Peak event deadlines, Buy Box change, and AI highlights
Deadlines for Prime Big Deal Days & Co.
Amazon has published the submission windows for offers for the 2026 holiday season:
- For Prime Big Deal Days, offers can be submitted from July 8 to September 8
- For Black Friday week and Cyber Monday from July 8 to October 20.
Submitting early can also save on the upfront fee: until August 5 for Prime Big Deal Days and until September 5 for Black Friday and Cyber Monday. The savings amount to USD 50 in each case.
Fees, shipping surcharges, and inbound deadlines
The figures published so far come from the US context and are therefore shown in US dollars. No separate euro figures have been released for the German market yet, but comparable nominal amounts are likely – so roughly EUR 50 discount, EUR 100 upfront fee, and 1.5% of promotional sales with a cap of EUR 5,000. According to Amazon, the fee structure remains unchanged from the previous year.
In addition, seasonal shipping surcharges for FBA, Remote Fulfillment, Multi-Channel Fulfillment, and Buy with Prime apply from October 15, 2026 to January 14, 2027. For the Prime badge, Amazon lists inbound windows from September 2 to 16 for Prime Big Deal Days and from October 14 to 28 for Black Friday and Cyber Monday.
Amazon drops Buy Box eligibility requirement in the EU
From July 20, 2026, the previous seller-level eligibility requirement for the Featured Offer (Buy Box) no longer applies for sellers in the EU and the United Kingdom. Until now, merchants first had to be eligible for the Featured Offer at account level before their offers could even enter the selection. That upstream eligibility step is now being removed.
Little change to the selection mechanism – but competition is likely to increase
Importantly: According to Amazon, the actual selection of the Featured Offer itself does not change. Offers continue to be evaluated based on what is most attractive to customers, especially price, delivery speed, seller performance, and inventory. For sellers who are already strong here, little changes at first. At the same time, competition for the Buy Box is likely to increase noticeably, because more offers will enter the selection and compete for the same placement.
You can find our popular Round Table and other news formats on our landing page.
New AI highlights on product detail pages
On more and more product detail pages in the Amazon app, Amazon now shows three AI-generated highlights with green checkmarks, labeled “summarized from product information.” The classic bullet points are collapsed underneath.
No control possible
The highlights are automatically compiled from bullet points, product description, and customer reviews. Amazon Support confirmed that this is a purely AI-driven feature that cannot be edited or disabled. Sellers therefore have no direct control over which content appears in the highlights, since wording from customer reviews can also feed into them.
First guest on our podcast: Timo Daedrich
In our latest podcast episode, we welcomed a guest for the first time: Timo Daedrich. Together we talked about why more and more brand manufacturers are currently looking at D2C e-commerce – and why a broker or switching to the seller model does not automatically solve the real problem.
One line from Timo stuck with us: “D2C is not a sales channel. D2C is a new business model.” That is exactly what the episode is about: the role of Amazon, marketplaces, broker models, and established sales structures, and why many challenges do not originate on Amazon but in a company’s own sales setup.
Summer event with sun, climbing forest, and a BBQ evening
This year’s summer event had something hardly anyone still expected after the last few years: sun. Instead of rain, we headed into the climbing forest in perfect weather – for some with a real adrenaline rush and a good step beyond their comfort zone.
Despite a fear of heights, people climbed, balanced, and pushed through before we wrapped up the day with a relaxed group BBQ. In short: lots of sun, lots of team spirit, a bit of overcoming nerves, and plenty of good food – summer event success.
If you’d like to be part of moments like this going forward: We currently have several open roles and look forward to your application. Via the link you go straight to our careers page.
In 2026, we are focusing on new marketing channels to keep you up to date with Amazon news: Our REVOIC podcast is published every Friday, and our YouTube channel has been fully revamped and now delivers fresh content regularly.
We look forward to your feedback!
From July 2026, Amazon is introducing Passkeys as a secure, phishing-resistant login for Seller Central; for some accounts they will become mandatory in 2026.
From September 27, 2026, the new EU directive on empowering consumers for the green transition bans vague environmental claims such as “sustainable” or “climate neutral” without concrete evidence.
Amazon plans to launch its satellite internet service “Leo” still in 2026 and is gradually expanding the constellation as a Starlink rival into a global broadband network with more than 3,200 satellites.
