Overview

Amazon will revamp its Deals and Coupons programs in 2025, shifting from a flat‑fee model to a performance‑based pricing structure. The update gives sellers the ability to choose any start day and run promotions for 1‑14 days, while dramatically cutting upfront costs. These changes lower financial risk and open new tactical options for sellers of all sizes.

Key Points

• Deal length flexibility — Promotions can now start on any weekday and run from a single day up to two weeks, replacing the previously fixed calendar windows.
• Upfront fee reduction — The entry cost for Lightning and Best Deals drops from €70/€35 to a flat €4 per day.
• Variable fee model — Sellers pay 0.75 % of deal revenue, with a maximum charge of €500 per promotion, protecting high‑performing campaigns.
• Coupon pricing shift — The per‑unit charge of €0.50 is replaced by a €4 flat fee plus 1.5 % of coupon sales.
• Fee caps for predictability — All variable components are capped, ensuring sellers keep the upside when a promotion exceeds expectations.

How Deal and Coupon Pricing Works

1. Select promotion window — A seller decides to launch a Lightning Deal on a Thursday and sets the duration to three days. Amazon charges €4 for each of the three days, totaling €12 upfront.
2. Earn revenue, incur variable fee — If the deal generates €10,000 in sales, the platform adds a 0.75 % charge (€75). Because the variable portion is below the €500 ceiling, the seller’s total cost is €87.
3. Reach fee cap — For a high‑volume promotion that yields €80,000 in sales, the 0.75 % component would be €600, but the cap limits the charge to €500. Combined with the daily fees, the seller pays only the capped amount plus the €4‑per‑day fees.
4. Coupon fee calculation — A seller creates a coupon for a product priced at €30, expecting 200 redemptions. Amazon bills a €4 flat fee plus 1.5 % of the coupon‑driven revenue (€30 × 200 = €6,000). The variable portion equals €90, so the total coupon cost is €94.