Amazon Ads · Status at source date: Newsletter archive
Amazon Prime Day 2026 introduces a 60-day pricing rule and an updated deal fee structure
Amazon has released updated participation rules for Prime Day 2026. The most significant change is a 60-day pricing rule: any promotional price for a Prime Day deal must be the lowest price offered in the previous 60 days, including all prior discounts and coupons, and must represent at least a 5% discount from the lowest price of the last 30 days.
What changed
Sellers running aggressive promotions in April or May will see their Prime Day price ceiling lowered. The fee structure has also changed: Best Deals and Lightning Deals carry a $100 fixed fee (reduced to $50 if submitted before April 30) plus a 1.5% variable fee on promotional sales, capped at $5,000. Key logistics deadlines: deal submissions close May 26; FBA Optimised Splits inbound deadline is June 5.
Why it matters for advertisers
For you, this means pausing or reducing promotional activity in April and May to protect your Prime Day reference price baseline: the 60-day lookback makes pre-event discounting directly costly.
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Amazon Prime Day 2026 introduces a 60-day pricing rule and an updated deal fee structure
Amazon has released updated participation rules for Prime Day 2026. The most significant change is a 60-day pricing rule: any promotional price for a Prime Day deal must be the lowest price offered in the previous 60 days, including all prior discounts and coupons, and must represent at least a 5% discount from the lowest price of the last 30 days. Sellers running aggressive promotions in April or May will see their Prime Day price ceiling lowered. The fee structure has also changed: Best Deals and Lightning Deals carry a $100 fixed fee (reduced to $50 if submitted before April 30) plus a 1.5% variable fee on promotional sales, capped at $5,000. Key logistics deadlines: deal submissions close May 26; FBA Optimised Splits inbound deadline is June 5.
For you, this means pausing or reducing promotional activity in April and May to protect your Prime Day reference price baseline: the 60-day lookback makes pre-event discounting directly costly.
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