Prime Big Deal Days 2026 runs October 6–7, starting at 12:01 a.m. PT, across 22 countries. If you sell on Amazon, most of your decisions for it are already locked. Lightning Deal and Best Deal submissions closed on September 22, and the FBA inventory cutoffs for the event passed in mid-September (PPC Land, EcomCrew).
That leaves four days and a shorter list than most prep guides suggest. You can still add Prime Exclusive Discounts and coupons. And you still control the thing that decides whether any deal shows up at all: whether your offer is the one shoppers actually see when it goes live.
| Date (2026) | What happens |
|---|---|
| September 22 | Lightning Deal and Best Deal submissions closed (extended from September 8) |
| October 6, 12:01 a.m. PT | Event starts and runs 48 hours |
| October 6–7 | New deals drop three times a day: midnight, 8 a.m. and 1 p.m. PT |
| Up to 12 hours before the event ends | Last window to submit a Prime Exclusive Discount |
| Through the end of the event | Coupons can still be created and run |
| October 14 / 21 / 28 | Black Friday and Cyber Monday inventory cutoffs: AWD / FBA minimal splits / FBA Amazon-optimized splits |
| October 15 | Holiday peak fulfillment fee period begins |
| October 20 | Black Friday and Cyber Monday deal submissions close |
Event dates, countries and deal-drop times come from Amazon’s announcement as reported by PPC Land. The submission extension and the October 15 fee timing are from EcomCrew. The Black Friday cutoffs are from PPC Land’s seller deadline roundup. Amazon notes dates can vary by marketplace, so confirm yours in Seller Central.
Amazon is refreshing its Today’s Big Deals offers three times a day during the event, at midnight, 8 a.m. and 1 p.m. PT. Over 48 hours that is six moments when the set of discounted offers shoppers compare you against changes. If you share a listing with other sellers, it is also six moments when someone else’s deal can go live on the same ASIN.
In July 2026 Amazon started removing the standalone seller-performance check that offers used to pass before they could compete for the Featured Offer (the Buy Box). Performance now counts as one input in a single ranking, next to price and delivery speed, and the rollout runs through the end of 2026 (PPC Land).
This is the first big deal event since that change began. Sellers who were screened out before they could compete are now ranked on price and delivery like everyone else. On a shared listing, the honest expectation is more offers in contention, not fewer.
The usual advice is to hold back in October so you don’t burn the price you need for Black Friday. This year that reasoning doesn’t hold for deal eligibility. Amazon told sellers that promotional prices during Prime Big Deal Days are excluded from the lookback window, so they won’t affect Black Friday and Cyber Monday deal eligibility (EcomCrew).
That exclusion covers deal eligibility. It does nothing for your margin, and Amazon hasn’t said it applies to the Pricing Health check that decides Featured Offer eligibility. More on that in the October 8 section.
During Prime Big Deal Days, deal waves and new sellers can knock your offer out of the Featured Offer in minutes. SentryKit alerts you when you lose the Buy Box, a new seller joins your listing, or a competitor’s price moves.
These stay open until about 12 hours before the event ends. The thresholds sellers quote from Amazon’s guidance in the Seller Forums: at least 20% off the non-member, non-promotional price, at least 15% below the reference price, and lower than the lowest price in the last 30 days. The same thread cites Amazon’s help page on a detail that trips people up: that 30-day low counts every price customers paid, including deals and promotions from all sellers on the ASIN (Amazon Seller Forums).
Build in a lag. In another thread, Amazon support told a seller that a new price discount can take around six hours to display (Amazon Seller Forums). If you are adding one, do it by October 5, not the night of.
Coupons can run through the end of the event, and they end quietly when they hit their budget or end date. Earlier this year a seller asked us whether SentryKit would warn them if a coupon expired or errored a few days into a campaign. The straight answer was no. SentryKit tracks the offer price and shipping Amazon reports, not the coupon layer. If coupons carry a big share of your event, put a check of the Coupons dashboard on your calendar for each morning and evening of the sale.
Open Pricing Health today. Amazon lists offers there that aren’t eligible for the Featured Offer because they’re priced significantly higher than recent prices on or off Amazon (Amazon News). An offer flagged there is unlikely to carry a deal. Then open the Deals dashboard and confirm every deal you submitted still shows as scheduled.
