We all know by now that Amazon Prime Day is more than a simple summer sales event. Prime Day has morphed from manufactured event (created in 2015 to celebrate Amazon’s 20th birthday with Prime members1) into a global retail phenomenon that outpaces Black Friday in volume and revenue. It offers sellers more opportunities to increase visibility, drive conversions, and maximize profit.
In a recent internal memo to independent sellers—who sold more than 200 million items through 2024 Prime Day—Amazon has shared that July’s 2025 Prime Day will now be a four-day sales event.2 Brands will be able to take advantage of promotions like Prime-Exclusive Best Deals, Lightning Deals, Price Discounts, and Prime Member Coupons. But the clock is ticking; you’ll need to schedule these deals and send in your inventory with deadlines starting in May.
Not sure where to start or what to prioritize? Get ready to skyrocket sales with our simple Amazon Prime Day guide. We’ll walk through important reminders and tips for your supply chain, listings, marketing, and more so you can make the most of Prime Day’s 10th anniversary event.
The Prime Day Timeline: Days & Deadlines
Prime Day 2025 is expected in July, though Amazon has not yet confirmed the exact dates. Based on past years, sellers can expect mid-July timing. Prime Day 2024 took place on July 16–17, and in 2023 it occurred on July 11–12.
But deadlines for deal submissions, FBA inventory, and advertising ramp-ups happen months earlier. Avoid the common seller mistake of starting too late. A proactive approach is your best tool to prepare for Prime Day and outperform competitors.
- April–May: Finalize inventory planning, start listing optimizations, and submit deals
- Early June: Launch awareness campaigns and begin Prime Day advertising tests
- Late June: Lock in fulfillment and customer service staffing
- July: Execute Prime Day deals and real-time ad management
Ensure Operational Readiness & Customer Support Scalability
One of the most overlooked aspects of how to prepare for Prime Day is infrastructure readiness. Surges in demand can place stress on your logistics, customer service, and inventory systems. Start by using historical sales, category benchmarks, and an Amazon services provider like Amplifyy to anticipate what’s coming. If you participated in Prime Day last year, dig into ASIN-level sales data and promotional performance to inform your direction for 2025.
Key Metrics to Review Before Prime Day
- Track sell-through rates by SKU to identify high-performing products and avoid stockouts
- Review return percentages to spot quality or listing issues that could impact profitability
- Analyze ad performance metrics like ACoS, CTR, and ROAS to optimize new ads
- Evaluate conversion rates to find listings that need content or image updates
- Identify top-performing keywords to refine organic and paid search targeting
- Check Buy Box win rates to uncover pricing or fulfillment issues affecting sales
- Review external traffic results from past campaigns to guide off-Amazon promotions
Sellers using Fulfillment by Amazon (FBA) may want to increase their FBA inventory by 25 to 35%, especially for top SKUs, based on historical sales spikes during Prime Day. Keep an eye on FBA deadlines—they come earlier than you think. Fulfillment by Merchant (FBM) sellers need to pressure-test their own shipping pipelines.
And don’t forget about returns. With increased orders come increased customer service inquiries. You’ll want to automate responses where possible and set SLAs for quick issue resolution.
Optimize Listings to Convert Prime Traffic
When millions of Amazon Prime members are browsing deals, your product pages must do the heavy lifting. Make sure product listings are accurate and informative with tight, keyword-rich titles and scannable bullet points. Leverage some of the most tried-and-true Amazon SEO strategies to boost listing visibility. Then double-check backend keywords to avoid missing ranking opportunities and tweak product descriptions where needed to clearly support any Prime Day promotions you’re running.
If you’re brand is registered, use A+ Content to share your brand story, highlight product benefits, and cross-promote other SKUs. Consider this the “retail shelf” of your online presence, so design it for visual impact and clarity.
Remember that the majority of Amazon’s traffic comes from mobile devices. Preview your listings in mobile view and make sure key selling points appear above the fold. Prioritize high-resolution images, clear pricing, and fast-loading video for shoppers’ short attention spans and small screens.
