Amazon Extends Prime Day 2025 to Four Days — A Historic Opportunity for Sellers
Amazon has announced that Prime Day 2025 will span four full days, making it the longest Prime Day event to date. This extended duration offers shoppers more time to explore millions of deals and gives sellers a valuable window to maximize visibility, traffic, and sales.
Sellers can take advantage of several Prime-exclusive promotional options:
- Prime-Exclusive Best Deals
Feature top-performing products at a minimum 15% discount. These deals are eligible for high-visibility placements, including event merchandising and homepage features. - Prime-Exclusive Lightning Deals
Offer limited-time, high-impact discounts of at least 20%. Scheduled by Amazon, these deals often receive prominent placement on the Prime Day event page. - Prime-Exclusive Price Discounts
Provide exclusive pricing (minimum 15% off) to Prime members on eligible FBA and select seller-fulfilled items with free shipping. - Prime Member Coupons
Offer at-checkout savings with a minimum 5% discount. Eligible coupons may appear on both the product detail page and the Prime Day event page.
Amazon will also be highlighting deeper discounts (40% or more) across the site during the event, increasing opportunities for discovery and conversion.
Key Suggested Dates for Sellers (Recommended by Our Team):
To ensure you’re fully prepared and positioned for success, we recommend the following schedule:
- By May 5: Submit Prime-Exclusive Price Discounts
- By May 23: Schedule Best Deals and Lightning Deals
- By June 9: Send FBA inventory to minimize shipment splits
- By June 18: Final FBA shipments for Amazon-optimized fulfillment
This strategic extension positions Amazon to stay competitive with other major retailers hosting their own summer sales, and offers sellers an unprecedented opportunity to engage new customers, amplify product exposure, and maximize revenue.
With competing retailers also planning summer sales, this extended Prime Day presents a strategic advantage for brands ready to act. To get the most out of this opportunity, consider working with our Amazon Seller Central management experts who can help you fine-tune your promotional strategy, manage logistics, and increase your Prime Day ROI.
