Amazon Prime Day 2025 is set to be the biggest one yet, not just in sales, but in scale. What was once a 48-hour event is now expanding to four full days, giving brands more time, more exposure, and more opportunity to drive revenue. But that extended window also introduces more complexity, more inventory pressure, more ad competition, and more risk from unauthorized sellers.
This year, success will depend on more than just slashing prices and boosting ad budgets. Brands that perform best on Prime Day 2025 will be the ones who plan ahead, protect early, and stay in control throughout the entire event. Whether you’re a seasoned Prime Day seller or preparing for your first big event, the key to winning this year is getting started now.
A Quick Look Back at Prime Day 2024
Before looking ahead, it’s worth reflecting on what made Prime Day 2024 Amazon’s biggest ever. The two-day event generated record-breaking sales, driven by deep discounts in key categories and increased visibility for participating brands.
Top-performing categories included:
- Electronics
- Apparel
- Home goods
- Beauty products
Amazon leaned into curated experiences, offering personalized deal feeds, influencer storefronts, and early access to deals for Prime members. The result? More traffic, more competition, and a higher bar for success.
Brands that won in 2024 didn’t just run deals, they combined early preparation, high-impact content, and real-time monitoring to protect their listings and maximize performance. That evolution in strategy set the tone for 2025. With Prime Day now stretching across four full days, the stakes are higher, and the need for control and readiness has never been greater.
What’s New in Prime Day 2025?
The most significant change to Prime Day 2025 is the expansion to a four-day format, a major shift from the traditional 48-hour sales window. This gives brands a longer runway to generate sales, but it also requires longer-lasting inventory coverage, sustained advertising strategies, and tighter operational execution.
Here’s what else is new this year:
Extended Visibility and Deal Momentum
Amazon is offering more ways for brands to get in front of shoppers early, with pre-event deal teasers, personalized homepage placements, and category-specific showcases. These tools give sellers the opportunity to build momentum before the core event even begins.
Curated Prime Day Experiences
Expect continued emphasis on curated shopping experiences through Amazon Storefronts, influencer features, and small business spotlights. Brands that stand out will be the ones with well-optimized listings, branded content, and timely promotions across multiple product categories.
Expanded Deal Participation Options
Sellers can leverage:
- Prime-Exclusive Lightning Deals: Lightning Deals allow you to offer a steep discount for a limited time to create a sense of urgency for customers. They can run for up to 12 hours (or until sold out).
- Prime-Exclusive Discounts: A Prime-Exclusive Price Discount is a price discount offered to Prime members only, with free shipping for seller-fulfilled orders that meet other high-quality metrics or seller-fulfilled items with free shipping.
- Prime Member Coupons: Prime Member Coupons are point-of-sale promotions offered exclusively to Prime members on a single product or a set of products with automatic placement on the Coupons page, shopping results, and product detail pages.
Amazon has increased promotional flexibility, making it easier for sellers to engage customers at multiple price points and touch points throughout the event.
Higher Volume, Higher Stakes
A longer Prime Day means more sales opportunities, but also more risk. Brands will need to:
- Avoid running out of stock too early
- Maintain consistent ad and listing performance across four days
- Ensure product listings and pricing are protected from unauthorized interference
Prime Day 2025 is built to reward scale, but only for brands that are equipped to manage it.
How to Prep for Prime Day
With Prime Day 2025 expanding to four days, preparation needs to go beyond standard discounting. Amazon is giving brands more ways to participate, but success will require tight coordination between content, inventory, advertising, and promotional strategy. Here’s how to get ready:
Optimize Product Listings for Conversion
Before the event begins, make sure your product listings are fully optimized:
- Titles: Include keywords that reflect Prime Day search intent.
- Bullets & Descriptions: Highlight key benefits, especially around Prime-exclusive deals or time-limited offers.
- Images: Use high-quality imagery and infographics that support decision-making.
