Hello sellers!

The Prime Day Deal Sourcing Deadline has been extended to June 9th, 2026 — giving you more time to maximize your event performance. Use this window to:

• Schedule new deals on inventory already in the network or on the way
• Send in inventory for already-scheduled deals — Deals will be suppressed if ASINs are not buyable at event time. Confirm your inventory is in the network or in transit now.
• Plan Prime Exclusive Discounts (PEDs) on eligible selection — PEDs can be submitted until 12 hours before the event end time, giving you flexibility to add more offers as the event approaches

Key Deadlines

• 6/9/26 - Prime-Exclusive Best Deals & Lightning Deals
• Up to 12 hours before the event - Prime Exclusive Discounts (PEDs)
• Through the end of the event - Coupons

Why Prime Day Delivers (2025 Results): Prime Day 2025 was the biggest Prime Day shopping event in Amazon history — customers saved billions of dollars across 35+ product categories, and independent sellers achieved record-breaking sales."Prime Day 2025 was our most successful Amazon shopping event since launching our store in 2019. We saw impressive sales not just on our Prime exclusive deals but across our entire catalog. Beyond the immediate revenue boost, we're especially thrilled about the increased brand awareness and the acquisition of new customers through the event." — Anne Maza, co-owner, Olivia Garden

What's New for 2026

• Onsite improvements to surface relevant deals to customers more effectively
• Lead-up offers planned to generate buzz and excitement ahead of the event (more details in the official Prime Day 2026 press release)
• Seasonal storytelling & Today's Big Deals — Amazon channels are investing in trends and curated deal content throughout the event period to help customers find what they're looking for. Strong deal submissions will benefit from that reach.

The Discount Depth Advantage: Why 25–30%+ Off Wins

Customers use shopping events to find meaningful savings. Deeper discounts unlock incremental merchandising and higher conversion:

Unlock Premium Merchandising

Discounts of 30%+ off can qualify your products for:

• Buzzworthy Deals placement — high-visibility, curated deal collections
• Incremental merchandising across deal landing pages to drive higher impressions

Your Promotional Toolkit

There are three key promotional tools to boost visibility and sell-through during the event:

• Prime Exclusive Discounts (PEDs) — Price discounts offered exclusively to Prime members. These can be submitted on eligible selection up to 12 hours before the event ends, making them your most flexible promotional lever.
• Deals (Best Deals & Lightning Deals) — Time-limited discounts with high-visibility placement on the Deals page during the busiest shopping hours. Deadline: June 9, 2026.
• Coupons — Clippable discounts that display a green badge on search results, attracting deal-seeking shoppers browsing your category. Can be submitted through the end of the event.

Your Action Plan for Prime Day 2026

1. Schedule New Deals

Consider targeting 25–30%+ discounts on your top-performing ASINs to qualify for premium merchandising placements. Go deeper (30%+) to unlock potential site placements and maximize conversion rate lift.

2. Protect Already-Scheduled Deals — Send In Inventory Now

If your ASIN isn't buyable at event time, your deal will be suppressed — regardless of approval status. Ensure inventory is:

• Already received at fulfillment centers, OR
• In transit and on track to arrive before the event

Don't let an approved deal go to waste due to stockout.

3. Plan PEDs on Eligible Selection

Review your catalog for PED-eligible ASINs. Since PEDs can be submitted up to 12 hours before the event ends, use this flexibility to:

• Add PEDs on ASINs that didn't qualify for Best Deals or Lightning Deals
• React to early event performance and add PEDs on trending products

Final Tips

• Submit early — limited slots are available, and early submissions give you the best chance of securing placement
• Ship inventory now — ensure Prime eligibility and avoid deal suppression by getting stock to fulfillment centers before cutoff dates
• Increase daily budgets on best-performing Sponsored Products campaigns
• For net-new promotions — inventory must be in the network or in transit

To learn more, go to our Prime Day readiness playbook for tips on inventory management, shipping, and creating successful promotions. Also review our Prime Day brand readiness guide to help build new product momentum during Prime Day.

Have more questions for the deals team?

Join our Ask Amazon session tomorrow, 5/27 to connect with them live!