This year, Prime Big Deal Days returns at the same time as last year to kick off the season, followed by Black Friday Week and Cyber Monday. To help you plan for your busiest season, key details on deals, fees, and inventory are provided below, along with additional resources and best practices available in the Q4 peak readiness playbook.

Deal Submissions

The deal submission window is open from:

• July 8 to September 8 for Prime Big Deal Days
• July 8 to October 20 for Black Friday Week and Cyber Monday

We’re also bringing back the early submission discount. 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.

Promotions Fees and Eligibility

Prime Big Deal Days promotional prices are excluded from the 30-day and 60-day lookback window and won’t affect the maximum deal price required for Black Friday Week and Cyber Monday deals.

There are no new eligibility requirements, and fees for Best Deals, Lightning Deals, and Prime Exclusive Price Discounts will be the same as Prime Day:

• Upfront fee: $100 per promotion, plus
• Variable fee: 1.5% of promotional sales (capped at $5,000)

For more information, go to Deals for events and Price Discounts and events.

Holiday Peak Fulfillment Fees

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.

For more information, including detailed rates by size and weight, go to FBA fee rates, Remote Fulfillment by FBA fee rates for Mexico and Canada, MCF rates, and Buy with Prime rates.

Inbound Inventory Deadlines

To ensure Prime-badge eligibility for your products during this year’s events, make sure your inventory arrives at our 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)

Capacity Planning

To maximize your sales during the holiday season, send inventory early. Our fulfillment center teams focus on receiving holiday shipments in September and October, then shift to processing customer orders in November and December. So, you may see lower capacity limits during this time. The sooner your products are in the network, the easier it is for them to reach customers during peak demand.

If you're expecting higher holiday volume, consider using Amazon Warehousing and Distribution (AWD) to store extra inventory at lower rates and automatically replenish fulfillment centers as needed. Sellers who enrolled in AWD in the fourth quarter of 2025 experienced an increase of over 13% in shipped units and greater than 30% reduction in out-of-stock days during the quarter. Additionally, if you send inventory through AWD and enable automatic replenishment to FBA, you'll keep paying the off-peak monthly storage rate through October 31, 2026.

You can also use Capacity Manager to bid for extra space in our fulfillment centers.

For more information, go to Amazon Warehousing and Distribution (AWD) and Capacity Manager.