Amazon advised sellers to prepare for the next Prime Day, which as we previously reported, will be a 4-day sale instead of spanning 2 days.
Last month, Amazon reminded sellers who used its fulfillment services that they had until May 15th to get inventory to its AWD upstream facilities if they wished to gain an advantage during Prime Day.
On Thursday, Amazon reminded FBA sellers they had until May to submit deals for Prime Day and until June to get inventory to Amazon Fulfillment Centers.
An excerpt of the Prime Day announcement on Amazon Seller Central follows:
As you examine inventory and consider promotions to offer, keep in mind the following key dates for deal and promotion scheduling:
- March 18, 2025: Deal scheduling opens for Prime Day in Seller Central, including Prime-Exclusive Best Deals and Lightning Deals.
- May 5, 2025: Prime-Exclusive Price Discounts submissions open for Prime Day, and will close six hours before the end of the event.
- May 23, 2025: Deal scheduling for Prime-Exclusive Best Deals and Lightning Deals for Prime Day closes.
To ensure your products are Prime badge-ready by Prime Day, make sure your inventory arrives at our facilities by the following dates:
- June 9, 2025: FBA shipments with “minimal shipment splits” option selected
- June 18, 2025: FBA shipments with “Amazon-optimized shipment splits” option selected
If you are using the Amazon Partnered Carrier program, make sure your inventory is ready for pickup 14 days prior to the dates listed above to allow time for transportation to our facilities.
Amazon Prime Day sales are generally held in mid-July, it has yet to disclose the date of this year’s sale. One seller who does not use FBA asked in a comment, “Why does Amazon keep the dates of Prime Day secret until the last minute? FBM sellers need to ensure our shipping departments are staffed appropriately to handle the surge, that’s much easier to do with advance notice.” (FBM refers to fulfilled by merchant.)