Overview

Amazon has released the official timeline for Prime Day 2024, setting two non‑negotiable dates for sellers: all FBA stock must be at a fulfillment center by June 28 2024, and any deal‑type promotion must be entered into the system by May 17 2024. Hitting these milestones early is essential for sellers who want to capture the surge in traffic and sales that the event generates.

Key Points

• FBA inbound deadline – June 28, 2024 — Ship inventory at least two weeks before the cut‑off to avoid the inbound volume spike that typically slows receiving.
• Deal‑submission deadline – May 17, 2024 — All Lightning Deals, Deal of the Day, and Best Deal offers must be created in Seller Central by this date to be considered for the Prime Day catalog.
• Account health requirement – 4‑star overall rating — Sellers with an average rating below four stars are ineligible for Prime Day deals, while each promoted SKU must hold at least a 3.5‑star rating.
• Prime Exclusive Discounts – no fixed deadline — These discounts can be launched any time before or even during the event, giving a fallback option for products that miss the May 17 cut‑off.
• Restock‑limit flexibility – storage‑type breakdown — Even when one storage class (e.g., standard-size) hits its cap, capacity may still exist in another class (e.g., oversized), allowing additional units to be sent.
• Dynamic restock limits – performance‑driven — Sellers who improve their Inventory Performance Index and sales velocity in the weeks leading up to Prime Day often see their limits increase, unlocking extra space for high‑demand items.

How Prime Day Preparation Works

1. Project demand and set shipment quantities — Pull last‑year Prime Day sales velocity for each SKU from the Business Reports tab, multiply by the expected 2‑3× lift, and add a 10 % safety buffer; for example, a gadget that sold 500 units in 2023 would be slated for 1,150 units to ship.
2. Check restock limits by storage type — Navigate to the “Restock Limits” widget on the FBA inventory page; if the standard‑size limit shows 0 units but the oversized column shows 2,000 cubic feet, re‑package or bundle items to use the available oversized space.