Amazon just published its Holiday 2026 plan. The short version for your brand: your costs are not going up, but the dates to get inventory in are sooner than they feel. This page is your plain-English map of what to send, by when, and what it costs. We are already on it.
Skip the fine print. Here is what the update actually changes for you as a seller.
Deal fees and peak fulfillment fees are the same as last year. No new eligibility hurdles to clear before you can run a deal.
To keep the Prime badge during the events, stock has to reach Amazon by set dates in September and October. Miss them and your deal runs out of stock.
Capacity limits tighten in November and December. The sooner your units are in the network, the safer your Q4 sales are.
Prime Big Deal Days kicks off the season in October, then Black Friday Week and Cyber Monday close it out. Each has its own cut-off for getting stock in.
Same numbers as last holiday. Peak fees apply from Oct 15, 2026 to Jan 14, 2027 across FBA, Remote Fulfillment, MCF, and Buy with Prime.
Five steps, in order. Green means we run it. Blue means we need a quick yes from you.
We pick which products to put on deal for each event and submit before the early-bird cut-off, so you save $50 per promotion.
We send you a clean sheet of proposed products and prices. One review, one approval, and we submit. This is the step that has tripped events up before, so we lock it early.
We plan inbound shipments backward from the cut-off dates above and coordinate freight so units land in time to keep the Prime badge.
We route buffer inventory through Amazon Warehousing and Distribution with auto-replenishment on. It refills FBA for you and keeps you on off-peak storage rates through Oct 31, 2026.
Storage limits tighten as centers switch to shipping orders. We monitor your limits and use Capacity Manager to bid for more space if a top seller needs it.
Everything on this page comes from Amazon's official Holiday 2026 announcement. The links below open in Seller Central.
You do not need another checklist. You need a team that already tracks these dates for your account and runs the shipments. That is us.