Amazon seller news · Fees

Amazon Cuts UK Voucher Fees and Adds a £200 Cap

Announced by Amazon on 22 October 2025, for vouchers created from 5 November 2025. Older vouchers kept the previous fees.

Last updated: 19 September 2026

In brief: a voucher (called a coupon on some Amazon stores) costs £2 to set up plus a variable fee on the sales it generates. For vouchers created on or after 5 November 2025, that variable fee halved from 1.5% to 0.75% and is now capped at £200 per voucher. Vouchers created before that date don't get the new terms unless you end them and set them up again.

Old and new voucher fees

	Vouchers created before 5 Nov 2025	Created from 5 Nov 2025
Per voucher	£2	£2
Variable fee	1.5% of voucher sales	0.75% of voucher sales
Cap	None	£200 per voucher

A worked example

A voucher drives £40,000 of sales over a month-long campaign.

Old terms: £2 + 1.5% × £40,000 = £602.
New terms: £2 + 0.75% × £40,000 = £302 — but the variable part is capped at £200, so the total is £202.

The cap makes the biggest difference on long-running or high-volume vouchers, where one voucher used to rack up a large, hard-to-predict fee.

What it means for your bookkeeping

The discount and the fee are two different things

A voucher shows up in two ways in your settlements, and they belong in different places:

The discount the customer gets appears as promotion rows on each order. It reduces your sale price, so it belongs against sales, with the same VAT treatment as the sale.
Amazon's fee for running the voucher appears separately (often as a coupon redemption fee). It's a selling cost. For UK sellers it carries UK VAT, which VAT-registered sellers can reclaim.

Mixing them up either overstates your sales or understates your costs — and can put VAT in the wrong place. See Amazon VAT tax codes in Xero.

Judge vouchers on the full cost

The real cost of a voucher is the discount given plus Amazon's fee. With the cap, the fee is now small on large campaigns, so the discount itself is usually the bigger number to watch.

Do you need to do anything?

If you still have vouchers created before 5 November 2025 running, ending them and creating new ones moves them onto the cheaper, capped fees.

Voucher fees are charged as fees while the discount itself reduces sales, so keep the two apart when you reconcile a settlement.

How TrueBooks helps

TrueBooks separates promotion discounts from coupon fees in every settlement, posting discounts against sales and fees to your Amazon fees account with the right VAT. See the Amazon Xero integration.

Source: Amazon Seller Central announcement, 22 October 2025. TrueBooks is independent and not affiliated with Amazon.