On August 15, 2025, Amazon issued new guidelines for submitting promotions for the upcoming holiday shopping season, immediately attracting widespread attention across the cross-border e-commerce sector. According to the announcement, submissions are now open for Prime Big Deal Days, Black Friday, and Cyber Monday, covering promotional formats including Best Deals (BD), Lightning Deals (LD), Prime Exclusive Discounts (PED), and Coupons. Among the changes, a sharp increase in fees for Prime Exclusive Discounts has become the most talked-about point.
The notice states that registration fees for Prime Exclusive Discounts have doubled compared with Prime Day, rising to $245 (approx. RMB 1,759) during Black Friday and Cyber Monday. Other promotional formats also come with strict requirements:
- Best Deals (BD): Minimum 15% discount; items discounted 30% or more receive additional exposure. Registration fee: $1,000. Submission deadlines: September 12 for Prime Big Deal Days; October 28 for Black Friday and Cyber Monday.
- Lightning Deals (LD): 12-hour flash sales with at least 20% off. Registration fee: $500. Deadlines align with BD.
- Coupons: Minimum 5% discount. Each coupon incurs a $5 fee plus 2.5% of sales. Submissions open after official event dates are confirmed.
The rising costs have sparked concerns among small and medium-sized sellers. Many voiced frustration, saying the higher fees-combined with seasonal fulfillment and storage surcharges-could wipe out profits, and even lead to losses during peak season campaigns. Some sellers admitted they might withdraw from these events altogether.
Industry experts warn that the move may further strengthen the Matthew Effect on the platform. Large-scale sellers, with extensive product catalogs, can better absorb the costs and leverage deep discounts to boost rankings, gaining long-tail traffic. In contrast, smaller sellers may find their already narrow profit margins further eroded, potentially widening the competitive gap.
