Today's tip · Market
Haul just moved into your search results. Go see who's sitting next to you.
Amazon said on November 9 that relevant Amazon Haul products now surface within regular Amazon search results. Haul is the store where most items cost under $10. If you sell anything in that price neighborhood, your search page changed this week, and nobody emailed you about it.
The numbers Amazon gave are big and a little loose. More than 10 million Haul products, a selection that grew more than 25 times in two years, and purchasing customers up nearly 350% year over year. The majority of items are priced under $10, with more than a million under $5 and more than half a million under $3.
What Amazon did not say matters as much. There is no word on how often Haul items appear for a given search, or how they rank against your listing. Amazon says only that they show up when they're a great match. So the useful response is not a theory. It's a screenshot.
A brand selling a $60 blender can relax a little. A brand selling a $9 kitchen gadget, a $12 pack of hair ties or a $7 ornament should look today, because the Haul-iday sale runs through November 14 and Amazon says more deal drops follow through November and December.
Amazon, Nov 9, 2026: more than 10 million products, more than a million under $5 and more than half a million under $3. Bars use Amazon's floor figures, in millions.
Source: About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)
Data desk by XENA IntelligenceThe weekend plan
- 01Search like a shopper
Open the Amazon Shopping app and search your five best-selling terms. Amazon says Haul items surface when they're a great match, so start with the terms you actually rank on.
- 02Screenshot the first two screens
Note any Haul items, their prices and how they sit against yours. Keep the images, because you will want to compare them next week.
- 03Compare per unit, not per listing
If a Haul item sells one unit for $3 and you sell a 4-pack for $14, make the count obvious in your title. Shoppers compare what they can see.
- 04Say why yours costs more
Item Highlights gives you 125 searchable characters that show with your title in search results. Spend them on material, size or use.
- 05Skip the race you can't win
Don't cut a $14 item to $9 to chase a store built around prices under $10. Defend with what a shopper can check: materials, quantity and reviews.
Section 02
This week's checklist
6 jobs pulled from this issue, in the order the deadlines bite. Tick them off as you go. Your browser remembers the ticks, nobody else sees them, and a fresh list comes with each issue.
0 of 6 done
Section 03
The seller calendar
Every date Amazon has put in writing for the season, plus the two everyone knows. October is zoomed in on the chart because that's where the trouble is.
Peak fulfillment fees run Oct 15 to Jan 14. Plus $0.32 per unit on average, with the 3.5% surcharge on top.
| Date | What happens | Type | Countdown | Source |
|---|---|---|---|---|
| Prime Big Deal Days (Oct 6 to 7) | Shopping event | Done | About Amazon | |
| AWD arrival deadline for Black Friday Week | Inventory | Done | Seller Central News | |
| Holiday peak fulfillment fees begin | Fees | Done | Seller Central News | |
| Original Black Friday and Cyber Monday deal deadline (Amazon has since extended it to Nov 13) | Deals | Done | Seller Central News | |
| FBA arrival deadline, minimal shipment splits | Inventory | Done | Seller Central News | |
| FBA arrival deadline, Amazon-optimized splits (most sellers) | Inventory | Done | Seller Central News | |
| Business Hour Delivery Rate review: seller-fulfilled offers under 90% may be deactivated for Amazon Business customers | Offer | Done | Seller Central News | |
| Last day of off-peak storage for AWD with auto-replenishment | Inventory | Done | Seller Central News | |
| Confirm New Selection Program (2026) enrollment to keep launch fee credits | Fees | Done | Seller Central News | |
| Extended holiday returns begin: items bought Nov 1 to Dec 31 can come back until Jan 31 | Returns | Done | Seller Central News | |
| New commercial liability insurance requirements take effect: a $1 million policy for products in categories with enhanced safety listing requirements, with no sales threshold | Policy | Done | Seller Central News | |
| Virtual multipacks from the latest pilot wave become available to customers | Offer | Done | Seller Central Help | |
| Black Friday and Cyber Monday deal sourcing closes (extended from Oct 20) | Deals | Today | Seller Central News | |
