How to Create an Amazon Coupon: A Guide for Sellers

To create an Amazon coupon, you need a Professional seller account with a feedback rating of at least 3.5 stars. You then go to Advertising, then Coupons (called Vouchers on Amazon.co.uk) in Seller Central, add your products, set a discount, budget and dates, and submit it for review. Fees apply on top of the discount: in the US that's $5 per coupon plus 2.5% of coupon sales, and in the UK it's £2 per voucher plus 0.75% of sales for vouchers created from 5 November 2025.

This guide is for sellers, not shoppers. It covers eligibility, a step-by-step walkthrough, how coupons differ from promo codes and deals, the fee changes of 2025, worked margin examples in pounds and dollars, and the mistakes that get coupons rejected or quietly drain your profit. (Shopping for a discount instead? Our guide on where to find Amazon coupon codes is the one you want.) Details are correct at the time of writing, September 2026, but Amazon updates its rules often, so check Seller Central before each campaign.

What is an Amazon coupon?

An Amazon coupon is a discount a seller attaches to one or more of their products. Shoppers "clip" it on the search results page or product page, and the saving is taken off at checkout. Amazon describes coupons as a percentage off or a set amount of money off a single product or a group of products.

The real value is visibility. Amazon's coupon training guide says coupons can appear in search results with a coupon badge, on product detail pages, on offer listings and on Amazon's coupons page. That little green or orange "Save 10% with coupon" label can make a listing stand out from near-identical competitors without you cutting the list price.

Coupons vs promo codes: what sellers mean by "coupon code"

Many sellers search for how to "generate an Amazon coupon code", but a standard Amazon coupon doesn't need a code at all. The shopper just clicks to clip it. If you want an actual code to share with an email list, influencers or social followers, that's a different tool: a Promotion, such as a Social Media Promo Code or a percentage-off promotion with a claim code. We compare all the options later in this guide.

Who can create Amazon coupons?

Both the seller and each product have to qualify. According to Amazon's coupons training guide and Sell on Amazon's promotions page, the main requirements are:

The Individual selling plan ($0.99 per item sold in the US, £0.75 in the UK, according to Amazon's pricing pages) doesn't give you access to the same promotional tools, so upgrading is the first step if you're serious about coupons.

The price history rule explained

This is the rule that trips up most sellers. Amazon's training guide says the discounted price must be at least 5% lower than your lowest price in the previous 30 days. In the UK, Amazon added a further requirement in March 2024: a product needs some sales history (as little as one unit sold) to establish a base price before a voucher can be applied, as ChannelX reported. So if you ran a deep sale last month, or you've just launched a product with no sales, your coupon may be rejected or need a bigger discount.

How to create an Amazon coupon, step by step

The layout of Seller Central changes from time to time, but the process has stayed broadly the same:

1. Open the Coupons page. In Seller Central, go to Advertising, then Coupons (Vouchers in the UK).
2. Start a new coupon. Choose "Create your first coupon", or "Create a new coupon" if you've made one before.
3. Add products. Search by ASIN or SKU and add them to the coupon. Amazon says you can add up to 200 ASINs to a single coupon. Group products with similar prices and margins together.
4. Choose the discount type. Pick percentage off or money off. Amazon's older training guide gave a range of 5% to 80%, but more recent seller guidance and UK rules cite a range of 5% to 50%, so check the limit shown when you create it.
5. Set the budget. This caps how much you'll spend. The training guide lists a minimum budget of $100 and notes that coupons are taken offline as the budget runs out, so they may stop before you expect.
6. Limit redemptions. Choose whether each customer can redeem the coupon only once. For most products this is the sensible default.
7. Choose your audience. Options have included all customers, Prime members, Amazon Student members and Amazon Family members.
8. Name and schedule it. Give the coupon a clear internal name and a title shoppers will see. Coupons can run for between 1 and 90 days.
9. Review and submit. Amazon validates the coupon before it goes live. The training guide says coupons become inactive for around six hours before the start time for checks, so schedule with some slack.
10. Monitor performance. The coupons dashboard shows spend, redemptions and status. Check it after the first few days.

How much do Amazon coupons cost sellers?

Coupon fees changed twice in 2025. The fee is always charged on top of the discount you give away, so you need both numbers to see the true cost.

The US June 2025 change was announced in the Seller Central forums and applies to non-peak promotions in the US store. The UK reduction was confirmed in an Amazon UK announcement, which also says only vouchers created on or after 5 November 2025 get the new rate. Older live vouchers must be recreated to benefit. Fees during peak events can differ, and other marketplaces have their own rates, so always check the fee page in your own account.

Worked example: a UK voucher

Say you sell a kitchen gadget for £20 and create a 20% voucher. Each sale gives away £4, and the customer pays £16. Over the campaign you sell 100 units with the voucher.

• Discount cost: 100 × £4 = £400.
• Voucher sales: 100 × £16 = £1,600 (we've assumed fees are calculated on the discounted sale value; check your own fee report).
• Voucher fee: £2 + (0.75% × £1,600) = £2 + £12 = £14.
• Total promotion cost: £414, or about £4.14 per unit.

