Amazon Coupons: New Fee Cap and Lower Rates on Nov 5

Amazon has issued a platform notice announcing a significant adjustment to the Amazon coupons fee structure. The new seller fee structure will take effect on November 5, 2025.

According to the official announcement, the update introduces two core changes: a variable fee cap and a lower variable rate.

Specifically, for all coupons created on or after November 5, 2025 (inclusive), the variable fee will be capped at £200 per coupon. At the same time, the variable rate will be reduced from the current 1.5% to 0.75%. The prepaid fee of £2 per coupon will remain unchanged.

The platform noted that it updated the promotions framework in March 2025. Some sellers reported that the revised coupons structure created challenges for budgeting and cost forecasting. To address these concerns and improve transparency and predictability, Amazon is introducing a variable fee cap while simultaneously lowering the rate.

The timing of this change falls just before Black Friday (11/28) and Cyber Monday (12/1), the two most important peak shopping events of the year. This schedule is designed to help sellers plan and execute holiday marketing with greater confidence by reducing uncertainty in the seller fee structure.

Importantly, the new fee policy only applies to coupons created on or after November 5, 2025. Coupons created before that date will not automatically benefit from the new variable fee cap.

For sellers who want their current promotions to qualify for the new rates, Amazon recommends first disabling existing coupons and then recreating them after November 5.

With Amazon coupons moving to a variable fee cap and a lower rate, sellers can refine holiday promotions against a clearer seller fee structure and tighter budget controls. While you focus on merchandising and advertising, Forest Shipping provides end-to-end freight forwarding solutions from China to FBA or your preferred 3PL—helping ensure inventory lands on time for every campaign.