Overview

Amazon has locked in July 16‑17, 2025 as the dates for Prime Day, giving sellers a clear two‑day window to align inventory, pricing and marketing tactics. The announcement also confirms that deals submitted early will be visible across Amazon’s storefront and its external advertising channels, while vouchers and Sponsored ads can still be launched up to the last minute. Sellers who act now can secure prime placement and avoid the stock‑out risks that typically accompany the mid‑summer sales surge.

Key Points

• Event dates locked — Prime Day will run on July 16 and July 17, 2025, and will be available to all Amazon Prime members in eligible marketplaces.
• Early‑deal advantage — Sellers who filed Lightning Deals or Prime Exclusive Discounts before the cut‑off and shipped inventory to Amazon fulfillment centers will see those offers appear on the main Prime Day landing page as well as on Amazon’s external marketing placements.
• Vouchers remain flexible — Discount vouchers can be generated at any point before or during the event, allowing merchants to capture bargain‑hunters who browse the “All Deals” section without a formal deal submission.
• Sponsored ad options stay open – Sponsored Products, Sponsored Brands and Sponsored Display campaigns may be created, paused, or re‑budgeted right up to the start of Prime Day and even during the two‑day window.
• Small‑business spotlight — A dedicated Prime Day Small Business landing page will launch early in July, giving qualifying sellers extra visibility; early‑submitted deals will be highlighted on that page.
• Inventory readiness is critical — Amazon warns that stock levels at fulfillment centers must be sufficient for the expected demand spike, otherwise listings risk loss of the Buy Box and lower organic rankings.

How Promotional Options Work

1. Submit a Lightning Deal or Prime Exclusive Discount — Upload the deal details in Seller Central, ship the required quantity to an Amazon fulfillment center, and the offer becomes eligible for placement on the Prime Day main page and on Amazon’s external ad inventory.