Amazon Preps For July Prime Day, 2nd Event Planned For Fall

Liz Morton ~ Founder
Liz Morton ~ Founder


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Shortly after Amazon Prime Day was officially announced for July 12-13th, sellers have received notice of a second large Prime event slated for October, according to Business Insider.

Amazon Prime Day 2.0? The company is quietly inviting some sellers to a new Prime Day-type sales event that will be held later this year.
The new sales event could provide Amazon a much-needed sales boost as the company is grappling with softer customer demand.

The new sales push is called the Prime Fall Deal Event, according to Amazon messages to sellers, seen by Insider. Amazon is asking sellers to submit special promotion deals for the event, called Lightning Deals, by July 22, one of the messages said. Another message had a deadline of September 2. For those using Amazon's fulfillment service, they have to ship their products by September 12, it said.

"Prime Fall Deal Event is a shopping event," one of the messages said. "Submit recommended Lightning Deals for Prime Fall Deal Event Week for a chance to have your deal selected for Prime Fall Deal Event!" another note said.

Reportedly sellers will be required to offer a discount of at least 20% off their current prices to participate in the Fall event, promotions must match or beat the lowest price since January 1, 2022, and products must have a 3 star or higher rating.


Some sellers are frustrated with the lack of detailed information from Amazon, making it difficult to make informed business decisions about budgeting, inventory and ability to offer promotional deals for this event.

Prime Fall Deal Event
I am seeing the option to set up a lightning deal for “Prime Fall Deal Event”. Of course, the deadline is quickly approaching. Does anyone have any information on this event?

I'll update as more information about the Prime Fall Deal Event becomes available - stay tuned!

If you're an Amazon seller, I'd love to hear your thoughts about participating in Prime Day in July or this new Fall Prime Event - leave a comment below!

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