Amazon Extends Prime Big Deal Days Deal Deadline to September 22 Ahead of October 6–7 Event
Sellers get more time to submit Best Deals and Lightning Deals, while Prime Exclusive Discounts and coupons provide additional options for participating in Amazon’s October shopping event
By ChannelMAX Staff Writer
Sept-2026#08
Amazon sellers preparing for the holiday shopping season have received extra time to submit deals for Prime Big Deal Days 2026, which will take place October 6–7. In an update posted on Seller Central, Amazon said the deadline for submitting Best Deals and Lightning Deals has been extended to September 22. The extension gives eligible sellers a few more days to finalize discounts and prepare products for the two-day Prime shopping event.
Amazon is also encouraging sellers to make sure inventory is ready and to review advertising plans ahead of the event. For sellers, the update provides several ways to participate. Businesses that miss the scheduled deal deadline can still consider Prime Exclusive Discounts or coupons, depending on product eligibility and their promotional strategy.
September 22 Is the Key Deadline for Best Deals and Lightning Deals
Eligible sellers planning to run Best Deals or Lightning Deals during Prime Big Deal Days must submit them by September 22. Amazon said sellers should submit as early as possible because earlier submissions may improve their chances of securing placement during the event. The extension is particularly useful for sellers who were still evaluating pricing, inventory levels, or promotional budgets before committing to a deal.
However, sellers should not treat the additional time as a reason to delay preparation. They still need to consider whether the discount leaves enough margin after Amazon fees, advertising costs, fulfillment expenses, and other operating costs.
Also Read: Amazon Tightens Seller Insurance Rules From November 2, Adds Mandatory Coverage for Safety-Sensitive Products
Prime Exclusive Discounts Offer More Flexibility
Prime Exclusive Discounts provide another option for sellers that want to participate without relying entirely on Best Deals or Lightning Deals. According to the Seller Central update, Prime Exclusive Discounts can be applied to Prime-eligible ASINs that meet Amazon’s required discount threshold. One important advantage is timing.
Amazon said eligible Prime Exclusive Discounts can be submitted until 12 hours before Prime Big Deal Days ends. Advance scheduling is not required. This means sellers can use Prime Exclusive Discounts in several ways. They can support products already included in scheduled promotions, serve as a standalone promotion, or provide an alternative for eligible products that are not included in a Best Deal or Lightning Deal.
Amazon also noted that deeper discounts may qualify for additional merchandising visibility and can help improve conversion during the event. Sellers should still calculate the financial impact carefully before increasing discounts. Higher sales volume does not necessarily mean higher profit if the promotional price reduces margins too aggressively.
Coupons Remain Available Through the Event
Coupons provide another flexible promotional option. While Best Deals and Lightning Deals close for submissions on September 22, Amazon said coupons will remain available through the end of Prime Big Deal Days. This gives sellers another way to adjust their promotional strategy closer to October 6–7.
Coupons may be useful for sellers who want to offer a visible discount without committing to one of Amazon’s scheduled deal formats. Sellers should compare the cost, eligibility requirements, discount level, expected conversion, and potential margin of each promotion before deciding which option is best for an ASIN.
Prime Big Deal Days Discounts Will Not Hurt BF and CM Deal Eligibility
One of the most important points in the Seller Central update concerns Black Friday and Cyber Monday. Amazon said promotional prices offered during Prime Big Deal Days will be excluded from the relevant lookback window used for Black Friday and Cyber Monday deal eligibility.
This means sellers can offer discounts during the October event without those Prime Big Deal Days promotional prices reducing their ability to meet eligible deal pricing requirements for Black Friday and Cyber Monday. That can be important for sellers planning promotions across multiple major shopping events during the fourth quarter.
Instead of choosing between an October promotion and later holiday deals solely because of the pricing lookback, eligible sellers can build a broader promotional calendar around Prime Big Deal Days, Black Friday, and Cyber Monday.
Inventory Planning Should Be a Priority
A strong promotion will have limited value if an ASIN runs out of stock during the event. Amazon is therefore advising sellers to confirm that their inventory has either been received or is already in transit before Prime Big Deal Days begins.
