How much do Amazon coupons cost sellers?

Since June 2, 2025, Amazon charges $5 per coupon plus 2.5% of sales attributed to the coupon, plus the discount you fund. The $5 fee applies even if the coupon gets few redemptions. Check Seller Central for any later changes, such as caps.

What is the best Amazon promotion for a new product?

Many brands start with a coupon, because the clip badge improves click-through in search and the cost scales with sales. Pair it with Vine reviews and launch ads. Lightning Deals usually need sales history to become eligible, so they come later.

Can Amazon promotions stack?

Yes, some do. Coupons, Prime discounts, percentage off codes and Brand Tailored Promotions can combine on the same order in some cases. Check what is running on each ASIN, use exclusions where available and calculate margin at the lowest combined price.

Why does a percentage off promotion need two units?

Since September 2, 2025, a percentage off promotion without a claim code requires the shopper to buy at least two units. To offer a discount on a single unit, use a claim code or a coupon instead.

Where do I create promotions in Seller Central?

Most promotions are under the Advertising menu: Coupons, Promotions, Prime Exclusive Discounts, Deals and Brand Tailored Promotions each have their own page. Menu labels can vary slightly by marketplace and account, so search the Seller Central menu if one is missing.

Amazon Promotions for Sellers: Coupons, Deals and Codes

What changed: The full set of discount tools available to Amazon sellers
When: Updated October 2026
Who it affects: Professional sellers; some tools need Brand Registry
What to do: Pick one promotion per goal and model margin before launch

Key takeaways

Coupons cost $5 each plus 2.5% of attributed sales; codes and BOGO cost nothing to create.
Deals and Prime discounts carry event fees; 2026 holiday events cost $100 plus 1.5% of sales.
Check stacking and model margin at the lowest combined price before any promotion.

Amazon promotions at a glance

	Coupon	Lightning Deal	Prime discount
Who sees it	All shoppers	All shoppers	Prime members
Fee	$5 plus 2.5%	$70 per day plus 1%	Event fee applies
Duration	Seller sets dates	4 to 12 hours	Event or set dates
Best for	Launches and steady lift	Urgency and rank	Prime events

Which Amazon promotions can sellers use?

Amazon groups promotions in Seller Central under Advertising. Some are visible to every shopper, some only to Prime members and some only to an audience you choose. Some are free to create, while others charge a fixed fee, a share of sales or both. Picking the right one starts with the goal: visibility, conversion, basket size or loyalty.

Coupons: clip-able discount badges in search and on detail pages
Percentage off: discounts with or without a claim code
Buy one get one: free or discounted extra units
Social media promo codes: shareable codes for influencers and email
Prime Exclusive Discounts: members-only strikethrough prices
Lightning Deals and Best Deals: Today's Deals placements
Brand Tailored Promotions: discounts for chosen customer audiences

Amazon coupons: fees and rules

Coupons appear as a badge in search results and on the detail page, and shoppers clip them to save at checkout. Since June 2, 2025, Amazon charges $5 per coupon plus 2.5% of coupon-attributed sales, replacing the old $0.60 per redemption. The $5 fee applies even if the coupon does not perform. Coupons can be a percentage or a fixed amount off, and you set a budget.

Percentage off and buy one get one

These promotions cost nothing to create; you fund the discount. Since September 2, 2025, a percentage off offer without a claim code requires a purchase of at least two units, so single-unit discounts need a claim code. You set a budget, and Amazon generally takes the offer offline at around 80% of it, with shoppers already checking out given a short time to finish. Buy one get one gives free or discounted units after a qualifying purchase and is useful for consumables.

Social media promo codes

Social media promo codes are shareable codes for influencers, creators and your own email list. They work like a multi-use group promo code, so anyone with the code can redeem it until the budget or end date is reached. Set a budget and an end date, and assume the code will be shared beyond the audience you send it to. They are a good fit with Amazon Creator Connections, where creators promote your products for commission.

Deals and Prime discounts

Deals put your product on Today's Deals. Non-peak Lightning and Best Deals cost $70 per day plus 1% of deal sales, capped at $2,000, while 2026 holiday events cost $100 upfront plus 1.5% of sales, capped at $5,000. Prime Exclusive Discounts carried the same holiday event fee. Our guides to Amazon Lightning Deals and the Prime exclusive deal go deeper on each.

Brand Tailored Promotions

Registered brands can target specific audiences, such as shoppers who carted but did not buy, lapsed customers or top spenders, with discounts from 10% to 50%. Audiences need at least 1,000 customers, and each customer can redeem once. These promotions are preferential: if they stack with a coupon, the highest discount applies. Our guide to Amazon Brand Tailored Promotions covers audiences and setup.

How to choose the right promotion

Match the tool to the job rather than running everything at once.

Launch: coupon plus Vine reviews and launch ads
Prime events: Prime Exclusive Discounts across the range
Urgency and rank push: Lightning Deal on a hero ASIN
Bigger baskets: buy one get one or multi-unit percentage off
Influencer traffic: social media promo codes
Loyalty and win-back: Brand Tailored Promotions
Excess stock: longer Best Deals or coupons

Stacking: the margin trap

Promotions can stack. A coupon on top of a Prime discount on top of a percentage off code can leave a product selling at a loss, and promo codes shared publicly can spread far beyond the intended audience. Before launching any promotion, check what else is running on the ASIN, set exclusions where Seller Central allows, use budgets and unit limits, and calculate profit per unit at the lowest possible combined price after referral and FBA fees.

Before any promotion goes live

Check other offers on the ASIN
Set a budget or unit limit
Model margin at the lowest stacked price
Confirm stock covers the lift
Plan bid changes for the window
Note dates to measure results

Promotions and advertising work together

A promotion lifts conversion rate, so each click becomes more valuable. Raise Sponsored Products bids during strong discounts and lower them when the promotion ends. A coupon badge also improves click-through rate in search, which can lower cost per click over time. Tracking promotion periods next to ad data shows which offers actually paid back.

How PPC Spider helps

PPC Spider plans promotions with Amazon PPC management, so discounts, bids and budgets move together and every offer is checked against margin after fees. SpiderOS flags stacking and low stock before an event. See plans on our Amazon agency pricing page.

Sources

Helium 10: Amazon increases coupon fees (helium10.com/blog/amazon-increases-coupon-fees-2025/)
LandingCube: Amazon seller promotions, the complete 2026 guide (landingcube.com/amazon-seller-promotions/)
EcomCrew: Amazon publishes Q4 2026 deadlines, same fees, earlier inventory cutoffs (ecomcrew.com/amazon-publishes-q4-2026-deadlines-same-fees-earlier-inventory-cutoffs/)
Amazon: What are Amazon Brand Tailored Promotions? (sell.amazon.com/blog/brand-tailored-promotions)

Want this done for your account?

We run these playbooks on client accounts every day. Start with a free audit.

Get a free audit