Prime Big Deal Days Deal Deadline Extended to September 22. Here Is What to Do Before the Window Closes.

Amazon just extended the deal sourcing window for Prime Big Deal Days to September 22, 2026, giving sellers a few extra days to submit promotions for the event that kicks off Q4 peak season. If you have not submitted deals yet, this is the window. But there is more to prepare for than just the deals themselves. What Is Still Open and What Is Already Closing Deal submission for Prime Big Deal Days is open until September 22. Eligible promotion types include Best Deals, Lightning Deals, Prime Exclusive Discounts, and Coupons. One detail worth knowing: Prime Big Deal Days promotional prices are excluded from the 30-day and 60-day lookback window used to calculate maximum deal prices for Black Friday Week and Cyber Monday. You can price aggressively now without affecting your Black Friday Week deal eligibility later. For Black Friday Week, the deal submission window closes November 18. Prime Exclusive Discounts now require a minimum product rating of 3.5 stars. If any of your target ASINs fall below that threshold, they are ineligible regardless of discount depth. Inventory Cutoffs for European Sellers For Prime-badge eligibility, inventory must arrive at European fulfillment centers by September 9 for EU markets and September 16 for the UK. For Black Friday Week: October 21 for EU, October 28 for the UK. Missing these means no Prime eligibility during the event. If you are expecting higher Q4 volume, use Capacity Manager to secure additional storage space now; inbound slots become limited from November onward. Peak Season Fees The festive peak fulfillment fee runs October 15, 2026 through January 14, 2027 in the UK and Germany: UK: average £0.12 per small and standard parcel, £0.07 per large and extra-large envelope Germany: average €0.27 per unit for small and standard parcels The 1.5% fuel and logistics surcharge applies on top. Two Things Worth Doing Before September 22 First, if you have products with more than 90 days of supply or inventory aged over 180 days, use the Prime Big Deal Days traffic window to move them. List these ASINs on Amazon Outlet to reach deal-seeking customers and reduce long-term storage exposure before peak fees arrive. Second, start advertising now. Supporting your deal ASINs with Sponsored Products campaigns before the event ensures they are indexed and gaining velocity when traffic arrives. Campaigns launched the day an event begins start cold. Campaigns already running arrive warm. September 22 is close. The deals, inventory positioning, and advertising setup all need to be in motion before then, not after. If you want to stay updated on Amazon changes, subscribe to our blog. If you need support with PPC, DSP, AMC, analytics, or a long-term growth strategy, contact the ANavigator team at info@anavigator.co  Book a call to get a FREE AUDIT by the link below:     Book a call – FREE AUDIT   Follow my Weekly Newsletter on LinkedIn:  / amazon-digest-for-brands-7232361008185372672   Follow me on LinkedIn:  / ookovalov Follow ANavigator on social media:  / anavigator    /@anavigator_official  / anavigator7    / @anavigators     LinkedIn page to contact us:   Author: Oleksandr Kovalov Role: Founder & CEO @ ANavigator — The ANavigator Team  

Account Health Rating has always been a defensive metric - a score that penalizes violations and rewards clean policy compliance. As of September 4, 2026, Amazon added an offensive dimension for seller-fulfilled brands: you can now earn up to 12 additional AHR points based on how well you handle customer service directly. This is the first time Amazon has used AHR to actively reward positive performance rather than simply penalize problems. What the Update Actually Does Sellers who manage their own customer service, FBM sellers and hybrid sellers with FBM orders, can now earn up to 12 additional AHR points based on performance across three metrics. All three are measured on seller-fulfilled orders where buyer support is handled directly by the seller, not Amazon. Meet or beat all three, and you earn the full 12 points. All three metrics are already visible in the Customer Service Quality Insights dashboard inside Feedback Manager, updated daily and covering your last four weeks. One important detail: this update only adds points. Sellers with weaker results on these metrics will not see their AHR score reduced. The floor stays where it is - the new pathway only moves the ceiling. Who This Applies To FBA-only sellers will see N/A across all three metrics; Amazon handles their customer service, so these points do not apply. FBM sellers and hybrid sellers with FBM orders are the target audience. If you have FBM listings but low recent activity, metrics will show N/A until enough orders and messages accumulate. Why This Matters Beyond the Points Twelve additional AHR points is not a transformational number on a 1,000-point scale. The significance is structural. Amazon is using AHR to reinforce a specific customer service standard by making it visible in the metric sellers watch most closely. For FBM sellers who already meet these standards, the update is validation. For those who do not, it is a signal about where expectations are heading. The 12-hour response time threshold is worth noting specifically. Amazon's current minimum requirement is 24 hours. The new AHR reward targets 12, cutting the acceptable window in half. That gap between minimum requirement and rewarded performance is the direction Amazon is nudging FBM operations. What to Check in Feedback Manager Go to Seller Central > Performance > Feedback Manager > Customer Service Quality Insights. Your current performance across all three metrics is visible there, updated daily on a rolling four-week basis. For FBM sellers who have already built fast, quality customer service into their operations, these 12 points are now available. Check your metrics, confirm you are hitting all three thresholds, and let the AHR reflect what your operation already delivers. If you want to stay updated on Amazon changes, subscribe to our blog. If you need support with PPC, DSP, AMC, analytics, or a long-term growth strategy, contact the ANavigator team at info@anavigator.co  Book a call to get a FREE AUDIT by the link below:     Book a call – FREE AUDIT   Follow my Weekly Newsletter on LinkedIn:  / amazon-digest-for-brands-7232361008185372672   Follow me on LinkedIn:  / ookovalov Follow ANavigator on social media:  / anavigator    /@anavigator_official  / anavigator7    / @anavigators     LinkedIn page to contact us:   Author: Oleksandr Kovalov Role: Founder & CEO @ ANavigator — The ANavigator Team