Amazon Prime Day is one of the biggest shopping events in the eCommerce world. Millions of shoppers search for the best deals, while sellers compete for visibility and higher conversions.
If you want to stand out, you need more than just lower prices you need a strong, data-driven discount strategy.
In this guide, you’ll learn how to prepare discounts for Prime Day 2026, create optimized product listings, manage inventory, and protect your profit margins. Whether you’re a new or experienced seller, this guide will help you plan smarter and make the most of this high-volume sales event.
Why Amazon Prime Day Matters for Sellers
Prime Day is not just another sale. It’s Amazon’s biggest annual event that generates massive traffic and record-breaking sales. In 2024, Amazon reported over 300 million items sold during the two-day event. This surge of activity gives sellers an unmatched opportunity to reach new buyers and move large volumes of inventory.
For sellers, Prime Day discounts mean more than short-term revenue. They increase product visibility, boost your ranking, and help build brand trust. Strategic discounts can get your listings featured in Lightning Deals, Best Deals, or Prime Exclusive Discounts, giving your products maximum exposure during this traffic spike.
How to Set Up Prime Day Discounts in Seller Central
Amazon makes it easy to create and manage discounts in Seller Central. Here’s how to do it step by step.
Step 1: Open the Price Discounts Dashboard
From your Seller Central account, go to the Advertising tab and select Price Discounts.
Step 2: Create a New Discount
Click Create a Price Discount and fill in all required details. Add a clear title such as “Prime Day 2026 – 25% Off,” set the start and end dates, and select the discount type.
Step 3: Add Products to the Discount
Click Add Products and select your ASINs. Choose products that align with your Prime Day goals—whether it’s clearing inventory, boosting visibility, or promoting bestsellers.
Step 4: Set the Discount Amount
Choose between money-off or percentage-based discounts. Use competitive pricing while maintaining your profit margins.
Step 5: Submit for Approval
Review the details carefully and click Submit. Once approved, your deals will appear during the Prime Day event.
Types of Amazon Prime Day Discounts
Not all discounts work the same. Each type has a specific purpose.
1. Lightning Deals
These are limited-time offers featured on the Amazon Deals page. They create urgency and drive high conversions. Ideal for fast-moving items such as electronics or beauty products.
2. Best Deals
These promotions last up to a week and are perfect for maintaining visibility before and during Prime Day. Use them for products with strong reviews and consistent sales.
3. Coupons
Coupons display a green tag in search results, attracting deal-focused shoppers. Offer at least 10% off to gain attention.
4. Prime Exclusive Discounts
Only visible to Prime members, these build trust and boost your Buy Box chances. Great for top-selling ASINs and premium products.
5. Virtual Product Bundles
Bundle related items to increase the average order value. For example, group fitness gear or skincare products to attract bigger purchases.
Discount Requirements and Best Practices
Amazon has minimum and recommended discount guidelines for each type of deal:
| Deal Type | Minimum Discount | Recommended Range |
|---|---|---|
| Best Deal | 15% | 20%–40% |
| Lightning Deal | 20% | 25%–40% |
| Prime Exclusive | 20% off lowest price (30 days) | 25% |
| Coupons | 5% | 10%+ |
| 7-Day Deal | 15% | 20%+ |
Always check deal submission deadlines. For example, Prime Day 2026 deal approvals typically close by May 20, 2026. If you miss it, focus on Prime Exclusive Discounts or Coupons, which can still deliver strong results.
Optimize Your Product Listings for Prime Day
Discounts alone won’t drive conversions. Your listings must be optimized to capture the surge in traffic.
Update Product Titles
Include high-volume keywords such as Prime Day discounts, Amazon Prime Day sale, and best deals on Amazon. Keep it readable and focused on benefits.
Use High-Quality Images
Clear, high-resolution images increase click-through rates. Add lifestyle photos that show your product in use.
Improve Bullet Points and Descriptions
Highlight unique selling points, top features, and benefits. Focus on what makes your product stand out from competitors.
Add A+ Content
If you’re Brand Registered, use A+ content to build trust and help customers make faster decisions.
Monitor Reviews
Address negative feedback before Prime Day. Shoppers often check reviews before purchasing, so maintaining a good rating boosts conversions.
Research Competitor Pricing and Deals
Prime Day is competitive. Sellers often compare prices and match or beat competitor discounts.
