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Amazon’s Updated Deal Fee Structure for Prime Day 2025: What Sellers Need to Know

  • Writer: Cameron Manderfield
    Cameron Manderfield
  • May 30
  • 3 min read

Amazon is rolling out significant changes to its fee structure for promotions just in time for Prime Day 2025—and for many sellers, these updates offer more flexibility, performance-based pricing, and new incentives that could reshape deal strategies going forward.


Whether you’re running Lightning Deals, Best Deals, Coupons, or Prime Exclusive Discounts (PEDs), here’s what you need to know about the updated fee landscape—and how to make the most of it.


✅ New Fee Structure for Best Deals & Lightning Deals

Effective June 2, 2025, all newly created Deals will move to a new hybrid fee model:

  • $70 per day flat fee (for each day the deal is live)

  • 1.0% variable fee on deal-attributed sales, capped at $2,000


This replaces the previous flat fees of $300 for Best Deals and $150 for Lightning Deals.

Peak Event Fees (like Prime Day, Black Friday, Cyber Monday) are still fixed:

  • $1,000 for Best Deals

  • $500 for Lightning Deals

  • No variable percentage fee applies during Peak Events


What it Means for You:This change lowers the upfront barrier to running a Deal, making it easier to test without committing a large spend. You’ll only pay more if your deal performs well—giving you better control over ROI and promotional risk.



📅 More Flexible Deal Durations

Previously, Best Deals had rigid scheduling rules. Now, sellers can launch them any day of the week and set durations from 1 to 14 days—as long as it's outside a Peak Event.


What it Means for You: You get more freedom to plan promotions around real-time trends, inventory levels, and strategic windows. Whether you're trying to build momentum pre-event or stretch visibility over a longer period, this flexibility makes it easier to fit deals into your overall growth strategy.



📈 Performance-Based Promotion Fees

Amazon is moving toward sales-linked pricing for promotional fees. Instead of fixed costs, fees now reflect both how visible the promotion is and how well it performs.


What it Means for You: This levels the playing field—especially for small to mid-sized sellers. You can run more targeted promos with less risk up front, and scale as you see results. High-performing deals will naturally carry higher fees, but only because they’re delivering sales and value.



🧾 Coupon Fee Changes

Starting June 2, Amazon will move from a flat $0.60 per unit sold model to a structure with:

  • $5 upfront fee per coupon

  • 2.5% of coupon-attributed sales


What it Means for You: This new model gives coupon-heavy sellers better cost control. For larger-volume items, this could reduce your effective fee. And for everyone, it allows for clearer budgeting and the flexibility to experiment with discounts, targeting, and campaign timing.



🛒 Prime Exclusive Discounts (PEDs) Fee Increase

PEDs for Prime Day 2025 will now cost $100 each, up from the previous $50.


What it Means for You: Yes, it’s a higher fee—but it also comes with the added benefit of more exposure during Amazon’s highest-traffic event. PEDs remain a low-hassle way to get visibility during Prime Day without the need for complex deal structuring.



📢 Final Thoughts

Amazon’s 2025 updates are a shift toward greater flexibility, better scalability, and performance-based pricing. With smart planning, sellers can minimize risk and maximize results.

And remember, Deals don’t just drive sales, they build momentum, drive traffic, and grow your brand.


Let’s make Prime Day 2025 your biggest one yet!

Always On. Always Optimizing.


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