Overview

Amazon’s Prime Big Deal Days returns for 2025, running from October 7 through October 13. The week‑long promotion opens the holiday shopping season with exclusive Prime‑member discounts and offers sellers a major sales window outside of Prime Day and Black Friday. Preparing early can help sellers capture early‑season demand and spread Q4 revenue over a longer period.

Key Points

• Seven‑day window — This year the event spans a full week, giving sellers more time than the two‑day format used in 2023 and 2024.
• Multiple deal formats — Sellers may submit Lightning Deals, Best Deals, coupons, or run broader promotional campaigns at any point before or during the event.
• Early October timing — Amazon pushes holiday buying into early October, allowing merchants to smooth revenue instead of concentrating sales in late November.
• FBA inventory deadline – Stock must reach Amazon fulfillment centers in September to qualify for Prime shipping during the event.
• Advertising boost – Sponsored Product, Sponsored Brand, and Sponsored Display budgets typically see higher ROAS during the deal week, encouraging sellers to increase bids and spend.

How Prime Big Deal Days Works

1. Deal selection – Sellers choose the products they want to spotlight, such as a best‑selling kitchen gadget, and decide whether to run a Lightning Deal (limited‑time flash sale) or a Best Deal (longer‑duration discount).
2. Discount setting – Each deal must meet Amazon’s minimum discount threshold; for example, a 20 % off coupon on a premium backpack satisfies the requirement, while a 5 % cut would be rejected.
3. Submission timing – There is no fixed cut‑off; merchants can upload deal details as early as late August or wait until the week of October 5, but earlier submissions increase the chance of securing prime placement.
4. Inventory allocation – Once a deal is approved, sellers ship the promised quantity to an Amazon fulfillment center; a seller of 500 units of a popular toy might send 300 units in September to ensure availability.