Amazon continues to develop at an increasingly rapid pace. And, in doing so, it characterizes its calendar with a rich series of announcements, appointments, and events.
For sellers and vendors, knowing in advance when Amazon introduces its innovations and where they are announced is a decisive competitive advantage for planning budgets, operations, and strategic investments.
Precisely for this reason, in this guide, we have collected the most relevant dates of 2026 for those who sell on Amazon, from major events with product announcements to quarterly earnings reports, up to the most relevant commercial appointments of the year.
You will discover what to expect from each occasion, how to leverage the information for your business, and which dates deserve maximum attention in your agenda.
The most important Amazon events for business strategy
Let’s start by remembering that Amazon has some fixed appointments where it unveils new programs, tools, and features intended for sellers and vendors. These are very important moments, which constitute precious opportunities to identify emerging trends and understand their operational implications before the competition.
Here is the list of the main ones.
Amazon Accelerate: the main showcase for sellers and vendors
Scheduled for September 22-24, 2026 in Seattle, Amazon Accelerate is the reference annual conference for Selling Partners. It is traditionally the place where Amazon presents the most significant innovations of its ecosystem: logistics, brand protection, product presentation, analytics, seller programs, automation, and partner tools.
Following the presentations and keynotes allows you to immediately evaluate the relevance of the news for your business model and consequently adjust internal processes such as content management, logistics, and automation.
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unBoxed: the future of advertising on Amazon
Autumn 2026 will host unBoxed, the main Amazon Ads conference dedicated to advertising professionals. It is here that new ad formats, targeting options, measurement methods, and AI-powered tools that redefine promotional strategies on the platform are unveiled.
The announcements from unBoxed directly influence how you reach customers. Brands that quickly experiment with new formats can gain a significant competitive advantage before the market adjusts. In particular, reserving test budgets to use newly launched features becomes a fundamental strategic move.
Amazon Devices & Services: hardware and commercial opportunities
Between late summer and autumn 2026, Amazon will present its usual event dedicated to hardware. It often coincides with new service integrations such as Alexa, AI functions, and features related to shopping or content.
Amazon increasingly connects hardware launches with commerce and advertising features. Voice shopping, ads on smart displays, and integrations with Fire TV thus find space. Monitoring these developments allows identifying new advertising surfaces. And, naturally, evaluating the relevance of emerging features for your brand.
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Developer Summit and API: early signs of automation
Events like the Amazon Ads Developer Summit, aimed at developers working with Amazon APIs, also provide valuable indications for those who do not develop internally. The API innovations presented in these contexts are in fact subsequently implemented by tool and software providers.
Staying informed about the announcements of these summits and talking with your technology tool providers allows you to anticipate the automation possibilities that will become available in the following months.
Events for the European market
Some Amazon appointments are organized more specifically for the European market as a whole, or for some national markets such as the Italian or German ones.
In this case too, we wanted to subdivide the different events for a better overview.
Amazon Sales Congress: focus on the German and Italian market
On March 18-19, 2026 in Stuttgart, the Amazon Sales Congress will be held, a reference event for brands and retailers in the German-speaking area. Amazon’s global strategies are contextualized here for the DACH market (Germany, Austria, Switzerland) and enriched with practical recommendations and local best practices.
Participating in presentations and panels on topics relevant to the market allows evaluating the impact of new Amazon features on your business and developing optimized strategies for content, advertising, brand management, and operations. If you sell in these markets, it is a practically unmissable appointment.
Vendor Connect: networking and operational solutions for vendors
On March 5, 2026 in London, Vendor Connect brings Amazon vendors together for an intensive day around operational and strategic themes such as profitability, advertising, contents, logistics, and annual planning. The format combines panels, workshops, and discussion sessions oriented towards the practical sharing of experiences.
The event is a concrete overview of current challenges in vendor management and available solutions. Networking with other vendors represents a valuable opportunity to compare notes and acquire directly applicable best practices.
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K5 Conference: e-commerce in the DACH context
On June 23-24, 2026 in Berlin, the K5 Conference confirms itself as the largest e-commerce event in the DACH area. Focus on strategic developments in digital commerce with practical examples from the market, which help contextualize Amazon’s dynamics within the broader landscape of online retail.
Themes such as growth, platform strategies, investment trends, and operational scaling provide valuable references for retailers and brands. The wide presence of speakers and exhibitors allows a complete overview of tools and methodologies available in the commerce ecosystem.
DMEXCO: retail media and data-driven strategies
On September 23-24, 2026 in Cologne, DMEXCO gathers trends from AdTech, retail media, and data-based marketing strategies. For brands with a strong advertising focus, the event offers insights on measurement methods, targeting, data strategies, and retail media that often anticipate developments subsequently relevant for Amazon Ads.
Monitoring developments in retail media and identifying approaches applicable to Amazon Ads, talking with AdTech providers, and using insights from keynotes on consumer behavior and automation allows refining your advertising strategy.
