🇺🇸 USPPC & AdvertisingHigh ImpactMarch 24, 2026
Amazon Introduces Paid Deal Fees for Prime Day 2026 Submissions
Effective: March 24, 2026
All US sellers planning to run Lightning Deals, Best Deals, or Prime Exclusive Discounts during Prime Day 2026
For the first time, Amazon is charging sellers to submit deals for Prime Day 2026. The new structure includes a $100 upfront fee per deal plus a 1.5% variable fee on promotional sales during the event, capped at $5,000. An early-bird discount reduces the upfront fee to $50 for submissions made before April 30, 2026. The deal submission window runs March 24 through May 26, 2026.
Real-World Impact
A deal generating $10,000 in Prime Day sales costs $100 upfront + $150 variable (1.5%) = $250 total. A blockbuster deal at $400,000 in sales maxes out at $100 + $5,000 cap = $5,100.
Key Points
- New fee model: $100 upfront per deal + 1.5% variable fee on promotional sales, capped at $5,000
- Early-bird discount: submit before April 30, 2026 to pay $50 instead of $100 upfront
- Deal submission window open now: March 24 – May 26, 2026
- Deal price must be at or below lowest price in last 60 days and at least 5% below last 30-day low
- FBA inventory deadlines: AWD/minimal-split by May 27; Amazon-optimized by June 5
What You Should Do Now
- 1Submit Prime Day deals before April 30, 2026 to save $50 on the upfront fee
- 2Verify pricing eligibility: deal price must be ≤ your lowest price in the past 60 days
- 3Recalculate promotion ROI for each SKU factoring in the $100 upfront fee plus 1.5% variable cost
- 4Ensure FBA inventory is shipped with enough lead time — AWD or minimal-split by May 27, Amazon-optimized by June 5
Official Source
Amazon Selling Partners →This summary is written in our own words based on the official source linked above. Policies may be updated after publication. Always check the official Amazon source for the latest details.