Amazon Prepares Sellers for Holiday Shopping Season
By ChannelMAX Staff Writer
Aug-2025#15
Amazon has announced on Seller Central that preparations for the 2025 holiday shopping season are now underway. With last year’s Prime Big Deal Days and Black Friday-Cyber Monday setting records, the company expects this year’s events to be even bigger. Sellers have been urged to plan promotions, submit deals on time, and align inventory shipments with strict deadlines to maximize opportunities.
Also Read: Amazon expands Vine program to include heavy and bulky FBA products
Promotions Now Open
Best Deals
* Minimum 15% off the ASIN reference price
* 30% or more may qualify for extra merchandising
* Flat fee: $1,000 per Best Deal
* Submission deadlines: September 12 for Prime Big Deal Days, October 28 for Black Friday/Cyber Monday
Lightning Deals
* Minimum 20% off ASIN reference price
* 12-hour time-limited discounts with prominent placement
* Flat fee: $500 per Lightning Deal
* Submission deadlines: September 12 and October 28
Prime Exclusive Discounts (PED)
* Minimum 15% discount
* Available for Prime-eligible FBA and qualifying seller-fulfilled items
* Flat fee: $100 for Prime Big Deal Days and $245 for Black Friday/Cyber Monday Week
* Submissions open for Prime Big Deal Days and from September 10 for Black Friday/Cyber Monday
Coupons
* Minimum 5% discount
* Fee: $5 per coupon plus 2.5% of sales
* Submissions will open once event dates are publicly announced
Shipping Deadlines for Prime Badge Eligibility
Prime Big Deal Days
* AWD: August 29
* FBA minimal shipment splits: September 10
* FBA optimized shipment splits: September 19
Black Friday/Cyber Monday Week
* AWD: October 9
* FBA minimal shipment splits: October 20
* FBA optimized shipment splits: October 30
Starting August 18, all shipments using non-partnered carriers will follow a 7-day delivery window. Shipments arriving on schedule will receive priority processing, while late arrivals may face delays. Sellers can also use Capacity Manager or Amazon Warehousing and Distribution (AWD) to secure additional storage and replenishment support.
Holiday Peak Fulfillment Fees
Amazon confirmed that holiday peak fulfillment fees will apply from October 15, 2025, through January 14, 2026, across FBA, Remote Fulfillment with FBA, Multi-Channel Fulfillment (MCF), and Buy with Prime. The rates will remain unchanged from last year. Sellers can review their cost impact using the Revenue Calculator and Fee and Economics Preview Report.
Takeaways for Sellers
High-quality promotions with valid discounts are expected to drive strong visibility on Amazon’s deals pages, event banners, and product listings. Sellers should prepare by:
* Choosing suitable deal types for top-selling products
* Validating ASIN reference prices to ensure eligibility
* Reviewing inventory health before shipment cutoffs
* Refreshing A+ content and brand stores with gifting themes
* Using fee preview tools to confirm profitability
The Seller Central announcement highlights that early planning is crucial for success this holiday season. Submitting promotions before deadlines, shipping inventory on time, and ensuring product listings are optimized will give sellers the best chance to capture record holiday traffic. With competition set to intensify, preparation will make the difference between average and standout performance during Amazon’s 2025 holiday sales events.
Also Read: Mastering Amazon SERP Optimization: Rank Higher and Sell Smarter
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.
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