Amazon Introduces the Biggest Ever Fee Reduction in 2025 – What Sellers Need to Know

Amazon is rolling out a new performance-based fee model for promotions like Lightning Deals, Best Deals, and Coupons. Fixed fees are going away—now you’ll be charged a daily fee + a % of sales, which could increase costs for many sellers.

Here’s what’s changing:

Lightning Deals:

Old: $150 flat fee

New: $70/day + 1% of sales (capped at $2,000)

Best Deals:

Old: $300 for 7 days

New: $70/day + 1% of sales (can now run for 1–14 days)

Coupons:

Old: $0.60 per redemption

New: $5 per coupon + 2.5% of sales

Prime Day fees are going up:

Prime Exclusive Discounts will now cost $100 instead of $50.

What this means for you:

• Expect higher costs, especially if you’re a smaller seller.
• Promotions are now more flexible, but you’ll need to track ROI closely.
• Big sellers with high ad budgets will likely benefit the most.

Our take:

This change makes it even more important to build solid profit margins (we recommend $12+ net per unit) before placing orders.