Amazon Prime Day 2025: Vendor Central Insider Guide
Amazon has formally released the details of Amazon Prime Day 2025 for Vendor Central partners. This year’s event will be extended by 2 additional days for a total length of 4 days. Promotion types have been modified with earlier submission windows this year. Details of the promotion types and timelines are below:
PRIME EXCLUSIVE BEST DEAL
Prime Exclusive Best Deals offer great products at a discount, and perform optimally with bestselling products. On Prime Day, Prime Exclusive Best Deals will display strike-through pricing and receive a Prime Day Deal badge on the product detail page, in search, and in cart. Eligible selection may also appear on the Event page. With the extended Prime Day event, Prime Exclusive Best Deals are encouraged to run for the full event, but you can work with your VMs or CSMs to run a select duration as needed. Prime Exclusive Best Deals with a discount of 40% or greater are eligible for additional visibility opportunities.
ELIGIBILITY CRITERIA
• The best brands with a proven track record of selling well
• Minimum 15% discount off the reference price, which is the strikethrough price shown on the detail page when the product is discounted
• Matches/beats lowest net price in the trailing 30 days, which includes coupons
• Minimum 5% (or $15, whichever lower) discount off the non-Prime Exclusive price
• Minimum 5% off the product’s trailing 90 day typical price
• Strong sales history
• Has positive product reviews and ratings (4+ stars)
• Seasonally relevant
• Recommended ASIN
HOW TO SUBMIT A PRIME EXCLUSIVE BEST DEAL
• Vendor Managers (VMs) or Customer Success Managers (CSMs) have to submit for you. Work with your VM or CSM to curate the most compelling offer for Customers
• Final submission deadline for event consideration is 5/7
PRIME EXCLUSIVE LIGHTNING DEAL
Prime Exclusive Lightning Deals are limited time offers that run for up to 12 hours on actual event days, as scheduled by Amazon. On Prime Day, these deals will last until ‘sold out’ (up to a maximum quantity limit set by you) or until their scheduled end time. Active offers will also be badged on the product detail page, in search, and in cart. They may also be merchandised on the Event page or appear in other visibility placements on site.
ELIGIBILITY CRITERIA
• The best brands with a proven track record of selling well
• Minimum 20% discount off the reference price, which is the strikethrough price shown on the detail page when the product is discounted
• Matches/beats lowest net price in the trailing 30 days, which includes coupons
• Minimum 5% (or $15, whichever lower) discount off the non-Prime Exclusive price
• Minimum 5% off the product’s trailing 90 day typical price
• Strong sales history
• Has positive product reviews and ratings (4+ stars)
• Seasonally relevant
• Recommended ASIN
HOW TO SUBMIT A PRIME EXCLUSIVE LIGHTNING DEAL
• Vendor Central > Merchandising > Marketing recommendations
• Check the box ‘I want Amazon to consider my deal for Prime Day’
• Each Lightning Deal promotion has a base merchandising fee of $500. This is a one-time, flat fee that will be invoiced separately after the promotion ends
• Final submission deadline for event consideration is 5/23 in Vendor Central
PRIME MEMBER COUPONS
A Prime Member Coupon is a point of sale discount offered on a single product or a set of products with automatic merchandising on the Event page, shopping results, product detail pages, and other locations, offered exclusively to Amazon Prime members.
ELIGIBILITY CRITERIA
• Minimum 5% discount off the current price
• All Coupons are subject to other existing validations in place
• Customer Segment targeting must be set to Amazon Prime
• ASIN(s) must be Prime eligible
• Coupon Title must be compliant*
• See Vendor Central for detailed requirements
HOW TO SUBMIT A PRIME MEMBER COUPON
• Coupon submissions will open after Prime Day dates have been publicly announced
• Vendor Central > Merchandising > Coupons > Create a new campaign > Download the Coupon Spreadsheet
• Schedule the Coupons on the actual event dates to qualify for Prime Day
• Coupon creation is 100% self-service
PRIME DAY TIMELINE
May 7 - Prime Day deal submissions via VMs and CSMs close
May 19 - Prime Day deal POs start getting cut
May 23 - Prime Day deal submissions close in Vendor Central
June 2 - Prime Day inbound shipping cutoff
TBD - Prime Day coupon submissions open. This will occur after event dates are publicly announced.
