Amazon Prime Day Preparation: Essential Fulfillment and Operational Guide

With Amazon Prime Day approaching in July, PD (Product Development) and operations teams need to prepare thoroughly. This article integrates Prime Day highlights and overall planning, helping teams systematically complete pre-PD preparations.

1. Check Inventory

First, ensure sufficient inventory, especially for best-selling and key products, to avoid out-of-stock issues affecting sales. Also, promptly clear slow-moving stock and ensure that newly stocked products are accurately updated to prevent slow counting or missing items during Prime Day.

2. Store and Listing Review

Review and optimize your store and product listings, including:

• Product detail page titles, images, reviews, and Q&A, ensuring no negative reviews on the homepage.
• Cart, inventory, FBA delivery, brand flagship store, virtual bundles, posts, and brand stores to ensure user experience and conversion rate.

Important reminder: Prime Day DEAL service fees are usually higher than usual, so plan your profit margins carefully to avoid losses.

3. Set Up and Warm Up Promotions Early

Start setting up and warming up Prime Day promotions at least one month in advance to cover the entire promotional cycle.

Reminder: Avoid participating in other promotions with prices lower than Prime Day promotional prices within one month before Prime Day, as this may affect Prime Day’s lowest price requirements.

Also, note that the 30-day lowest price is calculated based on the 30 days prior to the registration of the event. Be sure to check price history to avoid violations or disqualification from the event.

4. Keyword Coverage Check

Check product keyword coverage:

• Identify ASINs with natural rankings and use reverse keyword research to find potential terms.
• Supplement any missing keywords promptly to optimize ad targeting and search visibility.

5. Identify Main ASINs

Focus on ASINs that cover the most keywords, link to competitors, and show steady sales growth.

If an ASIN is recommended by Amazon during Prime Day, submit it early to capture traffic.

If there is an error, refer to the seller platform instructions for troubleshooting:

Path: Seller Central Help > Increase Sales > Amazon Promotions > Troubleshoot Suppressed and Active Promotions.

6. Screen Potential ASINs

For potential new products, pay attention to keyword coverage and long-tail keyword accuracy, and assess opportunities to register for Prime Day events.

Special reminder: ASINs without reviews can prioritize Prime Exclusive Discounts or coupons to participate in Prime Day.

7. Set Advertising Goals

Prime members are the core high-quality users for Prime Day, so make sure to target them in your advertising campaigns.

Main ASIN advertising goals:

• Cover the most keywords, manual targeting to boost rankings.
• Keywords linked to competitor products.

Potential ASIN advertising goals:

• Supplement keywords that main ASINs cannot reach.
• Take advantage of Prime Day site-wide display opportunities to boost traffic.

8. Develop an Advertising Plan

Advertising plans include:

• SP (Sponsored Products): Keyword ads, manual targeting + promotions.
• SB (Sponsored Brands): Increase brand awareness during the promotion.
• SD (Sponsored Display): Targeted ASINs, with SD promotions.

Bidding strategy:

• Use only one promotion per ASIN at a time to avoid overlapping discounts and losses.
• Keep bids stable on existing ads.
• New ads: recommend bid +100% or more to ensure sufficient exposure during Prime Day.
• For activities with low dynamic bid caps, you can also increase bid +100% or more.

FBM Seller Notes:

• Free shipping.
• Order cancellation rate ≤0.5%, order defect rate ≤1.0%, late shipment rate ≤4.0%.
• This basically excludes 95% of FBM sellers, so plan ahead.

9. Other Notes

Prime Day participation eligibility is not related to receiving Amazon emails. If you haven’t received a Deal recommendation, you can still submit discounted prices or Prime Exclusive Discounts to participate in this Prime Day event.

Promotional labels and rules may vary across different sites, so be sure to understand them in advance.

The specific date of Prime Day 2025 has not yet been announced, so please stay tuned for official Amazon notifications.

10. Darwynn Fulfillment Solutions

During Prime Day and other major events, sellers’ biggest concerns are logistics congestion, warehouse delays, and stockouts. Darwynn Fulfillment is your ideal logistics partner at this time:

• ✅ Full network coverage: Darwynn Fulfillment has multiple warehouses in Canada and the US, supporting local warehouses and local delivery, effectively shortening delivery time and improving customer satisfaction.
• ✅ No inbound fees: Darwynn offers a unique advantage of no inbound fees, saving warehousing costs and helping you achieve higher profit margins during Prime Day.
• ✅ Automated system: One-stop API integration, real-time tracking of inventory and shipping status, ensuring safe, timely, and accurate delivery of goods during major events.
• ✅ Flexible B2B and B2C solutions: Support multi-channel, multi-platform integration, helping you efficiently manage multi-site, multi-platform orders during Prime Day.
• ✅ Presale and warm-up bulk warehousing: Darwynn helps you plan and warehouse in advance, avoiding congestion during major events and ensuring products go live on time.

With Darwynn Fulfillment’s professional services, you can not only capture orders on the front end but also achieve efficient delivery on the back end, providing customers with a better experience and earning store praise and repeat purchases.