Prime Day 2025 Is Four Days Long: How to Plan July 8 to 11

Amazon has confirmed Prime Day 2025 for July 8 to 11. For the first time, it runs four days instead of two. More days means more selling time, but it also changes how you pace budgets, stock and deals.

Here is how to plan for a longer Prime Day.

What a four day event changes

• Budgets need pacing. Spending everything in the first 24 hours can leave you invisible on days three and four.
• Stock needs to last longer. Four days of high sales can drain inventory you planned for two.
• Shoppers may wait. Some will browse early and buy later in the event, so remarketing matters more.
• Costs are higher this year because of tariffs, so margins on deals need a careful check.

Before the event

Stock

Plan for four days of event level sales plus the days after. Stay above the low inventory threshold before and after the event. If tariffs have raised your replacement costs, protect stock on products that are expensive to restock. Our post on tariffs and Amazon sellers covers this.

Deals

Choose deals on products with enough margin after this year’s higher costs. You do not need a deal on every product. Focus on items that bring new customers into your brand.

Listings

Make sure top listings answer common questions clearly, since many shoppers now research with Rufus. Our guide on answering Rufus questions explains how.

Campaigns

Clean up wasted search terms, harvest proven keywords and build remarketing audiences in the week before.

During the four days

• Set a daily budget plan. Decide in advance how much to spend each day. Many brands spend more on day one and day four, when urgency is highest.
• Bid up on proven exact match keywords, but review results each morning and adjust.
• Retarget early visitors on days two to four with Sponsored Display.
• Protect your brand with fully funded branded campaigns.
• Watch stock daily. Slow ads on products selling faster than planned.

After the event

• Lower budgets gradually over one to two weeks.
• Retarget shoppers who viewed but did not buy.
• Restock quickly, within your capacity limits.
• Compare results day by day to see how each day performed.

The bottom line

A four day Prime Day rewards pacing. Plan stock for longer, spread your budget across all four days, retarget early browsers and check margins carefully with this year’s costs. If you want help, see our Amazon PPC management service or request a free audit.

FAQs

When is Prime Day 2025?

Prime Day 2025 runs for four days, from July 8 to July 11.

How should I budget for a four day Prime Day?

Plan a daily budget for each day instead of one big number. Many brands spend more on the first and last day, when urgency is highest.

Should I run deals on every product for Prime Day 2025?

No. With higher costs this year, focus deals on products with healthy margins that bring new customers into your brand.