Overview

Amazon will roll out a new fee structure for promotional tools on June 2 2025. The update targets Sponsored Coupons and Lightning Deal participation, raising the charge applied each time a shopper redeems a coupon or purchases a unit through a limited‑time offer. Sellers who depend on these tactics to win the Buy Box or clear inventory need to adjust their cost models to safeguard profit margins.

Key Points

• Coupon redemption fee rise — The amount charged for every coupon used at checkout will be higher than the previous rate, directly increasing the cost of each conversion.
• Deal participation fee increase — A per‑unit surcharge will be added to Lightning Deals and similar promotions, stacking on top of the existing referral fee.
• Minimum advertising spend unchanged — The baseline spend required to launch a coupon campaign remains the same, but the elevated per‑redemption cost erodes ROI for low‑margin items.
• Effective date June 2 2025 — All revised charges become payable starting the first day of June, and sellers will see the new amounts reflected on that month’s invoice.
• Fee schedule now in Seller Central — Amazon has posted detailed tables under the “Advertising Fees” tab, allowing sellers to view the exact new rates before running a promotion.
• Budget recalculations required — Brands that run coupons or deals on a regular cadence must re‑model their promotional spend to accommodate the higher per‑action fees.

How the New Coupon and Deal Fees Work

1. Coupon redemption billing — When a buyer applies a seller‑generated coupon during checkout, Amazon records the event and appends a fee to the seller’s monthly statement.

   • Example: A vendor offering a 10 % off coupon on a $25 item will now incur a larger per‑redemption charge for each shopper who uses the code, reducing the net profit of that sale.

2. Deal participation charge — For every unit sold through a Lightning Deal, Amazon adds a fixed fee on top of the standard referral percentage.