Get ready to make this Prime Day your best yet. We’ve made changes to promotion eligibility requirements to ensure deals deliver the value customers expect during our biggest shopping events like Prime Day. We’ve also simplified promotion fees to better align your costs and set FBA inbound dates to ensure your products are Prime-ready for the big event.
Promotional Eligibility
To ensure deals offer substantial value to customers, and in turn drive higher engagement and more sales for you, Prime Exclusive Price Discounts and Deals must now:
- Be priced at or below the lowest sales price, including promotional prices from previous deals, coupons, and price discounts, over the past 60 days.
- Offer at least 5% off the lowest sales price, including promotional prices from previous deals, coupons, and price discounts, over the past 30 days.
We’re also giving you more time to act. The deal submission window will be open from March 24, 2026, through May 26, 2026. To schedule a deal, go to Create a deal.
For full eligibility details, go to Deals for events and Price Discounts and Events.
You can use the Deals dashboard to monitor your deals and get ahead of any adjustments starting two weeks before they go live. Scheduled deals in need of updates can be found under Needs Action.
Promotion Fee Updates
We’re extending the performance-based fee structure introduced in 2025 for Prime Day 2026 and other peak events. This ensures your costs align with your promotional sales, regardless of which promotion type you choose. For Prime Day 2026, Best Deals, Lightning Deals, and Prime Exclusive Price Discounts fees will be:
- Upfront fee: $100 per promotion, plus
- Variable fee: 1.5% of promotional sales (capped at $5,000)
To encourage early deal submission, you’ll receive $50 off the upfront fee per deal if you schedule your Best Deal or Lightning Deal by April 30, 2026.
For more information and fee examples, go to Understand deal fees and Price discount fee.
Sending in Your Inventory
To ensure your products are Prime-ready by Prime Day, make sure your inventory arrives at our facilities by the following dates:
- May 27, 2026: Amazon Warehousing and Distribution (AWD) shipments
- May 27, 2026: FBA shipments with “minimal shipment splits” option selected
- June 5, 2026: FBA shipments with “Amazon-optimized shipment splits” option selected
While we’ll continue to receive inventory after these dates, late arrivals may not be processed in time for Prime eligibility.
For complete details about Prime Day, including key dates, eligibility criteria, inbound deadlines, and other best practices, visit the 2026 Prime Day Readiness Playbook. As a reminder, all information about Prime Day 2026 is confidential until announced publicly in the press.
We’re looking forward to working together to make this our best Prime Day yet.
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