Amazon just shared everything sellers need to prepare for the biggest sales events of the year including Prime Big Deal Days in October and Black Friday/Cyber Monday Week in November. These events bring in huge customer traffic, and Amazon wants sellers to get ready early so products can be featured in deals, show up in promotions, and stay in stock during peak sales days.
Here’s a breakdown of the key updates:
1. Deal types you can run this holiday season
Best Deals
These show on Amazon’s “Deals” page and can get special visibility during big events
You must offer at least 15% off, but 30%+ may get an extra promotion
You can submit for both events (Prime Big Deal Days and Black Friday Week)
Flat fee: $1,000 per deal.
Submissions for Prime Big Deal Days are open and close on September 12
Submissions for Black Friday/Cyber Monday Week are open and close on October 28
Lightning Deals
Short-term deals (12 hours), shown in a special section on Amazon
You must offer at least 20% off
Great for high-traffic, quick-selling products
Recommended only for sellers with a big budget
Flat fee: $500 per deal
Submissions for Prime Big Deal Days are open and close on September 12
Submissions for Black Friday/Cyber Monday Week are open and close on October 28
Prime Exclusive Discounts (PED)
Discounts are only visible to Prime members
Products must be Prime-eligible
Sellers should offer at least 15% off
It’s a lower-cost option if you don’t want to run a big deal
Fee: $100 for Prime Big Deal Days, $245 for BFCM Week
Submissions for Prime Big Deal Days are open
Submissions for Black Friday/Cyber Monday Week open on September 10
Coupons
Show up on search results, product pages, and more
Flexible for single products or bundles
Sellers can offer a minimum of 5% discount
Available closer to the event once dates are publicly announced
Cost: $5 per coupon + 2.5% of total coupon-based sales
Submissions will open once event dates are publicly announced
2. Inventory deadlines (when to send stock in)
To make sure your products are eligible for Prime and arrive in time for the sale, Amazon has strict deadlines for sending inventory:
Prime Big Deal Days
AWD (Amazon Warehousing): Aug 29
FBA minimal split: Sep 10
FBA optimized split: Sep 19
Black Friday/Cyber Monday
AWD: Oct 9
FBA minimal split: Oct 20
FBA optimized split: Oct 30
What this means:
You need to ship inventory early. If your shipments arrive outside of the scheduled delivery window, Amazon may delay processing, which means your product may miss the sale.
3. Use tools like Capacity Manager and AWD
If you're tight on space or unsure if you can send a lot of inventory, use Capacity Manager to request extra FBA space or use Amazon Warehousing and Distribution (AWD) to store overflow inventory cheaply, it can auto-replenish stock to FBA.
4. Peak season fulfillment fees apply
From October 15, 2025, to January 14, 2026, Amazon will charge holiday peak fulfillment fees — same as last year. This applies to:
FBA
Remote Fulfillment (for Canada/Mexico)
Multi-Channel Fulfillment (MCF)
Buy with Prime
You can see how these fees affect your products using the FBA Revenue Calculator.
What sellers should do now
Plan your deals. Start with Lightning Deals, Best Deals, or PED if eligible
Check your inventory and send it before the deadlines above
Use Amazon tools like AWD and Capacity Manager to avoid delays
Keep track of fees. Build them into your pricing now so you’re not caught off guard
Watch your “Deals” dashboard in Seller Central for deal eligibility and upcoming coupon options
Need help with your holiday deal strategy or inventory planning? Our Amazon selling consultants can help you optimize deals, submit the right ASINs, and make sure your stock is in place before peak season hits.