Sellers using Fulfillment by Amazon should closely monitor inbound shipments and available inventory. Businesses should also review expected sales velocity rather than relying only on normal weekly sales. A product that normally sells 20 units a day, for example, could experience a very different demand pattern when combined with an event discount and increased advertising exposure.
Sellers should therefore examine historical event performance, current inventory, inbound quantities, lead times, and expected promotional demand before deciding how aggressively to promote an ASIN.
Avoid Over-Discounting Low-Margin Products
Prime Big Deal Days can generate additional traffic, but sellers should not automatically discount every eligible product. A better approach is to identify products where increased sales volume can justify the promotional cost. Sellers may want to examine contribution margins, FBA fees, referral fees, advertising costs, product costs, return rates, and promotional expenses before setting the final deal price.
Products with healthy margins may have more room for aggressive promotions. Low-margin ASINs may require a more conservative strategy. The objective should not simply be to generate the largest possible sales number. Sellers should consider whether the promotion contributes to profitable growth, inventory objectives, customer acquisition, or another clear business goal.
Advertising Budgets May Need Adjustment
Amazon is also encouraging sellers to consider increasing advertising budgets for their strongest campaigns ahead of Prime Big Deal Days. Higher shopping activity can create additional opportunities, but popular campaigns may also exhaust their daily budgets earlier than usual.
Sellers should review their best-performing Sponsored Products and other advertising campaigns before October 6. Rather than increasing every campaign equally, sellers can prioritize products that have strong conversion rates, sufficient inventory, competitive pricing, and an active Prime Big Deal Days promotion. Advertising performance should also be monitored during the event.
If an ASIN begins running low on inventory or advertising costs rise faster than sales, sellers may need to adjust campaigns rather than allowing budgets to continue spending automatically.
Build a Product-Level Prime Big Deal Days Strategy
Sellers can benefit from treating Prime Big Deal Days as a product-level planning exercise rather than applying the same promotion to an entire catalog. Products can be divided into different groups. Top-selling ASINs with strong margins may be suitable for aggressive promotion and increased advertising.
Products that need additional visibility may benefit from Prime Exclusive Discounts or coupons. Slow-moving inventory may be evaluated for promotions where increased traffic could help improve sell-through. Products with limited inventory or very low margins may be better kept outside aggressive promotions. This approach can help sellers balance sales growth with profitability and inventory management.
What Sellers Should Do Before September 22
Sellers planning to participate should first identify eligible ASINs and review the available deal recommendations in Seller Central. They should then check inventory levels and inbound shipments, calculate the minimum profitable selling price, and determine which products are suitable for Best Deals or Lightning Deals.
Prime Exclusive Discounts and coupons can then be considered for additional eligible products or as more flexible promotional options. Advertising campaigns should also be reviewed before the event. Sellers can identify campaigns that already generate profitable sales and decide whether additional budget is justified during Prime Big Deal Days.
Finally, sellers should continue monitoring pricing, inventory, advertising performance, and sales during October 6–7 instead of treating the event as a set-and-forget promotion.
Why This Update Matters for Amazon Sellers
The September 22 extension gives sellers additional time to enter Prime Big Deal Days with Best Deals and Lightning Deals, but the most important opportunity may be the flexibility available across several promotional formats. Sellers can combine scheduled deals, Prime Exclusive Discounts, coupons, inventory planning, and targeted advertising to create a strategy that fits individual products.
The protection of Black Friday and Cyber Monday deal eligibility is also significant. Sellers planning a broader fourth-quarter promotion calendar can participate in Prime Big Deal Days without having the event’s promotional prices count against the relevant Black Friday and Cyber Monday pricing lookback.
With Prime Big Deal Days scheduled for October 6–7, the remaining preparation period should be used to check inventory, calculate margins, select the right ASINs, submit eligible deals by September 22, and prepare advertising campaigns. For sellers who approach the event with clear profitability and inventory targets, the extended deadline provides another opportunity to strengthen their October sales strategy while keeping later holiday promotions in view.
