Amazon Deal Fees and Voucher Fees for UK Sellers in 2026

In brief: Amazon deal fees in the UK for 2026 have two parts: an upfront charge and 0.75% of the sales made at the deal price. Outside the big events, a Best Deal or Lightning Deal costs £2.50 a day, with the percentage capped at £200. At the three peak events (Prime Day, the autumn Prime Big Deal Days event, and Black Friday through Cyber Monday) the upfront charge is £12 per deal and the cap is £600. Vouchers cost £2 each plus 0.75% of voucher sales, capped at £200.

Amazon deal fees UK 2026 at a glance

Promotion	Upfront charge	Variable charge	Cap on the variable charge
Deal on a normal day	£2.50 per day	0.75% of deal sales	£200
Deal at a 2026 peak event	£12 per deal	0.75% of deal sales	£600
Voucher created since 5 November 2025	£2 per voucher	0.75% of voucher sales	£200

The peak rate covers the three big events named above. Amazon says rates can differ from one event to the next. Deals submitted before Amazon's early-bird deadline paid £4 less upfront per deal. For 2026 those deadlines were 5 August (Prime Big Deal Days) and 5 September (Black Friday and Cyber Monday).

How the charges work

• No sales, still a fee. The upfront charge is due once a deal runs, even if nothing sells. On normal days it is charged for each day the deal runs.
• Charged on the discounted price. The 0.75% is worked out on what buyers actually paid after the deal or voucher discount.
• Stacking costs twice. A deal and a voucher on the same product are charged separately.
• One voucher can cover many products. Each voucher's promotion ID carries one upfront charge, and up to 2,900 child ASINs can sit under it.
• Returns don't refund voucher fees. If a buyer returns the item, the voucher fee stays.
• Voucher timing. Amazon charges voucher fees after the voucher runs, typically within 14 days of it ending. You aren't charged if the voucher is cancelled before it starts or all its products are suppressed for the whole period. A voucher set to start today is charged its upfront fee straight away, even if you cancel it.
• Fees are separate from the discount. The voucher budget pays for the discount itself; the fees come on top.

A worked example

Illustrative figures for one product over Black Friday/Cyber Monday.

• Deal: £12 + (£18,000 × 0.75% = £135) = £147.
• Voucher on the same product: £2 + (£9,000 × 0.75% = £67.50) = £69.50.
• Promotion fees for the event: £147 + £69.50 = £216.50.

The same £18,000 deal run for five normal days would cost (5 × £2.50 = £12.50) + £135 = £147.50, almost the same. The bigger difference is the cap: at £100,000 of deal sales, 0.75% is £750, so a normal-day deal stops at £200 and a peak deal at £600.

What it means for your bookkeeping

• Keep discounts and fees apart. The discount lowers your sales figure. Deal and voucher fees are selling costs. Mixing them overstates sales and understates costs.
• VAT on the fees. UK deal and voucher fees are Amazon service fees, which have carried 20% UK VAT since August 2024. The VAT is reclaimable if you're VAT-registered; take it from Amazon's invoice. See reclaiming VAT on Amazon seller fees.
• Fees can land in the next month. Voucher fees typically arrive within two weeks of the voucher ending, and sometimes later. If you prepare monthly accounts, agree with your accountant whether to accrue them.
• Judge each event on its full cost. Add the fees, the discount and any extra ads together. The peak season 2026 article has the deal submission dates, and UK voucher fees covers the November 2025 change.

How TrueBooks helps

TrueBooks posts promotion discounts against sales and deal and voucher fees as fees, each with the right UK VAT, so every promotion's cost is clear in Xero. See how settlements post to Xero.