You might think it’s a bit early to be talking about Amazon Prime Day as it typically falls in July, but deadlines are quickly approaching and it’s important to stay ahead of the game. Preparation is key so your brand can capitalize on one of the biggest shopping days of the year. 

In this article, we’ll cover the Amazon Prime Day basics you need to know including history, stats, and upcoming deadlines you need to be aware of so you can get the most bang for your buck. 

[Click to jump to approaching Prime Day deadlines.]

What is Amazon Prime Day?

Amazon Prime Day is Amazon’s biggest sale of the year. This event is exclusive to Prime members only and is typically held in July (we’re still waiting on this year’s date). Despite its name, Prime Day is actually more than just a day. This 48-event gives brands the opportunity to provide their customers with the best deals on select products and now rivals both Black Friday and Cyber Monday.

Deals can range from discounts on clothing, electronics, home goods, appliances, and so much more. Prime Day started back in 2015 as a way for Amazon to celebrate its 20th anniversary. Since then, the annual sale has grown significantly, and more and more brands are selling and advertising their products during the two-day extravaganza. 

On Prime Day, some deals last the entire event, while lightning deals encourage consumers to act quickly. Advertisers also have the opportunity to utilize coupons, prime member promotions, and prime exclusive discounts for additional visibility. With so many consumers flocking to Amazon’s site during Prime Day, it’s a great time to build a new-to-brand audience and drive sales for your business. 

Source: Insider

[For more information on how to start selling on Amazon, check out our how-to guide.]

But you might be wondering, just how popular is Prime Day? Let’s dive into some key stats.

Amazon Prime Day Statistics

Not sure if Amazon Prime Day is worth the hype? Think again. Check out some of the top Prime Day statistics that might surprise you.

  • In 2021, sales during the event reached a new record high, amounting to 11.2 billion U.S. dollars, 65 percent of which came from the United States alone (Source)
  • Amazon has 200+ million Prime members (Source)
  • 78% of consumers have heard about Amazon Prime Day (Source)
  • Best-selling categories include tools, electronics, and beauty on Amazon (Source)
  • Prime members purchased more than 250 million items in 2021 (Source)
  • Customers spent an average of $47 per order on Prime Day 2021 (Source)

Source: eMarketer

Source: eMarketer

It’s clear that shoppers mean business on Prime Day, so for brands, it’s incredibly important to be ready from the get-go.

Upcoming Amazon Prime Day Deadlines [don’t miss them!]

If you’re planning on participating in Prime Day, you’ll want to keep the following deadlines in mind as they are right around the corner.

Prime Day Deals Deadline (for consideration):

  • April 29

Lightning Deals Submission Deadline:

  • April 29 (U.S. and Canada)
  • May 13 (France, Germany, Italy, Japan, Mexico, Portugal, Spain, and the UK)

Coupon Submission Deadline:

  • June 10 (U.S., Canada, France, Germany, Italy, Japan, Mexico, Portugal, Spain, and the UK)

FBA Inventory Cutoff Deadline:

  • June 20 (U.S., Canada, France, Germany, Italy, Japan, Mexico, Portugal)
  • June 29 (Japan)

Inbound Shipping Cutoff Deadline:

  • June 2 (U.S. and Canada)
  • June 22 (Mexico and Portugal)
  • June 29 (France, Germany, Italy, Japan, Spain, and the UK)

Prime Member Promotions Deadline:

  • April 29 (U.S. and Canada)
  • May 13 (France, Germany, Italy, Spain, Mexico, Portugal, Australia, Japan, India, the Kingdom of Saudi Arabia, the United Kingdom, and the United Arab Emirates)

Prime Exclusive Discounts Deadline:

  • July 8 (the U.S., Canada, United Kingdom, France, Italy, Germany, Spain, Mexico, Portugal, Australia, and Japan) 
  • July 19 (India, the Kingdom of Saudi Arabia, and the United Arab Emirates)

Prime Day Prep Starts Now

As you can see, key deadlines are approaching quickly and the key to winning during Prime Day is to be ready from the very start. Preparations need to start ASAP so your brand can be ready as millions of consumers come to Amazon’s site ready to shop. Here are a few quick tips so you can be prepared ahead of game time.

5 Amazon Prime Day Quick Tips:

  • Choose your products wisely
  • Check your inventory levels and historical performance
  • Create a subcategory page devoted to Prime
  • Set up and test your Amazon advertising campaigns early
  • Invest in Amazon Direct Fulfillment ASAP

For more information on the tips listed above, check out our Guide on How Brands Should Prepare for Amazon Prime Day.

Let’s hear what Tinuti’s experts had to say about the value of preparation for Prime Day… 

“To me, being prepared for Prime Day means keeping it top of mind all year long. While it’s usually midyear, inventory planning should be ongoing. Where are you understocked coming out of holiday? What items are overstocked and can possibly be heavily discounted? Ensuring you have proper inventory coverage on hand of top items should always be the priority, especially ramping up as the event gets closer.”

Megan King

– Megan King, Senior Account Manager at Tinuiti

“Promotions can be expensive – especially in Vendor Central – so be thoughtful about your goals. Do you want to clear out obsolete product? Do you want to introduce a new product? Do you want to improve ranking on your best sellers?  Do you want to drive share of wallet? Unless you are using promotions as a clearance vehicle, you need to make sure that you have enough inventory at Amazon after the event to leverage the promotional “halo effect.”

– Emily O’Toole, VP, Retail Operations, Softlines & Beauty at Tinuiti

Ready to Win on Amazon?

If you’re ready to sell and thrive on Amazon, you’ve come to the right place. Our team is fluent in all things Amazon and we can set your brand up for success from the very start. If you’re looking for full channel management, creative services, or planning and strategy services – we’ve got you covered (and then some). Interested in learning more? Check out our Amazon Service Page for more details or contact us directly to get started. 

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