This year’s Prime Big Deal Days will return alongside the same period last year to kick off the holiday season, followed by Amazon’s Black Friday & Cyber Monday event. To help sellers plan for this busy sales season, this article provides key information on promotions, fees and inventory for the U.S., Canada, Europe, and Australia sites. For holiday promotions on other sites, please refer to official announcements from Amazon Global Selling and the actual information on Seller Central.

Promotion Submission Windows

Prime Big Deal Days promotion submissions across Amazon sites will open gradually starting July 6. In addition, early bird submission discounts will be offered for holiday season promotions. Below are key deadlines (they vary by site and will appear progressively in Seller Central):

2026 Amazon Prime Big Deal Days submission windows:

• U.S.: July 8 – September 8

• Canada: July 8 – September 29
  

• Europe: July 6 – September 23

• Australia Manual Deals submission: expected early July

*Australia currently offers free submission for many onsite marketing resources.

Early bird submission discount deadlines:

• U.S., Canada & Europe: before August 5

Prime Exclusive Price Discount submission windows:

• U.S. & Canada: July 20

* All submission times are subject to Seller Central displays.

2026 Amazon Black Friday & Cyber Monday submission windows:

• U.S.: July 8 – October 20

• Canada: July 8 – November 13
  

• Europe: July 6 – November 18

Early bird submission discount deadlines:

• U.S., Canada & Europe: before September 5

Prime Exclusive Price Discount submission windows:

• U.S. & Canada: August 17

* All submission times are subject to Seller Central displays.

Promotion Eligibility Requirements

To ensure customers feel savings and boost engagement and sales, Prime Exclusive Price Discounts and promotions for this holiday season must now meet the following conditions:

U.S. and Canada

• Price at or below the lowest selling price in the last 60 days, including price promotions, coupons and price discounts.

• At least a 5% discount off the lowest selling price in the last 30 days (including prior price promotions, coupons and price discounts).

Europe (UK/DE/FR/IT/ES)

• At least a 5% discount off the lowest selling price in the last 30 days (including prior price promotions, coupons and price discounts).

💡Important Reminder

Prime Big Deal Days promotion prices are not counted in the 30-day or 60-day lookback period and therefore will not affect the maximum promotion price required for Black Friday & Cyber Monday.

Promotion Fee Structure

The holiday promotion fee structure remains the same as prior major events. During 2026 Prime Big Deal Days and Black Friday & Cyber Monday, fees for Lightning Deals, 7-Day Deals and Prime Exclusive Price Discounts will be:

U.S. 🇺🇸

• Upfront fee: $100 per promotion, plus
  

• Variable fee: 1.5% of sales (cap $5,000)

Early bird submission promotion:

If you successfully submit and schedule a 7-Day Deal or Lightning Deal before the early bird deadline, you can save $50 on the fixed upfront fee per promotion.

Click to enlarge image

Peak Fulfillment Fees

From October 15, 2026 to January 14, 2027, Fulfillment by Amazon (FBA), FBA Remote Fulfillment, Multi-Channel Fulfillment (MCF) and Buy with Prime will be charged peak fulfillment fees.

The 2026 peak fulfillment fee increase is the same as last year, an average increase of $0.32 per unit. The existing fuel and logistics-related surcharge (3.5%) continues to apply on top of peak fulfillment fees.

Peak rates have been added to the FBA Revenue Calculator, Profitability Dashboard and Fee & Economics Preview Report, which sellers can view in Seller Central.

Canada 🇨🇦

• Upfront fee: CAD 10 per promotion, plus

• Variable fee: 1% of sales (cap CAD 350)

Early bird submission promotion:

If you successfully submit and schedule a 7-Day Deal or Lightning Deal before the early bird deadline, you can save CAD 4 on the fixed upfront fee per promotion.

Peak Fulfillment Fees

From October 15, 2026 to January 14, 2027, FBA, FBA Remote Fulfillment and MCF will be charged peak fulfillment fees.

2026 peak fee increase same as last year, average increase of CAD 0.39 per unit.

UK 🇬🇧

• Upfront fee: £12 per promotion, plus

• Variable fee: 0.75% of sales (cap £600)

Early bird submission promotion:

If you successfully submit and schedule a 7-Day Deal or Lightning Deal before the early bird deadline, you can save £4 on the fixed upfront fee per promotion.

Germany 🇩🇪

• Upfront fee: €16 per promotion, plus

• Variable fee: 0.75% of sales (cap €1,000)

Early bird submission promotion:

If you successfully submit and schedule a 7-Day Deal or Lightning Deal before the early bird deadline, you can save €5 on the fixed upfront fee per promotion.

France, Spain, Italy 🇫🇷🇪🇸🇮🇹

• Upfront fee: €10 per promotion, plus

• Variable fee: 0.5% of sales (cap €300)

Early bird submission promotion:

If you successfully submit and schedule a 7-Day Deal or Lightning Deal before the early bird deadline, you can save €3 on the fixed upfront fee per promotion.

*Fees and eligibility details are subject to Seller Central displays.

⚠️ Peak fulfillment fees for Europe will be announced later by Amazon Global Selling; please refer to actual information on Seller Central.

You can view 2026 Prime Big Deal Days and Black Friday & Cyber Monday promotion submission information in three ways:

Seller Central Promotion Submission Page

The path differs between new and old versions of Seller Central:

🔍 New version: Seller Central > Marketing > Promotion Management & Deals

🔍 Old version: Seller Central > Advertising

* Please log in to Seller Central to view the promotion submission page for each site.

