Overview

Amazon imposes a per‑ASIN charge when sellers apply price reductions that are tied to its high‑traffic shopping events in the United States. The fee does not apply to everyday discounts, but it is triggered for promotions linked to events such as Prime Day, Black Friday, or other multi‑day sales. Sellers need to understand the cost structure because the fee is assessed regardless of whether any units are sold, and it can significantly affect profit margins during large‑scale campaigns.

Key Points

• Event‑only charge — Discounts offered outside of Amazon‑designated sale periods are free; the fee only activates during the listed major events.
• Visibility boost — Paying the fee grants the discounted item a “Deal” badge and may place it in premium merchandising slots, which can lift click‑through rates.
• Fee incurred even without sales — The charge is applied as soon as the discount is scheduled, even if the product never sells during the event window.
• Waiver if cancelled early — Removing the discount before the event’s official start eliminates the fee, whether the cancellation is seller‑initiated or Amazon‑initiated.
• Tiered pricing by event size — Smaller single‑day events cost $50 per discounted ASIN, mid‑scale seasonal events cost $100, and the largest multi‑day events can reach $245 per ASIN.

How Price Discount Fees Work

1. Create a discount plan — In Seller Central, you select the target ASIN, set the promotional price, and choose the specific shopping event (e.g., Prime Day). The platform instantly shows the applicable fee, such as $100 for a mid‑tier event.
2. Submit for approval — After confirming the fee, you submit the discount request. Amazon validates the promotion against event eligibility and locks in the charge once the event start time is confirmed.
3. Event runs and fee posts — When the event concludes, Amazon waits a 10‑day reconciliation period before posting the “Price Discount Fee” line item to your payment statement. The fee appears regardless of sales volume.