Overview

Amazon has announced that Prime Day 2025 will take place from July 8 through July 11, giving sellers a four‑day window to tap into one of the platform’s biggest traffic spikes. The event now spans multiple marketplaces and offers a broader set of promotional levers, so sellers who act quickly can still capture a sizable share of the surge.

Key Points

• Four‑day schedule — The sale runs for four consecutive days, extending exposure beyond the original single‑day format and allowing multiple deal rotations.
• Last‑minute promo options — Even though Lightning Deal windows have closed, sellers can still add coupons, promo codes, and direct price cuts up to the start of the event.
• All‑category participation — Deals will be live across every major product category, meaning niche sellers in toys, home goods, or electronics can all benefit from the traffic boost.
• International reach — Prime Day will be active on Amazon’s U.S., Canada, UK, Germany, France, Italy, Spain, and Japan sites, opening cross‑border sales opportunities for globally listed inventory.
• Higher ad spend expectations — Sponsored ad CPCs typically rise 30‑50 % during Prime Day, prompting many sellers to triple their daily budgets to stay visible during peak hours.
• Post‑event momentum — Sellers who execute well often see a “halo” effect of elevated traffic and faster review accumulation for one to two weeks after the sale ends.

What's Changing

1. Extended deal window — Instead of a single 24‑hour flash, the four‑day format lets a seller launch a “Deal of the Day” on July 8, refresh the discount on July 9, and introduce a new bundle on July 10, keeping the listing fresh for shoppers each day.
2. Open coupon and promo code creation — A seller of kitchen gadgets can generate a 15 % coupon that appears with a green badge on the product detail page on July 7, ensuring the discount is visible when the traffic surge begins.
3. Universal category inclusion – A boutique apparel brand can now schedule a 20 % off promotion for its summer dresses, even though the primary focus of the event is often electronics, because Amazon is displaying deals across fashion, beauty, and home simultaneously.