As a major traffic-driving event, Prime Day is not only a crucial opportunity to boost sales but also a key moment for brands to generate significant buzz. Whether you’re a seasoned seller with years of experience or an up-and-coming brand eager to make your mark, now is the perfect time to get ready!

Amazon has given sellers plenty of time to prepare. The promotion submission period runs from March 24 to May 26, 2026.

Promotion Eligibility Requirements

US and Canada

Pricing must be equal to or lower than the lowest selling price in the past 60 days, including promotional prices from past promotions, coupons, and price discounts.

Offer a discount of at least 5% based on the lowest selling price in the past 30 days (including promotional prices from past promotions, coupons, and price discounts).

Europe (UK/DE/FR/IT/ES)

Offer a discount of at least 5% based on the lowest selling price over the past 30 days (including promotional prices from past promotions, coupons, and price discounts).

Promotion Fee Update

Amazon will continue the performance-based fee structure introduced in 2025 for Prime Day 2026 and other major sales events. This ensures that your fees are tied to your promotional performance, regardless of the promotion type you choose. During Prime Day 2026, fees for Z-Deals, Lightning Deals, and Prime-exclusive price discounts will be:

US Site

Upfront fee: $100 per promotion, plus

Variable fee: 1.5% of sales (capped at $5,000)