If you ran through our June Prime Day prep checklist, most of the listing hygiene carries over. The difference this time is that the deal itself is already locked, so the remaining work is about the offer behind it.
When a seller asked why their discount wasn’t displaying, Amazon support’s reply was that the discounted price “is not the Featured Offer,” because a more compelling offer, deal or discount was available on the ASIN (Amazon Seller Forums). Your deal is attached to your offer, not to the listing. So four things outside the deal itself decide whether it sells anything.
| Check | What breaks it during the event | Where to look |
|---|---|---|
| You hold the Featured Offer | Another seller’s deal or a lower-priced offer goes live; a new seller joins the listing | The listing page; Featured Offer % in Business Reports |
| Your price is what you set | A repricing rule written for a normal week reacts to deal waves and moves you above your deal price or below your floor | Manage Pricing; your repricer’s floor and ceiling |
| You have stock | FBA units sell through faster than forecast and the deal stops | Manage FBA Inventory |
| The listing is live | Amazon suppresses the listing over a listing issue, such as a missing attribute or a price it flags | Manage All Inventory, Suppressed filter |
The first and last rows look the same on a sales graph and are different problems. When you lose the Featured Offer, another offer is showing and taking the sale. When a listing is suppressed, no offer is showing at all, and the fix is in the listing, not the price.
If you run a repricer, check its floor against every deal price before October 6. A repricer is a useful tool here; it just needs rules written for this week. Our Prime Day pricing defense guide covers how to set floors for a deal event.
None of those four checks is hard. The volume is the problem. A seller running deals on 30 ASINs who checks all four after each deal drop is doing 30 × 4 × 6 = 720 checks in 48 hours. An agency doing it across five client accounts multiplies that again.
SentryKit watches those states and alerts you when one changes: Buy Box Lost when another offer takes the Featured Offer, Hijacker Detected when a new seller joins your listing, Competitor Price Change when the offers around you move, stock alerts as FBA units run down, and Listing Suppressed with the reason Amazon gave. It doesn’t change your prices or your deals. It tells you which ASIN needs you.
If you manage several accounts, the agency setup puts them in one view. SentryKit starts at $19/month with a 14-day free trial. See pricing or start the trial.
The day after is where a good event can turn into a slow week. Pricing Health flags offers priced significantly higher than recent prices as ineligible for the Featured Offer (Amazon News). Amazon has said Prime Big Deal Days prices are excluded from the Black Friday deal lookback. It hasn’t said the same about Pricing Health.
So I wouldn’t restore every price in one pass. Start with your top ASINs, then check Pricing Health and your Featured Offer share within a day before moving the rest.
After that, the calendar moves fast. Holiday peak fulfillment fees start October 15, the first Black Friday inventory cutoff is October 14, and Black Friday deal submissions close October 20. Our post-Prime Day listing audit is the checklist for the week in between, and how the Buy Box decides who gets the sale explains why your Featured Offer share can move after a price change.
The deal is locked. The offer behind it isn’t, and that’s the part you can still win or lose on October 6.
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October 6-7, 2026, starting at 12:01 a.m. PT and running 48 hours across 22 countries. Amazon notes dates can vary by marketplace.
No. Lightning Deal and Best Deal submissions closed on September 22, 2026. Prime Exclusive Discounts can be submitted until about 12 hours before the event ends, and coupons can run through the end.
No. Amazon told sellers that promotional prices during Prime Big Deal Days are excluded from the lookback window used for Black Friday and Cyber Monday deal eligibility.
Most often your offer is not the Featured Offer, because another offer, deal or discount on the ASIN is more compelling. Stock running out or a suppressed listing will also stop it. A new price discount can take around six hours to display.
Deal submissions close October 20, 2026. Inventory cutoffs are October 14 for AWD, October 21 for FBA minimal splits and October 28 for FBA Amazon-optimized splits.
Raghav Tiwari · Founder, SentryKit
Raghav is the founder of SentryKit. He spent years running his own Amazon storefronts before building it, and writes about Buy Box strategy, competitive intelligence, and the platform shifts sellers can’t afford to miss.