- A+ Content: A+ Content can increase sales by up to 8%. Use this tool to strengthen your brand presence with lifestyle imagery, comparison charts, and enhanced messaging.
Sellers can now automatically improve product listings with Amazon’s new Gen AI tool. Enhance My Listing (EML) leverages Gen AI learnings to make listing optimization effortless and effective. For sellers with extensive catalogs, EML can save you precious time ahead of important sales events like Prime Day 2025.
Submit and Schedule Your Deals Early
Amazon recommends submitting deals weeks in advance to ensure eligibility and maximum exposure. Plan to use:
- Lightning Deals for high-traffic, time-sensitive offers
- Prime Exclusive Discounts to win the Buy Box during event days
- Coupons to boost visibility in search results and on deals pages
May 23, 2025, is the deadline for scheduling Prime-Exclusive Best Deals and Lightning Deals for Prime Day.
Prepare Sponsored Ads
Advertising will be more competitive than on and off Amazon. Prepare your Amazon Ads by:
- Launching Sponsored Products and Sponsored Brands campaigns at least 2-4 weeks before the event
- Increasing daily budgets during the core days of Prime Day to ensure visibility
- Monitoring performance in real time using Amazon Marketing Stream and adjusting bids as needed
- Focus ad spend on your most competitive ASINs, especially those with strong organic rank and high conversion rates.
Ensure Inventory and Fulfillment Readiness
With Prime Day 2025 extended to four days, inventory planning is more important and more complex than ever. To stay in stock and eligible for Prime shipping, brands need to act early and follow Amazon’s updated fulfillment guidance.
Key FBA shipment deadlines include:
- May 15: Amazon Warehousing and Distribution (AWD) shipments
- June 9: Fulfillment by Amazon (FBA) shipments using “minimal shipment splits”
- June 18: Fulfillment by Amazon (FBA) shipments using “Amazon-optimized shipment splits”
Choosing Amazon-optimized shipment splits helps place inventory closer to customers, improving delivery speeds and lowering inbound fees, though it may involve multiple destinations.
If you need to store large quantities ahead of time, AWD is a smart solution. Inventory in AWD doesn’t count toward your FBA capacity limits and will auto-replenish fulfillment centers as needed. AWD inventory received by May 15 will be Prime badge-ready.
To avoid delays, brands should:
- Use Send to Amazon to create shipments and provide accurate tracking
- Double-check box contents and shipping labels to prevent manual processing
- Monitor tools like Capacity Monitor, Capacity Manager, and the Shipment Performance Dashboard to track storage space and potential bottlenecks
Maintaining accurate, early shipments helps ensure your top ASINs stay in stock across all four days, so you don’t miss sales while competitors capitalize on gaps in your availability.
Update Your Amazon Storefront
Your Store should reflect Prime Day messaging and showcase curated deal collections.
- Create dedicated Prime Day versions of your Store pages
- Promote bundles, giftable items, or seasonal themes
- Link your ad campaigns directly to Store pages for a better brand journey
Every element of your catalog, from copy to content to fulfillment, must be ready to perform under pressure. And with four days of traffic, Prime Day 2025 will test how well your team can sustain that performance across an extended window.
Why Brand Protection Is A Must For Prime Day
With more time, more traffic, and more competition, Prime Day isn’t just a sales opportunity, it’s a magnet for unauthorized sellers looking to piggyback on high-performing listings. For brands without a protection strategy in place, the risks multiply quickly:
- Featured Offer (formerly Buy Box) losses to third-party sellers
- Price undercutting that devalues promotions and triggers Minimum Advertised Price (MAP) violations
- Inconsistent product content that confuses customers and damages trust
- Advertising waste, as traffic gets diverted to sellers you don’t authorize
Proactive brand protection is essential, and Gray Falkon is built to prepare brands for peak marketplace activity. Here’s how we help you go into Prime Day with confidence:
- Marketplace monitoring to detect unauthorized sellers on your key ASINs
- Seller pattern analysis to identify repeat violators before they spike in visibility
- Around-the-clock monitoring and enforcement workflows to get high-risk sellers removed
Whether you’re running Lightning Deals, stacking ad campaigns, or driving traffic to a branded storefront, Gray Falkon ensures that you, not unauthorized sellers, get the sales when it matters most.
