Amazon sellers can begin submitting holiday deals as early as July 8, 2026, and the company provided information about eligibility and deadlines, which will be earlier this year. It also announced holiday peak fulfillment fees.
Amazon told sellers its fifth annual Prime Big Deal Days would return at the same time as last year, when it was held on October 7-8, 2025. (An Amazon spokesperson would not confirm if this year’s Big Deal Days sale would fall on October 6 – 7, saying the company had not made any announcements about the event this year.)
The deal submission window is open from July 8 to September 8 for Prime Big Deal Days and from July 8 to October 20 for Black Friday Week and Cyber Monday. Amazon will again provide early-submission discounts: “Submit your Prime Big Deal Days deals by August 5 and Black Friday Week and Cyber Monday deals by September 5 to save $50 on the upfront promotion fee.”
In order to ensure Prime-badge eligibility, sellers must make sure their inventory arrives at Amazon facilities by the following dates:
Prime Big Deal Days
September 2: Amazon Warehousing and Distribution (AWD) shipments
September 9: FBA shipments with “minimal shipment splits” option selected
September 16: FBA shipments with “Amazon-optimized shipment splits” option selected (most sellers select this option)
Black Friday Week and Cyber Monday
October 14: AWD shipments
October 21: FBA shipments with “minimal shipment splits” option selected
October 28: FBA shipments with “Amazon-optimized shipment splits” option selected (most sellers select this option)
Amazon’s Holiday Peak Fulfillment Fees for this year are as follows:
“Holiday peak fulfillment fees will apply again from October 15, 2026, to January 14, 2027, for Fulfillment by Amazon (FBA), Remote Fulfillment with FBA, Multi-Channel Fulfillment (MCF), and Buy with Prime – the same dates as last year.
“Holiday peak fulfillment fees will have the same per unit increase over non-peak rates as last year, averaging $0.32 per unit. The 3.5% fuel and logistics-related surcharge will apply on top of holiday peak fulfillment fees.
“Peak rates for FBA and Remote Fulfillment with FBA are now available in the Revenue Calculator, Profit Analytics dashboard, and Fee and Economics Preview Report so you can compare costs across fulfillment types.“
In a separate announcement on Tuesday, Amazon said that starting this month, it will begin removing seller eligibility requirements for the Featured Offer. “This change will roll out gradually across all Amazon stores globally, completing by the end of 2026. No action is required from you, and your existing offers will automatically be included with this update.”
