Overview

Amazon has introduced new, type‑specific limits for coupon durations, ending the previous universal 90‑day cap. Standard coupons now expire after 30 days, Subscribe & Save coupons can run for up to 365 days, and percentage‑off coupons are limited to 180 days. Sellers who rely on coupons for traffic and conversion must adjust their promotional calendars to fit these tighter windows.

Key Points

• Standard coupon ceiling — The maximum run time for regular coupons is reduced from 90 days to 30 days.
• Subscribe & Save extension — Coupons attached to Subscribe & Save offers may now stay active for a full year, up from the former 90‑day limit.
• Percentage‑off window — The duration for percentage‑off coupons is doubled to 180 days, giving a six‑month promotional runway.
• Legacy coupons — Any coupon created before the policy change continues under the old schedule until it naturally expires.
• Fee structure unchanged — Per‑redemption fees remain the same, so the cost impact depends on how often coupons are renewed.

How Coupon Duration Limits Work

1. Create a standard coupon — When a seller launches a 10 % off coupon for a new kitchen gadget, Amazon will now enforce a 30‑day expiry. If the seller wants the badge to appear for the entire 90‑day launch, they must submit two additional coupon batches at roughly day 31 and day 61.
2. Set up a Subscribe & Save coupon — A seller enrolling a monthly vitamin pack in Subscribe & Save can assign a 15 % discount that remains valid for 365 days. The same coupon can be used for the entire year without any renewal steps, simplifying long‑term pricing.
3. Configure a percentage‑off coupon — For a high‑priced home‑theater system, a seller may choose a 20 % off coupon that runs for 180 days. This duration covers the pre‑holiday buildup, the holiday peak, and the post‑holiday wind‑down, all with a single coupon instance.
4. Grandfather existing coupons — A coupon that was created on March 1, 2024, with a 90‑day lifespan will continue to run until its original May 30 expiration, even though the new limits are already in effect.