Another fee to add to the list, as if they were not enough 🥴
Amazon has introduced a new fee structure for Prime Exclusive Discounts during US deal events, marking a significant shift in strategy as we gear up for high-traffic sales like Prime Big Deal Days, Black Friday, and Cyber Monday.
Previously, sellers could leverage Prime Exclusive Discounts during these peak events without a fee. Moving forward, each promotion during event days that benefits from special event badging will incur a $50 event fee.
This flat rate applies regardless of the number of products you include under the same promotion, whether 20 or 100.
I don't think anyone is loving this change, though. However, this new fee model emphasizes the value of visibility during crucial shopping dates, encouraging sellers to plan discounts to maximize return on investment strategically.
It’s a shift from an all-access approach to a more performance-driven model, where the impact of your discounts directly correlates with the cost.
One possible cause for all this may be the fact that the deals section feels less and less impactful, and they want the real deals to be what is there at the cost of seeing less product.
But what do you think was the cause of all this?
💡 Pro-Tip for Sellers
Since the $50 (or current $100) fee is flat per promotion and not per ASIN, try bundling your products into unified multi-ASIN promotions to share the fee overhead instead of launching separate promotions for each product line.