Choose Your Prime Day Deals & Promotions
Third-party sellers have several Prime Day deal types to consider, each offering a way to discount products strategically and gain visibility with high-intent shoppers. The right mix of offers can help spotlight best sellers, drive traffic to newer SKUs, and boost sales volume during Prime Day.
Also new for 2025: Amazon will provide additional promotional placements for Prime-Exclusive Best Deals and Lightning Deals with discounts of 40% or more, which gives eligible offers even more exposure over the event’s four days.
Here’s a quick overview of your options:
Prime-Exclusive Best Deals
Designed for high-appeal products with strong sales potential, these promotions can appear on Amazon’s deals page and may qualify for homepage visibility and event badges. A 15% minimum discount is required, and top-performing SKUs are more likely to be prioritized for placement.
Prime-Exclusive Lightning Deals
These short-duration promotions run for up to 12 hours on event days, with scheduling handled by Amazon. Lightning Deals also receive merchandising support and event badging but require a minimum 20% discount and sufficient inventory to handle traffic surges.
Prime-Exclusive Price Discounts
Available to Prime members only, these promotions apply to eligible FBA and select seller-fulfilled products. Items that meet the 15% discount threshold are tagged with special Prime Day event badges across search results, product pages, and the shopping cart.
Prime Member Coupons
These clickable coupons apply discounts at checkout and are featured across key areas like the deals page, product listings, and search. A minimum 5% discount is needed, and Amazon handles the coupon display automatically for qualified products.
Keep in mind that as of now, Prime-Exclusive Best Deals and Lightning Deals must be submitted by May 23, while Price Discounts open on May 5 and close six hours before the event ends. Submitting early can help secure better placements and allow more time for campaign planning.
Build a Strong Prime Day Marketing Strategy
Competing in July means getting your Prime Day marketing strategy together in spring. Great campaigns are planned weeks in advance, not days.
- Meet Deal Deadlines: Lock in your Lightning Deals, Coupons, and Prime Exclusive Discounts early before submission windows close. Visit Amazon Seller Central to review current eligibility and cutoff dates and prioritize your best-performing or high-margin SKUs.
- Set Aside the Ad Budget: Allocate more budget to PPC campaigns. Be prepared to increase bids during peak periods and adjust in real time based on ACoS and conversion trends. Flag top performers for extra spend and test creative variations ahead of the big day.
- Position Your Products: Group slower-moving SKUs with your top performers to lift visibility, and test pricing strategies early. Use May to experiment with competitive but profitable pricing that aligns with customer expectations during promotional events.
- Promote New Products: Prime Day is a great time to launch products and promote newer products. Pair new products with aggressive discounts and support them with external traffic from email marketing, paid social campaigns, or influencer partnerships.
- Start Advertising Early: Start testing and scaling ads now to get things right for Prime Day ads in July. Use Sponsored Products to highlight bestsellers, Sponsored Brands for category awareness, and Sponsored Display to retarget browsers.
- Go Beyond Amazon: Extend your reach by promoting your Prime Day deals off-platform. Announce your participation across social media, in email newsletters, and through Google search or display ads to drive external traffic to your listings.
Win Prime Day with Early Action (& Amplifyy!)
The biggest mistake you can make this July? Waiting. Your competitors are already getting ready. To prepare for Prime Day effectively, you need to align operations, advertising, and marketing now, not later.
For many sellers, Prime Day isn’t just a spike in revenue. It’s a major driver of annual performance. A strong showing can help clear inventory, attract new customers, and give your product rankings a lasting boost heading into Q3. But hitting those numbers takes coordinated planning, optimized listings, strategic promotions, and dialed-in ads.
That’s where Amplifyy comes in. We help brands at every stage of the Amazon journey, from launch to logistics, growth to ongoing account management. Whether you need help crafting A+ content, managing FBA prep, running ads, or navigating deal submissions, we can do it all.
Don’t leave Prime Day to chance. Want to drive record-breaking sales? Connect with Amplifyy today.
Sources:
1. The History of Prime Day: A Look Back at Amazon’s Biggest Deal Event of the Summer, Amazon
2. Prime Day 2025 (Screenshot of Amazon’s Letter to Independent Sellers), Sellers Ask Sellers
