Amazon Events 2026: The Most Important Dates for Sellers & Vendors

The Amazon marketplace is changing faster than ever: new programs, advertising solutions, logistics models, and AI features continuously shape the success of brands and retailers. Understanding when Amazon rolls out innovations and where they are announced provides a decisive advantage – in planning, budgeting, and operational implementation.

This article compiles the most important Amazon dates for 2026, from major product and feature launches to quarterly earnings calls and key shopping events. You will learn what to expect from each event, how to leverage the information for your business, and which dates are most relevant to your success.

The strategically relevant Amazon dates for 2026 fall into three categories, which we will explore in detail below:

1. Amazon Events with Product and Feature Announcements
2. Amazon Quarterly Earnings
3. Amazon Shopping Events

Amazon Events with Announcements for Sellers & Vendors

Amazon leverages key events to unveil new programs, tools, and features for sellers and vendors. These dates are essential for spotting early developments and understanding their strategic implications.

Amazon Accelerate

September 22-24, 2026 · Seattle
Amazon’s flagship annual conference for Selling Partners and the traditional stage for major product announcements.

Why it’s important:
Accelerate impacts the “operating system” of your Amazon business, including logistics, brand protection, product presentation, analytics, new seller programs, brand features, automation, and partner tools.

What you should do:

• Follow presentations and keynotes.
• Assess the relevance of new programs for your business.
• Adjust internal processes (content, logistics, automation).

More information about Amazon Accelerate

unBoxed (Amazon Ads)

Fall 2026 (Date to be announced)

The premier advertising conference from Amazon Ads, showcasing new formats, targeting options, measurement methods, and AI-powered tools.

Why it’s important: The announcements at unBoxed directly influence your advertising strategy. New formats create new opportunities to reach customers. Brands that adapt quickly can often gain a first-mover advantage before the competition catches up.

What you should do:

• Use the livestream or recording
• Try out new formats early
• Allocate test budgets to use new features early

More information about Amazon unBoxed

Amazon Devices & Services Event

Late Summer / Fall 2026 (annual, date varies)
The official Amazon event for hardware, often coinciding with new service integrations like Alexa, AI functions, and content or shopping features.

Why it’s important:
Amazon increasingly links hardware launches with commerce and advertising features, such as voice shopping, product ads on smart displays, and Fire TV integrations.

What you should do:

• Monitor new hardware and interfaces for advertising opportunities.
• Evaluate the relevance of new shopping features for your brand.

More information about Amazon Devices & Services

Developer Conferences

Date to be announced

Events like the “Amazon Ads Developer Summit” are aimed at developers working with Amazon’s APIs.

Why they are important: Even if you don’t develop in-house, these events are early indicators of upcoming automation possibilities. The API innovations presented here are often implemented by tool providers later on.

What you should do:

• Stay informed about the announcements made at these events.
• Ask your tool providers when new features will be available.

Amazon Sales Congress 2026

March 18-19, 2026, Stuttgart

In addition to Amazon’s international conferences, regional events are tailored to the needs of European brands and retailers. For merchants in German-speaking countries, the ASK Amazon Sales Congress is a key event. Here, global Amazon strategies are adapted to the local context and enriched with practical expert tips.

Why it’s important: The ASK highlights which global Amazon strategies are most relevant to the German-speaking market. Brands and retailers gain actionable recommendations, best practices, and local insights.

What you should do:

• Attend presentations and panels on market-relevant topics.
• Assess the impact of new Amazon features on the DACH market.
• Develop strategies to optimize content, ads, brand management, and operations.

More information about the ASK Amazon Sales Congress

A Look Behind the Scenes: Amazon’s Quarterly Earnings

Four times a year, Amazon offers insights into its business performance and priorities. These announcements are a direct indicator of the areas Amazon is focused on expanding.

Publication Dates:

• Q4 2025: Early February 2026
• Q1 2026: Late April / Early May 2026
• Q2 2026: Late July / Early August 2026
• Q3 2026: Late October 2026

Why it’s important: The figures reveal Amazon’s investment priorities. Are logistics expenses rising? This could signal new warehouses or faster delivery options. Is the advertising business growing rapidly? The importance of Amazon Ads will likely continue to increase. Understanding Amazon’s strategic priorities helps you allocate your own resources effectively.

