Prime Big Deal Days is coming in early October. That's the good news. The less relaxing news is that your inventory deadlines start in eight days, and if you're shipping through Amazon Warehousing and Distribution, you've got until September 2 to get stock moving.
Amazon confirmed the full Q4 inventory calendar in its Seller Central holiday announcement, and it's the tightest version they've published. The deadlines are earlier than many sellers expect, and the event date itself hasn't been officially announced yet. You're essentially racing a clock you can't see the face of.
The Deadlines That Matter
Here's the full inbound calendar for Prime Big Deal Days, pulled straight from Seller Central:
If you're using AWD, your cutoff is September 2: eight days from today. FBA with minimal shipment splits gives you until September 9, and FBA with Amazon-optimized splits, the default for most sellers, extends that to September 16. Deal submissions close September 8.
For Black Friday Week and Cyber Monday, the deadlines land later: AWD by October 14, FBA minimal splits by October 21, and FBA optimized splits by October 28. Deal submissions close October 20.
If You're on AWD, Go Check Your Shipments
The September 2 AWD cutoff isn't a recommendation. It's the date by which your inventory needs to arrive at the Amazon facility to maintain Prime-badge eligibility during the event. If you miss it, you're not disqualified from selling; you're just selling into a high-traffic event with standard-badge positioning against sellers who planned ahead.
AWD inventory also feeds FBA replenishment automatically, which is one of the reasons sellers use it. Missing the cutoff means you lose that buffer when you need it most. Our Amazon brand management team sees this every year: the sellers who scramble in mid-October almost always traced the problem back to a September decision they didn't make.
The Event Date Is Still Unannounced (Plan Anyway)
Amazon hasn't officially confirmed the dates for Prime Big Deal Days 2026. Every previous year put it in the first two weeks of October: October 7-8 in 2025, October 8-9 in 2024, October 10-11 in 2023. One third-party source lists October 7-8 as the expected window this year, consistent with the historical pattern.
The practical takeaway: you can plan against the inbound deadlines without knowing the event date. The inventory math doesn't change based on when Amazon makes an official announcement. September 2 is September 2 whether or not you've seen a press release.
What to Do Before the Week Is Over
If you haven't done it yet, open Seller Central and check your Prime Big Deal Days inventory position right now. Confirm which shipment-split option your account is set to. Most sellers are on Amazon-optimized splits, which means September 16, but don't assume that without looking.
Check your deal submissions, too. The window closes September 8, and the $50 early-bird discount on the submission fee required an August 5 entry date that's already passed. Submitting by September 8 still gets your product into the event. For most brands, that's worth doing if you've got the right inventory to back it up.
Q4 inventory strategy isn't just about hitting deadlines. It's about making sure your listings are ready to convert the traffic that's coming. If you want to talk through your plan before the September 2 cutoff, you can schedule a call with our team here and we'll work through what needs to happen this week.