Amazon has officially announced that Amazon Prime Day 2025 will kick off on July 8 and run through July 11, marking the first-ever 96-hour Prime Day event. This extended four-day shopping extravaganza promises millions of deals for Amazon Prime members worldwide, offering an unparalleled opportunity for shoppers and sellers alike.
Amazon Prime Day has grown into one of the largest global shopping events, and 2025 is set to raise the bar even higher. Last year’s 2024 Prime Day event broke records, with Amazon selling more items than ever before. Global third-party sellers, including many small and medium-sized businesses, sold over 200 million items during the event. This demonstrates the massive potential for sellers to boost their sales and expand their reach during Prime Day.
For 2025, the event spans four full days for the first time, giving shoppers more time to explore deals and sellers more opportunities to capture attention. Participating countries include major markets like the United States, United Kingdom, Germany, Japan, and Singapore, with additional events planned later this summer in Brazil, Egypt, India, Mexico, Saudi Arabia, and the UAE.
Prime-Exclusive Discounts
Amazon Prime Day offers sellers a unique chance to showcase their products through Prime-exclusive discounts. These discounts are designed to attract Prime members by offering competitive pricing and increased visibility. However, sellers must meet specific criteria to participate, which vary slightly between regions.
North America Prime Day Discount Requirements
To qualify for Prime-exclusive discounts in North America, sellers must meet the following criteria:
- A seller feedback rating of at least 3.5 stars.
- Products must be in new condition with a rating of at least 4 stars (or no rating).
- Products must have a verified reference price to display savings comparisons.
- Sellers must maintain:
- A late shipment rate below 4%.
- An order defect rate below 1%.
- A pre-shipment cancellation rate below 0.5%.
- Discounts must meet or exceed the following thresholds:
- At least 20% off the current price.
- At least 5% off the ASIN’s non-Prime price.
- At least 15% off the verified reference price.
- At least 5% off the historical selling price (past 90 days).
- The price must be equal to or lower than the lowest price offered in the past 30 days.
European Prime Day Discount Requirements
In Europe, the requirements differ slightly by country:
- Products must have a rating of at least 3 stars or no reviews.
- Discounts must meet the following thresholds:
- UK/Germany/Netherlands: At least 15% off compared to the Basis Price.
- Spain/France/Italy/Belgium/Poland/Sweden: At least 5% off the recent lowest price.
- At least 5% off the historical sales price and the current site price.
- The price must be equal to or lower than the lowest price in the past 30 days, including coupons.
For sellers in Ireland, Amazon recommends prioritizing coupon submissions, which are currently free to submit on this site.
Prepare for the upcoming Prime Day!
Create Promotional Plans in a Timely Manner
Promotional tools such as Prime-exclusive discounts, flash sales, Z Bargains, and coupons can significantly boost product sales and rankings before major events like Prime Day. However, it’s important to consider Amazon’s pricing rules: promotional prices during Prime Day must not exceed the lowest price offered in the past 30 days. To avoid conflicts with this rule, plan your promotional products and timing carefully. Strategically schedule discounts and campaigns for non-Prime Day products to maintain flexibility and ensure compliance for Prime Day pricing.
Optimize Your Listings
Optimizing your product listings is essential to capturing traffic and driving conversions during Prime Day.
- Start by identifying popular keywords based on holidays, events, and shopping trends in different countries.
- Incorporate these keywords into your product titles, descriptions, and backend search terms to improve visibility.
- Use concise and authentic language to clearly communicate your product’s unique selling points, highlighting key features and benefits to stimulate buyer demand.
- Conduct a compliance check to ensure all listings meet Amazon’s eligibility criteria, avoiding potential disruptions during the event.
- Finally, enhance your product images with visual elements tailored to local site preferences and holiday themes, creating a compelling visual impact that increases click-through rates and conversions.
Develop Precise Advertising Strategies
To maximize visibility and sales during Prime Day, sellers should develop precise advertising strategies tailored to their target audience and product categories.
Start by analyzing past performance data to identify high-performing products and keywords, then allocate your advertising budget strategically to these areas. Utilize Amazon’s advertising tools, such as Sponsored Products, Sponsored Brands, and Sponsored Display, to reach potential buyers at different stages of the purchasing journey. Create compelling ad copy that highlights Prime Day deals and emphasizes urgency, encouraging shoppers to act quickly.
Additionally, consider launching retargeting campaigns to re-engage previous visitors and drive conversions. By continuously monitoring and adjusting your campaigns based on real-time performance data, you can optimize ad spend and achieve the best results during this high-traffic event.
With Amazon Prime Day just around the corner, now is the time to start preparing. Whether you’re a seasoned seller or participating for the first time, meeting Amazon’s criteria and leveraging logistics expertise can make all the difference. If you need help with logistics, inventory management, or shipping solutions, contact us today.
Stay tuned for more updates on Amazon Prime Day 2025, and don’t forget to mark your calendars for July 8–11!
18 Jun, 2025
