Amazon Prime Day 2025 is happening from July 8 to July 11, the longest Prime Day ever. With millions of shoppers and thousands of promotions, it’s a key opportunity for brands and sellers to boost visibility and sales. But to truly succeed, you need to understand which deal types are available, how they work, and how to align them with your product strategy.
Here’s your complete overview of the most important Prime Day deal types, how they function, and key seller tips to maximize results.
1. Lightning Deals
Lightning Deals are short, time-limited promotions that typically run for 4 to 6 hours, but can last up to 24 hours, and feature limited inventory. These deals appear on Amazon’s Prime Day deals page and are marked with special badges to attract attention. Because they’re fast and exclusive, they’re great for creating urgency and generating quick sales spikes.
- Available exclusively in Seller Central.
- You must be selected by Amazon to participate, and your product must meet certain performance criteria.
- The timeslot and date are determined by Amazon; you have no control or visibility over the scheduling.
- Amazon typically requires a minimum discount of 10% to 15%, depending on recent pricing history.
- The fee structure has recently changed. You now pay a fee per unit sold instead of a flat submission fee.
- Lightning Deal fees are generally lower than those for Best Deals.
- While exact deadlines vary, submissions are typically due around one and a half months before the event.
2. Best Deals
Best Deals are longer-running promotions that remain active for the entire duration of a major event, such as all of Prime Day or the full 1.5-week Black Friday/Cyber Monday period. These deals are featured on the Deals page and are ideal if you want consistent visibility beyond the short window of a Lightning Deal.
- Available exclusively in Seller Central.
- You must be selected by Amazon to participate, and your product needs to meet specific performance requirements.
- Amazon generally requires a minimum discount of 10% to 15%, depending on whether the product has recently been discounted.
- The fee model is based on a per-unit-sold charge, similar to Lightning Deals.
3. Prime Exclusive Discounts
This option is only available to sellers on Seller Central and targets Amazon Prime members specifically. Your discount must be at least 10% lower than the non-Prime price and will show a “Prime Exclusive” badge on the product detail page (PDP) and in search results.
This is one of the easiest and most cost-effective ways to offer a deal without paying a fee like Lightning or Best Deals require.
4. Coupons (Vouchers)
Coupons are a flexible way to offer €X or % off your products. These appear as a green badge on your product page and in search results. You can use them alongside other promotions, and they’re available through both Vendor and Seller Central.
They’re particularly useful if you want to attract more price-sensitive shoppers and increase conversion rates. Just remember: there’s a small cost to run a coupon (usually €0.50–€1 per redemption + setup fee).
5. Deal of the Day
This is one of the most visible placements on Amazon, but it’s curated by Amazon, meaning you can’t apply for it. If your product is selected, it will be featured prominently on the Amazon homepage for 24 hours.
Getting chosen is based on past performance, price competitiveness, and customer reviews.
6. Top Deal Label
Top Deal” isn’t a standalone deal type, it’s a label Amazon assigns to high-performing Lightning Deals or Best Deals. This badge can give your product increased exposure through premium placements like the homepage or promotional banners.
Top Deals are typically coordinated directly with Amazon, often in the context of Vendor accounts. In many cases, this happens through your Amazon Account Executive, usually available to larger accounts.
While you can’t apply for a Top Deal directly, submitting strong, well-performing promotions can help you qualify. Performance factors like conversion rate, discount depth, and recent sales history all play a role.
7. Price Discount (General)
This is the simplest form of discount: just reduce your price. Unlike other deal types, you choose the products and the run-time yourself, offering full flexibility.
- In many cases, a small deal badge may appear, although visibility is still lower than with Lightning, Best, or Top Deals.
- Amazon typically requires a minimum discount of around 10%–15%, similar to other promotional formats.
While this doesn’t bring the same exposure as other deals, it can still help improve conversion—especially when combined with Sponsored ads.
8. Multi-buy / Bundle Deals
Multi-buy deals give shoppers a discount when they buy more than one of your products (e.g., “10% off the second item”). These show up just below the product price and can be great for upselling or clearing inventory.
They’re easy to set up in both Vendor and Seller Central and work well for items that naturally pair together.
Seller Tips for Prime Day 2025
- Stack your deals:
You can combine coupons with Prime Exclusive Discounts or even run multiple campaigns for different products.
- Use ads to boost visibility:
Sponsored Products and Sponsored Brands can drive more traffic to your deals.
- Track performance in real time:
Watch your inventory levels, ad spend, and conversion rates closely from July 8 to 11.
- Think beyond Prime Day:
Use the momentum from the event to build reviews and run retargeting campaigns after the event ends.
- Check for errors in your deals:
Occasionally, deals may get rejected due to issues like pricing errors or updates to minimum discount thresholds. Regularly reviewing your deal status can help avoid surprises.
- Plan backup deals:
If a Lightning, Best, or Top Deal is not approved or removed, have a fallback promotion, like a Price Discount or Coupon to ensure you're still visible during the event.
Prime Day is more than just a sales spike. It’s a chance to win new customers, boost your ranking, and build momentum for Q4. Choose the right deal types, start preparing now, and make sure your campaigns are ready to go live with enough stock, competitive prices, and eye-catching visuals.
Need help crafting your product listings or setting up campaigns? Reach out and we’ll help you make Prime Day 2025 your biggest yet.
