Amazon has updated the participation requirements and fees for Prime Day 2026. Discounts must be at least 5% below the lowest selling price of the past 30 days. The submission deadline runs from March 24 to June 19, 2026. A performance-based fee structure ensures that costs are proportionate to sales. Early submissions by April 30 receive a 30% discount on the upfront offer fee.
What do sellers need to keep in mind?
Submit offers early and save 30%: Those planning Best Deals or Lightning Deals by April 30, 2026, will receive a 30% discount on the upfront fee. With the German upfront fee of 16 EUR, this saves 4.80 EUR per promotion – for numerous offers, these savings can quickly add up to a significant amount.
Consistently check the 5% minimum discount rule: The new calculation is based on the lowest price in the last 30 days – including vouchers and price reductions. Sellers should check their current list prices and ongoing promotions to ensure the planned offer price actually meets the 5% threshold.
Send FBA inventory by May 27, 2026: Goods arriving at Amazon after the cutoff date may not receive Prime eligibility in time. Sellers should now plan lead times for production, packaging, and delivery, and set goods receipt dates in Seller Central.
