Coupons are one of the simplest promotions on Amazon. A shopper sees a green "Save 15%" badge in search results, clicks "clip coupon", and gets the discount at checkout. Used well, they lift click-through and conversion rates. Used badly, they give margin away to people who would have bought anyway.
How coupons work
- You set a discount, either a percentage or a fixed amount.
- The coupon badge shows in search results, on the product page and on Amazon's coupons page.
- You can target all shoppers or specific groups: Prime members, Amazon Business customers, or certain customer segments in some marketplaces.
- You set a budget and a date range (up to 90 days), and the coupon stops when either runs out.
The badge is the main benefit. It makes your listing stand out in a page of results, which raises click-through rate, and that also makes your ads more efficient.
What coupons cost
Amazon changed coupon fees in 2025. In the US, the current structure is:
- $5 per coupon run, charged up front, plus
- 2.5% of the sales made with the coupon.
That replaced the old flat $0.60 per redemption. For lower-priced products it's usually cheaper than the old model; for high-priced products the percentage fee adds up. Remember to add the discount itself on top: a 20% coupon on a $40 product costs $8 of margin per sale, plus the fee.
Fees can change, so check the current figures in Seller Central before planning a promotion.
How to set one up
- In Seller Central, go to Advertising > Coupons and create a new coupon.
- Add the ASINs (variations in a family can share one coupon).
- Choose the discount type and amount. Amazon requires a minimum discount (currently 5%) and that the coupon price is lower than your recent prices.
- Set your budget. When it runs out, the coupon switches off.
- Choose the title shown to shoppers, the target audience and the dates.
- Submit. Coupons are usually reviewed and live within a day or two.
When coupons are worth it
- Launching a product, to lift early conversion rate and sales velocity while reviews build.
- When a competitor is running a deal and you need to stay visible beside them.
- Clearing slow stock before long-term storage or aged inventory fees apply.
- Seasonal peaks, when the badge helps you stand out among more advertisers.
When they're not
- On listings that already convert well at full price. You'll mostly discount sales you already had.
- With thin margins. If the coupon plus ad spend leaves nothing, you're buying revenue, not profit.
- When stock is low. A coupon that sells you out hurts your ranking more than it helps.
How to measure the result
Compare the coupon period with a similar period before it on:
- Units per day and conversion rate
- Ad ACoS and click-through rate
- Profit per unit after the discount and fees
- Organic rank for your main keywords
If units went up but profit fell and rank didn't improve, the coupon wasn't worth it. If rank improved and stayed there after the coupon ended, it probably was.
Coupons are only one lever. For bigger events, Lightning Deals and Prime Exclusive Discounts carry their own fees and rules, and the right choice depends on your margins, stock and ad plan for the same window.