total discount of $15 on that order. The customer benefits from a larger overall discount, and the seller processes just one order instead of three.

For larger quantity purchases, the five-item cap comes into play. If that same customer buys eight units of the product in a single order, the 10% coupon will apply to only five of those items, yielding a $25 total discount. The remaining three items in the order will not receive the coupon discount. This cap prevents unlimited coupon stacking while still offering customers a meaningful incentive to buy in moderate quantities.