Prime Day Is Postponed: How to Plan for a Later Prime Day in 2020

In a normal year, we would be in the middle of Prime Day right now. This year, Amazon has confirmed that Prime Day will not happen in July. It is expected later in the year, which likely puts it much closer to the holiday season than ever before.

That changes how sellers should plan. Here is what we suggest doing now, before an official date is announced.

Why a later Prime Day matters

A Prime Day in the fall means two huge sales events, Prime Day and the holidays, could happen within weeks of each other. That affects stock, storage, deals, ad budgets and cash flow all at once.

Plan inventory for two peaks

This is the biggest challenge. FBA has had limits on how much stock sellers can send in this year. If Prime Day lands in October, you may need stock for both events with less time to restock between them.

• Estimate demand for both events and the weeks between.
• Talk to your suppliers now about production timelines.
• Keep an eye on your storage limits and IPI score.
• Have a merchant fulfilled backup ready, as we explained in our post on building a fulfillment backup plan.

Prepare your deals

Choose your deal products early. Pick items with healthy margins, strong reviews and enough stock. Once Amazon opens deal submissions for the new date, slots can fill fast.

Also think about how deep you want to discount for Prime Day if Black Friday is only a few weeks later. You may want to save some offers for the holidays.

Plan your ad budget

Two big events close together means two big spending peaks. Plan your budget for the whole of Q4 now.

• Set aside a budget for the Prime Day lead-in, the event and the days after.
• Keep enough for Black Friday, Cyber Monday and December.
• Expect higher cost per click across the whole period.

Use the extra time

A later Prime Day gives you more time to prepare. Use it for:

• Improving listings, images and Enhanced Brand Content.
• Building awareness with Sponsored Brands and video ads.
• Growing remarketing audiences with Sponsored Display.
• Cleaning up campaigns and cutting wasted spend.

Watch for the announcement

Amazon usually gives sellers a few weeks of notice. When the date is confirmed, move quickly on deal submissions and final inventory shipments.

The bottom line

A later Prime Day means planning for two big peaks close together. Start on inventory and budgets now, prepare deals early and use the extra time to sharpen your listings. If you want help planning your Q4, see our full service account management or request a free audit.

FAQs

When is Prime Day 2020?

Amazon has confirmed it will not be in July this year. A new date is expected later in the year. Watch Seller Central for the announcement.

Should I still send inventory for Prime Day?

Plan for it, but time your shipments with your storage limits in mind. You may need stock for Prime Day and the holidays close together.

How should I budget for a fall Prime Day?

Plan one budget for all of Q4, with money set aside for the Prime Day lead-in, the event, and the holiday peak that follows.