| Amazon Haul's early Haul-iday deals event ends (more Haul deal drops continue through December, Amazon says) | Shopping event | Tomorrow | About Amazon | |
| Amazon finishes rolling out lithium battery TIC compliance notifications in Account Health for US smart home and consumer electronics | Policy | In 3 days | Seller Forums | |
| Ask Amazon: Seller Assistant live Q&A in the Seller Forums, 8 AM to 5 PM PT (questions open now) | Shopping event | In 5 days | Seller Forums | |
| Amazon's Black Friday Week and Cyber Monday deal events run from 12:01 a.m. PT on Nov 19 through Nov 30 | Shopping event | In 6 days | About Amazon | |
| Prime for Young Adults members get 20% cash back on a selection of trending products, Nov 24 only | Shopping event | In 11 days | About Amazon | |
| Black Friday | Shopping event | In 14 days | Calendar | |
| Cyber Monday | Shopping event | In 17 days | Calendar | |
| Last day to create an international FBA shipment plan covered by Amazon's 45-day related-shipment and 90-day closure extensions | Inventory | In 17 days | Seller Central News | |
| Prepaid return labels required for most US seller-fulfilled returns (heavy and bulky items excepted for now) | Returns | In 35 days | Seller Forums | |
| Last day to sign up for the free 12-month Amazon Quick Plus subscription | Offer | In 48 days | About Amazon | |
| Last purchase date covered by the extended holiday return window | Returns | In 48 days | Seller Central News | |
| Updated product bundling policy takes effect: most single-ASIN bundles must be packaged by the original manufacturer or brand | Policy | In 59 days | Seller Central News | |
| Holiday peak fulfillment fees end | Fees | In 62 days | Seller Central News | |
| Most 2027 US referral and FBA fulfillment fee changes take effect | Fees | In 63 days | Amazon | |
| Last day to return holiday purchases under the extended window | Returns | In 79 days | Seller Central News | |
| Storage utilization surcharge ends; age-based storage rates and the rewritten low-inventory-level fee begin | Fees | In 80 days | Amazon | |
| Last day to enroll in FBA New Selection Program 2026 (window extended) | Fees | In 138 days | Seller Central News |
Add every date to your calendar (.ics)Works with Google Calendar, Outlook and Apple Calendar. Re-download after big announcements.
Sources: Seller Forums, Ask Amazon: Seller Assistant, Canvas and Workflows, About Amazon, Seller Assistant, Seller Central News, Business hour delivery requirement for seller-fulfilled shipments, Seller Central News, New requirements for product bundles starting January 11, Seller Central News, Black Friday Cyber Monday deals deadline extended, Amazon, 2027 US referral and FBA fee update, Seller Central News, Holiday 2026, Seller Central News, New commercial liability insurance requirements, Seller Forums, New lithium battery requirements (US), Seller Forums, Amazon's prepaid return label notice and moderator clarification, Seller Central News, 2026 holiday return policy, Seller Central Help, Virtual multipacks, About Amazon, Black Friday and Cyber Monday 2026: a first look at Amazon's best deals
Fee watch
The changes that cost money this year, newest last. If Amazon hasn't announced it, it isn't here.
Since Jan 15, 2026
2026 US fee update
FBA fees rose by an average of $0.08 per unit. Amazon added no new fee types for 2026.
Amazon, 2026 US referral and FBA fee updateSince Apr 17, 2026
Fuel and logistics surcharge
3.5% on FBA fulfillment fees, about $0.17 per unit on average in the US. Multi-Channel Fulfillment and Buy with Prime followed on May 2.
Seller Central News, Fuel and logistics surchargeSince Sep 2026
MCF Preferred Pricing Program
Discounted Multi-Channel Fulfillment fees plus FBA credits per unit shipped. Amazon says sellers save 15% to 25% on fulfillment fees for the first six months, with no contract and one-click enrollment in Seller Central.
About Amazon, Prime delivery for MCF merchants' websitesOct 15, 2026 to Jan 14, 2027
Holiday peak fulfillment fees
About $0.32 more per unit on average, with the 3.5% surcharge calculated on top.
Seller Central News, Holiday 2026Holiday deal events
Deal fees
$100 upfront per promotion plus 1.5% of promotional sales, capped at $5,000, for Best Deals, Lightning Deals and Prime Exclusive Price Discounts.
Seller Central News, Holiday 2026Nov 1, 2026 to Jan 31, 2027
Extended holiday returns
Orders placed Nov 1 to Dec 31 can be returned until Jan 31, 2027, for FBA and seller-fulfilled orders alike. Budget for a slower, larger return wave.
