Amazon Prime Big Deal Days 2025 have been announced for 7 - 8 October.
This Prime-member-exclusive event is due to attract a huge surge of traffic and kick off the holiday shopping season, acting as a mini Black Friday where savvy shoppers can find savings up to 40% across all product categories.
As a merchant on Vendor Central, you’ll have several levers at your disposal to get your best ASINs in front of the right users, move more inventory, and create new, loyal customers.
In this guide, we’ll explore the key details of Amazon Prime Big Deal Days 2025, and the key variables you need to optimise to get the most out of the event, starting with a 2-week checklist you can use to get your brand ready for this year’s Amazon Prime Big Deal Days.
Amazon Prime Big Deal Days - 2-Week Timeline Checklist
Before we look closer at the areas where your catalogue and strategy needs to be optimised, here’s a summarised, 2-week timeline of everything that should ideally be covered so you can make the most of Amazon Prime Big Deal Days 2025:
Today (T-14 days)
- Confirm event dates and all cut-offs with your Vendor Manager.
- Identify hero SKUs with enough stock and margin to feature in deals.
- Start a fast-track catalogue audit: titles, bullets, A+, imagery, attributes.
- Finalise inbound shipments - if stock hasn’t already been sent, escalate with your VM to confirm feasibility.
T-10 to T-7 days
- Submit (or double-check) all deal applications: Best Deals, Lightning Deals, Prime-Exclusive Discounts and Coupons.
- Begin creative testing - trial alternative main images or gift-specific messaging where possible.
- Check automated advertising rules to avoid killing off keywords with potential for high traffic and conversion during the event.
- Upload updated A+ and video assets (freeze major edits after this period).
T-6 to T-3 days
- Verify that coupons and promotions are scheduled correctly.
- Check buy box eligibility and pricing display. Run a test purchase to ensure listings are retail-ready.
- Confirm inventory has cleared check-in at Amazon fulfilment centres.
- Ramp up ad budgets and DSP remarketing to build pre-event awareness.
T-2 to T-1 days
- Lock in listings, avoiding last-minute title or attribute edits.
- Align with VM on merchandising placements and featured deals.
- Reconfirm budgets, pacing, and monitoring plan with your team.
Event days (7-8 Oct)
- Monitor sales velocity, ad spend and stock levels hourly.
- Reallocate ad budgets to winning ASINs, pause underperformers quickly.
- Keep logistics and VM contacts on standby in case of stock or operational issues.
48-72 hours after
- Pull full event data: sales uplift, conversion rates, ACoS, Best Seller Rank shifts, new-to-brand metrics.
- Trigger replenishment POs for winners to avoid holiday stockouts.
- Capture learnings and feed directly into Black Friday / Cyber Monday planning.
“October’s Prime Big Deal Days isn’t just about short-term sales, it’s a chance to build momentum heading into Q4. Sellers who use it to test pricing, offers, and ad strategies can turn Prime Day learnings into peak-season wins.”
- Helen Robinson, Client Services Director
Amazon Prime Big Deal Days: 5 Things to Check Now
We’re roughly two weeks out from Prime Big Deal Days. If you’re an Amazon Vendor hoping to make the most of the event, there’s a lot of ground to cover in a short space of time.
Before we look at the different elements you should optimise for Amazon Prime Big Deal Days, here’s five fundamentals you can check right now to lay the groundwork.
Confirm Event Dates and Deadlines in Vendor Central
For many Amazon Sellers, the cut-off for Best Deals and Lightning Deals submissions was on the 12th of September and has already passed.
For Vendors participating in Amazon Prime Deal Days, however, dates have a tendency to be more flexible and personalised, so you may still have an opportunity to submit deals for your brand and ensure they’ll be live. Be sure to check your event dates and deal submission windows through Vendor Central, or consult with your AVS brand specialist.
Inventory: Forecast and Ship
Ensure you have inventory on-hand in Amazon fulfilment centres as soon as possible, particularly for high-velocity SKUs. If you haven’t already, confirm inbound cutoffs with your Vendor Manager asap.
Check Deal Eligibility and Submissions
Review your catalogue and determine which ASINs are best suited to Best Deals, Lightning Deals, Prime-Exclusive Discounts or Coupons, then make sure these deals are submitted in your deal dashboard by the confirmed cut-offs. Many deal windows are already active and open, so make sure you submit as early as possible to improve your chances.
Catalogue Health Audit
Focusing on ASINs with the highest velocity potential, run through each listing and ensure they’re exhibiting Amazon listing optimisation best practices, including:
- SEO-optimised titles, bullets, and descriptions.
- High-quality, informative images.
- Complete Amazon A+ content.
Ad Budgets and Campaigns
Take some time to review year-to-date advertising KPIs, including CPA, ACoS, and ROAS, and refresh yourself on the strategies that have worked and what could be improved. Using this information, build event-specific Sponsored Products and Sponsored Brands campaigns, then reserve incremental daily budgets (and DSP, if you use it) and plan a staged bid ramp that starts off aggressive, and is optimised dynamically mid-event.
How Rufus Changes the Rules
Last year, Amazon launched its conversational AI shopping assistant Rufus, designed to help shoppers compare options, ask follow-up questions, or receive personalised product recommendations.
As this tool becomes more and more embedded in the shopping experience, Vendors will need to optimise listings beyond simple keywords, and focus on providing structured, high-quality data supported by social proof.
What this means for your content team includes:
- Completing products’ structured attributes, such as technical specs, use-cases, and variants.
- Including benefits and FAQs in your bullets and A+ content, aiming to align content with the conversational, Q&A style people use to interact with AI assistants.
- Use Amazon Vine and other early review resources to improve product ratings and review velocity - Rufus factors in review sentiment and recency when selecting products.
- Maintain quality lifestyle images and videos to help Rufus present your ASIN as the ideal match for potential shoppers’ questions.
Amazon Prime Big Deal Types: Where to Invest
You can optimise your catalogue for Amazon Prime Big Deal Days using the four Amazon deal types, which are better suited to different SKUs.
Here’s a list of these deals and some good rules of thumb for applying them.
Best Deals: Paid placements with very high visibility, Best Deals are well-suited to hero products you can discount aggressively, while maintaining a healthy margin through volume. You can check the minimum discount rules and fees in your Vendor portal.
Lightning Deals: Time limited, ideal for generating FOMO around fast-moving SKUs with strong inventory.
Prime-Exclusive Discounts: Characterised by lower fees and lower friction, a good substitute if you’ve missed your earlier windows for best or lightning deals.
Coupons and Subscribe Offers: Best for cross-selling and filling baskets, with a relatively low cost and a positive signal for Amazon merchandising algorithms.
Amazon Prime Big Deal Days Inventory and Logistics
Success on Prime Big Deal Days depends on having a solid logistical base that will accommodate an increased volume of orders.
Here are some practical priorities to take care of for smoother operations:
- Confirm inbound cutoffs with your Vendor Manager now, as event-specific inbound timelines can differ from one fulfilment centre to another. Ideally, try to add a contingency of 7 days to accommodate for delays.
- Aim for having 1.5 - 2x your standard daily velocity for hero SKUs.
- Carry out PO and rebate planning to ensure your commercial terms and Amazon CoOp agreements are aligned for your planned promotions.
Need more support navigating Amazon logistics and ensuring your inventory is ready for deals? Our bespoke channel management services can help streamline every part of your Amazon operation and keep inventory levels aligned with your goals.
Amazon Prime Big Deal Days Advertising
Generous deals can move higher volume by themselves, but to stay competitive, you’ll need to pair this with an effective ads strategy.
Here’s a simple, high-impact advertising outline to follow for Amazon Prime Big Deal Days:
Pre Event
- Build event-specific ad groups, duplicate high-converting campaigns and increase budgets.
- Launch Sponsored Brands that link to your event landing page or a curated Amazon storefront.
Event Week
- Ramp up bids for Sponsored Products or hero ASINs, accompanied with dynamic bidding and a higher max CPC.
- Turn on Sponsored Display ads to retarget any bounced page visitors and shoppers who abandon carts. Consider DSP if your budget allows for broader reach and category coverage.
During Event
- Monitor ads closely and pause campaigns for underperforming ASINs as soon as possible, reallocating budget to winners.
- Monitor search term reports and highlight new, high-intent queries. Add negative keywords to guard your ad spend.
Post Event
- Keep remarketing pools active for 1-2 weeks, helping to convert idle browsers into repeat buyers.
- Review your ROAS and customer acquisition costs, and forward-plan replenishment for the run-up to Christmas.
Trouble hitting your advertising targets? Our Amazon ads management services make it easy to get the best returns on your budget and tailor campaigns to your unique target audience.
Amazon Prime Big Deal Days Catalogue and Creative
Before you pull the trigger on any final decisions when approaching Amazon Prime Big Deal Days, it’s always worth checking that the relevant listings have all these points covered:
- Titles following best practices for SEO and product category.
- 5 detailed bullet points that are SEO optimised.
- 6 high-quality lifestyle images.
- A+ content.
- Product attributes filled.
- Parent/child status correctly set for variants.
Need support on your content? Wake Content Studio allows you to build compelling, Amazon-friendly listings fast to help you grow organic visibility and build more conversions.
Amazon Prime Big Deal Days 2025 FAQs
Amazon Prime Deal Days promise a high-velocity opportunity to increase volume, connect with new customers, and give your brand a strong start to the holiday season.
With two weeks to go, now’s the time to lock down inventory, confirm deadlines, and submit the best deal types for your strongest ASINs.
With the right preparation and SKU selection, you’ll not only capture demand over 7-8 October, but also gain valuable insights into audience behaviour which can carry your brand into a more successful holiday period.
For more support with getting the most from Amazon promotional events, check out our other blog posts, or get in touch for a free consultation today!
Which deal types should I use for Amazon Prime Big Deal Days?
Generally, try to stick to the following rules of thumb when mapping deals: Best Deals for hero SKUs you can discount heavily and support with inventory, Lightning Deals for time-sensitive FOMO on fast-moving lines, Prime-Exclusive Discounts if you missed earlier windows, Coupons and Subscribe offers for basket-building and low-cost conversion signals.
How much inventory should I send to fulfilment centres?
Aim for at least 1.5–2× your normal daily velocity for hero SKUs across the event window, with contingency stock where possible. Confirm inbound cut-offs with your VM and add an extra 7 days for potential delays.
What changes do I need to make for Rufus and conversational shopping?
Complete structured attributes (specs, variants, use-cases), include benefits and FAQs in bullets and A+ content, and accelerate review velocity (Vine, early reviewer programmes). Remember that Rufus and other AI tools favour clear, question-answer content and recent, positive reviews.
How do I avoid buy box or pricing issues during the event?
Verify your Amazon buy box eligibility and pricing display before the event, and run a test purchase to confirm the consumer journey is clean. Keep an eye on MAP and commercial terms, and coordinate with your VM if pricing or buy-box anomalies appear.
What metrics should I prioritise as a Vendor?
Prioritise conversion rate, ACoS/ROAS for advertising efficiency, sales velocity and inventory turnover, and new-to-brand customer acquisition. These combined metrics show both short-term success and longer-term customer value.
