Amazon Makes Deals & Coupons More Flexible — and Performance-Based

Amazon just announced some major updates designed to make deals and coupons more accessible, affordable, and performance-aligned for sellers.

Here’s what’s changing — and why it matters for your brand:

💡 What’s New?

1. Flexible Deal Durations Starting June 2, 2025, you can now run Best Deals any day of the week for 1 to 14 days—instead of being locked into rigid schedules. This gives you more freedom to time your offers with seasonal trends or product launches.

(Peak event deals like Prime Day or Black Friday will still have fixed durations.)

2. Lower Upfront Fees + Performance-Based Pricing Amazon is moving away from flat fees and tying deal costs to actual sales performance:

• Best & Lightning Deals: Now just $70/day + 1% of sales (capped at $2,000)
• Coupons: Flat $5 setup fee + 2.5% of coupon-driven sales (vs. $0.60/unit before)

This makes it easier to test promotions without a heavy upfront investment—and aligns your costs with real results.

3. Prime Day Fees Update: With Prime Day 2025 set to be the longest ever, here are the promotional fee changes:

• Prime Exclusive Discounts (PEDs): Now $100 (was $50)
• Best Deals: Remain $1,000
• Lightning Deals: Remain $500
• Coupons: Unchanged at $5 + 2.5% of coupon sales

🧠 Why This Matters for You

These changes are a huge win for brands looking to scale efficiently:

• You can test more deals with less risk
• You have better control over when and how long to promote
• Fees are now more performance-aligned, meaning you pay more only when you sell more

✅ Final Thought

If you’ve hesitated to use Amazon’s promotions before due to high costs or lack of flexibility—this is your moment.

Now’s the time to experiment with deals, optimize your pricing strategy, and get ready for a longer, stronger Prime Day 2025.

Ruben A.

CEO at PAS