Seller Central News, 2026 holiday return policyAnnounced Nov 5, 2026; most changes Jan 15, 2027
2027 US referral and FBA fee update
On average, FBA fulfillment fees rise by $0.19 per unit sold (about 0.8% of the average item's selling price). Some products go up, some go down. The FBA fuel and logistics surcharge stays unchanged. Effective Feb 1, 2027, Amazon eliminates the storage utilization surcharge, folds the aged inventory surcharge into a single age-based monthly storage rate, and rewrites the low-inventory-level fee around 28 days of supply.
Amazon, 2027 US referral and FBA fee update
Section 04
By the numbers
Four figures worth knowing this week. Each one is Amazon's own, linked to where they said it.
products on Amazon Haul, the majority priced under $10
About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)how much Haul's selection grew in two years (Amazon says more than 25 times)
About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)year-over-year growth in customers making Haul purchases, which Amazon puts at nearly 350%
About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)until Black Friday Week opens at 12:01 a.m. PT on November 19
About Amazon, Black Friday and Cyber Monday 2026: a first look at Amazon's best dealsSection 05
The playbook
4 moves for this week, then a few quick ones for the train.
Listings
Seventy-five characters to name it. One hundred twenty-five to explain the price.
Since July 27, titles in every category except media have had to fit in 75 characters, spaces included. Amazon gave the overflow a home: Item Highlights, an extra 125 characters for materials or recommended uses. Amazon says that text is searchable and shows with titles in search results and on detail pages.
That second line just got more valuable. When a cheaper item lands beside yours, the shopper's eye goes from the price to the words under the title. If those words say stainless steel, dishwasher safe, set of four, you have made your case before the click.
Do this: In Manage All Inventory, choose Edit on your three top holiday ASINs, click View enhancements, and write Item Highlights that name the material, the count and the use.
Source: Seller Central News, Updates to improve your product titles
Limits from Amazon's product title update in Seller Central News: 75 characters for titles in all categories except media, plus 125 for Item Highlights.
Source: Seller Central News, Updates to improve your product titles
Data desk by XENA IntelligencePricing
Haul shoppers are filling carts to $25. You're selling one item at a time.
Amazon Haul rewards a bigger basket in plain view: free delivery on orders of $25 or more, 5% off orders over $50 and 10% off orders over $75. A shopper who has just watched a cart total climb is thinking in totals, not single items.
You can't copy Haul's cart, and you shouldn't try. You can make your own offer easier to add up. A multipack, or a virtual bundle if you own the brand, with the count right in the title does the arithmetic for the shopper. That is most of the trick Haul is playing.
Do this: Pick one low-priced ASIN and price a 2-pack or 3-pack against the single unit. If the per-unit price drops, list it and put the count inside the first 75 characters of the title.
Sources: About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026), Seller Forums (Amazon), Learn about Virtual Bundles
- Free delivery on orders of $25 or more
- 5% off orders over $50
- 10% off orders over $75
- Free returns on eligible purchases over $3, within 15 days of delivery
From Amazon's Haul-iday announcement, Nov 9, 2026.
Source: About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)
Data desk by XENA IntelligenceMarket
Haul's sale ends November 14. Amazon says it's only the first one.
Amazon calls this week's event the first in a series of deal moments running through November and December, with daily and weekly drops in stocking stuffers, holiday decor, seasonal apparel, white elephant gifts and beauty. If your category is on that list, your search page could look different every week until New Year's.
That makes a one-time check close to useless. The brands that spot a change early will be the ones that looked twice.
Do this: Put a 10-minute search check on your calendar every Monday through December 28 for your top five terms, and keep the screenshots in one folder.
Source: About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)
Amazon Haul is another way we're making holiday shopping more affordable.
Pricing
Run the discount math before the discount runs
Deal sourcing for Black Friday and Cyber Monday closes today. Before you commit to a number, Amazon's own example question for Seller Assistant is a good one to steal: "How profitable would a 10%, 15%, or 20% promotion be?" Amazon says Seller Assistant's visual workspace lets you compare scenarios like that in real time.
