This year, Prime Big Deal Days returns on schedule to kick off the holiday season, followed by Black Friday & Cyber Monday. Here is key promotion, fee, and inventory info for US, CA, EU, and AU. Other sites will be announced on Amazon Global Selling; refer to Seller Central.

✅Submission Timeline

Prime Big Deal Days deal submission opens from July 6. Early bird discounts available. Key dates:

◉ Prime Big Deal Days submission windows: US: Jul 8 – Sep 8; CA: Jul 8 – Sep 29; EU: Jul 6 – Sep 23; AU: Manual Deals from early Jul.

◉ Early bird deadline: Aug 5 (US, CA, EU).

◉ Prime Exclusive Discount submission opens: Jul 20 (US & CA).

*Times shown in Seller Central.

◉ 2026 Black Friday & Cyber Monday submission windows:

US: Jul 8 – Oct 20; CA: Jul 8 – Nov 13; EU: Jul 6 – Nov 18.

◉ Early bird deadline: Sep 5 (US, CA, EU).

◉ Prime Exclusive Discount submission opens: Aug 17 (US & CA).

✅Promotion Eligibility

Prime Exclusive Discounts and promotions must meet:

◉ US & CA: Price ≤ lowest price in last 60 days, at least 5% off lowest price in last 30 days.

◉ EU (UK/DE/FR/IT/ES): At least 5% off lowest price in last 30 days.

⚠ Note: Prime Big Deal Days promo prices are not included in the 30/60-day lookback, so they won't impact Black Friday/Cyber Monday maximum prices.

✅ Promotion Fee Structure

Fees for Prime Big Deal Days and Black Friday/Cyber Monday:

---- US: Prepaid $100 + 1.5% of sales (cap $5,000). Early bird saves $50.

◉ Peak FBA fees: Oct 15, 2026 – Jan 14, 2027, peak fees apply for FBA, Remote Fulfillment, MCF, and Buy with Prime. Average US$0.32/unit increase, same as last year, plus existing 3.5% fuel surcharge. Check FBA Revenue Calculator in Seller Central.

---- CA: CA$10 + 1% (cap CA$350). Early bird saves CA$4. Peak fees: avg CA$0.39 increase Oct 15–Jan 14.

---- UK: £12 + 0.75% (cap £600). Early bird saves £4.

---- DE: €16 + 0.75% (cap €1,000). Early bird saves €5.

---- FR/ES/IT: €10 + 0.5% (cap €300). Early bird saves €3.

*Fees and eligibility details in Seller Central. ⚠️ EU peak fees pending official announcement.

Check promotion submission info via:

(1) Seller Central Promotion Page: New path: Seller Central > Marketing > Promotions & Deals. Old path: Seller Central > Advertising.

(2) Contact Account Manager for PDF guide and live stream link.

(3) Check recent emails from @amazon.com.

✅FAQ Highlights

Q: Do regular deals affect Prime Day/Black Friday promo prices? Avoid lower prices 1 month prior.

Q: Does 30-day lowest price include promotions? Yes, includes Lightning Deals, coupons, etc., measured 30 days before event start.

Q: Can new sellers participate? Yes, via coupons and Prime Exclusive Discounts even without Deal recommendations.

Q: How to cancel a Deal? Cancel at least 25 hours before start to avoid negative impact.

Q: Why no Deal recommendation? Recommendations are auto-generated based on ASIN performance, updated weekly.

Q: Can MFN items join? Yes, coupons and Prime Exclusive Discounts support MFN if delivery metrics are met (late shipment <4%, order defect <1%, pre-ship cancel <0.5%, payment reserve 7+ days, free shipping). Check Seller Central for site-specific details.

Q: Are reviews required? Not for coupons. Prime Exclusive Discounts: check eligibility.

For more details, refer to Seller Central or your account manager.

Head to Seller Central now to submit promotions and win the 2026 Amazon Holiday Season!

For any Amazon questions, contact your official account manager via https://wsurl.cc/wg4chn or scan the QR code: