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Succeeding on Amazon isn’t just about listing a product and turning on ads. Back-end work matters: optimized product photography, clear titles, solid reviews, and listing content that converts. Once those organic fixes are in place, the next lever is promotions.
Amazon offers coupons, deals, discounts, and free promotional tools that can drive traffic and sales. But in 2026, the math has changed. Amazon overhauled coupon fees in June 2025, making them more expensive for higher-priced products. Deals got cheaper. New free alternatives like Brand Tailored Promotions let you target specific customer segments without paying a fee.
This guide walks through what each tool costs, when it makes sense, and how to pair promotions with listing content that actually converts.
Amazon Coupons: The New Fee Structure
Amazon coupons show up on search results and product pages with a green or orange tag showing the discount (10% off, $3 off, etc.). Shoppers click to apply the coupon, then add the product to their cart.
What Changed in June 2025
Amazon replaced the old $0.60-per-redemption fee with a two-part structure:
- $5 flat fee per coupon created
- 2.5% of total coupon-attributed sales
What This Means by Price Point
Products under ~$22: You generally pay less under the new model.
Products over $22–25: You generally pay MORE.
| Scenario | Old Fee | New Fee | Change |
|---|---|---|---|
| $20 product, 100 redemptions | $60 | $55 | ↓ 8% savings |
| $40 product, 100 redemptions | $60 | $105 | ↑ 75% increase |
After the fee change, coupon usage dropped from 13.6% to 9.1% of products. Sellers with higher-priced items pulled back.
Who Can Create Coupons
- Professional sellers with a feedback rating of 3.5 stars or higher
- Products with 1–4 reviews: minimum 2.5-star rating
- Products with 5+ reviews: minimum 3.0-star rating
- Products with zero reviews: eligible
- Products rated 4.0+ stars with 5+ reviews can create coupons even without a historical “Was Price”
Coupon Requirements
- Discount must be 5% to 50% of current price
- Coupon discount price must be at least 5% lower than the “Was Price”
- Set a budget; the coupon turns off when the budget is reached
When coupons still make sense:
Low-priced products (under $20–25) where the fee is minimal
Product launches where you need fast velocity and review accumulation
Clearance or liquidation where margin doesn’t matter
Testing whether a discount drives incremental sales vs. just discounting buyers who would have purchased anyway
When to skip coupons: Higher-priced products where 2.5% of sales adds up fast. Products with thin margins where the fee eats into profitability. When you can use a free alternative like Brand Tailored Promotions or Prime Exclusive Discounts instead.
Amazon Deals: The New Default for Many Sellers
Amazon also overhauled deal fees in June 2025, making them cheaper and more flexible.
Lightning Deals & Best Deals
$70 per day + 1% of deal sales (capped at $2,000). Previously: flat $150–$300 per deal.
Best Deals Duration
Now 1–14 days (previously max 7 days). Run longer campaigns without resubmitting.
Prime Exclusive Discounts
Now $100 per campaign (up from $50). Shows “Prime Exclusive” badge and strikethrough pricing.
Deal Badge Impact
The red “Deal” badge is a stronger conversion trigger than a green coupon tag. Post-Prime Day data shows deal-driven sales sustain organic rank better.
If you’re choosing between a coupon and a deal for a higher-priced product, the deal fee structure is now more favorable. The $70/day + 1% model is predictable, and the extended Best Deal duration (up to 14 days) lets you run longer campaigns without resubmitting.
Free Alternatives: Brand Tailored Promotions and PEDs
Amazon offers two promotional tools that cost nothing to run:
Brand Tailored Promotions (BTPs): Target specific customer segments: repeat buyers, cart abandoners, brand followers. You set the discount, Amazon handles the targeting. No fees.
Prime Exclusive Discounts (PEDs): Strikethrough pricing + “Prime Exclusive Deal” badge. Free to run outside of Prime Day and major sale events.
Both options let you discount strategically without paying a flat fee or percentage of sales. If you’re testing whether a discount drives incremental volume, start here before paying for a coupon or deal.
A+ Content: From Nice-to-Have to Must-Have
A+ Content is no longer news. It’s been free for all Brand Registry sellers (Sellers and Vendors) for years. If you’re not using it, you’re leaving conversion on the table.
Basic A+ Content
- Up to 5 modules per ASIN
- Enhanced images, comparison charts, product story sections
- Can boost conversion by 3–10% (per Amazon’s data)
- Not indexed by Amazon’s search algorithm, but image alt text CAN be indexed by Google
Premium A+ Content
- 16 additional module types beyond basic A+
- Up to 7 modules per ASIN
- Videos (up to 3 minutes), interactive hotspots, image carousels, FAQ sections, enhanced comparison tables
- Optimized for mobile and voice search
Premium A+ eligibility requirements:
Brand Story module published on ALL brand-owned product listings
At least 5 approved A+ Content projects in the last 12 months
Enrolled in Amazon Brand Registry
A banner notification appears in A+ Content Manager when you’re eligible
Why A+ Content Matters for Promotions
If you’re running a coupon or deal, you’re paying to drive traffic to your product page. If that page has weak images, thin copy, and no A+ Content, you’re wasting money. A+ Content gives shoppers the information they need to convert. Pair it with promotions that bring the traffic.