What you should do: Incorporate this information into your product planning, budgeting, and logistics strategies early on.

More information about Amazon’s Quarterly Earnings

The Most Important Shopping Events of the Year

Beyond strategic announcements, major recurring shopping events are key revenue drivers. Early and structured preparation is crucial for success.

Amazon Big Spring Sale 2026 (March)

A multi-day shopping event to kick off the spring season, ideal for promoting seasonal products and clearing out inventory before summer.

Prime Day 2026 (July)

The most famous exclusive sales event for Prime members, typically generating the highest traffic and sales of the year.

Prime Deal Days 2026 (October)

Established as the second major Prime event in the fall, it serves as a key catalyst for the start of the fourth quarter and the holiday shopping season.

Black Friday & Cyber Monday 2026 (Late November)

The peak of the global e-commerce year, with high consumer purchase intent.

Seasonal Sales Events and Theme Days

In addition to major Amazon events, numerous seasonal occasions create significant demand peaks. Amazon ramps up its marketing efforts during these periods with extra deals, curated landing pages, and targeted email campaigns. This generates a traffic boost for brands that extends well beyond the typical seasonal uplift.

Brands with thematically relevant products benefit most, as customers are actively shopping for specific categories. Key dates include:

• New Year’s Resolutions (January): Focus on sports, health, and organization.
• Valentine’s Day (February): Gifts, candy, and perfume.
• Easter (March/April): Decorations, sweets, and toys.
• Mother’s & Father’s Day (May/June): Classic gift categories.
• Back-to-School (August/September): Stationery, backpacks, and electronics.
• Halloween (October): Costumes, decorations, and candy.

Quick Preparation Checklist:

• Inventory Planning: Ensure sufficient stock levels in advance (including FBA delivery deadlines).
• Submit Deals: Adhere to Amazon’s early deadlines for deal submissions.
• Optimize Listings: Update A+ Content and images to maximize conversion rates.
• Plan Advertising Budget: Increase your ad spend for event days and adjust your bids accordingly.

Further Information & Links

Other relevant Amazon formats include regional business events and programs focused on areas like sustainability, logistics, or brand management. Amazon often announces these dates on short notice, so it’s worth checking the official event pages regularly.

The following official Amazon pages provide the latest information on new features, programs, and dates:

• Seller Central News (Login required): The most important channel for direct announcements to sellers.
• What’s New With Amazon Ads: A list of all new advertising features and updates.
• Amazon Investor Relations: Publication of quarterly results and business reports.
• Official Amazon unBoxed page: Details and agenda for the annual advertising conference.
• Official Amazon Accelerate page: Information on the annual conference for Selling Partners.

FAQ

Do I have to attend conferences like Accelerate in person? Physical attendance is often only practical for large companies or agencies. The most important thing is to stay informed about the content. Follow official summaries from Amazon and coverage in trade media to keep up-to-date.

Where can I find announcements from unBoxed & Co.? The best sources are the official Amazon Ads Blog and the News section in Seller Central. Many announcements are published and explained there shortly after they are made.

How much lead time should I plan for shopping events? Strategic planning (e.g., ordering inventory) should begin 3-6 months before the event. Concrete implementation (e.g., campaign setup) should start about 4-6 weeks in advance.

Are features announced at US events like Accelerate immediately available in Europe? Not always. New programs and tools are often introduced in the US marketplace first. It can take several months for them to become available in Europe (e.g., Germany). However, it’s important to be aware of these announcements to prepare strategically and be among the first to adopt new features when they roll out in Europe.

What is the most common mistake when preparing for shopping events? One of the most common mistakes is planning inventory too late. FBA warehouse delivery deadlines are often tight before major events like Prime Day or Black Friday, and Amazon sets them early. If your products aren’t in the warehouse on time, you can’t run deals on the most important sales days of the year and will miss out on significant sales potential.