How have sellers' sales been recently? Are you looking forward to Prime Day? The promotion qualifications and fee rules for Amazon Prime Day 2026 have been updated.

Firstly, restrictions have been imposed on the pricing for promotion qualifications, aiming to eliminate false discounts.

For the US and Canada stations, the promotional price of products must be ≤ the lowest sales price in the past 60 days, and this lowest sales price includes all past promotions, coupons and other forms of discounts; on this basis, at least an additional 5% discount must be provided on the premise of the lowest price in the past 30 days.

For European stations, the promotional price must be ≤ the lowest sales price in the past 30 days, and similarly, at least a further 5% reduction must be made on this basis.

Secondly, in terms of the charging model, the platform has introduced a new structure of "prepayment + sales commission", but there is an upper limit. This is the first time that Prime exclusive discounts have been included in the charging range.

• The fixed prepayment fee for the US station is 100 US dollars each time, with a sales commission rate of 1.5%, and the upper limit for a single event is 5000 US dollars;
  

• The fixed prepayment fee for the Canada station is 10 Canadian dollars each time, with a commission rate of 1% and an upper limit of 350 Canadian dollars;
  

• The fixed prepayment for the UK station is 12 pounds, with a commission of 0.75% and an upper limit of 600 pounds;
  

• The fixed prepayment for the Germany station is 16 euros, with a commission of 0.75% and an upper limit of 1000 euros;
  

However, Amazon provides an early bird discount for sellers. Sellers who report Z-deals or flash sales before April 30 can enjoy a prepayment reduction. For example, the US station can be reduced by 50 US dollars.

Moreover, the settlement method for the costs of this Prime Day is clearer. The fixed fee is deducted directly when the report is successful, and the variable sales commission is settled according to the actual sales amount after the promotion ends.

This year's Prime Day puts forward higher requirements for sellers' operations, especially in terms of promotional prices and costs, which will directly affect the profits of products during major promotions. Sellers must carefully evaluate the product price history and promotional rhythm, and don't end up doing charity!

Finally, Amazon has also put forward requirements for the time of goods entering the warehouse. For Amazon Warehousing and Distribution (AWD) and FBA warehousing that selects "minimal shipment splits", the deadline is May 27, 2026; for FBA warehousing that selects "Amazon-optimized shipment splits", the deadline is June 5, 2026.

However, with the continuous tightening of Amazon's policies and changes in the external market, the logistics timeliness for sellers is becoming increasingly uncertain.

Some time ago, the news that Amazon was going to build the world's first intelligent hub warehouse (GWD) in Shenzhen caused heated discussion in the industry.

Unexpectedly, according to official Amazon news, on April 10, Amazon's global intelligent hub warehouse GWD was put into use in Shenzhen.

Sellers only need to send goods to the Shenzhen GWD warehouse, and Amazon is responsible for subsequent customs declaration, transportation and other links.

At present, some sellers have received invitation emails from GWD, and core sellers of the US station are invited first:

Why is GWD so attracting to sellers?

Firstly, in terms of logistics costs, the storage cost can be reduced by up to 45%, directly saving nearly half of the logistics costs.

Secondly, in terms of logistics timeliness, when sellers use Shenzhen GWD together with Amazon Global Logistics (AGL) headhaul service, the time to deliver inventory to US operation centers can be shortened by up to 7 days, and the whole process is handled by Amazon for customs declaration and transportation.

Then there is the reliable automated cross-border replenishment service, which uses Amazon's AI algorithm to analyze sellers' sales data, inventory levels and market demand in real time, and automatically replenish goods from Shenzhen GWD warehouse to US FBA warehouse.

For sellers, they can completely say goodbye to the tedious work of finding freight forwarders, monitoring customs clearance and tracking logistics, significantly reduce the operational threshold, and save effort and energy throughout the process.

At present, GWD is in the invitation-only beta stage. It is recommended that eligible sellers seize the window period as soon as possible, test warehousing in small batches, and seize market opportunities first.

This innovative logistics model may affect the entire cross-border e-commerce supply chain. Sellers who want to apply can also keep an eye on it continuously.

Source: Min Ge Cross-border Notes