Overview

Amazon now allows percentage-off vouchers to apply to up to five items in a single order, up from the previous one-item limit. Sellers control this through a "Limit redemption to one per customer" toggle when creating vouchers. The change reduces order fragmentation, lowers fulfillment costs, and increases average order value, but requires sellers to recalculate discount exposure since customers can now receive 5x the previous maximum discount per transaction.

Key Points

• Five-item voucher cap — Percentage-off vouchers now apply to maximum 5 items per order when redemption limit is set to "No"
• Reduces order fragmentation — Customers no longer place multiple separate orders to use a voucher on several items, cutting per-order fulfillment costs
• Seller-controlled toggle — "Limit redemption to one per customer" setting determines whether multi-item redemption is enabled
• Money-off vouchers excluded — Fixed amount vouchers remain limited to one per order regardless of settings
• Example — 10% voucher on £50 product: customer buying 3 units saves £15 (£5 per item) in one order vs needing 3 orders previously

Seller Impact

• Enable for multi-buy products — Turn on multi-item redemption for consumables, office supplies, and items customers naturally buy in bulk to boost average order value
• Disable for thin margins — Keep "Limit to one per customer" as "Yes" for products with margins under 25% or price points above $100 to control discount costs
• Recalculate voucher budgets — Multiply your previous max discount by 5 to assess exposure (15% voucher on £40 product = £30 max discount vs £6 before)
• Review active vouchers — Audit all current percentage-off vouchers to ensure settings match your discount budget and margin targets

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Source: sellercentral.amazon.com