Don’t Miss Out: How can Sellers Win on Amazon’s Prime Big Deal Days

TL;DR

• Prime Big Deal Days is the real kickoff to Q4; early sales bring reviews, rankings, and momentum before BFCM.

• Key deadline: Best Deals and Lightning Deals submissions close on September 12. Miss it, miss visibility.

• Prime Exclusive Discounts are already open, making it an easy way to grab attention from Prime members.

• Shape deals with intent: pair PED with coupons, test bundles, and present products as holiday gifts.

• To stay ahead, plan your inventory early. AWD shipments should be in by August 29, and FBA shipment splits need to be sent by September 10 and September 19 to avoid delays.

• Amazon Ads and external push can boost visibility and signal to Amazon’s algorithm to rank you higher.

Q4 is around the corner, and the pressure is real. Many sellers think Black Friday and Cyber Monday are the only big moments, but Prime Big Deal Days are actually your first real test.

The truth is, shoppers are already in holiday buying mode by October, and Prime Big Deal Days sets the tone for the entire season. If you prepare early, get your inventory in, and plan your ads right, you’ll grab sales before competitors even wake up. 

This guide will give you the deadlines, strategies, and fresh ideas to make sure you sell big on Prime Big Deal Days and stand out from the crowd.

Why Prime Big Deal Days matter more than you think

Prime Big Deal Days are more important than most sellers realize. You can consider it as the first strike of Q4. Shoppers start their holiday buying early, and this event puts your products in front of them before the Black Friday rush. 

Early sales don’t just mean early profits; they give you reviews, sales velocity, and stronger product rankings on Amazon going into November. That’s a head start you can’t afford to miss.

This year, there are also key deadlines to keep in mind. Submissions for Best Deals and Lightning Deals close on September 12. Miss that, and you lose one of the biggest visibility opportunities of the season. On the flip side, Prime Exclusive Discounts are already open, giving you a simple way to capture attention from Prime members right now.

By showing up strong in October, you’re not just making sales; you’re setting up your brand for a bigger win when Black Friday and Cyber Monday hit. Treat Prime Big Deal Days as your launchpad, the kickoff to your holiday success.

Shaping deals that actually convert

Discounts alone don’t guarantee sales; your deals need to be shaped with purpose. Each type of promotion plays a different role. Best Deals drive urgency with high visibility, Prime Exclusive Discounts (PED) give you direct access to Prime members, and Coupons add flexibility for targeting different audiences.

The smart move is to align your deal type with your sales goal instead of just cutting prices randomly. One way to boost performance is by stacking promos. For example, run a PED and add a coupon, then back it up with ads. That combination creates double exposure, putting your product in more places at once.

Don’t forget about bundles. Pair slower-moving SKUs with holiday-friendly products and position them as gift-ready sets. Not only does this clear old stock, but it also makes your listing more attractive to shoppers already in “gift-buying mode.”

If you’re a new seller, avoid the trap of just showing discounts. Present your products as holiday gift options, something people can buy and wrap today. When you frame your deal this way, you connect with the shopper’s mindset, which leads to better conversions and stronger momentum through the season.

Smarter inventory and fee planning

Inventory planning can make or break your Prime Big Deal Days results. Amazon has set early cutoffs this year: AWD shipments are due by August 29, FBA minimal splits by September 10, and optimized splits by September 19. Missing these dates can mean missing the event altogether, so don’t leave your shipments for the last minute.

Another thing to keep in mind is fees. From October 15 through January 14, Amazon applies peak fulfillment fees. The faster you move your stock, the less you’ll feel those charges cutting into your margins. That’s why Prime Big Deal Days is all about smart cost management.

Keep your bestsellers fully covered in FBA to avoid running out when demand spikes. At the same time, experiment with bundles or limited editions during this sales event to drive incremental sales and test what resonates with holiday shoppers.

If you’re carrying items that risk overage fees, use Prime Exclusive Discounts or coupons to push them out quickly. This helps you free up space, cut storage costs, and build momentum. Smart planning now means you’ll enter November with enough inventory, lower fees, and products already ranking higher.

Why ads work even better with external traffic

Running ads alone won’t be enough during Prime Big Deal Days. You need to combine smart Amazon Sponsored Ads campaigns with traffic from outside the platform.

• Start with Sponsored Products. In the week leading up to October 12, push harder on your main keywords. That extra spend helps secure placements when shoppers are actively searching for deals.

• Sponsored Brands give you another edge. Update your creatives with a holiday feel and point them directly to your Brand Store. This makes your catalog look like a curated gift shop rather than random listings.

• You can also choose a Sponsored Display campaign, which helps you reach shoppers both on and off Amazon, keeping your product visible even after they leave the marketplace.

These help you do retargeting, which means shoppers see your product multiple times before October, so by the time deals go live, they’re already warmed up and ready to buy. Finally, Meta ads, or even a quick email campaign, can drive fresh traffic to your listings.

Amazon’s algorithm reacts to that lift by ranking your products higher. The goal is simple: get shoppers to your listings early, keep your brand visible everywhere, and let Amazon’s system recognize you as relevant well before the big days hit.

Final thoughts

Prime Big Deal Days are the first big opportunity to set yourself up for Q4 success. By preparing now, you can secure early sales, stronger rankings, and lower costs before the holiday rush. Don’t miss the September 12 deadline for Best Deals and Lightning Deals, and take advantage of Prime Exclusive Discounts that are already open. 

Shape deals with purpose; plan your inventory to avoid peak fees, and use ads plus external traffic to maximize visibility. If you’re unsure how to put all of this together, Amazon consultants can guide you with proven strategies and deadline management so you don’t leave money on the table.

Start early, execute smart, and let Prime Big Deal Days work as your launchpad into BFCM.