Overview

Amazon has lifted the restriction that limited Prime Exclusive Deals to a handful of major shopping events. Sellers can now schedule members‑only discounts at any time of the year, giving them a new lever to attract Prime shoppers without diluting prices for non‑Prime buyers.

Key Points

• Continuous availability — Deals can be launched on a seller‑determined calendar rather than waiting for Prime Day, Black Friday, or other Amazon‑hosted events.
• Two‑tier pricing — Prime members see the reduced price while all other shoppers continue to view the regular list price, preserving margin on the broader audience.
• Prime‑focused placement — Qualified offers automatically appear on the dedicated Prime Deals page, may be featured on the Amazon homepage, and carry a Prime badge in search results.
• Zero‑cost member outreach — Amazon includes active Prime Exclusive Deals in its email and app notifications to Prime subscribers, providing free promotional exposure.
• Eligibility criteria — Products must meet Amazon’s standards for rating, price history, and fulfillment method; not every ASIN will qualify for the program.

How Prime Exclusive Deals Works

1. Create a members‑only price tier — In Seller Central, you set a discounted price that is visible exclusively to Prime members; the standard price remains unchanged for all other shoppers. Example: A kitchen gadget listed at $39.99 for everyone can be offered at $34.99 only to Prime users.
2. Submit the deal for approval — Amazon evaluates the ASIN against internal benchmarks such as product rating, sales velocity, and fulfillment method before granting deal status. Example: A 4.5‑star rated product fulfilled by Amazon is more likely to be approved than a low‑rated, seller‑fulfilled item.
3. Schedule the activation window — Sellers pick start and end dates that align with inventory needs, product launches, or seasonal trends. Example: Launching a new summer accessory on June 15 and running the Prime deal for ten days to boost early sales.