How Gray Falkon Supports You Through Prime Day
Gray Falkon is built for around-the-clock protection, but is especially beneficial for high-stakes events like Prime Day, where visibility, pricing control, and seller activity shift by the hour. As the platform grows more competitive, our brand protection solution gives you the visibility and enforcement power to maintain control while maximizing sales. Here’s how we support brands before, during, and after Prime Day:
Real-Time AI-Powered Monitoring for Marketplaces
Gray Falkon’s AI-driven monitoring technology continuously scans Amazon and other platforms to detect unauthorized sellers and marketplace policy violation activity. With daily insights, brands can:
- Identify threats early, before they impact revenue.
- Detect seller behavior patterns and enforce proactively.
- Gain confidence that every ASIN, product ID, and listing is covered with little to no blind spots.
Automation-Driven Violation Reporting
Detection is only the beginning. Effective brand protection also requires efficient enforcement. Gray Falkon automates the process of preparing and submitting structured, marketplace-compliant violation reports, ensuring that unauthorized sellers are reported quickly and accurately. This allows brands to:
- Eliminate time-consuming manual enforcement.
- Increase the speed and success of takedowns.
- Focus internal teams on growth instead of compliance firefighting.
Cross-ASIN and Seller Pattern Analysis
We identify repeat offenders by tracking behavior over time, even if they attempt to relist under new names or rotate products. You’ll have visibility into how sellers behave across your full catalog, not just on a single listing.
Marketplace Brand Protection Portal
Our Marketplace Brand Protection Portal includes access to interactive dashboards to track progress, identify trends, and capture the details and impact of focus areas. Dashboards include:
- Impact Dashboard: Visualization of KPIs showcasing progress in combating unauthorized sales, including metrics on eliminated sellers, removed listings, and suppressed sales volumes.
- Products Dashboard: Data on unauthorized listings, as Gray Falkon tracks key information including unique sellers for each product ID, delisted sellers, and total inventory.
- Sellers Dashboard: Data on unauthorized sellers, as Gray Falkon tracks key information including seller identities, average daily inventory, and average maximum daily offers.
- Test Buys Dashboard: Tracking of periodic test buys conducted by Gray Falkon of randomly selected unauthorized sellers and product listings to accumulate evidence of marketplace violations. Results include seller details, transaction dates, actual product pricing, and any identified quality or authenticity issues.
- Top KPIs: KPIs, including Sellers Removed, Listings Removed, and Sales Suppressed, are featured at the top of each dashboard.
- Marketplace-Specific Insights: Understand how your brand is impacted differently across platforms like Amazon and Walmart.
With Gray Falkon active, your team goes into Prime Day equipped with full visibility, proactive enforcement, and clear metrics to track your brand’s performance, not just in terms of sales, but in total marketplace control.
Prepare Smarter, Protect Earlier, Perform Better
Prime Day 2025 is more than just a sales event, it’s a four-day opportunity to drive growth, boost visibility, and engage millions of shoppers. But with that opportunity comes increased risk: unauthorized sellers, pricing instability, and lost Buy Box control can erode performance fast if you’re not prepared.
The brands that succeed this year won’t just offer better discounts, they’ll have stronger infrastructure in place. That means optimized listings, reliable fulfillment, coordinated advertising, and most importantly, a proactive brand protection strategy that’s already working before Day 1.
At Gray Falkon, we help brands go into Prime Day ready, not scrambling. From early detection and enforcement to cross-ASIN monitoring and real-time seller insights, we make sure your deals stay protected, your listings stay in control, and your growth isn’t disrupted by unauthorized competition. Schedule a demo today and learn more about how to protect your brand ahead of Prime Day 2025.
