Amazon Europe Cuts Coupon Fees, Reducing Seller Promotion Costs.

Amazon has officially announced a significant optimization of the coupon fee structure for its European marketplaces, effective November 5, 2025. This update focuses on reducing variable fees and introducing fee caps, aiming to enhance cost predictability and control for sellers. This move provides robust support as sellers prepare for Black Friday, Cyber Monday, and other year-end sales events.


(Image Source: Amazon Official Website)

According to the official announcement, the coupon fee adjustments are primarily reflected in the following two areas:

Substantial Reduction in Variable Rates: The variable fee percentage for coupons will be directly cut. The rate for EU marketplaces will decrease from 1.0% to 0.5%, while the UK marketplace rate will drop from 1.5% to 0.75—a reduction of half in both cases. This will directly lower the promotion cost for every order generated through coupons.

Introduction of Maximum Fee Caps: To further enhance fee transparency, Amazon is introducing, for the first time, a cap on the fee per coupon. Under the new rules, the maximum fee per coupon will be €100 for EU marketplaces and £200 for the UK marketplace. This means sellers' per-campaign promotion costs now have a clear "ceiling," facilitating better budget management.

Critically, these new coupon rates and caps will not be automatically applied to all existing coupons. Amazon specifically notes in the announcement that the new policy applies strictly based on a coupon's creation date.

The new rules apply only to coupons newly created on or after November 5, 2025. For existing coupons created before this date that remain valid after the new rules take effect, the system will NOT automatically update them to the new fee schedule; they will continue to be charged at the old rates (1.0% for EU). To ensure you benefit from the reduced fees during the year-end shopping season, Amazon officially recommends sellers take proactive steps: after the new rules take effect on November 5, manually pause previously created old coupons and create new ones for those products. These new coupons will automatically receive the more favorable 0.5% rate and fee cap protection.

This policy adjustment, implemented just before the critical year-end sales season, represents another key step in Amazon's optimization of platform tools, following the new promotion structure introduced in March. It not only aims to stimulate overall participation in promotions and enhance product competitiveness through direct cost benefits but also reflects the platform's long-term consideration to help sellers optimize profit margins. For sellers who rely on coupons for traffic and conversion, especially high-volume sellers, the halved fee rate will directly translate into significant potential profit improvement.

This fee structure change presents a crucial opportunity for Black Friday success. As an Amazon SPN service provider, 1981 Technology will leverage its deep insight into platform policies to help sellers accurately capture this policy advantage, optimize their peak-season promotion strategies, and jointly achieve victory in the Black Friday season!