Amazon just made testing promos a lot more accessible – we explore how to use the update to your advantage…
We’re thrilled to see that Amazon has announced a series of updates to its Deals and Vouchers programme, all designed to give brands more flexibility, lower risk and better ROI when they’re running promotional campaigns outside of peak periods.
The best change is the introduction of performance-based pricing, but we’re also loving the extra control over when and how long deals can run for.
Why is this great for brands new to Amazon Deals and Promotions?
For brands who’ve hesitated to run deals in the past due to fixed durations and upfront fees, this is a brilliant time to dip your toe, with the opportunity to test and learn without heavy upfront investment.
What’s changing?
1. Flexible Deal Durations
From 2 June 2025, you’ll be able to:
- Run Best Deals on any day of the week*
- Choose your deal duration — anywhere from 1 to 14 days*
- Align your deals more strategically with your category trends, campaigns or supply position.
* These changes exclude Prime Day and Q4 Peak Events, where deal windows remain fixed.
2. Lower Fees, Performance-Based Pricing
Amazon is shifting to performance-linked pricing to make experimentation less costly and more scalable:
Best Deals & Lightning Deals
- Upfront fee: £2.50 per day
- Variable fee: 0.75% of sales (capped at £400 per deal)
- Applies outside Peak Events
Vouchers
- Upfront fee: £2 per voucher
- Variable fee: 1.5% of voucher sales
- Applies year-round, including Peak Events
Key Takeaways
It’s great news for brands that:
- Have been cautious about deal ROI
- Want to trial promotions without big spend upfront; and/or
- Need more agility to align promos with campaign activity
Offering the potential to test new tactics and drive demand in a smarter and more controlled way.
Brands should take advantage of the chance to:
- Test & learn: With lower fees and flexible timing, this is perfect for experimenting with formats to see what best suits your objectives, margins and stock levels.
- Optimise audience strategy: Pairing deals with paid media to amplify reach and performance.
Don’t forget to plan Peak campaigns separately
These changes don’t apply to Prime Day or Q4 events, so make sure to budget and strategise for those Events separately.
Looking to integrate smarter promos into your wider Amazon strategy?
Our award-winning team can help you test, learn and grow with commercial clarity, rigour and confidence – click here to book a call today.