This year, Prime Big Deal Days returns at the same time as last year to kick off the season, followed by Black Friday Week. To help you plan for your busiest season, key details on deals, fees and inventory are provided below, along with additional resources and best practices available in the Q4 peak readiness playbook.

Deal Submissions

The deal submission window is open from now until:

• September 23 for Prime Big Deal Days
• November 18 for Black Friday Week

We’re also bringing back the early submission discount. Submit your Prime Big Deal Days deals by August 5 and Black Friday Week deals by September 5 to save 30% on the upfront promotion fee.

Promotions Fees and Eligibility

Eligibility requirements for promotions are the same as Prime Day, with one update: Prime Exclusive Discounts now require a minimum product rating of 3.5. Fees for Best Deals, Lightning Deals and Prime Exclusive Discounts will be the same as Prime Day.

United Kingdom:

• Upfront fee: £12 per promotion, plus
• Variable fee: 0.75% of promotional sales (capped at £600)

Germany:

• Upfront fee: €16 per promotion, plus
• Variable fee: 0.75% of promotional sales (capped at €1,000)

France, Italy and Spain:

• Upfront fee: €10 per promotion, plus
• Variable fee: 0.5% of promotional sales (capped at €300)

For more information, go to Deals for events and Price Discounts and events.

Festive Peak Fulfilment Fees

The festive peak fulfilment fee will apply again for selected Fulfilment by Amazon (FBA) orders in the UK and Germany from October 15, 2026, to January 14, 2027.

The festive peak fee applies to the following:

• UK: Small and standard parcels, large and extra-large envelopes fulfilled via local FBA and Remote Fulfilment from the EU to the UK. The fee will be an average of £0.12 per parcel item and £0.07 per large and extra-large envelope item.
• Germany: Small and standard parcels fulfilled via local and Pan-EU FBA, the European Fulfilment Network and Remote Fulfilment from the UK to the EU, at an average of €0.27 per unit.

The festive peak fulfilment fee won’t apply to oversize, low-price FBA or items delivered to buyers in other EU countries. The 1.5% fuel and logistics-related surcharge will apply on top of festive peak fulfilment fees.

To help you prepare, you can preview the festive peak fulfilment fee now with real-time cost comparisons across fulfilment types in the Revenue Calculator and the FBA Fee Preview report.

To review the detailed fee rates, go to 2026 festive peak fulfilment fee.

Inbound Inventory Dates

To ensure Prime-badge eligibility for your products during this year’s events, make sure that your inventory arrives at our European facilities by the following dates:

• September 9, 2026 (September 16 for UK): Prime Big Deal Days
• October 21, 2026 (October 28 for UK): Black Friday Week

Capacity Planning

As we enter the year-end shopping season, our fulfilment centre teams will focus on receiving shipments in September and October, then shift to processing customer orders in November and December. This temporary shift ensures faster delivery speeds for customers and maximises your sales potential. During this time, inbound delivery window slots will be limited.

If you’re expecting higher year-end volume, you can also use Capacity Manager to bid for extra space in our fulfilment centres.