Amazon Prime Big Deal Days will take place on October 6–7, 2026. Sellers still have time to prepare promotions, inventory, and advertising for the event.
Amazon has also extended the deadline for Best Deals and Lightning Deals to September 22.
Here are a few things sellers should keep in mind:
Submit deals by September 22
Best Deals and Lightning Deals must be submitted by September 22. Amazon recommends submitting early, as placement opportunities may become more limited closer to the deadline.
Coupons can still be used throughout the event.
Use Prime Exclusive Discounts
Prime Exclusive Discounts offer sellers a more flexible way to participate. They can be used on eligible Prime products and submitted up to 12 hours before the event ends.
They can be used together with scheduled deals or as a standalone promotion.
Amazon notes that larger discounts may also provide additional visibility during the event.
Prime Day promotions will not impact Black Friday eligibility
Promotional prices used during Prime Big Deal Days are excluded from Amazon’s deal lookback window.
This means participating in the October event should not negatively affect deal eligibility for Black Friday or Cyber Monday.
Prepare your inventory
Make sure your inventory is already received by Amazon or in transit before the event begins.
Sellers may also want to review advertising campaigns and increase budgets on strong-performing products ahead of October 6.
Important dates
- Prime Big Deal Days: October 6–7, 2026
- Best Deals and Lightning Deals deadline: September 22, 2026
- Prime Exclusive Discounts: Available until up to 12 hours before the event ends
