Amazon Switches UK Deal and Voucher Fees to a Performance-Based Model

In brief: on 20 March 2025 Amazon announced that UK deal and voucher fees would move from mostly fixed charges to fees tied to sales. From 2 June 2025, Best Deals and Lightning Deals outside the big shopping events dropped from £50 and £25 per deal to £2.50 per day plus 0.75% of deal sales, with the variable part capped at £400. Voucher fees changed from 45p per redemption to £2 per voucher plus 1.5% of voucher sales. Separately, Amazon refunded the old per-redemption voucher fee on new FBA products from 24 March to 22 June 2025.

Amazon deal fees in 2025, before and after

	Before 2 June 2025	From 2 June 2025
Best Deal	£50 per deal	£2.50 per day + 0.75% of deal sales, variable part capped at £400
Lightning Deal	£25 per deal	£2.50 per day + 0.75% of deal sales, variable part capped at £400
Best Deal length	Fixed	Any day of the week, 1–14 days
Big shopping events (Black Friday/Cyber Monday, Prime Day and its autumn equivalent)	Separate fees and fixed dates	Unchanged — still separate

Voucher fees

	Before 2 June 2025	From 2 June 2025
Voucher fee	45p per unit redeemed	£2 per voucher + 1.5% of voucher sales

Voucher fees changed again later in 2025: from 5 November, the variable rate halved to 0.75% with a £200 cap — see Amazon's voucher fee cut. Deal fee caps were also lowered in January 2026 — see the 2026 fee changes.

The spring 2025 voucher fee refund for new products

Between 24 March and 22 June 2025, Amazon automatically refunded the per-redemption voucher fee (45p in the UK, €0.50 in Germany and France) for FBA products that had become buyable within the previous 90 days. Amazon paid the refunds in three monthly instalments, the last one in June. New products were also allowed to run vouchers without a sales history.

A worked example

A seller runs a seven-day Best Deal that sells £8,000. Old fee: £50. New fee: 7 × £2.50 = £17.50, plus 0.75% × £8,000 = £60 — £77.50 in total. A short, low-selling deal became much cheaper; a very successful one can cost more, up to the cap.

What it means for your bookkeeping

• Deal and voucher fees are selling costs, separate from the discount itself. The discount reduces sales on each order; Amazon's fee is an expense. Keep them apart so you can judge each promotion.
• Costs now track sales. Because part of the fee is a percentage, promotion costs rise and fall with results. Compare them against the extra sales each deal produced, not against the old flat fees.
• Voucher refunds are fee reductions, not income. The spring 2025 reimbursements arrived as credits in later settlements; post them against the voucher fee account.
• UK VAT applies to the fees. For UK sellers these fees carry 20% UK VAT, reclaimable if you're VAT-registered.

How TrueBooks helps

TrueBooks separates promotion discounts from deal and voucher fees in every settlement and posts refunds against the fees they reverse, with the right UK VAT, so each promotion's real cost is clear in Xero. See the Amazon Xero integration.