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International events for sellers and brands
Other Amazon events are aimed at the generality of markets and especially the US market. As we will see in the next lines, these are appointments that are concentrated mainly in North America.
Prosper Show: best practices from the marketplace
On March 10-12, 2026 in Las Vegas, the Prosper Show brings together Amazon marketplace sellers around practical workshops, case studies, and sessions dedicated to scaling strategies. Contents range from product launches to brand building, up to the streamlining of operational processes.
Exchange with expert sellers and service providers helps identify emerging trends and directly integrate the results of the most relevant workshops into your annual planning.
Seller Summit: concrete tactics and their implementation
On April 21-23, 2026 in Florida, the Seller Summit focuses on tactical implementation for e-commerce brands. The sessions cover two main areas: growth on Amazon and building proprietary D2C channels. Workshops and mastermind formats offer individual feedback and tactics verified by the daily operations of other sellers.
Particularly valuable are the contents on ranking, conversion, external traffic, and process optimization, in addition to insights from conversion optimization workshops directly applicable to content improvement.
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Amazon Quarterly Earnings: financial data and strategic announcements
Four times a year, Amazon shares data on company performance and its priorities. Quarterly announcements are a direct indicator of the areas on which Amazon is concentrating investments and therefore of future platform developments.
The expected publication dates for 2026 are: early February for Q4 2025, late April or early May for Q1 2026, late July or early August for Q2 2026, and late October for Q3 2026.
The quarterly reports are essential appointments and, in this regard, we always give them ample space here. The data reveals exactly where Amazon is investing. An increase in logistics expenses could signal new warehouses or faster delivery options. Rapid growth in the advertising business indicates that the importance of Amazon Ads will continue to increase. Understanding what Amazon’s strategic priorities are helps to effectively allocate your resources, integrating this information into product planning, budgets, and logistics strategies.
The major commercial events of the year
In addition to strategic announcements, recurring shopping events represent the main revenue drivers. Anticipated and structured preparation can make the difference here between fully seizing opportunities and falling behind the competition.
Big Spring Sale: the launch of the spring season
In March 2026, the Big Spring Sale inaugurates the season with a multi-day event ideal for promoting seasonal products and clearing inventory before summer.
Prime Day: the traffic peak of the year
July 2026 will host Prime Day, the exclusive sales event for Prime members that typically generates the highest traffic and sales of the entire year for the platform.
Prime Deal Days: the catalyst of Q4
October 2026 will see Prime Deal Days, now consolidated as the second major Prime event of the year. It is a key moment to boost the start of the fourth quarter and the Christmas shopping season.
Black Friday and Cyber Monday: the culmination of the e-commerce year
Late November 2026 will bring the global peak of the e-commerce year, with Black Friday and Cyber Monday characterized by particularly high consumer purchase intent.
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Seasonal occasions and themed days
In addition to major Amazon events, numerous seasonal occasions create significant demand peaks. Amazon intensifies its marketing efforts during these periods with extra deals, curated landing pages, and targeted email campaigns, generating a traffic boost for brands that goes well beyond the normal seasonal increase.
Brands with thematically relevant products benefit the most, as customers actively search for specific categories.
Some of the key dates include:
- New Year’s resolutions in January with a focus on sports, health, and planning for the rest of the year
- Valentine’s Day in February for gifts and perfumes
- Easter between March and April for decorations and sweets
- Mother’s and Father’s Day between May and June for classic gift categories
- Back-to-School between August and September for stationery and electronics
- Halloween in October for costumes and decorations.
Operational checklist for commercial events
Effective preparation for these appointments requires attention to four fundamental aspects. First of all, inventory planning, which must guarantee sufficient stock in advance, respecting FBA delivery deadlines. Furthermore, the submission of offers must take place respecting Amazon’s early deadlines.
Additionally, listing optimization requires updating A+ content and images to maximize conversion rates. Finally, advertising budget planning must foresee spending increases for event days and adjustments to bids accordingly.
Amazon 2026 Calendar: complete overview
| Period | Event | Type |
| Early February | Q4 2025 Quarterly | Financial results |
| March | Big Spring Sale | Shopping event |
| March 5 | Vendor Connect, London | Vendor conference |
| March 10-12 | Prosper Show, Las Vegas | Seller conference |
| March 18-19 | Amazon Sales Congress, Stuttgart | DACH conference |
| April 21-23 | Seller Summit, Florida | Seller conference |
| Late April/early May | Q1 2026 Quarterly | Financial results |
| June 23-24 | K5 Conference, Berlin | E-commerce conference |
| July | Prime Day | Shopping event |
| Late July/early August | Q2 2026 Quarterly | Financial results |
| September 22-24 | Amazon Accelerate, Seattle | Official Amazon conference |
| September 23-24 | DMEXCO, Cologne | AdTech conference |
| October | Prime Deal Days | Shopping event |
| Late October | Q3 2026 Quarterly | Financial results |
| Autumn | unBoxed (Amazon Ads) | Advertising conference |
| Late November | Black Friday & Cyber Monday | Shopping event |
