Overview

Amazon’s flagship sales event kicks off at midnight PT on Monday, July 15 and, for the first time, spans a full 48 hours. The extension, combined with a pronounced focus on Alexa‑enabled products, creates deeper shopper engagement and opens fresh promotional windows for sellers worldwide.

Key Points

• 48‑hour schedule — Prime Day now runs for two consecutive days, doubling the exposure window that sellers previously had with a single‑day event.
• More than one million offers — Amazon expects upward of a million discounted listings across categories such as electronics, home furnishings, and apparel.
• Worldwide participation — Localized deals will appear in North America, Europe, Asia‑Pacific, and Latin America, widening the buyer pool for sellers that ship internationally.
• Alexa‑centric pricing — The deepest discounts are being placed on Echo speakers, Fire TV devices, and smart‑home accessories, signaling a strategic push for voice‑assistant adoption.
• Pre‑event deals — A handful of offers have already gone live before the official start, generating early traffic and giving sellers a chance to capture “first‑mover” shoppers.
• Prime‑only gating — All promotions remain exclusive to Prime members, reinforcing the need to target Prime‑eligible audiences in advertising and keyword strategies.
• Mobile‑dominant buying — Historical data shows the majority of Prime Day purchases originate from the Amazon mobile app, making mobile‑optimized listings a critical success factor.
• Seller‑run lightning deals — Vendors can submit short‑duration flash offers that appear on the Prime Day homepage, delivering high‑visibility bursts of traffic.

How Prime Day Works

1. Deal submission opens — Roughly three weeks ahead of the event, sellers upload coupons, percentage‑off discounts, or bundle promotions through Amazon’s Deal Central portal. Example: A kitchen‑tool brand uploads a 25 % off coupon for its premium slicer, setting the start date for Day 1.