Announcement reposted from Amazon United States:
Independent sellers like you sold over 200 million items during Prime Day 2024, helping to make it our most successful shopping event for Prime members to date. For 2025, we decided two days just wasn’t long enough.
This year we’re excited to offer an extended 4-day event, which will allow more customers even more time to shop and discover millions of deals. Also new this year, Prime-Exclusive Best Deals and Prime-Exclusive Lightning Deals with a discount of 40% off or more are eligible to be included in additional placements, potentially extending your eligible offers to millions of shoppers.
Deals and promotions opportunities
For Prime Day this year, you can take advantage of the following Prime-exclusive deals and promotions. To confirm schedule availability and create deals, go to Advertising and select Deals.
- Prime-Exclusive Best Deals offer great products at a high-quality discount, and may perform well with best-sellers in your catalog. In addition to customers discovering Best Deals on the Amazon deals page during the event, Best Deals are also eligible for event merchandising, including badging and features on the event page or homepage. Best Deals have a minimum discount requirement of 15%.
- Prime-Exclusive Lightning Deals allow you to offer a steep discount for a limited time during the event. They will be scheduled to run for 12 hours during the main event days (or until sold out), as scheduled by Amazon. Similar to Best Deals, customers can discover Lightning Deals on the Amazon deals page during the event. Lightning Deals are also eligible for event merchandising, including badging and features on the event page or homepage. Lightning Deals have a minimum discount requirement of 20%.
- Prime-Exclusive Price Discounts are price discounts offered to Prime members only. This promotion can be applied nationally to Prime-eligible FBA products or certain seller-fulfilled items with free shipping. Prime Exclusive Discounts are eligible to receive an event badge visible in search, on the product detail page, and in the cart. Prime-Exclusive Discounts require a minimum 15% off discount.
- Prime Member Coupons are a point-of-sale discount offered on a single product or set of products. Eligible coupons will have automated merchandising on the event page, shopping results, and product detail page. Coupons require a minimum 5% off discount.
Prime-Exclusive Best Deals and Lightning Deals must be scheduled by May 23. Prime-Exclusive Price Discounts will open May 5 and close six hours before the end of the event.
Sending in your inventory
We’re introducing additional date options for inventory arriving at our fulfillment centers, to provide you with more flexibility and clarity as you plan. To ensure your products are Prime badge-ready by Prime Day, make sure your FBA inventory arrives by the following dates:
- June 9: FBA shipments with “minimal shipment splits” option selected
- June 18: FBA shipments with “Amazon-optimized shipment splits” option selected
For complete details about Prime Day, including pricing, key dates, and best practices, go to Prime Day readiness playbook. As a reminder, all information about Prime Day 2025 is confidential until announced publicly in the press in late June.