Prime Day 2026: New Deal Fees, Rules, and Deadlines – March 24, 2026
Amazon has opened the Prime Day 2026 deal submission window starting March 24, and there are several important changes sellers need to understand.
The biggest updates include new promotion eligibility rules, a revised fee structure, and clear inventory deadlines to ensure products are Prime-ready.
To qualify for Prime Day promotions, your deals must meet two price conditions: your deal price must be equal to or lower than the lowest price in the last 60 days, and your deal must offer at least a 5% discount compared to the lowest price in the last 30 days.
For Prime Day 2026, promotion costs include a $100 upfront fee per promotion, 1.5% variable fee on promotional sales, and a $5,000 maximum variable fee cap for Lightning Deals, Best Deals, and Prime Exclusive Price Discounts.
Submit Lightning Deals or Best Deals before April 30, 2026 to receive $50 off the upfront fee per deal.
FBA inbound deadlines: AWD and minimal shipment splits by May 27, 2026; Amazon-optimized shipment splits by June 5, 2026.