Also Read: Labor Day Sale 2026: Amazon urges US sellers to clear excess inventory and launch deals before Q4
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
By ChannelMAX Staff Writer
Sept-2026#08
Amazon sellers preparing for the holiday shopping season have received extra time to submit deals for Prime Big Deal Days 2026, which will take place October 6–7. In an update posted on Seller Central, Amazon said the deadline for submitting Best Deals and Lightning Deals has been extended to September 22. The extension gives eligible sellers a few more days to finalize discounts and prepare products for the two-day Prime shopping event.
Amazon is also encouraging sellers to make sure inventory is ready and to review advertising plans ahead of the event. For sellers, the update provides several ways to participate. Businesses that miss the scheduled deal deadline can still consider Prime Exclusive Discounts or coupons, depending on product eligibility and their promotional strategy.
September 22 Is the Key Deadline for Best Deals and Lightning Deals
Eligible sellers planning to run Best Deals or Lightning Deals during Prime Big Deal Days must submit them by September 22. Amazon said sellers should submit as early as possible because earlier submissions may improve their chances of securing placement during the event. The extension is particularly useful for sellers who were still evaluating pricing, inventory levels, or promotional budgets before committing to a deal.
However, sellers should not treat the additional time as a reason to delay preparation. They still need to consider whether the discount leaves enough margin after Amazon fees, advertising costs, fulfillment expenses, and other operating costs.
Also Read: Amazon Tightens Seller Insurance Rules From November 2, Adds Mandatory Coverage for Safety-Sensitive Products
Prime Exclusive Discounts Offer More Flexibility
Prime Exclusive Discounts provide another option for sellers that want to participate without relying entirely on Best Deals or Lightning Deals. According to the Seller Central update, Prime Exclusive Discounts can be applied to Prime-eligible ASINs that meet Amazon’s required discount threshold. One important advantage is timing.
Amazon said eligible Prime Exclusive Discounts can be submitted until 12 hours before Prime Big Deal Days ends. Advance scheduling is not required. This means sellers can use Prime Exclusive Discounts in several ways. They can support products already included in scheduled promotions, serve as a standalone promotion, or provide an alternative for eligible products that are not included in a Best Deal or Lightning Deal.
Amazon also noted that deeper discounts may qualify for additional merchandising visibility and can help improve conversion during the event. Sellers should still calculate the financial impact carefully before increasing discounts. Higher sales volume does not necessarily mean higher profit if the promotional price reduces margins too aggressively.
Coupons Remain Available Through the Event
Coupons provide another flexible promotional option. While Best Deals and Lightning Deals close for submissions on September 22, Amazon said coupons will remain available through the end of Prime Big Deal Days. This gives sellers another way to adjust their promotional strategy closer to October 6–7.
Coupons may be useful for sellers who want to offer a visible discount without committing to one of Amazon’s scheduled deal formats. Sellers should compare the cost, eligibility requirements, discount level, expected conversion, and potential margin of each promotion before deciding which option is best for an ASIN.
Prime Big Deal Days Discounts Will Not Hurt BF and CM Deal Eligibility
One of the most important points in the Seller Central update concerns Black Friday and Cyber Monday. Amazon said promotional prices offered during Prime Big Deal Days will be excluded from the relevant lookback window used for Black Friday and Cyber Monday deal eligibility.
This means sellers can offer discounts during the October event without those Prime Big Deal Days promotional prices reducing their ability to meet eligible deal pricing requirements for Black Friday and Cyber Monday. That can be important for sellers planning promotions across multiple major shopping events during the fourth quarter.
Instead of choosing between an October promotion and later holiday deals solely because of the pricing lookback, eligible sellers can build a broader promotional calendar around Prime Big Deal Days, Black Friday, and Cyber Monday.
Inventory Planning Should Be a Priority
A strong promotion will have limited value if an ASIN runs out of stock during the event. Amazon is therefore advising sellers to confirm that their inventory has either been received or is already in transit before Prime Big Deal Days begins.