Contact your Account Manager

Contact your account manager to obtain a PDF guide for 2026 Prime Big Deal Days and Black Friday & Cyber Monday promotion submissions and the link to an account manager-led livestream.

Check recent amazon.com emails

Check your registered Amazon email for recent messages from addresses ending in @amazon.com or @sell.amazon.com.

Promotion Rules and Pricing Q&A

Q1｜Will running a regular Lightning Deal now affect Prime Big Deal Days/Black Friday & Cyber Monday prices?

Avoid participating in other promotions with prices lower than your Prime Big Deal Days/Black Friday & Cyber Monday promotion prices within one month before the major events; otherwise it may affect those promotion prices.

Q2｜Does the lowest price in the last 30 days include prices from promotions? From what point is the “last 30 days” calculated?

The lowest price in the last 30 days includes prices from various promotions (Lightning Deals, 7-Day Deals, Top Deals, Prime Exclusive Price Discounts, price discounts, coupons).

The “last 30 days” refers to the 30 days before the submitted promotion starts.

*If individual sites differ, please confirm with the corresponding account manager.

Q3｜Must coupons exactly match the start/end dates of Prime Big Deal Days/Black Friday & Cyber Monday?

Just covering the entire event period is sufficient. If possible, we recommend starting the coupon campaign earlier to warm up your products for better performance during the event.

*Prime member coupon submission windows are subject to Seller Central displays.

Q4｜What’s the difference between regular coupons and Prime member coupons?

When setting up coupons, you can target specific audiences such as students or Prime members. Prime Big Deal Days is a Prime-member event; we recommend making coupons Prime-member targeted during the event for better results.

*Prime member coupon submission windows are subject to Seller Central displays.

Event Eligibility Q&A

Q5｜Is an official email required to participate in Prime Big Deal Days/Black Friday & Cyber Monday?

Receiving an official email is not tied to eligibility.

However, we strongly recommend checking Amazon official emails regularly; prolonged inactivity may prevent you from receiving notifications.

Promotions come in different types, each with different product eligibility requirements.

Deal-type promotions are based on Amazon system recommendations. If you do not receive a Deal recommendation, you can still participate through Prime member coupons (set coupon dates to cover the event period) or Prime Exclusive Price Discounts (submission opening soon – please keep a close eye on Seller Central and official announcements).

Q6｜Can new sellers who just launched this year participate in Prime Big Deal Days/Black Friday & Cyber Monday promotions?

Absolutely! Promotion types have different requirements. Even without a Deal recommendation, it’s recommended to submit coupons and Prime Exclusive Price Discounts to improve product ranking and gain visibility during peak traffic.

Q7｜Can submitted Deals for Prime Big Deal Days/Black Friday & Cyber Monday be canceled? Will that affect future recommendations or the account if canceled before running?

During the submission window, you can apply for multiple promotions. Once results and schedules are determined, we advise carefully reviewing the schedule and product profitability to make selections.

If the scheduled time does not suit your business needs, cancel the Lightning Deal at least 25 hours before it starts (the earlier the better).

Q8｜Why don’t I see a Prime Big Deal Days/Black Friday & Cyber Monday Deal recommendation?

Deal recommendations are automatically generated by the system based on ASIN performance, both during normal periods and major events. You can check in Seller Central to see if any ASINs are recommended.

Deal recommendations update weekly. If you don’t see one immediately, don’t worry – check weekly.

Q9｜Why do I see a promotion recommendation in Seller Central showing “created successfully” but clicking in shows an error?

Multiple reasons can cause this. Please check the promotions status meanings and required actions in Seller Central to troubleshoot.

🔍 Seller Central Help > Increase Sales > Amazon Promotions > Troubleshoot Suppressed and Running Promotions

Q10｜Can non-FBA products participate in Prime Big Deal Days/Black Friday & Cyber Monday promotions?

In mature sites, coupons and Deals support both FBA and MFN. Non-FBA sellers are advised to submit Prime member coupons to gain visibility.

MFN products must meet the following to submit Prime Exclusive Price Discounts:

• Late shipment rate must not exceed 4.0% in the month before the promotion starts.

• Order defect rate must not exceed 1.0% in the month before the promotion starts.

• Pre-fulfillment cancel rate must not exceed 0.5% in the month before the promotion starts.

  *Note: Japan site pre-fulfillment cancel rate must not exceed 2.5%
  

• Your payment reserve policy must be set to 7 days or more after delivery date.

*Due to site-specific conditions, please check recent emails or consult your account manager.

*Prime member coupon and Prime Exclusive Price Discount submission windows are subject to Seller Central displays.

Q11｜Can ASINs without reviews participate in Prime Big Deal Days/Black Friday & Cyber Monday?

For ASINs with no reviews and thus unable to submit Deals, we recommend prioritizing Prime Exclusive Price Discounts and Prime member coupons. Specific product requirements for those are subject to each site’s rules.

• Coupons: reviews currently not required.

• Prime Exclusive Price Discounts: please refer to Seller Central for product requirements.

*Submission windows subject to Seller Central displays.

Q12｜Do Prime member coupons / Prime Exclusive Price Discounts show a badge on the detail page?

Display formats vary by site and promotion type; final display will be as shown during the event.

*Submission windows subject to Seller Central displays.

Source: Amazon Global Selling
Original link: https://www.amz123.com/t/RK5h9XXY