With the holiday season fast approaching, Amazon has officially opened promotional submissions for its two largest Q4 shopping events: Prime Big Deal Days and Black Friday/Cyber Monday Week. The company is encouraging sellers to act early to maximize visibility and sales during what it anticipates will be its biggest holiday season ever.
In a statement to sellers, Amazon highlighted the record-breaking performance of last year’s events, noting that 2024’s Prime Big Deal Days was the largest October sales event in Amazon history, while Black Friday and Cyber Monday delivered all-time highs in both total sales and number of items sold.
Key Promotional Opportunities and Deadlines
Amazon has outlined four main promotional tools available to sellers this year, each with specific requirements and submission deadlines:
1. Best Deals
- Discount: Minimum 15% off; 30%+ discounts receive added merchandising.
- Fee: $1,000 flat fee per deal.
- Visibility: Featured on Amazon Deals page, homepage, and event pages.
- Submission Deadlines:
- Prime Big Deal Days: Closes September 12
- Black Friday/Cyber Monday Week: Closes October 28
2. Lightning Deals
- Discount: Minimum 20% off.
- Fee: $500 per deal.
- Visibility: 12-hour time-limited offers with premium placement.
- Submission Deadlines:
- Prime Big Deal Days: Closes September 12
- Black Friday/Cyber Monday Week: Closes October 28
3. Prime Exclusive Discounts (PED)
- Discount: Minimum 15% off.
- Eligibility: Prime-eligible FBA and qualifying seller-fulfilled products.
- Fee: 100(Prime Big Deal Days); 100(Prime Big Deal Days); 245 (Black Friday/Cyber Monday).
- Submission Deadlines:
- Prime Big Deal Days: Now open
- Black Friday/Cyber Monday: Opens September 10
4. Coupons
- Discount: Minimum 5% off.
- Fee: $5 per coupon + 2.5% of sales from coupon usage.
- Availability: Submission opens once event dates are publicly announced.
Inventory Deadlines and Fulfillment Planning
To ensure Prime-badge eligibility and avoid delays, Amazon has published critical inventory arrival dates for both Fulfillment by Amazon (FBA) and Amazon Warehousing & Distribution (AWD):
Prime Big Deal Days Inventory Deadlines:
- AWD: August 29
- FBA (Minimal Shipment Splits): September 10
- FBA (Optimized Shipment Splits): September 19
Black Friday/Cyber Monday Inventory Deadlines:
- AWD: October 9
- FBA (Minimal Shipment Splits): October 20
- FBA (Optimized Shipment Splits): October 30
Amazon has also introduced 7-day scheduled delivery windows for both domestic and international shipments using non-partnered carriers. This change, effective August 18, is designed to improve warehouse appointment planning and speed up inventory processing.
Holiday Peak Fulfillment Fees
Amazon confirmed that holiday peak fulfillment fees will apply from October 15, 2025, through January 14, 2026, across all fulfillment programs including:
- Fulfillment by Amazon (FBA)
- Remote Fulfillment with FBA
- Multi-Channel Fulfillment (MCF)
- Buy with Prime
Importantly, peak fees remain unchanged from last year and are now available for preview in the Revenue Calculator and Fee and Economics Preview Report, allowing sellers to compare fulfillment costs in real time.
Tools and Recommendations
To help sellers manage increased demand, Amazon recommends:
- Using Capacity Manager to request additional FBA storage.
- Leveraging Amazon Warehousing & Distribution (AWD) for overflow inventory and automatic replenishment.
- Planning promotions and inventory shipments well ahead of deadlines to avoid delays and maximize event exposure.
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25 Aug, 2025
