Prime Day is getting a major upgrade in 2025. Amazon is turning the two-day shopping event into a four-day extravaganza for the first time. This means more time for customers to shop, more deals to be had, and more opportunities for sellers to make their mark. If you’re an Amazon seller, now’s the time to get your deals lined up and your inventory ready. Here’s what you need to know to maximize this extended event and boost your sales this Prime Day.
What’s new for Prime Day 2025
Amazon has officially extended Prime Day 2025 from two days to four full days, making it the longest Prime Day event in history. This means sellers get more time to showcase their deals, and shoppers get more time to browse and buy.
Here’s what’s new this year:
- More exposure for sellers – With a longer event, your deals have a better chance of getting noticed, leading to more sales.
- New Prime-exclusive deals – Amazon is introducing Prime-Exclusive Best Deals and Prime-Exclusive Lightning Deals that qualify for extra visibility when discounts reach 40% or more.
- More time to plan and sell – Sellers can now strategize better, restock faster, and take advantage of extended promotions.
- Greater competition – With major retailers like Walmart and Target also launching summer sales, this extended event helps Amazon stay ahead and keeps shoppers engaged longer.
This expansion is a huge opportunity for sellers to boost sales, increase brand visibility, and attract new customers. Now is the time to start preparing!
Why is Amazon extending Prime Day?
Amazon is extending Prime Day from two days to four days to give both shoppers and sellers a better experience. Here’s a closer look at the reasons behind this change:
- More time to shop: A longer event gives customers more time to explore deals without feeling rushed. When people have extra time, they’re more likely to find something they love and make a purchase.
- Staying ahead of the competition: Other big retailers, like Walmart and Target, are offering their summer sales that last several days. By extending Prime Day, Amazon can keep its top spot as the biggest shopping event of the season.
- Boosting sales even further: Last year’s two-day Prime Day was very successful. With four days, there’s a better chance for even more sales, which is great news for sellers and helps Amazon continue to grow.
- Attracting new Prime members: A longer shopping event can be a strong incentive for new customers to sign up for Amazon Prime. More days mean more time for them to see the value of being a Prime member, such as getting access to exclusive deals.
- Better preparation for sellers: Sellers now have a larger window to plan and launch their deals. This means they can better manage their inventory, prepare promotions, and adjust pricing to attract more buyers.
Overall, this extension is designed to create a win-win situation—shoppers get more time to shop and find deals, while sellers have more opportunities to boost their sales and reach new customers. To make the most of this opportunity, we recommend you consult an Amazon sales expert to help optimize your strategy.
How does this change affect sellers?
The positives:
- More selling time: More opportunity to make sales: A four-day event means you have more time to capture customers’ attention. Shoppers might take longer to make decisions, and some might miss out on deals during a short two-day event. With an extra two days, your chances of making a sale increase.
- Better for large inventories: If you sell a wide range of products, this gives you more time to push multiple deals, rather than having to focus on just a couple of items over a shorter period.
- Staggered promotions: With more time, sellers can space out their promotions, adjust their deals based on performance, and try different marketing strategies across the event. You can optimize your offers by observing customer behavior throughout the four days.
- Easier to manage logistics: Longer event duration means you can better manage stock levels and shipping logistics. You can pace your inventory deliveries, reducing the risk of stockouts during the high-demand days of the event.
- Time to experiment: Sellers can run different types of promotions, whether it’s Lightning Deals, Best Deals, or Coupons, over multiple days. You can test different discount strategies to see what works best.
- Extended promotional window: While two days may limit the visibility of your deals, a four-day event can bring ongoing attention to your offers, allowing your products to be featured for longer periods.
The negatives:
- Sustained effort: Running a successful four-day Prime Day event requires more effort in managing deals, customer service, and order fulfillment. You can’t just “set it and forget it” like you might with a two-day sale. Sellers must actively monitor and manage their promotions for four days.
- Fatigue for your team: Whether you handle it yourself or have a team, longer events can be tiring. From adjusting product listings to responding to customer queries, it requires consistent effort and focus.
- Less impact for each deal: One of the advantages of a two-day event was the sense of urgency. Buyers were motivated to act quickly due to the limited time. With a four-day sale, that urgency may be reduced. As a result, the “buzz” around your deals might be diluted across a longer period, leading to fewer immediate sales.
What deals and discounts can you offer?
