Amazon Rolls Out Early Prime Day Deals, AI Tools for Sellers, and Prime Delivery Expansion

Amazon has launched early deals for its Prime Big Deal Days, offering discounts on fitness trackers and other products. The company also introduced a new plugin allowing sellers to manage stores via AI assistants and expanded Prime delivery to third-party online stores. Meanwhile, Amazon confirmed it has no plans to bring back button-equipped Kindles.

Early Prime Day Deals on Fitness Trackers

Amazon has kicked off early deals for its Prime Big Deal Days, scheduled for October 6-7, 2026, with discounts on fitness trackers from leading brands. According to Mashable, devices from Garmin, Fitbit, Apple, and Samsung are among the highlighted offers, with savings of up to $150 on select models.

Some of the standout deals include the Garmin vívoactive 6, priced at $229.99 (a $70 discount), and the Fitbit Sense 2, available for $199.95 (saving $50). The Apple Watch SE 3 is listed at $249 (down $30), while the Samsung Galaxy Watch 8 is discounted to $259.99 (a $40 reduction). Additional discounts are available on other models, such as the Garmin Forerunner 165, Instinct 3, and fēnix 8, as well as the Fitbit Charge 6, Versa 4, and Samsung Galaxy Watch 7.

The Garmin vívoactive 6 is reported to include features like Body Battery energy monitoring, sleep coaching, stress tracking, and wrist-based heart rate. It also offers over 80 sports apps and personalized workouts. The Fitbit Sense 2, meanwhile, provides all-day stress tracking, sleep stage analysis, and a battery life of up to six days, along with built-in GPS and more than 40 exercise modes.

The Apple Watch SE 3 is noted for its health tracking capabilities, including sleep and heart rate monitoring, as well as features like sleep apnea notifications, period tracking, and wrist temperature sensing. The Samsung Galaxy Watch 8 is described as having a slimmer design, run coaching for various distances, and an Energy Score for daily activity tracking.

AI Plugin for Amazon Sellers

Amazon has introduced a new plugin that allows sellers to manage their stores using external AI assistants, including Anthropic’s Claude and Amazon Quick. According to The Next Web, the plugin integrates listings, inventory levels, sales analytics, and performance metrics, enabling sellers to automate tasks without coding.

Setting up the plugin with Claude reportedly takes around 60 seconds. Sellers must approve actions before they are executed, and every interaction is logged for audit purposes. The plugin is currently in beta for US sellers, with plans for international expansion.

Amazon stated that 90% of its selling partners already use third-party AI tools, and the new plugin aims to streamline workflows for these users. The company is also offering a free 12-month subscription to Amazon Quick Plus for primary account holders worldwide until December 31, 2026, with the option to add two co-workers at no extra cost.

The Seller Assistant tool, launched in 2023, runs on Anthropic’s Claude models via Amazon Bedrock. It has gained hundreds of thousands of active users and boasts a 90% acceptance rate for its recommendations. Recent updates include persistent memory for pricing patterns and inventory cycles, as well as background workflows that adjust prices or send alerts even when the seller is offline.

Prime Delivery Expands to Third-Party Stores

Amazon is expanding its Prime delivery service to third-party online stores, allowing independent brands to offer fast, free shipping directly at checkout. According to Mashable, shoppers can now see the Prime badge on eligible products and receive standard Prime delivery speeds without logging into an Amazon account.

Previously, brands had to use Amazon’s ‘Buy with Prime’ widget, which required customers to log in to Amazon and route payments through its platform. The new system allows shoppers to use their preferred payment methods, such as Apple Pay or Shop Pay, while their Prime membership is verified post-purchase. Brands retain control over their checkout flow, customer support, and return policies.

Early adopters of the program, like Skinnies Instant Lifts, reportedly saw over 40% of eligible orders shipped via Prime, with some brands experiencing nearly a 10% increase in overall sales. Amazon is also offering sellers a 15% to 25% discount on fulfillment fees for using its shipping network ahead of the holiday season.

The expansion aims to provide shoppers who prefer supporting independent brands with the benefits of Prime shipping, including reliable tracking and delivery updates.

Kindle’s Buttonless Future

Amazon discontinued the Kindle Oasis, its last e-reader with page-turning buttons, in 2024. According to Mashable, the company has stated it has no plans to reintroduce button-equipped devices, despite their popularity among some users.

Competitors like Kobo and Boox continue to offer e-readers with buttons. Kobo’s Libra Colour, for example, has gained traction, and the company recently launched a Bluetooth remote for turning pages. However, the remote is not compatible with Kindles, and Amazon has not released a similar accessory for its devices.

