Amazon has officially announced the return of Prime Big Deal Days, its second-largest shopping holiday behind Prime Day. For sellers, it’s not just another holiday of sales—it’s an opportunity that can make or break the business to generate revenue, get rid of inventory, and attract new buyers just as the holiday shopping season is about to reach top speed.
But here’s the catch: preparation is everything. Deals, product deadlines, and strategies for planning all determine the level of exposure and sales that you will achieve with this event. Waiting until the eleventh hour is one of the fastest ways that you can miss a high-ROI opportunity.
Let’s outline the major information and how sellers can put themselves in a winning position.
Why Prime Big Deal Days Matter
While Prime Day traditionally dominates headlines, Prime Big Deal Days has quickly established itself as the second major shopping festival on Amazon’s calendar. Strategically placed in the fall, it acts as a kickoff for Q4, giving shoppers an early reason to buy holiday gifts, and giving sellers an extra opportunity to drive sales before the peak season madness of Black Friday and Cyber Monday.
In short, if Prime Day is about summer momentum, Prime Big Deal Days is about Q4 readiness. For sellers, that means this event can help:
- Build visibility for key products before holiday shopping peaks
- Reduce excess inventory with strategic discounts
- Acquire new-to-brand customers earlier in the season
- Test pricing and promotional strategies ahead of BFCM
Key Deadlines and Deal Requirements
Amazon has already opened submissions for both Best Deals and Lightning Deals, but the window is short.
Deal submission deadline: September 12, 2025
Inventory cut-off for FBA:
September 10, 2025 → Minimal shipment splits
September 19, 2025 → Amazon-optimized splits
The requirements for participation are also important to note:
Best Deals: Minimum 15% discount, $1,000 fee. Deals offering 30%+ discounts tend to get extra visibility from Amazon.
Lightning Deals: At least a 20% discount, $500.
Such fees may appear a deterrent, but intelligent sellers that price opportunistically and stage goods appropriately usually enjoy a robust return on investment where transactions are structured to take advantage of fresh traffic.
Final Thoughts
Prime Big Deal Days 2025 isn’t just another Amazon event—it’s the gateway into Q4 success. Submitting deals early, aligning discounts with your margin goals, and ensuring inventory hits Amazon’s warehouses on time can make all the difference between simply “participating” and actually dominating the event.
If you’re serious about winning the quarter, don’t think of this as optional. Think of it as the warm-up act that sets the stage for Black Friday, Cyber Monday, and Christmas sales.
Now is the time to act. Get your deals submitted, inventory in place, and strategies aligned. The sellers who prepare early will be the ones who maximize Prime Big Deal Days—and carry that momentum straight into the holiday season.