1. Prime-Exclusive Best Deals
- What are they? Prime-Exclusive Best Deals are discounts on popular products that offer significant savings. These deals are perfect for best-selling items in your catalog and can help you attract more attention from Prime Day shoppers.
- Requirements: The minimum discount for Best Deals is 15%. These deals are eligible for special placements, including badging on Amazon’s event pages, the homepage, and other merchandising spots. This visibility can significantly boost your product’s chances of being discovered by more customers.
2. Prime-Exclusive Lightning Deals
- What are they? Lightning Deals are time-sensitive promotions that offer a steep discount for a limited period, typically 12 hours. They create urgency by encouraging customers to buy before the deal expires or sells out.
- Requirements: The minimum discount for Lightning Deals is 20%. These deals will be featured on Amazon’s Deals page and can also appear on the event’s homepage, giving them prominent exposure.
3. Prime-Exclusive Price Discounts
- What are they? Prime-Exclusive Price Discounts are applied directly to your product’s price, available only to Prime members. This is a great way to incentivize loyal Prime customers with special savings.
- Requirements: These discounts must be at least 15%. Price Discounts are marked with an exclusive badge that appears in search results, on the product page, and in the cart, making them highly visible to Prime members.
4. Prime Member Coupons
- What are they? Prime Member Coupons offer an instant discount at checkout when a shopper clicks to apply the coupon. These coupons can be applied to a single product or multiple items in your store.
- Requirements: Coupons must offer a minimum 5% discount and are automatically included in the event’s merchandising on Amazon’s site, including the event page and search results.
Important deadlines you need to know
To maximize your success on Prime Day 2025, Amazon sales consulting experts suggest keeping an eye on these key deadlines. While Amazon has not officially confirmed all dates, here’s a tentative timeline based on previous years:
- Deal submission deadline: Expected around May-June 2025 – Sellers must submit Lightning Deals, Best Deals, and Prime Exclusive Discounts for approval.
- FBA inventory deadline: Likely in June 2025 – Inventory for Prime Day should arrive at Amazon fulfillment centers to ensure smooth delivery.
- Coupons and promotions deadline: Typically, a few weeks before Prime Day – Ensure all discounts and coupons are set up in Seller Central.
- Prime Day event dates: Expected in mid-July 2025, but Amazon will confirm the exact dates.
These are tentative estimates based on previous Prime Days. Keep checking Amazon Seller Central for official announcements and adjust your timeline accordingly.
Tips to maximize your Prime Day sales
Prime Day is a huge opportunity, but competition is tough. Here’s how you can boost your sales and stand out:
1. Optimize your product listings
Make sure your titles, descriptions, bullet points, and images are clear, high-quality, and optimized with relevant keywords. A well-optimized listing created by Amazon SEO experts increases visibility and conversions.
2. Offer competitive deals and discounts
Shoppers expect big savings on Prime Day. Set attractive discounts, Lightning Deals, and Prime Exclusive Discounts to make your offers stand out.
3. Stock up on inventory
Running out of stock means lost sales. Ensure you have enough inventory at Amazon fulfillment centers before the deadline to meet demand.
4. Boost your advertising strategy
Increase your Amazon PPC budget to capture more traffic. Run Sponsored Products, Sponsored Brands, and Sponsored Display ads to stay visible.
5. Leverage external traffic
Drive additional traffic using social media, email marketing, and influencer promotions. External traffic can help improve your rankings and sales.
6. Improve your seller metrics
A high seller rating, positive reviews, and fast response times increase your chances of winning the Buy Box and boosting conversions.
7. Use A+ Content and videos
Enhance your listings with A+ Content and product videos to better showcase your products and build trust with buyers.
8. Monitor performance and adjust quickly
Keep an eye on your sales, ad performance, and inventory during the event. Make quick adjustments to pricing and ad bids as needed.
Final thoughts
Prime Day 2025 presents a massive opportunity for sellers to boost sales, attract new customers, and grow their brand. However, success depends on strategic planning, competitive pricing, and smart marketing.
To stay ahead, optimize your listings, manage your inventory, and invest in advertising. If you’re unsure about how to maximize your results, working with a Best Amazon consultant can help you fine-tune your strategy and ensure you make the most of this high-traffic event.
Prepare early, stay flexible, and take advantage of Amazon’s Prime Day rush to grow your business!