The answer is only as good as the costs behind it, so check those first. Then pick the discount you can afford for twelve days of Black Friday Week and Cyber Monday, not the one that sounded brave in a meeting.
Do this: Open Seller Assistant, ask Amazon's 10%, 15% or 20% question about your top deal ASIN, and submit the deal at the deepest level that still leaves a profit after fees.
Sources: Seller Central News, Save time this holiday with new AI tools, Seller Central News, Black Friday Cyber Monday deals deadline extended, About Amazon, Black Friday and Cyber Monday 2026: a first look at Amazon's best deals
Conceptual diagram. The question is Amazon's own example from Seller Central News, Save time this holiday with new AI tools.
Source: Seller Central News, Save time this holiday with new AI tools
Data desk by XENA IntelligenceQuick hits
05Listings
Amazon's AI may rewrite your title. You get 14 days to object.
Amazon says titles still over 75 characters after July 27 are updated to its AI recommendation gradually, and that brand owners get 14 days before implementation to review, modify and approve AI-generated titles and Item Highlights in Review Listings Changes. Six days before Black Friday Week is a poor time to meet a new title on your best seller.
Sources: Seller Central News, Updates to improve your product titles, About Amazon, Black Friday and Cyber Monday 2026: a first look at Amazon's best deals
Section 06
The wire
What changed lately, straight from Amazon. We read the announcement so you can read the summary.
- Deals
Black Friday and Cyber Monday deal sourcing closes today
Last day to submit deals for the November 19 to 30 events. Prime Exclusive Discounts sit under Advertising, then Price Discounts, under Events.
via Seller Central News, Black Friday Cyber Monday deals deadline extended - Search
Amazon Haul products now appear in regular Amazon search
Amazon says relevant Haul items surface within Amazon search results when they're a great match for what the shopper is looking for.
via About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026) - Deals
Haul-iday sale runs through November 14, with more drops to come
Amazon calls it the first in a series of Haul deal moments through November and December, with daily and weekly drops.
via About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)
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One short email when a new issue lands. Amazon's news without the press-release voice, and one move worth making that week. No upsells, no "ultimate guides."
Section 07
Straight answers
The questions sellers are typing into search bars and chatbots this week, answered in under a minute each. Every answer is grounded in Amazon's own announcement, linked below it.
Do Amazon Haul products show up in regular Amazon search results?
Yes. In its November 9, 2026, Haul-iday announcement, Amazon said relevant Amazon Haul products now surface within Amazon search results when they're a great match for what a shopper is looking for. Amazon did not say how often they appear for a given search or how they rank against other listings.
Source: About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)
What is Amazon Haul?
Amazon Haul is Amazon's store for ultra-low-priced products. Amazon says it has more than 10 million products, most priced under $10, with more than a million under $5. Shoppers get free delivery on orders of $25 or more, 5% off orders over $50 and 10% off orders over $75.
Source: About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)
When does the Amazon Haul Haul-iday sale end?
Amazon Haul's early Haul-iday deals event runs from November 9 to November 14, 2026, with $1 flash deals all week and $0.11 deals on November 10 and 11. Amazon says it is the first in a series of Haul deal moments, with new daily and weekly drops through November and December.
Source: About Amazon, Amazon Haul's early Haul-iday deals event (Nov 2026)
What are Item Highlights on Amazon?
Item Highlights is a listing field that gives sellers an extra 125 characters, beyond the 75-character title limit that took effect July 27, 2026, for materials or recommended uses. Amazon says Item Highlights text is searchable and shows with titles in search results and on product detail pages.
Source: Seller Central News, Updates to improve your product titles
Can I review Amazon's AI-generated title changes before they go live?
Yes. Amazon says titles still over 75 characters after July 27, 2026, are updated to its AI recommendation gradually, and brand owners have 14 days before implementation to review, modify and approve AI-generated titles and Item Highlights in Review Listings Changes in Seller Central.
Source: Seller Central News, Updates to improve your product titles
When is the deadline to submit Black Friday deals on Amazon in 2026?
Amazon extended Black Friday and Cyber Monday deal sourcing from October 20 to November 13, 2026. The deal events themselves run from 12:01 a.m. PT on November 19 through November 30, so November 13 is the last day to submit deals for Black Friday Week and Cyber Monday.
Source: Seller Central News, Black Friday Cyber Monday deals deadline extended