Overview

Amazon is relaunching its Points Festival for the first two months of 2026, giving sellers a chance to lift product visibility without cutting prices. The event runs in two separate windows—mid‑January and mid‑February—and adds special loyalty‑point badges to eligible listings. Sellers who tap the program can attract price‑sensitive shoppers while preserving margin.

Key Points

• Two promotional windows — The festival runs from January 14 9:00 AM to January 22 11:59 PM, then again from February 13 9:00 AM to February 26 11:59 PM, offering almost three weeks of combined exposure.
• No discount requirement — Instead of lowering the list price, sellers grant extra Amazon Points, letting them keep advertised prices intact.
• Dual‑badge display — Enrolled items show both the standard Deal badge and a new Points Festival badge, boosting placement on search and browse pages.
• Stackable promotions — Deal‑type offers and Points rewards can run at the same time, amplifying the promotional signal.
• Targeting a slow season — January and February traditionally lag behind holiday sales, making the festival a strategic tool to sustain momentum.
• High‑margin focus — Products with strong conversion rates or healthy margins stand to gain the most from the added visibility.

How the Points Festival Works

1. Set the festival dates — Choose to participate in the January window, the February window, or both. For example, a seller of premium kitchen gadgets might enroll only for February to align with a new product launch.
2. Select eligible SKUs — In Seller Central’s Points promotion area, pick the ASINs you want to feature. A seller of organic snack packs could add 150 Points to each pack, while leaving lower‑margin items out of the program.
3. Define point bonuses — Assign a specific loyalty‑point amount that buyers will earn on purchase. If a $30 item normally yields 30 Points, the seller could boost it to 60 Points for the festival period.