Overview

Amazon has published its official guidance for Prime Day 2024, urging sellers to move inventory to Fulfillment by Amazon (FBA) well ahead of the event and to lock in promotional deals before the June 17 deadline. Acting on these recommendations now can help merchants avoid inbound bottlenecks and secure the visibility that the summer’s biggest shopping weekend provides.

Key Points

• Early FBA shipments — Sending stock to Amazon’s fulfillment centers at least four weeks before Prime Day reduces the chance of inventory being stuck in transit during the sales surge.
• Restock recommendations — The Restock Inventory tool suggests quantities based on recent sales velocity, lead‑time, and projected Prime Day demand; following these numbers can keep shelves stocked.
• Storage‑type caps — Limits are applied per storage category (standard, oversize, apparel, footwear), so sellers can still send products in a different category even if one limit is reached.
• June 17 deal deadline — Lightning Deals and Best Deals must be submitted by this date; missing it means the products will not appear in Prime Day deal placements.
• Prime Exclusive Discounts — These discounts can be activated anytime before or during the event, offering a flexible alternative to formal deals.
• Listing and ad prep — Optimizing titles, images, and bullet points, plus budgeting for higher PPC costs, are essential to convert the traffic spike into sales.

How Prime Day Preparation Works

1. Project inventory needs — Use the Restock Inventory page to generate a suggested quantity for each ASIN; for example, a seller of silicone kitchen tools with a 30‑day lead time might receive a recommendation of 1,200 units to cover normal sales plus an estimated 40 % Prime Day uplift.
2. Validate storage capacity — Review the storage‑type breakdown at the bottom of the Restock page; a seller whose standard‑size limit is full could still ship 500 pairs of oversized hiking boots because the oversize quota remains available.