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Amazon’s Prime Day Just Got Longer: What a 4-Day Event Means for Brands and Sellers
Amazon just made a major announcement: This summer’s Prime Day event will span four full days, doubling its traditional two-day format. This is a bold move from the e-commerce giant—and it signals more than just a calendar change.
While details are still emerging, a few clear takeaways stand out.
Marissa Incitti
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Why Extend Prime Day?
Amazon hasn’t shared the “why” behind the expansion, but we have a few theories:
- Consumer behavior is shifting. With inflation and economic uncertainty looming, shoppers are more price-conscious and less predictable than in years past. A longer event may give hesitant buyers more time to commit—and more reasons to spend.
- More days = more data. A longer promotional window allows Amazon (and sellers) to gather more behavioral data, test pricing strategies, and refine advertising tactics on the fly.
- It boosts Amazon’s bottom line. Let’s be real: more Prime Day equals more traffic, more ad dollars, and potentially more Prime memberships.
- It gives sellers more opportunity to win. Extended events mean more time to optimize bids, surface deals, and capture visibility, especially for those with AI-driven pricing and advertising strategies in place.
What This Means for You
If you’re a brand or seller on Amazon, this extension gives you a rare opportunity: more time to build momentum, test strategies, and capture consumer attention during one of the biggest sales events of the year.
But that window is closing fast.
Just Announced Prime Deadlines for 2025
Prime Day 2025 is on the horizon, and Amazon has dropped the key dates sellers need to hit to stay competitive. Deal submissions are already open as of March 18, with:
- Prime Exclusive Best Deals and Lightning Deals due by May 23. Inventory deadlines are fast approaching too—May 15 is the cutoff for AWD inbound shipments,
- FBA deadlines on June 9 (premium) and June 18 (standard/optimized).
- Prime exclusive price discounts open May 5, and coupon submissions will go live once Amazon officially announces the event dates.
Don’t miss your shot to drive traffic and maximize conversions this Prime Day!
Still Time to Try Feedvisor—Free
Want to see what AI-powered ad and pricing optimization can do for your Prime Day performance? There’s still time to test Feedvisor with a free trial before the event hits. Our platform dynamically adjusts to market trends, competition, and real-time demand—so you stay ahead, even in a crowded, unpredictable marketplace.
We’ll be updating this post as more details about Prime Day become available. Stay tuned.
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