A+ Content limits and rules:
- Only one A+ version per ASIN (first come, first served for multi-seller ASINs)
- Submitted for Amazon review; must follow content guidelines
- No GIFs or animated images
- One brand logo per submission
3D Models and Product Video
360° images were discontinued by Amazon in January 2025. The replacement is better.
3D Models
- View in 3D: Interactive 3D model viewer (rotate, zoom, inspect)
- View in Your Room: AR-based placement for furniture and home goods
- Virtual Try-on: AR try-on for apparel and accessories
Sellers can upload 3D models directly through Seller Central. The experience is more capable than the old 360° carousel images.
Product Videos
Available to all Brand Registry sellers (Sellers and Vendors). Upload through Seller Central → Advertising → A+ Content Manager.
Supported formats: MP4, MOV, AVI, FLV, MPEG
Max size: 1 GB
Max length: 5 minutes
Product videos can appear in the image carousel, the A+ Content section, and your Brand Storefront. They show the product in use, demonstrate scale, and give shoppers a better sense of what they’re buying than static images alone.
Putting It Together: A Promotion Strategy Framework
By Product Lifecycle Stage
Launch
Use coupons (if low-priced) or deals to drive fast velocity and early reviews. Pair with strong A+ Content and product video so the traffic converts.
Growth
Test deals vs. Brand Tailored Promotions. Focus on sustaining organic rank and improving conversion rate with Premium A+ Content.
Maturity
Use PEDs or BTPs to retain repeat buyers. Avoid heavy discounting unless you’re clearing inventory.
Clearance
Coupons or aggressive deals. Margin doesn’t matter; move the inventory.
By Price Point
| Price Range | Best Promotional Tool | Why |
|---|---|---|
| Under $20–25 | Coupons | Still cost-effective under the new fee structure |
| $25–50 | Deals | Compare $70/day + 1% vs. $5 + 2.5%. Deals usually win. |
| Over $50 | Deals or free alternatives | BTPs, PEDs. Coupon fees add up fast at higher price points. |
Listing Readiness Checklist Before Running Any Promotion
- Images: Main image + lifestyle images + infographics
- Reviews: At least 10–15 reviews with a 4.0+ average
- A+ Content: Published and optimized
- Product video: If applicable
- Title and bullets: Clear, benefit-focused, keyword-aligned
Running a promotion on a weak listing wastes money. Traffic won’t convert. Fix the listing first, then promote.
Frequently Asked Questions
Amazon coupons show up on search results and product pages with a green or orange tag showing the discount. Shoppers click to apply the coupon, then add the product to their cart. Sellers create coupons in Seller Central, set a budget, and the coupon turns off when the budget is reached. As of June 2025, Amazon charges a $5 flat fee per coupon plus 2.5% of total coupon-attributed sales.
Since June 2025, Amazon charges a $5 flat fee per coupon created plus 2.5% of total coupon-attributed sales. This replaced the old $0.60-per-redemption model. Products under $22 generally pay less under the new model. Products over $22–25 generally pay more.
It depends on your product price point. For higher-priced products, deals often make more sense because the $70/day + 1% fee model is more predictable than the coupon 2.5% of sales model. The red “Deal” badge is also a stronger conversion trigger than the green coupon tag. For lower-priced products under $20–25, coupons can still be cost-effective.
Professional sellers with a feedback rating of 3.5 stars or higher. Products with 1–4 reviews need a minimum 2.5-star rating. Products with 5+ reviews need a minimum 3.0-star rating. Products with zero reviews are eligible. The discount must be between 5% and 50% of the current price.
Premium A+ Content offers 16 additional module types, up to 7 modules per ASIN, videos up to 3 minutes, interactive hotspots, and image carousels. To qualify, you need a Brand Story module published on all brand-owned listings, at least 5 approved A+ Content projects in the last 12 months, and enrollment in Amazon Brand Registry.
When to Get Help
Managing Amazon promotions at scale requires tracking budgets, monitoring performance, testing discount levels, and coordinating promotional calendars around Prime Day, Black Friday, and category-specific peaks. Many brands don’t have the internal resources to do this well.
SupplyKick manages Amazon advertising, listing optimization, and promotional strategy for brands that want expert execution without building an in-house team. If you’re spending on coupons or deals and not seeing sustained results, the issue is often listing quality, promotional timing, or lack of post-promotion rank retention.
Connect with the SupplyKick team to take your Amazon marketing beyond generic promotional tactics.
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