Amazon has officially announced that Prime Day 2025 will be a deviation from the norm and run four days, twice the normal two-day duration. Although the dates have not been set, they are likely to come in mid-July, which is in line with previous years. For sellers, this longer Prime Day period isn’t only a calendar adjustment—it’s a huge opportunity to take advantage of consumer spend, increase exposure, and deliver a serious revenue surge. But with this comes the necessity for careful planning, particularly near deal submission deadlines, FBA inventory cutoffs, and promotion strategies.
Prime Day has been the biggest shopping day of the year for many years, rivaling even Black Friday and Cyber Monday in sales volume. Last year, Prime Day drove over $12.9 billion in global sales on millions of items worldwide, with small and medium businesses seeing a remarkable increase in traffic and conversion rates. In 2025, the expanded event is anticipated to surpass those figures, thanks to the extended shopping window and Amazon’s expanding global Prime membership base.
Prime Day 2025: Timelines and Deadlines Sellers Need to Know
To take fullest advantage of Prime Day 2025, merchants have to watch carefully Amazon’s deadline schedule and stock deadlines. The scheduling for the deals during Prime Day commenced as early as March 18, 2025, when the merchants were provided the facility of entering their Best Deals and Lightning Deals using Seller Central. Both of these promotions are two of the most widely visible tools across Amazon on Prime Day and are powerful boosters for visibility and click-through ratio of products throughout the period.
Along with conventional deals, Amazon also initiated Prime Exclusive Discounts submissions on May 5, 2025. These discounts can be availed by Prime members alone and are highlighted with a blue badge, usually resulting in increased conversion rates. Sellers will observe that the submissions will remain open until six hours prior to Prime Day close, providing a bit of room for last-minute changes. Early submission is suggested, however, to really benefit from the exposure of these discounts.
The last day to put in all of the Prime Day deals is May 23, 2025. Sellers won’t be able to make changes or enter new deals for the event after this date, so it’s a hard cutoff that all sellers must meet if they are to be a part of Amazon’s promotion push.
FBA Inventory Deadlines and Shipping Tips
For FBA users, timely planning for inventory is a must. For products to be in stock and earn the Prime badge during Prime Day, sellers have certain shipping deadlines dictated by Amazon. June 9, 2025, is the first such deadline for users employing minimal shipment splits—a plan that minimizes the number of fulfillment centers the inventory needs to be shipped to. This is a cost-friendly plan, but one that requires shipping planning at an earlier stage.
For sellers opting to utilize Amazon-optimized shipment splits, the last FBA shipping cutoff date is June 18, 2025. Although this process may spread your inventory across additional warehouses, it tends to provide customers with faster delivery times and more reliable Prime coverage.
In addition, Amazon highly encourages merchants utilizing the Amazon Partnered Carrier program to stock and ship inventory at least 14 days in advance of those respective cutoff dates. The cushion allows for the possibility of carrier delays, congestion in warehouses, and processing periods—all too common hiccups before prominent shopping occasions. Failure to hit these cutoff times can cause stockouts or have products delivered late to qualify to be included in Prime Day events, which will result in sales loss and dampened performance factors.
Why the Long Prime Day Means More Than Ever
Doubling Prime Day’s duration brings the possibilities for more tactically managed promotions, phased sales, and optimized ad budget timing. Instead of stuffing all discounts into 48 hours, retailers can now schedule their promotion efforts across four days, making them more capable of traffic segmentation and ad campaign refinement.
Additionally, the longer duration provides opportunities for brands to A/B test various listings, creatives, and messaging over the course of the event. A seller, for instance, can use a Best Deal on Day 1 and then a Lightning Deal on Day 3, both with varying product images or price tactics to determine which performs best. This level of flexibility enables more active marketing strategies that match shopper behavior over the course of the sale duration.
One of the advantages of the longer event is that it cuts down on strain on logistics. With more time for order completion and staggered traffic, vendors can be less likely to face problems of warehousing delays, customer service burnout, or ad performance fluctuation. This is especially true for small companies that usually run with fewer people and resources.
Optimizing Listings and Ads for Prime Day
Prime Day success isn’t solely price in promotions, but campaign performance and listing quality as well. Sellers need to go through their product title, image, bullet points, and backend keywords to verify that they are both SEO-optimized and conversion-optimized. Product listings should be descriptive, benefit-centric, and visually engaging, and a focus should be placed on how they are going to communicate what sets the product apart.
A+ Content or Enhanced Brand Content can improve conversion rates further, especially on mobile where rich visuals and well-readable layouts can make a substantial impact. This is the opportunity if you’re a brand-registered seller to refresh your A+ modules, utilize comparison charts, and pin top features for attention-grabbing.
Advertising-wise, sellers need to begin preparing their Sponsored Products, Sponsored Brands, and Sponsored Display ads now. Budgeting is essential—on Prime Day, cost-per-click (CPC) rates generally spike because competition is higher. Sellers need to think about bumping up daily ad budgets and bidding on top-performing keywords to stay competitive during the event.
In addition, don’t forget the strength of retargeting. Sponsored Display ads can be utilized to re-engage customers who looked at your product but didn’t buy, and Amazon DSP (for those who have access) enables off-Amazon retargeting to draw traffic back into your listings.
Real-Life Example: How One Seller Increased Sales by 180%
To put the possible influence of a Prime Day strategy in place into perspective, look to the case of a mid-level beauty brand that took part in Prime Day 2024. By getting their Lightning Deal submitted early, their listings optimized using updated images and A+ content, and with a layered PPC campaign, the brand experienced 180% sales growth over the 48 hours of the event versus the same time last year.
They spaced out their offers over both days, spent 60% of their ad budget on Day 1 and 40% on Day 2, and employed Sponsored Display to retarget customers who had engaged with their storefront throughout the event. They also employed the use of a Prime Exclusive Discount to drive their conversion rate above 18%, significantly higher than their usual average of 10%.
Now think what is possible with four days of exposure, engagement, and potential for sales.
Final Thoughts: Prepare Early, Profit More
Prime Day 2025 is not just another sale—it’s a four-day ecommerce marathon that has the potential to drive record-breaking results for those who prepare wisely. With deal submissions closing on May 23, and inventory deadlines looming in June, sellers who act early will have the advantage. From optimizing listings and planning PPC campaigns to managing inventory and choosing the right shipping method, every detail matters.
Those who treat this event as a campaign—not just a one-time sale—will see the biggest gains. If you’ve been waiting for a moment to scale, launch new products, or reinvest in growth, this extended Prime Day may be the window you’ve been waiting for.
