New Amazon Fee Changes June 2025

Just when sellers thought Amazon was done raising fees for the year, new changes have landed. This time targeting coupon and deal promotions, with updates going into effect June 2, 2025. 

Earlier, Amazon promised no increases to FBA or referral fees in 2025. And while that still technically holds true, sellers woke up this week to find that promotions are becoming more expensive, especially for those who regularly run Coupons, Best Deals, or Lightning Deals. 

Additionally, Amazon announced that Prime Day 2025 will be a longer and bigger sales event. Yet, we don’t have any insight into how long this will be extended. It’s never too early to prepare for Prime Day. 

What’s Changing With Coupons and Deals? 

Amazon is restructuring its fee model for promotional tools. The biggest update? Promotions will now operate on a performance-based model in many cases—meaning you may pay more depending on how well your offer performs. 

Here’s what you need to know: 

Coupons (Effective June 2025) 

• New Fee Structure: 

• $5 fixed fee per coupon 

• Plus 2.5% of coupon-attributed sales (compared to the flat $0.60 per unit sold) 

• Stacking still applies: If you stack a coupon with another promotion, each will be charged based on their respective fee structures. 

If your coupon doesn’t perform, you’ll still pay the $5 fixed fee. If it performs well, you’ll pay more—but ideally, that’s offset by increased sales. 

Deals (Including Best Deals & Lightning Deals) 

• Flexible Scheduling: Starting June, you’ll be able to run deals for 1 to 14 days, any day of the week (excluding fixed Peak events like Prime Day). 

• New Fee Model for Non-peak Best Deals and Lightning Deals: 

• Fixed daily fee of $70 plus 1% of deal-attributed sales 

• Capped at $2,000 per deal 

Prime Exclusive Discounts: 

• Price per promo raised from $50 to $100 

Longer-running deals may now cost significantly more, depending on your sales performance. You’ll need to do the math to determine the most profitable duration. 

Why Sellers Are Concerned 

Many sellers feel blindsided—especially after Amazon’s December 2024 commitment not to raise core fees. Technically, Amazon kept that promise. But shifting cost increases to promotional tools impacts sellers just as significantly, especially those who rely on these programs to stay competitive. 

Another point of contention: You’ll still pay fixed fees even if your deal doesn’t convert. The risk is higher for sellers who don’t prepare or evaluate their margins beforehand. 

What This Means for You 

It’s time to get strategic. With higher costs and performance-based models, you need to be more intentional about when, where, and how you run promotions. 

Here’s how to prepare: 

• Use Profitability Calculators: Get an accurate pulse on your financial health across all of your product listings before you run a deal.

• Time Your Promotions Wisely: Avoid long deal durations unless you’re confident in sales volume. One to three days may deliver better efficiency. 

• Leverage Helium 10 Tools: Use Market Tracker, Keyword Tracker, and Listing Analyzer to evaluate keyword ranking, demand, and competition before committing. 

• Plan Around Peak Events: Dates will be fixed for events like Prime Day. Plan well in advance and understand which fee tier you’ll fall into. 

The Bottom Line 

Yes, Amazon has raised fees again. These changes won’t affect every seller equally, but for those running coupons or deal-heavy strategies, the impact can be significant. 

The key takeaway? Don’t skip the planning. These new models reward sellers who do their homework and penalize those who don’t. 

Need help determining if a coupon or deal is worth it? 
Use Helium 10’s profitability and analytics tools to plan smarter and sell with confidence.