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Amazon deals, pricing and fees

Coupons, deal deadlines, price rules and the fee changes that move your margin, with the dates Amazon has put in writing.

By XENA Intelligence · Updated Nov 8, 2026, 7:00 AM ET

Seller Guide

Step-by-step how-tos

Numbered steps, a tool to try and the Amazon pages behind every number.

  1. PromotionsOct 27How to create a coupon on Amazon, and what it really costsIn Seller Central, go to Advertising, then Coupons, and click Create a new coupon. Add your ASINs, choose Percentage off (5% to 50%) or Money off,…Beginner·4 min read·7 stepsCalculator

From the daily issues

Daily tips on this topic

Newest first. Each one opens in the issue it ran in, frozen as published.

  1. Deals · No. 018 · Not every shopper needs the same 20 percent offBlack Friday badges are not the only discount you can run. Brand Tailored Promotions let Brand Registry representatives in the United States, and in the UK, Spain,…
  2. Deals · No. 017 · Amazon's own Black Friday checklist is five boxes. Tick them this weekend.Seller Central refreshed its Black Friday and Cyber Monday readiness note again this week. The list is short on purpose: inventory received at fulfillment centers for…
  3. Fees · No. 016 · · Lead tipAmazon just mailed the 2027 fee letter. Open Profit Analytics first.FBA fulfillment fees rise by about $0.19 per unit on average on January 15, roughly 0.8% of the average item's selling price. Some ASINs go up, some go down. The new…
  4. Fees · No. 016 · The fuel surcharge is not going anywhere on January 15Buried under the $0.19 headline: the FBA fuel and logistics surcharge stays unchanged. Amazon says fuel and line-haul trucking costs have stayed elevated since the…
  5. Deals · No. 016 · Seven days left to submit Black Friday and Cyber Monday dealsDeal sourcing for Black Friday and Cyber Monday closes on November 13. Amazon already pushed that deadline once from October 20. After Friday, the door is shut for this…
  6. Events · No. 014 · Nine hours of Amazon answering questions. Ask yours early.The Seller Assistant product team is hosting Ask Amazon: Seller Assistant, Canvas and Workflows in the Seller Forums on Wednesday, November 18, from 8 AM to 5 PM PT.…
  7. Deals · No. 013 · Amazon's own Black Friday pre-flight has five boxesAmazon posted a short readiness list for Black Friday and Cyber Monday this week, and it is refreshingly unglamorous. Inventory for deal ASINs in stock and received.…
  8. Pricing · No. 012 · · Lead tipYour Black Friday discount is measured against your OctoberAmazon decides how big your deal looks by comparing it to a 90-day Typical Price. Run too many markdowns before the holidays and that yardstick shrinks.
  9. Pricing · No. 012 · A List Price you made up is a List Price Amazon won't showSince April 23, 2026, the List Price you enter has to pass one of two tests before Amazon validates it. Either the product was recently offered at that price at another…
  10. Deals · No. 012 · Set a calendar reminder for two weeks before every dealAmazon's advice for keeping a deal alive when the reference price moves is plain: check for Needs Attention alerts in your Deals dashboard two weeks before your deal…
  11. Promotions · No. 012 · Not every promotion drags your Typical Price downIf you need to keep moving units before the holidays, the type of promotion matters. Amazon excludes Buy X, Get Y promotions, Subscribe and Save promotions and tailored…
  12. Deadlines · No. 010 · Two things turn into pumpkins at midnightIt's Halloween, and two Amazon deadlines run out today. AWD storage with auto-replenishment is at off-peak rates through October 31. If you've been meaning to move…
  13. Deals · No. 010 · Thirteen days to Nov 13. Price your deals with January in mind.Black Friday and Cyber Monday deal sourcing closes on November 13, after Amazon extended it from October 20. Every unit those deals sell falls inside the holiday return…
  14. Pricing · No. 008 · The multipack prices itself. The discount is your call.By default a pack of two costs exactly two of your singles, using your single-pack price when the multipack was created. Change the single's price and the multipack…
  15. Pricing · No. 007 · A business price is also a visibility settingAmazon says setting business prices and quantity discounts can increase your visibility to business customers and your chances of becoming the Featured Offer. You can…
  16. Fees · No. 006 · The fee discount that gets bigger as you ship morePrime delivery is the shiny half of Amazon's announcement. The MCF Preferred Pricing Program is the half your accountant will like. It pairs discounted Multi-Channel…
  17. Deals · No. 005 · · Lead tipThe deal door reopened. The loading dock didn't.Amazon extended Black Friday and Cyber Monday deal sourcing to November 13. The inventory cutoffs stayed exactly where they were, so the extra time only helps if the…
  18. Fees · No. 003 · · Lead tipYour launch discount has a sign-up sheet. It's due Halloween.Since July 30, Amazon's New Selection Program (2026) has applied itself to new branded FBA products as an introductory offer. After October 31 it only applies if you've…
  19. Finance · No. 003 · Get paid in the currency you actually oweSeller Wallet, the money tool inside Seller Central, now comes in two flavors. Seller Wallet USD holds proceeds from the US store. Seller Wallet EUR pools proceeds from…
  20. Pricing · No. 001 · Know what a deal costs before you fall in love with the discountDeal submissions for Black Friday Week closed on October 20. If you got in, good. Now do the math you skipped in July. Best Deals, Lightning Deals and Prime Exclusive…

Quick answers

Short answers, then the steps

Each answer is the one at the top of its guide.

How do I create a coupon on Amazon?

In Seller Central, go to Advertising, then Coupons, and click Create a new coupon. Add your ASINs, choose Percentage off (5% to 50%) or Money off, set a budget and dates, then click Submit coupon. It goes live in four to six hours. In the US you also pay $5 per coupon plus 2.5% of the sales it makes, with that variable part capped at $2,000.

Read the full guide

Terms

Words you will meet

Plain-English definitions from the glossary.

Referral fee
The percentage of each sale Amazon keeps, set by product category, with a per-item minimum in most categories. It applies to the total price, including…
Featured Offer
The offer shown with the Add to Cart button, formerly called the Buy Box. Price, delivery speed, order experience and stock all count.

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