How to Make the Most of Prime Day 2026: What Amazon Sellers Need to Do This Week
Amazon sellers average 3-4x their normal daily sales during Prime Day. Prime Day 2026 runs June 23-26. Here’s what to focus on.
Amazon sellers average 3-4x their normal daily sales during Prime Day. That’s not a projection; it’s a consistent pattern across the platform. For a seller doing $1,000 a day in normal volume, Prime Day can mean $3,000-$4,000 in a single day. For a seller doing $10,000 a day, the math is obvious.
Prime Day 2026 runs June 23-26. That gives you two weeks. Here’s what to focus on.
Your Deals
Deals are one of the highest-impact moves a seller can make for Prime Day. Products with active deals get dedicated placement on Amazon’s event pages, appear with badge callouts in search results, and drive a disproportionate share of event clicks compared to non-deal listings.
Here is what is still open and what has closed:
Best Deals
Amazon extended the submission deadline to June 9, 2026, which is likely to have passed by the time you read this. If you are reading this on or before June 9, go to Advertising > Deals in Seller Central now.
Prime Exclusive Discounts
Still open for submission through the event. You need a minimum 20% discount off your lowest price in the last 30 days. The fee is $100 upfront plus a 1.5% variable fee. Prime Exclusive Discounts display as a strikethrough price in search results for the full four days of the event.
Prime Member Coupons
Still available to set up. Coupons appear with a green badge in search results and carry no upfront fee beyond the standard redemption cost.
Lightning Deals
Submission closed April 30. If you missed that window, focus on Prime Exclusive Discounts and coupons instead.
One number worth knowing before you set your discount depth: 33% of Prime Day shoppers say they need at least 30% off to consider a deal worthwhile, and 20% require 50% or more. (Tinuiti, 2026) A discount that does not clear the threshold buyers expect will not move volume. If your margin cannot support that depth, a coupon is a better play than a thin Prime Exclusive Discount.
Your Listings
Prime Day drives significantly more traffic to your listings than a normal day. If your titles, images, bullet points, and A+ content are not optimized before that traffic arrives, you are paying for clicks that do not convert.
Review your top ASINs now. Check your main image against competitors. Read your bullet points as a first-time buyer would. If anything feels thin or outdated, fix it before June 23, not after.
Your Inventory
The two FBA inbound deadlines for Prime Day 2026 were May 27 and June 5. Both have passed. If you have not shipped to FBA, there is no longer a reliable path to getting inventory Prime-badged and available for June 23.
If your inventory is already at FBA, two things matter now.
First, run a stranded and suppressed inventory check in Seller Central. Units sitting at a fulfillment center that are not showing as available to purchase will not sell on Prime Day. Resolve any stranded inventory and fix suppressed listings before the event starts.
Second, check your FBA quantity against a 3-4x daily sales projection across all four event days. If your current stock covers that volume, you are positioned. If not, you know your ceiling before the event rather than finding out mid-event when there is nothing left to do.
Running out of stock during Prime Day costs more than the immediate lost sales. Amazon’s algorithm penalizes stockouts during high-traffic events, and that ranking drop can follow you into Q3.
Your Ads
This is the area most sellers get wrong, and the mistake happens before June 23, not on it.
Your campaigns need to be live now. Amazon’s ad algorithm performs better during high-traffic periods when campaigns already have recent performance data behind them. Launching new campaigns on the morning of June 23 means you are bidding against sellers who have been running and optimizing for two weeks.
Before June 23:
- Scale your budgets. Review every active campaign across Sponsored Products, Sponsored Brands, and Sponsored Display. If a daily budget caps at your normal spend, those ads stop showing the moment Prime Day traffic spikes. Give each campaign room to run without hitting its ceiling.
- Check your bids on top keywords. Competitors raise bids aggressively on Prime Day. Make sure your highest-converting keywords have enough bid headroom to stay visible when that happens.
- Add brand defense campaigns. Competitors run conquest campaigns during Prime Day, bidding on your brand terms while your customers are actively searching for you. A dedicated brand keyword campaign at a modest bid is inexpensive protection against losing buyers who were already looking for your product.
- Audit for anything paused that should not be. A paused campaign on June 23 is invisible inventory.
Your Pricing
- Even without a formal deal, pricing affects how Prime Day traffic converts. If a competitor is running a 30% Prime Exclusive Discount on a comparable product and your price is unchanged, you are selling against a visible strikethrough price in search results. That is a difficult position on a day when buyers are actively comparing options before they commit.
- Check your main competitors’ pricing before June 23. If the gap is significant and your margin supports it, a price adjustment for the event window is worth modeling. If it does not, make sure your listing wins on every other dimension: main image, A+ content, review count, and review recency. Price is not the only reason buyers choose.
External Traffic
Most sellers focus entirely on what happens inside Amazon during Prime Day. The sellers who consistently outperform also send traffic in from outside.
External traffic converts to purchases at two to four times the rate of normal days during Prime Day, because buyers across the web are already in purchase mode regardless of where they started browsing. (GlobalWebsters, 2026) An email to your list, a social post, or a mention from a relevant creator pointing to your Amazon listing all benefit from that elevated intent without any additional ad spend inside Amazon.
Amazon also runs a program called the Brand Referral Bonus that credits back a percentage of sales generated by external traffic sources. It is a direct offset against referral fees for any brand that drives off-Amazon traffic to their listings.
If you have an email list or a social audience, a Prime Day post on June 23 costs nothing and puts your product in front of people who are already looking to buy.
Not Sure Where to Begin?
If you are looking at this list and not sure where your account stands, that is exactly what an Opportunity Review is for. We look at where you are across listings, inventory, ads, deals, and pricing, and tell you specifically what is worth addressing before June 23 and what can wait.
No obligation. Just a clear picture of where you stand before the biggest sales event of the summer.
👉 Request an Opportunity Review