Amazon’s Fall Prime promotion ends as sellers change strategy amid the $100 registration fee and pressure on profits

Amazon’s Fall Prime promotion has ended. Sellers said sales growth fell short of expectations: sales were generally only 1.5 to 2 times higher, while top listings reached 3 to 4 times their usual levels. However, discounts, advertising and platform fees eroded profits. Sellers had to pay a $100 registration fee to submit a member discount for the fall promotion, and the fee was still due even if the event did not increase orders. This discouraged many small and midsize sellers, and many offered only basic member discounts or coupons. Sellers shifted their focus to protecting profits, proactively limiting inventory, and lowering their expectations for the upcoming Black Friday.