Overview

Amazon has officially announced that Prime Day 2025 will run from July 25 through July 31, expanding the annual sales event to a full seven days for the first time. The longer window gives third-party sellers significantly more opportunity to drive revenue through deals, coupons, and advertising — but it also demands more careful planning around inventory, pricing, and ad spend.

What's New This Year

• Seven-day format — Prime Day now spans a full week rather than the traditional two-day event, extending the sales runway for participating sellers
• Flexible deal options — Lightning Deals, Best Deals, coupons, and ad campaigns can still be set up before or during the event
• All categories eligible — Every product category is included, opening participation to sellers across virtually any niche
• Global availability — The promotional structure and seller tools remain consistent across Amazon's international marketplaces

Inventory Planning Becomes Even More Important

Stretching Prime Day across seven days fundamentally changes inventory math. What used to require stock for a 48-hour burst now demands sustained supply for a full week of elevated order velocity. Running out mid-event doesn't just forfeit immediate sales — it can hurt organic search rankings afterward, since Amazon's algorithm weighs stock availability and sales consistency.

Sellers should review current inventory levels now and evaluate whether additional FBA shipments are feasible given current lead times. Checking restock limits and IPI score thresholds in Seller Central can help prevent capacity surprises once demand ramps up.

Listing Optimization Before the Traffic Surge

With millions of Prime members actively shopping during the event, even small improvements in conversion rate translate into meaningful revenue gains. Product titles should be keyword-rich and scannable, bullet points should lead with customer benefits, and main images need to meet Amazon's quality guidelines. Any A+ Content or Brand Story modules should be finalized and published well before July 25.

Pricing strategy is equally important. Deals need to deliver genuine perceived value while preserving enough margin to stay profitable after advertising costs and referral fees. Modeling unit economics at several discount tiers before committing to a promotion helps avoid margin erosion.