Amazon just made a major change to its biggest shopping event of the year: Prime Day 2025 will now run for four full days instead of two. That makes it the longest Prime Day in U.S. history, and yes, it’s going to have a big impact on planning, inventory, and how brands show up during the sale.

With expanded placements for deals and more flexibility for FBA shipments, Amazon is clearly aiming to make this the most aggressive shopping push we’ve seen yet. But with that also comes a much tighter timeline for brands to get their strategies locked in.

Let’s walk through what’s changing, what it means for your brand, and what to do right now to stay ahead.

What’s Happening

Amazon is going bigger than ever with Prime Day 2025, and that means brands need to be ready for a longer, more aggressive push. This year’s changes aren’t just about extending the sale, they’re about giving high-performing deals even more visibility and making inventory planning more flexible.

• Prime Day has been extended from 2 days to 4 days, giving brands a much longer window to capture attention and drive revenue.
  
• Amazon is offering new premium placements for Best Deals and Lightning Deals, especially for those offering discounts of 40% or more.
  
• FBA inventory deadlines are changing, with two shipping windows depending on how you split your shipments.
  
• Updated deal deadlines and eligibility requirements mean sellers need to move faster than usual.

Key Deadlines to Know:

• May 5: Final window to submit Prime Exclusive Discounts (closes 6 hours before the event ends).
  
• May 23: Last day to submit Best Deals and Lightning Deals.
  
• June 9: FBA shipments due using “minimal shipment splits.”
  
• June 18: FBA shipments due using “Amazon-optimized shipment splits.”

This isn’t just a longer event, it’s a totally new playbook.

How It Affects You

With more days, more placements, and more visibility for deep discounts, brands will have a much bigger window to drive results. But that also means more pressure to stay in stock and stay competitive.

• Increased exposure = more potential conversions. The longer timeline gives your deals more chances to get seen—and bought.
  
• Sales velocity could spike across all four days, especially if your product is featured or heavily discounted.
  
• 40%+ discounts will get priority placement, which could massively impact visibility if you’re willing to go aggressive.
  
• Inventory needs to last twice as long. You’ll need to stock enough to stay live for four days and then keep up with demand after the event ends.
  

Bottom line: This is a huge opportunity, but only if you’re prepared.

What You Should Do Next

If you’re planning to participate in Prime Day, now’s the time to move:

1. Finalize Your Deal Strategy
   
   • Deadline: May 23 to submit Best Deals and Lightning Deals.
     
   • Start auditing your catalog now for deal-eligible SKUs.
     
   • Submit deals as early as possible for the best chance at premium placement.
     
2. Dial In Your Inventory Plan
   
   • June 9: Deadline for shipments using “minimal shipment splits”
     
   • June 18: Final deadline for “Amazon-optimized shipment splits”
     
   • Plan to stock enough for all four days—and beyond. Prime Day often leads to a halo effect with increased traffic and sales afterward.
     
3. Review Product Pages & Creative
   
   • This much traffic means your listings need to be dialed. Make sure titles, bullets, A+ content, and images are ready to convert.
     

Four days of Prime Day means more opportunity, more exposure, and more upside if you plan ahead. The brands that win will be the ones that prep early, go hard on discounts, and stay in stock from start to finish.

Need help getting your strategy in place or want a second set of eyes on your deal selection and FBA plans? Reach out, we’ll help you make the most of the biggest Prime Day ever.