Amazon just rolled out major updates to how promotions and coupons are priced, effective June 2, 2025.

Below is a clear breakdown of what’s changing, how fees are calculated, and what it means for your profit.

Key Changes

1. More flexible promotion duration

Best Deals (formerly Z Deals) can now run 1–14 days, any day of the week.

Peak events like Prime Day, Black Friday, and Cyber Monday will still have fixed schedules.

2. New fee structure for LD & BD

Lightning Deals and Best Deals are moving away from flat fees.

  • Old: fixed $300 / $150 per deal

  • New: $70 per day + 1% of promotion sales (capped at $2,000 per deal)

3. Coupon fees completely restructured

The old per-redemption model is gone.

  • Old: $0.60 per redeemed unit

  • New: $5 upfront fee per coupon campaign + 2.5% of redeemed sales

The $5 fee is charged once per campaign, not per ASIN.

4. Prime Exclusive Discount (PED) fee increasing

For Prime Day 2025, PED fees go from $50 to $100 per event.

What This Actually Means for Sellers

For coupons

  • Products below ~$24 will generally cost less in coupon fees, especially with high volume.

  • Products above ~$24 will cost significantly more.

Quick examples:

  • $19.99 product × 100 redemptions

    Old: $60

    New: $54.98 → cheaper

  • $35.99 product × 100 redemptions

    Old: $60

    New: ~$95 → much more expensive

For LD/BD

Whether you save or spend more depends on your price point and sales volume.

Low-price, low-volume deals may come out cheaper.

High-volume, high-ticket deals will likely cost more.

Important note:

If a customer returns the item, Amazon will NOT refund the 1% deal fee or 2.5% coupon fee.

Only referral fees and VAT are reversed.