Overview

Amazon has released its official Prime Day 2024 preparation guide, detailing the timelines and inventory actions FBA sellers must follow to compete in the year’s biggest sales weekend. The guide stresses two non‑negotiable milestones: getting stock into Amazon’s fulfillment network well before the event and filing all standard deals by the June 17 deadline. Sellers who meet these dates can avoid bottlenecks and tap the massive traffic surge that Prime Day generates.

Key Points

• June 17 deal deadline — All standard Prime Day deals must be submitted by this date, or the opportunity is lost.
• Early inventory arrival — Amazon recommends that shipments reach fulfillment centers at least two weeks before Prime Day to absorb customs, carrier, and receiving delays.
• Replenishment tool usage — The Seller Central replenishment quantity calculator incorporates past sales velocity, current on‑hand stock, and projected Prime Day demand to suggest safe inventory levels.
• Cross‑category storage limits — If one storage type (e.g., standard-size) hits its restock cap, sellers can still use capacity in another category such as oversize or inventory‑reserve.
• Deal eligibility rating — Both the seller account and each individual product must maintain an average rating above four stars to qualify for any Prime Day promotion.
• Lightning Deal flexibility — Unlike standard deals, Lightning Deals can be created up to the day of the event, giving sellers a last‑minute promotional option.

How Prime Day Preparation Works

1. Project demand with the replenishment calculator — A seller of kitchen gadgets runs the tool and sees a recommended quantity of 5,000 units for the upcoming Prime Day, based on a 30 % uplift over the previous month’s sales.
2. Validate storage capacity across categories – The same seller checks the restock limits and discovers the standard‑size limit is full, but the oversize category still has 2,000 cubic feet available, allowing the remaining inventory to be allocated there.