The power button on Kindles is located on the bottom of the device, making it prone to accidental presses. Despite this, Amazon has focused on other features, such as its color e-reader and the redesigned Kindle Scribe, introduced after its 2024 lineup revamp. The Scribe is Amazon’s largest e-reader, with notebook-sized dimensions and handwriting capabilities, though it differs from competitors’ 7-inch models.

Other e-reader brands, like Xteink, also lack access to the Kindle library, while Boox devices run on Android and have access to the Google Play Store—a feature absent from Amazon’s Fire tablets.

What this means

LazyFounders analysis — our interpretation, not reported fact.

Amazon’s latest moves reflect a broader strategy to integrate AI deeper into its ecosystem while expanding its logistics and retail dominance. For sellers, the new AI plugin could reduce operational friction, especially for those already using third-party tools. The persistent memory and background workflows in Seller Assistant suggest Amazon is doubling down on automation, which may help smaller sellers compete but could also increase reliance on its platform—a point of concern amid ongoing antitrust scrutiny.

The expansion of Prime delivery to third-party stores is a significant shift, blending Amazon’s logistics network with independent brands. This could drive higher conversion rates for merchants while reinforcing Prime’s value for consumers. However, it also raises questions about long-term dependency on Amazon’s shipping infrastructure, particularly as the company incentivizes adoption with discounts on fulfillment fees.

On the consumer side, the early Prime Day deals and Kindle updates highlight Amazon’s focus on hardware and exclusivity. The absence of buttons on Kindles, despite user demand, suggests Amazon is prioritizing design uniformity over niche features. Competitors like Kobo and Boox are filling the gap, but the lack of Kindle library access remains a barrier for users considering alternatives.

For founders and operators, these developments underscore the importance of leveraging Amazon’s tools—whether AI plugins or Prime delivery—while remaining mindful of the trade-offs. The plugin’s beta phase offers a chance to test workflows before wider adoption, while the Prime expansion could be a boon for DTC brands looking to boost trust and conversion rates. Still, the antitrust case looms large, and sellers should track how regulatory pressures might reshape Amazon’s policies in the coming years.

Key takeaways

• Early Prime Day deals on fitness trackers are live, offering discounts on top brands like Garmin, Fitbit, Apple, and Samsung.
• Amazon’s new plugin enables sellers to manage their stores using third-party AI assistants, with integrations for Anthropic’s Claude and Amazon Quick.
• Prime delivery is now available on third-party online stores, allowing independent brands to offer fast, free shipping directly at checkout.
• Amazon has discontinued button-equipped Kindle models, with no plans to bring them back despite competitor offerings.
• Seller Assistant now includes persistent memory and background workflows, improving automation for pricing and inventory tasks.

FAQ

What are the best early Prime Day deals on fitness trackers?

Amazon is offering discounts on fitness trackers from Garmin, Fitbit, Apple, and Samsung. Standout deals include the Garmin vívoactive 6 at $229.99 (saving $70), the Fitbit Sense 2 at $199.95 (saving $50), the Apple Watch SE 3 at $249 (saving $30), and the Samsung Galaxy Watch 8 at $259.99 (saving $40). Other models, like the Garmin Forerunner 165 and Fitbit Versa 4, are also discounted.

How does Amazon’s new AI plugin work for sellers?

The plugin allows sellers to connect their Amazon stores to external AI assistants like Anthropic’s Claude and Amazon Quick. It integrates listings, inventory, sales analytics, and performance metrics, enabling sellers to automate tasks such as pricing adjustments and inventory alerts. Actions require seller approval, and all interactions are logged for audits.

Is Amazon bringing back button-equipped Kindles?

No. Amazon discontinued the Kindle Oasis, its last button-equipped e-reader, in 2024 and has stated it has no plans to reintroduce buttons on future devices. Competitors like Kobo and Boox continue to offer e-readers with physical buttons.

Can third-party online stores offer Prime delivery?

Yes. Amazon has expanded Prime delivery to third-party online stores, allowing independent brands to display the Prime badge and offer fast, free shipping directly at checkout. Shoppers do not need to log into an Amazon account, and brands retain control over their checkout flow and customer policies.

What are the benefits of Amazon’s Prime delivery expansion for sellers?

Sellers using Amazon’s shipping network can offer Prime delivery on their own stores, potentially increasing conversion rates. Early adopters reported over 40% of eligible orders shipped via Prime, with some brands seeing nearly a 10% boost in sales. Amazon is also offering a 15% to 25% discount on fulfillment fees ahead of the holiday season.

Related on LazyFounders

• Apple
• Anthropic
• Meta
• More product news