The Amazon events of 2026 in Europe are Prime Day (23-26 June, over), Prime Big Deal Days (6-7 October, over), Black Friday on Friday 27 November, Cyber Monday on Monday 30 November, and the Christmas deals that run on towards 25 December. For a brand selling in several European stores, the dates that matter come weeks earlier: stock into Amazon’s fulfilment centres and deals submitted.
This page lists the official dates, flags the ones Amazon has not announced yet, and sets out the deadlines Amazon has given to European sellers for each event. Where a date is not official we say so, rather than presenting an estimate as fact.
What are the Amazon event dates for 2026 in Europe?
Five: Prime Day (23-26 June), Prime Big Deal Days (6-7 October), Black Friday (27 November), Cyber Monday (30 November) and the Christmas deals (December). Prime Day and Prime Big Deal Days ran in the UK, Germany, France, Italy, Spain and the other European stores on the same days.
| Event | 2026 dates |
|---|---|
| Prime Day | 23-26 June (over) |
| Prime Big Deal Days | 6-7 October (over) |
| Black Friday | 27 November |
| Cyber Monday | 30 November |
| Black Friday Week | not yet announced (2025: 20 November-1 December) |
| Christmas deals | December, not yet announced (2025: until about 22 December) |
Prime Day 2026 was the first in the event’s history to move from July to June, and it lasted four days instead of the usual two. Prime Big Deal Days ran for 48 hours in 22 countries.
Which seller deadlines are still open?
Two, as of mid-October: stock into the European fulfilment centres by 21 October (28 October for the UK), and Black Friday Week deals submitted by 18 November. They come from Amazon’s communication to European sellers on the 2026 peak season.
| Date | Deadline |
|---|---|
| 9 September (16 for the UK) | stock in for Prime eligibility during Prime Big Deal Days (passed) |
| 23 September | last day to submit Prime Big Deal Days deals (passed) |
| 21 October (28 for the UK) | stock in for Prime eligibility during Black Friday Week |
| 18 November | last day to submit Black Friday Week deals |
Stock received after the cut-off can still sell, but may not carry the Prime badge during the event — in the days when traffic peaks. If you ship from outside the EU, 21 October is already very close: plan on what is physically in Europe today.
With shipments split across several countries, it is easy to find out too late that one store will run the event without the Prime badge. We go through what is in transit, what is already checked in and what to do with the rest.
When is Black Friday 2026 on Amazon?
Black Friday is Friday 27 November 2026 and Cyber Monday is Monday 30 November. Black Friday always falls on the day after the fourth Thursday of November.
Amazon has not yet announced the dates of Black Friday Week in the European stores: in 2025 it ran from 20 November to 1 December and was announced on 13 November. Deadlines, storage costs and step-by-step preparation are in our guide to Amazon Black Friday 2026 for sellers in Europe.
What do Amazon deals cost in each European store?
The fee depends on the store: it is lowest in France, Italy and Spain and highest in Germany. These are the promotion fees Amazon set for the 2026 peak season, the same as for Prime Day.
| Store | Upfront fee | On promotional sales | Cap |
|---|---|---|---|
| United Kingdom | £12 per promotion | 0.75% | £600 |
| Germany | €16 per promotion | 0.75% | €1,000 |
| France, Italy, Spain | €10 per promotion | 0.5% | €300 |
For a group running the same deal in five stores, this is five separate fees, each with its own cap — worth calculating before deciding where to put a deal, not after. Two further costs: from October to December storage in Fulfilment by Amazon costs almost double, and from 15 October to 14 January a peak surcharge applies to fulfilment in the UK and Germany.
How should a group plan an Amazon event across several stores?
By counting back from the stock deadline, not from the event date, and store by store: 90 days before, products and quantities; 60 days before, shipping; 30 days before, listings and campaigns; 7 days before, checks.
- 90 days before: a sales forecast for each store, not one for Europe as a whole; the products to push; orders to suppliers.
- 60 days before: shipments with a margin on the deadline, and a decision on how stock is split between countries; deals, coupons and discounts defined.
- 30 days before: listings reviewed in each language, campaigns set up, budgets decided on the margin of each product in each store.
- 7 days before: stock and ratings checked (Prime Exclusive Discounts need at least 3.5 stars), campaigns monitored daily.
For brands working as Vendors, preparation also runs through the relationship with Amazon: purchase forecasts, vendor-funded promotions and terms that need checking before the peak, as we explain in our guide to Amazon Vendor Central.
Stock, deals and budgets decided store by store are what separate a profitable peak from a busy one. We work across 22 marketplaces: the first 30-minute call is free.
What should you do after the peak?
Watch account health, and get ready for January returns. These are the two risks that arrive just when it looks as if everything went well.
More orders mean more complaints, more A-to-z Guarantee claims and more disputes, all in the weeks when support teams are most stretched. Metrics deteriorate fast, and a suspension in December costs the whole season: if it happens, the route is account reinstatement, and it needs to start at once. January brings the wave of returns, and it is also the best moment to take stock: read the season’s data store by store, reallocate leftover stock before long-term storage fees apply, and build the new year on the history you have just created.
More orders mean more claims and complaints, in the weeks when support is most stretched. We watch account health across your stores during the peak, before a metric turns into a suspension.
Frequently asked questions
When did Prime Day 2026 take place?
From 23 to 26 June 2026: four days instead of two, and a month earlier than the usual July slot. The date of Prime Day 2027 is not yet known.
When did Prime Big Deal Days 2026 take place?
On 6 and 7 October 2026, in 22 countries including the UK, Germany, France, Italy and Spain. It is reserved for Prime members.
When will Amazon announce the dates of Black Friday Week?
Usually shortly before the event: in 2025 Amazon announced the week from 20 November to 1 December on 13 November.
Are seller deadlines the same in every country?
No. Amazon gives different dates for Europe and the United States, and within Europe the UK has its own deadlines. The dates on this page are the European ones: always check the deals page in your own Seller Central.
Where are the official announcements?
Customer-facing dates are published on Amazon’s press sites (aboutamazon.eu, aboutamazon.co.uk); seller deadlines in Seller Central news.
Sources: Amazon press announcements on Prime Day 2026 and Prime Big Deal Days 2026; Amazon’s notice to European sellers «Peak season 2026: Inventory dates, peak fees, deal cutoffs and promotions» (Seller Central); the European Fulfilment by Amazon rate card in force from 1 July 2026. Black Friday Week and Christmas deals 2026 are not yet official: references are to 2025. These figures are reported as of October 2026, but Amazon has the final word: always check Amazon’s own help pages, which are updated more often than we are.
Dates, stock and campaigns planned store by store: the first 30-minute call is free.
