Amazon published key dates and information for sellers to help them get ready for the holiday shopping season, including requirements for different deals and promotions, when to send inventory into Amazon, and information about peak-season fees.
Sellers can now submit certain types of deals, but they will have to wait to submit coupons and Prime-member deals.
Prime Big Deal Days
Submissions for Prime Big Deal Days “Best Deals” and “Lightning Deals” are open and close September 12.
To ensure Prime-badge eligibility, inventory should arrive by the following dates:
- Amazon Warehousing and Distribution (AWD): August 29
- Fulfillment by Amazon (FBA) Minimal shipment splits: September 10
- FBA Amazon-optimized shipment splits: September 19
Black Friday/Cyber Monday Week Event
Submissions for Black Friday/Cyber Monday Week “Best Deals” and “Lighting deals are open and close October 28.
To ensure Prime-badge eligibility, inventory should arrive by the following dates:
- AWD: October 9
- FBA Minimal shipment splits: October 20
- FBA Amazon-optimized shipment splits: October 30
Amazon also informed sellers that submissions for Prime Exclusive Price Discounts (PED) will open on September 10th, and submissions for Coupons will open once event dates are publicly announced.
The announcement also covered Amazon’s holiday peak fulfillment fees that will apply from October 15, 2025, through January 14, 2026, for FBA, Remote Fulfillment with FBA, Multi-Channel Fulfillment (MCF), and Buy with Prime (see more in Monday’s AuctionBytes Blog, “Is Amazon FBA Running Out of Room Already?“)
Sellers can find the Amazon FBA Peak Readiness Playbook on this page of Seller Central.
