AMAZON SHARES KEY DATES AND DEADLINES FOR Q4 & BFCM 2025 - SEPTEMBER 3, 2025

Amazon just shared everything sellers need to prepare for the biggest sales events of the year including Prime Big Deal Days in October and Black Friday/Cyber Monday Week in November. These events bring in huge customer traffic, and Amazon wants sellers to get ready early so products can be featured in deals, show up in promotions, and stay in stock during peak sales days.

Here's A Breakdown Of The Key Updates

1. Deal Types You Can Run This Holiday Season

Best Deals

• These show on Amazon's "Deals" page and can get special visibility during big events
• You must offer at least 15% off, but 30%+ may get an extra promotion
• You can submit for both events (Prime Big Deal Days and Black Friday Week)
• Flat fee: $1,000 per deal.
• Submissions for Prime Big Deal Days are open and close on September 12
• Submissions for Black Friday/Cyber Monday Week are open and close on October 28

Lightning Deals

• Short-term deals (12 hours), shown in a special section on Amazon
• You must offer at least 20% off
• Great for high-traffic, quick-selling products
• Recommended only for sellers with a big budget
• Flat fee: $500 per deal
• Submissions for Prime Big Deal Days are open and close on September 12
• Submissions for Black Friday/Cyber Monday Week are open and close on October 28

Prime Exclusive Discounts (PED)

• Discounts are only visible to Prime members
• Products must be Prime-eligible
• Sellers should offer at least 15% off
• It's a lower-cost option if you don't want to run a big deal
• Fee: $100 for Prime Big Deal Days, $245 for BFCM Week
• Submissions for Prime Big Deal Days are open
• Submissions for Black Friday/Cyber Monday Week open on September 10

Coupons

• Show up on search results, product pages, and more
• Flexible for single products or bundles
• Sellers can offer a minimum of 5% discount
• Available closer to the event once dates are publicly announced
• Cost: $5 per coupon + 2.5% of total coupon-based sales
• Submissions will open once event dates are publicly announced

2. Inventory Deadlines (When To Send Stock In)

To make sure your products are eligible for Prime and arrive in time for the sale, Amazon has strict deadlines for sending inventory:

Prime Big Deal Days

Black Friday/Cyber Monday

What this means:

You need to ship inventory early. If your shipments arrive outside of the scheduled delivery window, Amazon may delay processing, which means your product may miss the sale.

3. Use Tools Like Capacity Manager And AWD

If you're tight on space or unsure if you can send a lot of inventory, use Capacity Manager to request extra FBA space or use Amazon Warehousing and Distribution (AWD) to store overflow inventory cheaply, it can auto-replenish stock to FBA.

4. Peak Season Fulfillment Fees Apply

From October 15, 2025, to January 14, 2026, Amazon will charge holiday peak fulfillment fees — same as last year. This applies to:

• FBA
• Remote Fulfillment (for Canada/Mexico)
• Multi-Channel Fulfillment (MCF)
• Buy with Prime

You can see how these fees affect your products using the FBA Revenue Calculator.

What sellers should do now

• Plan your deals. Start with Lightning Deals, Best Deals, or PED if eligible
• Check your inventory and send it before the deadlines above
• Use Amazon tools like AWD and Capacity Manager to avoid delays
• Keep track of fees. Build them into your pricing now so you're not caught off guard
• Watch your "Deals" dashboard in Seller Central for deal eligibility and upcoming coupon options

Need help with your holiday deal strategy or inventory planning? Our Amazon selling consultants can help you optimize deals, submit the right ASINs, and make sure your stock is in place before peak season hits.