Deals and Vouchers on Amazon UK Are Changing From 2nd June 2025

Amazon UK is changing how Deals (Best Deals and Lightning Deals) & Vouchers work outside of peak periods. Here’s what Sellers need to know:

Starting June 2, 2025, Amazon UK is overhauling their promotional fee structure with a shift from fixed fees to a flat fee + performance-based model.

The headline changes:

• BEST DEALS: Previously £50 flat fee for 7 days → Now £2.50/day + 0.75% of sales (capped at £400)
• LIGHTNING DEAL: Previously £25 flat fee for 1 day → Now £2.50/day + 0.75% of sales (capped at £400)
• VOUCHERS: Previously £0.45 per redemption → Now £2 flat fee + 1.50% of sales
• NEW FLEXIBILITY: Run Deals on the day(s) of your choosing for 1-14 days

But here’s the crucial analysis most Sellers will miss – where are the thresholds?

We’ve crunched the numbers to find exactly when the new system becomes MORE expensive than the old one:

For 7-DAY BEST DEALS:

• £10 products: New system costs more after 433 units sold
• £20 products: New system costs more after 216 units sold
• £50 products: New system costs more after 86 units sold
• £100 products: New system costs more after 43 units sold

For 1-DAY LIGHTNING DEALS:

• £10 products: New system costs more after 300 units sold
• £20 products: New system costs more after 150 units sold
• £50 products: New system costs more after 60 units sold
• £100 products: New system costs more after 30 units sold

For VOUCHERS:

• £10 products: New system costs LESS from just 7 units sold
• £20 products: New system costs LESS from 14 units sold
• £50 products: New system is ALWAYS more expensive
• £100 products: New system is ALWAYS more expensive

What this means:

1. Low-volume sellers will benefit from the Deal structure changes
2. High-volume sellers could see significantly higher costs for Deals, but lower costs for Vouchers
3. The Voucher changes will reduce costs for nearly all Sellers of lower priced items, but increase costs for every Seller of higher priced items

The increased flexibility in Deals to choose specific dates and duration is valuable, but comes with a trade-off of potentially higher fees.

Amazon’s messaging focuses on “making it easier to test deals” and “linking fees to performance”.

If you need help working out how will these changes impact your promotional strategy on Amazon, get in touch with us.