How to Prepare for Prime Day 2025: Strategies, Deadlines & New Deal Fees

Cameron Meneer
Jun 30
3 min read

Amazon Prime Day 2025 is just around the corner—and for Amazon sellers, it’s one of the biggest opportunities of the year to boost sales, move inventory, and gain new customers. But success on Prime Day doesn’t just happen—it’s the result of smart planning, precise execution, and making the most of every available tool.

In this guide, we’ll walk you through what’s changed this year, what deadlines matter, and how you can prepare your campaigns, pricing, and inventory for maximum impact.

🗓️ Key Prime Day 2025 Deadlines for Sellers

FBA Inventory Cutoff: June 20, 2025 To participate in Prime Day with FBA, your inventory must arrive at Amazon fulfillment centers by June 20. But don’t cut it that close—unexpected delays in freight, customs, or warehouse check-ins can derail your plans. If you haven’t shipped already, now’s the time.

Deal Submission Deadline: May 2, 2025 For Lightning Deals and Best Deals, submission closed in early May. But that doesn’t mean your deal strategy is done...

💸 What’s New: Updated Deal & PED Fees for 2025

This year, Amazon made significant changes to its Deal and Prime Exclusive Discount (PED) fee structure:

Lightning Deals & Best Deals:
- New fee: $70 per day + 1.0% of deal sales
- Capped at $2,000
- Previously: flat $300 (Best Deals) or $150 (Lightning Deals)
Prime Exclusive Discounts (PEDs):
- New fee: $100 per PED
- Previously: $50 per PED

These changes make deals more affordable upfront but introduce a variable cost tied to performance, making it even more important to run efficient, data-backed campaigns that convert.

📦 Inventory Management Tips for Prime Day

1. Don’t Just Refill—Strategically Allocate.Use Amazon’s Restock Inventory tool and monitor storage types (standard, oversize, apparel, etc.) individually. Even if restock limits appear full, you might still have available space in other categories.

2. Move Through Dead InventoryIf you're sitting on aged inventory, Prime Day is a great opportunity to move it with strategic discounts or bundles.

3. Use Sellozo’s Financial Reports to Forecast IntelligentlyInput your COGS and shipping costs in Sellozo to see where you can discount and still stay profitable. Don’t go blind on margins—Prime Day should increase profit, not just revenue.

📊 Ad Strategy: How to Maximize Visibility with Sellozo

1. Turn Off Dayparting

If you currently use dayparting to control when your ads run, turn it off during Prime Day. Traffic and purchase intent spike at all hours — you don’t want to miss out on late-night or early-morning conversions because your ads aren’t running.

2. Ramp Up Bids Early—Not Just on the DayStart increasing your bids and budgets gradually 2-3 weeks before Prime Day. That way, you start gaining traction and placement before competition peaks.

3. Use Campaign Studio to Build Event-Specific CampaignsSellozo’s visual Campaign Studio makes it easy to isolate Prime Day strategies. Build out campaigns based on:

Deal products
Inventory you need to move
High-converting long-tail keywords

4. Monitor & Adjust in Real-TimeWith Sellozo’s Optimizer, you can automate bid changes based on performance during the sales event. Don’t get stuck making manual changes while orders are flying in.

5. Leverage ProductVu to Track Product-Level ProfitabilitySee which products are driving profit (not just revenue) in real time, so you can shift focus if needed mid-event.

🧠 Final Tips for a Profitable Prime Day

Turn off non-performing campaigns: Use your pre-PD data to pause what’s not converting.
Plan for post-event halo sales: Prime Day traffic lingers. Keep campaigns running a few days post-event to catch late buyers.
Use the data: Review your performance in Sellozo post-event to inform your Q4 strategy.