Three Amazon changes just went live. All of them affect your Prime Day outcome.
By Elizabeth Greene · May 12, 2026 · Curated by George's Blog
Three Amazon changes just went live.
All of them affect your Prime Day outcome.
Right now.
1. Prime Day eligibility is already being decided.
Deal submissions for discounted fees closed April 30.
Final deal scheduling deadline: May 26.
Inventory must land by:
→ May 27 (AWD + FBA minimal splits)
→ June 5 (FBA optimized splits)
Miss those windows?
You're not Prime-eligible.
Not Prime-eligible means invisible.
During the one event where visibility is everything.
2. A 3.5% fulfillment surcharge is now live.
Effective April 17 for FBA US and Canada.
Extends to MCF and Buy with Prime on May 2.
~$0.17/unit depending on size.
Feels small.
Run it against your monthly unit volume.
Then decide if it still feels small.
3. Amazon opened a warehouse in Shenzhen.
→ Up to 45% lower storage costs
→ US replenishment up to 7 days faster
→ End-to-end cross-border logistics.. simplified
If you're sourcing from China and haven't looked at this yet…
this is the look.
Prime Day isn't won in June.
It's won right now.
In the decisions you make before the deadlines close.
Which of these three do you need to act on first?