Every holiday season, millions of customers turn to Amazon to discover great deals and gifts to celebrate special moments. Last year’s Prime Big Deal Days was our largest October event ever and Black Friday Week and Cyber Monday had record sales and a record number of items sold.
In 2025, these events represent another exceptional opportunity to grow your business. We expect this holiday season to be bigger than ever, with customers excited to shop promotions. To help you prepare, we’ve consolidated key dates and information all in one place including requirements for different deals and promotions, when to send inventory into Amazon, and peak-related fees.
Holiday Deal Events
Promotions scheduling for Prime Big Deal Days and the Black Friday/Cyber Monday Week events is now open for Best Deals and Lightning Deals. Offering high quality promotions on products, particularly Amazon-exclusive offers, is a great way to boost your sales. Available promotion types include:
- Best Deals:Showcase your top-selling products across the Amazon deals page, with additional visibility through event page merchandising, homepage placement, and event badging.
- Minimum 15% discount off the ASIN reference price.
- Discounts of 30% off or more are eligible for additional merchandising during the events.
- $1,000 flat fee per Best Deal
- Submissions for Prime Big Deal Days are open and close September 12
- Submissions for Black Friday/Cyber Monday Week are open and close October 28
- Lightning Deals:Offer time-limited discounts that run for 12 hours during main event days, featuring prominent placement on the Amazon deals page plus event page merchandising, homepage features, and event badging.
- Minimum 20% discount off ASIN reference price
- $500 flat fee per Lightning Deal
- Submissions for Prime Big Deal Days are open and close September 12
- Submissions for Black Friday/Cyber Monday Week are open and close October 28
- Prime Exclusive Price Discounts (PED):Exclusive discounts for Prime members, highlighted with event badging in search results, product pages, and cart. Available for Prime-eligible FBA products and qualifying seller-fulfilled items.
- Minimum 15% discount off ASIN reference price
- PED flat fee for Prime Big Deal Days will be $100 per campaign
- PED flat fee for Black Friday/Cyber Monday Week will be $245 per campaign
- Submissions for Prime Big Deal Days are open
- Submissions for Black Friday/Cyber Monday Week open on September 10
- Coupons:Point-of-sale discounts with automated merchandising across the event page, search results, and product pages. Available for single products or product sets.
- Minimum 5% discount
- Flat fee of $5 per coupon plus 2.5% of sales from units sold on coupon
- Submissions will open once event dates are publicly announced
Sending your inventory
To ensure Prime-badge eligibility during key 2025 sales events, make sure your inventory arrives by the following dates:
Prime Big Deal Day Event
- Amazon Warehousing and Distribution (AWD): August 29
- Fulfillment by Amazon (FBA) Minimal shipment splits: September 10
- FBA Amazon-optimized shipment splits: September 19
Black Friday/Cyber Monday Week Event
- AWD: October 9
- FBA Minimal shipment splits: October 20
- FBA Amazon-optimized shipment splits: October 30
All domestic and international shipments will be scheduled with a 7-day delivery window. You’ll see this in the Send to Amazon workflow starting August 18 if using Amazon non-partnered carriers. This change improves our ability to plan receiving appointments for all sellers and ensure we can process your inventory faster. Shipments arriving within their scheduled window will receive priority processing,while shipments arriving outside of their scheduled delivery windows may face appointment and receive delays. For more information, go to Send to Amazon: Delivery Window – with standard calendar weeks.
As a reminder, you can use Capacity Manager if you want to request additional FBA space for your holiday products. We also recommend using Amazon Warehousing and Distribution to hold extra inventory at lower rates and automatically replenish to fulfillment centers as needed.
Holiday Peak Fulfillment Fees
Consistent with previous years, holiday peak fulfillment fees will apply from October 15, 2025, through January 14, 2026, for FBA, Remote Fulfillment with FBA, Multi-Channel Fulfillment (MCF), and Buy with Prime, and these peak fees will be the same as last year. Peak fulfillment fees for FBA and Remote Fulfillment with FBA are now available for preview in the Revenue Calculator and Fee and Economics Preview Report , so you can plan using real-time cost comparisons across fulfillment types.
For more information on our annual holiday peak fulfillment fees, including detailed rates by size and weight for 2025, go to these help pages:
- FBA fee rates
- Remote Fulfillment by FBA fee rates for Mexico and Canada
- MCF rates
- Buy with Prime rates
For more information about holiday season preparation, including how to set up your deals, discounts, and coupons, go to FBA peak season readiness playbook.
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