Amazons Makes Changes to Deals & Promotions Based on Performance

Brands that promote on Amazon will see a change in fees for coupons, lightning deals, and best deals starting June 2nd. There are benefits to brands given the fee structure is more based on performance than the flat fixed fees. But, if the promotion performs well, plan to fund a higher amount. Brand Focus Digital has seasoned experts at managing Amazon, its constant changes, and can help with:
- Reviewing your current strategy to understand where and how you may need to pivot
- Implementing brand tailored promotion segments
- Evaluating assortment to see if lower pack sizes and lower ASP items are an option and profitable
After June 2, 2025, be aware that:
- Coupons have a $5 flat fee per coupon
- Coupons have a variable 2.5% redemption fee
- These fees are separate from your Coupon budget, which fund the actual customer discounts
- Products that are priced higher than $20 retail will be impacted most
Below is a cost comparison we formulated of Higher Retail Product vs. Lower Retail Product:

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