Amazon Announces 2026 Prime Big Deal Days and Peak Season Fee Dates
Amazon announced the Deal sourcing deadline and event dates for Prime Big Deal Days, as well as the applicable period for peak-season fulfillment fees.
What are the key facts?
- 1Prime Big Deal Days Deal sourcing deadline: September 29, 2026
- 2Prime Big Deal Days: October 6–7, 2026
- 3Eligible promotions typically require at least 15% off the validated reference price
- 4Peak-season fulfillment fee period: October 15, 2026–January 14, 2027
What happened?
Amazon published reminders on Seller Central regarding Prime Big Deal Days submissions and peak-season fees. The Deal sourcing deadline for Prime Big Deal Days is September 29, 2026, and the event is scheduled for October 6–7, 2026. Eligible promotions typically need to offer at least 15% off the validated reference price. In addition, peak-season fulfillment fees will apply from October 15, 2026, through January 14, 2027. These dates affect Professional sellers, FBA sellers, and brand sellers who need to recalculate profit margins after discounts. Sellers need to review their promotion schedules and profit calculations against the submission deadline, event dates, promotion discount requirements, and peak-season fulfillment fee period.
What does this mean for cross-border sellers?
The Prime Big Deal Days submission deadline, event dates, and 15% discount requirement will directly affect product selection, pricing, and promotion timing. Peak-season fulfillment fees will apply from October 15, 2026, through January 14, 2027, so FBA sellers need to recalculate profit margins during the event and peak season.
What should sellers do now?
- 1This week, create a sourcing and submission checklist for stores planning to participate in Prime Big Deal Days. Record each product, its Deal sourcing status, and the verification that it is at least 15% below the validated reference price, and mark outstanding items by September 29, 2026.Procurement List
- 2This week, enter the discount plans for FBA products participating in the event into the profit calculator separately. Calculate profitability for the October 6–7, 2026 event period and the October 15, 2026–January 14, 2027 peak-season fulfillment fee period, and produce a list of eligible SKUs.Profit calculator
- 3This week, review each target Listing for Prime Big Deal Days, verify that the promotional price meets the requirement of being at least 15% below the validated reference price, and retain the price, discount, and review results for each product to create an auditable compliance checklist.Listing character checker