Overview

Amazon has announced that Prime Day 2025 will take place from July 8 through July 11, delivering a continuous 96‑hour shopping window. The expanded timeframe gives sellers more opportunity to capture traffic, improve product visibility, and set the stage for sales momentum after the event ends.

Key Points

• Four‑day window — The 2025 edition runs four full days (July 8‑11), providing the longest uninterrupted shopper flow in Prime Day history.
• Diversified ad mix — Adding Sponsored Brands and Sponsored Display to a Sponsored Products‑only strategy can lift ad share of voice by roughly 30 % during peak periods.
• Safety‑stock buffer — Keeping inventory 20‑30 % above the forecasted requirement reduces the risk of stock‑outs that could cost 15‑20 % of potential revenue.
• Deal placement impact — Lightning Deals or Prime Early Access Deals typically generate conversion rates two to three times higher than listings without a deal.
• Dynamic pricing edge — Adjusting prices within a 5‑10 % discount band in real time tends to outperform static deep‑discount models on both conversion and margin.
• Accelerated review collection — Boosting post‑purchase review requests by about 25 % through early‑seller messaging can improve organic ranking throughout the event.

How Prime Day Works

1. Pre‑event stock planning — At least 14 days before July 8, sellers submit a replenishment plan via Amazon’s inventory performance dashboard, allowing the fulfillment network to pre‑position goods in high‑demand regions. Example: A kitchen‑tool brand requests 5,000 units to be stocked in a Midwest fulfillment center to meet projected spikes.
2. Deal enrollment — One week prior to the start date, Amazon opens the portal for Lightning Deals and Prime Early Access Deals; sellers provide pricing, inventory commitment, and promotional copy. Example: A cosmetics company lists a 24‑hour Lightning Deal for its bestseller serum, allocating 1,200 units for the promotion.