Sellers using Fulfillment by Amazon should closely monitor inbound shipments and available inventory. Businesses should also review expected sales velocity rather than relying only on normal weekly sales. A product that normally sells 20 units a day, for example, could experience a very different demand pattern when combined with an event discount and increased advertising exposure.
Sellers should therefore examine historical event performance, current inventory, inbound quantities, lead times, and expected promotional demand before deciding how aggressively to promote an ASIN.
Avoid Over-Discounting Low-Margin Products
Prime Big Deal Days can generate additional traffic, but sellers should not automatically discount every eligible product. A better approach is to identify products where increased sales volume can justify the promotional cost. Sellers may want to examine contribution margins, FBA fees, referral fees, advertising costs, product costs, return rates, and promotional expenses before setting the final deal price.
Products with healthy margins may have more room for aggressive promotions. Low-margin ASINs may require a more conservative strategy. The objective should not simply be to generate the largest possible sales number. Sellers should consider whether the promotion contributes to profitable growth, inventory objectives, customer acquisition, or another clear business goal.
Advertising Budgets May Need Adjustment
Amazon is also encouraging sellers to consider increasing advertising budgets for their strongest campaigns ahead of Prime Big Deal Days. Higher shopping activity can create additional opportunities, but popular campaigns may also exhaust their daily budgets earlier than usual.
Sellers should review their best-performing Sponsored Products and other advertising campaigns before October 6. Rather than increasing every campaign equally, sellers can prioritize products that have strong conversion rates, sufficient inventory, competitive pricing, and an active Prime Big Deal Days promotion. Advertising performance should also be monitored during the event.
If an ASIN begins running low on inventory or advertising costs rise faster than sales, sellers may need to adjust campaigns rather than allowing budgets to continue spending automatically.
Build a Product-Level Prime Big Deal Days Strategy
Sellers can benefit from treating Prime Big Deal Days as a product-level planning exercise rather than applying the same promotion to an entire catalog. Products can be divided into different groups. Top-selling ASINs with strong margins may be suitable for aggressive promotion and increased advertising.
Products that need additional visibility may benefit from Prime Exclusive Discounts or coupons. Slow-moving inventory may be evaluated for promotions where increased traffic could help improve sell-through. Products with limited inventory or very low margins may be better kept outside aggressive promotions. This approach can help sellers balance sales growth with profitability and inventory management.
What Sellers Should Do Before September 22
Sellers planning to participate should first identify eligible ASINs and review the available deal recommendations in Seller Central. They should then check inventory levels and inbound shipments, calculate the minimum profitable selling price, and determine which products are suitable for Best Deals or Lightning Deals.
Prime Exclusive Discounts and coupons can then be considered for additional eligible products or as more flexible promotional options. Advertising campaigns should also be reviewed before the event. Sellers can identify campaigns that already generate profitable sales and decide whether additional budget is justified during Prime Big Deal Days.
Finally, sellers should continue monitoring pricing, inventory, advertising performance, and sales during October 6–7 instead of treating the event as a set-and-forget promotion.
Why This Update Matters for Amazon Sellers
The September 22 extension gives sellers additional time to enter Prime Big Deal Days with Best Deals and Lightning Deals, but the most important opportunity may be the flexibility available across several promotional formats. Sellers can combine scheduled deals, Prime Exclusive Discounts, coupons, inventory planning, and targeted advertising to create a strategy that fits individual products.
The protection of Black Friday and Cyber Monday deal eligibility is also significant. Sellers planning a broader fourth-quarter promotion calendar can participate in Prime Big Deal Days without having the event’s promotional prices count against the relevant Black Friday and Cyber Monday pricing lookback.
With Prime Big Deal Days scheduled for October 6–7, the remaining preparation period should be used to check inventory, calculate margins, select the right ASINs, submit eligible deals by September 22, and prepare advertising campaigns. For sellers who approach the event with clear profitability and inventory targets, the extended deadline provides another opportunity to strengthen their October sales strategy while keeping later holiday promotions in view.
Also Read: Labor Day Sale 2026: Amazon urges US sellers to clear excess inventory and launch deals before Q4
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.