The registration for the Amazon Prime Day promotion in 2026 is now officially open! Let's take a look at what's changed this year!

The fee structure has shifted from a fixed ticket price to a pay-per-performance model, with eligibility requiring a minimum price for 60 days plus an additional 5% reduction from the minimum price for the past 30 days. The timing may also be moved up from July to late June. Additionally, submissions before April 30th can enjoy an immediate $50 discount on the fixed fee. Let's delve into the details of these changes!

1. Timing Changes

2025: Stable in July

Time: July 8th – July 11th (the longest 4 days in history), continuing the traditional "July promotion" rhythm.

2026: Possibly moved up to June

Time: Expected in late June or mid-July (uncertainty exists), industry news suggests Amazon is considering moving from July to June.

2. Promotion Rules and Fees

1. Promotion Eligibility Requirements

2025: Regular discount requirements, no mandatory "historical lowest price" constraint

2026: US/Canada site: Promotion price ≤ the lowest sales price in the past 60 days; and at least 5% lower than the lowest sales price in the past 30 days;

European sites (UK/Germany/France/Italy/Spain): Similar, based on at least a 5% discount from the lowest price in the past 30 days.

2. Fees for Deals, Lightning Deals, and Prime Exclusive Prices

2025: Fixed fees (e.g., fixed fees for US site Lightning Deals)

2026: Unified adoption of fixed prepaid + variable commission on sales

US site: $100 prepaid + 1.5% of sales (capped at $5,000)

Early bird offer: Submit before April 30th, get an immediate $50 discount on the prepaid fee (pay only $50)

Prime Exclusive Price: First-time charge (free in 2025)

3. Submission Time

2025: Regular schedule

2026: Significantly advanced

① March 24th: Deals/Lightning Deals open for submission

② April 6th: Prime Exclusive Price open for submission

③ April 30th: Early bird offer deadline

④ May 26th: Lightning Deals final deadline

3. Impact on Sellers and Recommendations

1. Don't miss the early bird window: Submit Deals or Lightning Deals before April 30th and save $50 on the fixed fee (US site).

2. Strictly control historical prices: Avoid arbitrary price reductions to clear inventory before the promotion, as this could lower the 60-day/30-day minimum prices and cause the promotion to fail.

3. Calculate the costs before signing up: Estimate the costs based on "fixed fee + sales × commission rate" and ensure that the profit margin covers the costs.

4. Ensure timely delivery of goods: Make sure to deliver inventory to Amazon's fulfillment centers before the following dates:

① May 27th: Amazon warehousing and distribution service shipments;

② May 27th: Amazon Logistics shipments with the "Single Point Inventory" option;

③ June 5th: Amazon Logistics shipments with the "Amazon-optimized shipment splitting" option.

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