Amazon Coupons Fee Cap Goes Live Tomorrow (Nov 5): What Sellers Should Do Today
What’s new: Starting Nov 5, 2025, Amazon will cap the variable fee on U.S. coupons at 2.5% of coupon sales, with a $2,000 maximum per coupon. This sits on top of the $5 upfront fee per coupon introduced earlier in 2025. For high-volume promotions heading into Black Friday/Cyber Monday, this cap improves cost predictability and may lower effective promo costs for strong sellers. Sources: Amazon Seller Central Help “Coupon fees” and Seller Central announcements/forums.
Key Takeaways
- U.S. coupons: 2.5% of coupon-attributed sales, capped at $2,000 per coupon (plus the $5 creation fee).
- Goes live: Nov 5, 2025 for new coupons (check exact effective wording in your marketplace).
- Why it matters: Predictable promo spend for BFCM; potential savings for high-velocity ASINs.
- Regions differ: Terms/rates and caps vary by country (e.g., UK “vouchers” use different rates/caps).
What Changed (and the Official References)
- Fee formula (U.S.): $5 per coupon created + 2.5% of coupon sales, capped at $2,000 per coupon. See Seller Central “Coupon fees.”
- Context: Earlier in 2025, Amazon shifted from a per-redemption fee to a revenue-share model; the Nov 5 cap adds predictability for bigger campaigns.
- Regional differences: Countries may use different terms, rates, and caps (e.g., UK vouchers have a different % and a GBP cap).
Quick Math Examples (U.S.)
| Coupon-Attributed Sales | 2.5% Variable Fee | Upfront Fee | Total Coupon Fee | Notes |
|---|---|---|---|---|
| $4,000 | $100 | $5 | $105 | Well below the $2,000 cap |
| $50,000 | $1,250 | $5 | $1,255 | Still below the cap |
| $200,000 | $5,000 → capped at $2,000 | $5 | $2,005 | Cap protects high-volume campaigns |
What Sellers Should Do Today (Pre-BFCM Checklist)
- Re-price coupons now: Model effective discount after fees; push volume on SKUs likely to hit the cap.
- Consolidate campaigns: Fewer, bigger coupons can hit the cap sooner and improve fee efficiency.
- Mind contribution margin: Re-check COGS, FBA/fulfillment, ad spend, and this updated coupon fee.
- Segment by region: If selling cross-border, confirm each marketplace’s coupon/voucher rules and caps.
- Set monitoring alerts: Watch real-time sales, redemptions, and profit to adjust mid-promotion.
Need help tuning promos or responding to policy changes? Book a free consult.
Citations & Primary References
- Amazon Seller Central Help – Coupon fees (U.S.): variable fee 2.5% of coupon sales with a $2,000 cap, effective Nov 5, 2025. :contentReference[oaicite:0]{index=0}
- Seller Central announcement/forums – 2025 switch to $5 upfront + 2.5% of coupon sales (context on the model). :contentReference[oaicite:1]{index=1}
- Seller Central UK forum – reduced voucher fees (regional example: % and GBP cap differ from U.S.). :contentReference[oaicite:2]{index=2}
This article is for general informational purposes and is not legal advice. Policies and fees may change; always confirm in your Seller Central account for your marketplace.
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