Use historical Prime Day data from last year to guide your pricing strategy. Analyze how much your competitors discounted their items and how long their deals lasted. This helps you offer attractive pricing while protecting your margins.
Focus on margin protection don’t offer deep cuts that lead to losses. Calculate break-even points after Amazon fees and shipping costs.
Inventory Planning and Stock Management
Running out of stock during Prime Day can ruin your ranking. Check your restock limits, sell-through rate, and FBA storage capacity before creating deals.
Coordinate with suppliers early and send inventory to fulfillment centers weeks before the event. Plan for post-Prime Day restocking too, since high demand often continues for a few days after the event.
If you have aging inventory, Prime Day is an ideal time to clear it out using moderate discounts or bundles.
Smart Product Selection for Prime Day
Choosing the right items to promote can make or break your campaign.
- Prioritize Core ASINs with consistent performance and strong reviews.
- Include seasonal or trending products to attract impulse buyers.
- Add slow-moving inventory only if you have enough stock and margin room.
- Avoid low-stock items that can go out of stock mid-event.
Use the Deals Dashboard to track performance and adjust deals in real time if certain ASINs underperform.
Build Momentum Before Prime Day
Start promoting your discounts days before the event. Use the lead-in weekend to warm up traffic through PPC ads and social promotions.
Run teaser campaigns to announce upcoming deals. This builds anticipation and helps boost conversion rates once Prime Day begins.
Engage customers with email reminders, social media posts, and sponsored product ads that highlight limited-time offers.
During Prime Day: Monitor and Adjust in Real Time
Once Prime Day begins, performance monitoring becomes critical. Watch your metrics closely inside Seller Central.
Track these key data points:
- Sales volume and revenue growth
- Conversion rate
- Inventory levels
- Ad spend vs. return
If a product sells faster than expected, adjust your budget or pause lower-performing campaigns to maximize ROI.
Avoid the “set and forget” approach. Prime Day’s short window requires fast decision-making to capitalize on every sale.
Post-Prime Day Strategy for Long-Term Growth
Prime Day isn’t just a two-day sales boost—it can shape your business growth for months ahead.
After the event, gradually return to normal pricing instead of reverting immediately. This helps maintain conversions from late shoppers.
Analyze your campaign data. Identify which products performed best and which channels drove the most traffic. Use this insight to refine your advertising and pricing strategies for future events.
Encourage post-sale reviews through follow-up emails. This helps build brand trust, ranking strength, and long-term sales growth.
Common Mistakes Sellers Should Avoid
Even experienced sellers make costly errors during Prime Day. Here are the most common ones:
- Discounting Without Data: Setting random discounts without analysis leads to poor results.
- Running Deals on Low-Stock Items: Causes lost rankings and poor customer experience.
- Ignoring Margins: Always factor in all costs before discounting.
- Skipping Listing Optimization: An unoptimized listing wastes even the best discount.
- No Clear Goals: Discounts should have a purpose: visibility, reviews, or sell-through.
- Neglecting Real-Time Monitoring: Missing live adjustments means missed profit.
- Expecting Every Year to Be the Same: Prime Day performance changes annually. Adapt fast.
- Not Having a Post-Event Plan: The follow-up phase is just as valuable as the main event.
Avoiding these mistakes ensures your discounts deliver real results and sustainable growth.
FAQs About Amazon Prime Day Discounts
Yes, but you must have a Professional selling plan and meet Amazon’s eligibility requirements.
Typically 15% for Best Deals and 20% for Lightning Deals. Coupons can start at 5%.
Do a full cost analysis, including FBA fees, shipping, and ad spend. Offer discounts that drive volume without cutting too deep.
Include both the lead-in weekend and Prime Day window to maximize exposure.
Yes. Real-time tracking helps you prevent stockouts and optimize ad performance instantly.
Yes, virtual product bundles can raise average order value and clear extra stock efficiently.
Make the Most of Amazon Prime Day 2026
Prime Day 2026 is your opportunity to expand your audience, strengthen your brand, and move large volumes of inventory. With proper discount strategy, optimized listings, and inventory planning, you can achieve record-breaking results.
Every part of this event from pre-sale setup to post-event analysis matters for long-term success. Use this guide to plan smart, protect your margins, and make Prime Day a true growth moment for your Amazon business.