Under the June to November 2025 rate (£2 + 1.5%), the fee would have been £26. Under the old per-redemption model it would have been £45. The fee is now small compared with the discount itself, which means the discount level is the decision that really matters.

Worked example: a US coupon

A $30 product with a 15% coupon gives $4.50 off, so each coupon sale is worth $25.50. Sell 200 units and coupon sales total $5,100. The fee is $5 + (2.5% × $5,100) = $5 + $127.50 = $132.50, about $0.66 per unit. Under the old $0.60-per-redemption model, it would have been $120. Higher-priced products pay more under the percentage model; cheaper ones generally pay less.

How to work out your break-even discount

Before picking a percentage, work out what's left for you on each sale. Here is a simple method:

1. Start with your normal selling price.
2. Subtract product cost, shipping to Amazon, referral fee and any FBA fulfilment fee.
3. That's your profit per unit before the coupon.
4. Subtract the coupon discount and the per-unit share of the coupon fee.
5. If the result is negative, the coupon only makes sense as a deliberate launch or ranking investment.

For example (illustrative figures): a £20 product with £7 product and inbound costs, a £3 referral fee and £3.50 of fulfilment fees leaves £6.50 profit. A 20% voucher costs £4 plus about 14p in fees, leaving roughly £2.36 per unit. To make the same total profit as before, you'd need to sell nearly three times as many units. Be honest about whether a coupon badge will do that.

Coupons vs other Amazon promotions

Coupons are one of several promotional tools. Sell on Amazon groups them like this:

If what you really need is a code for an influencer or newsletter, a Social Media Promo Code is usually the right choice. If you want a badge in search results, use a coupon. Our explainer on promo codes vs coupon codes covers the terminology from the shopper's side.

Common mistakes and why coupons get rejected

• Ignoring the 30-day price history. If your price dropped recently, the coupon may not be at least 5% below it.
• No sales history in the UK. A brand-new listing may need at least one sale before a voucher is allowed.
• Low product rating. Products under 3 stars (with 5+ reviews) aren't eligible.
• Accidental stacking. If a product is also in a deal or price discount, the discounts can combine. Sellers report that each promotion is charged separately, so your total cost can be far higher than planned. Our coupon stacking guide explains how stacking works in general.
• Budget too small. A coupon that switches off after a day tells you little. Set a budget big enough to learn something.
• Letting old vouchers run on old fees. UK sellers with vouchers created before 5 November 2025 may still pay the higher rate.
• Starting at the last minute. Validation takes time, so a coupon scheduled for the same day may not go live when you expect.
• Misleading reference prices. Inflating a price before discounting is risky. UK consumer law and the CMA take a dim view of fake "was" prices, and shoppers are increasingly wary, as our guide to spotting fake coupon codes shows.

Tips for Amazon coupons that make money

Start small, then test

A 5% to 10% coupon is often enough to earn the badge and some extra click-throughs. Run it for a week or two, compare conversion rates with the period before, and only raise the discount if nothing changes.

Use one-per-customer limits

Limiting redemptions protects your budget from bulk buyers and resellers, especially on consumables.

Target the right audience

Prime-only coupons can reach frequent buyers, while all-customer coupons give the widest reach. Test both if your budget allows.

Time campaigns around events

Shoppers compare more during big sales. Our Prime Day 2026 guide covers shopper behaviour during Amazon's biggest event, but remember that peak-period fees and rules can differ.

Group similar products

Because the fixed fee is per coupon, grouping several variations (sizes, colours) into one coupon can spread that fee, as long as the discount makes sense for all of them.

Keep records

Note each coupon's discount, dates, budget, units and fees. After a few campaigns you'll know what level of discount actually moves your products.

How to tell if your Amazon coupon worked

A coupon that "sold lots" isn't necessarily a success. Many of those buyers might have purchased anyway. To judge it fairly, compare the coupon period with a similar period before it, ideally the same length and not overlapping a sales event.

• Units per day: did daily sales rise, and by how much?
• Conversion rate: in your Business Reports, did a higher share of visitors buy?
• Sessions: did the badge bring more people to the listing, or did the same visitors just pay less?
• Profit, not revenue: total profit over the period after the discount and all fees.
• After-effect: did sales stay higher once the coupon ended, for example through better search ranking or new reviews?

If units went up but profit went down and nothing improved afterwards, try a smaller discount next time or a different tool. If profit held steady and ranking improved, you've found a level worth repeating.

Checklist before you submit

• Professional plan active and seller rating at least 3.5 stars.
• Product ratings and condition meet the rules.
• Lowest price over the last 30 days checked.
• Margin calculated after discount, fees and FBA costs.
• No overlapping deals or discounts you haven't planned for.
• One-per-customer limit on unless you have a reason not to.
• Budget set at a level you're comfortable spending.
• Start date at least a day ahead to allow validation.

Bottom line

To create an Amazon coupon that pays off, treat it as a small marketing investment rather than a price cut. Check eligibility and your 30-day price history first, keep the discount modest, limit redemptions, and calculate your margin after both the discount and the fee. Since the 2025 changes, the fee itself is fairly small for most products, especially in the UK after November 2025. The discount is where the money goes, so choose it carefully and measure the results.