Amazon Prime Day 2027: Dates and Checklist for Sellers

Key Takeaways

2027 date: still open as of October 14, 2026. Based on past years, Amazon names the exact days about three weeks before the start.
2026: Prime Day ran from June 23 to 26, in June for the first time and over four days for the second time.
Deadline rule of thumb: early bird about eight to nine weeks before, FBA inbound about four weeks, deal cutoff about two weeks. This puts the first deadlines before the date announcement.
Planning: align inventory and deals with the earliest plausible date, mid-June.
Q4 comes first: Black Friday Week runs from November 19 to 30, 2026, with all deadlines in the Black Friday checklist.

Amazon has not announced the dates for Prime Day 2027 yet, and that is normal. From 2023 to 2026, the announcement of the exact days came 21 to 22 days before the start each year. The most important seller deadlines, however, fall four to nine weeks before the event. If you wait for the date, you start too late.

This guide sorts out what is certain from previous years, which deadlines you should expect for 2027 and how to build your preparation on a 12-week grid. As soon as Amazon names the dates, we will add them here.

Amazon's announcement for 2026: Prime Day ran from June 23 to 26. Source: Amazon

When is Prime Day 2027?

Prime Day is Amazon's big summer event for Prime members. For 2027, Amazon has given neither a date nor a month. Countdown sites that already name an exact date have no source for it. The only reliable reference is the pattern of previous years:

Year	Dates	Duration	Announcement of the days
2023	July 11 and 12	2 days	June 20, 21 days before
2024	July 16 and 17	2 days	June 25, 21 days before
2025	July 8 to 11	4 days	June 16, 22 days before
2026	June 23 to 26	4 days	June 2 in Europe, 21 days before

In 2026, Amazon announced in two stages: on April 29, the company named only the month of June, and the exact days followed on June 1 in the US and on June 2 in Europe. Händlerbund wrote at the time that sellers had little time to prepare. For 2027, this means: expect an event between mid-June and mid-July, very likely spread over several days again, and plan for the earliest date.

Prime Day 2026 recap

Prime Day 2026 ran from June 23 to 26, in Europe from 00:01 on the first day, in 22 countries according to Amazon's press release. What the numbers show:

No tally from Amazon: Unlike in 2025, Amazon published no record announcement and no sales or unit figures after the event. CEO Andy Jassy said on the quarterly earnings call that more than 80 percent of the deals had been at the lowest price of the year and that hundreds of thousands of items had been discounted by 40 percent or more
US online retail: Over the four days, US consumers spent 26.4 billion dollars online according to Adobe, 9.3 percent more than on Prime Day 2025. The figure covers all online retailers, not just Amazon
Less per household: According to Numerator, US households spent an average of 143 dollars at Amazon, 8.3 percent less than the previous year
Germany: Amazon names fashion, home, and health and personal care as top categories, without volumes or sales figures

Sellers can draw one lesson from this: more days and more deals spread demand. If you want to stand out in 2027, you need a sharp ASIN selection and deal prices that still pay off after all fees, rather than as many deals as possible.

The deadlines: what to expect for 2027

The seller deadlines for amazon.de appear in Seller Central once you are logged in and rarely become public. The documented 2026 deadlines work as planning benchmarks, from two events on amazon.de and Prime Day in the US:

Deadline	Prime Big Deal Days 2026, amazon.de	Black Friday Week 2026, amazon.de	Prime Day 2026, US
Early bird for the deal fee	August 5, 62 days before	September 5, 75 days before	April 30, 54 days before
FBA inbound	September 9, 27 days before	October 21, 29 days before	May 27, 27 days before
Deal submission	September 23, 13 days before	November 18, 1 day before	June 9, 14 days before

This gives you a rule of thumb: early bird eight to nine weeks before the event, FBA inbound about four weeks, deal cutoff about two weeks. If Prime Day 2027 fell in late June as in 2026, the early-bird phase would end in late April and inbound in late May, both before the exact days are announced. The binding dates are the ones Seller Central shows for your marketplace.

The 12-week checklist for Prime Day 2027

The grid applies to every Prime event. Count the weeks back from the earliest plausible start date, not from the day of the announcement.

12 weeks before: plan inventory

Inventory is the most critical factor. If you sell out on an event day, you lose the sales and the organic ranking that will be missing in the weeks after.

Estimate demand from your own data: Take your daily sales of the last 30 days and the multiplier your event data from Prime Day 2026, Prime Big Deal Days and Black Friday Week shows. Plan for four event days, not two
Order replenishment with a buffer: The inbound deadline is about four weeks before the event. Schedule production, ocean freight and receiving ahead of that date
Secure storage capacity: A low IPI score limits your capacity. Clear slow-moving inventory in good time, details in the IPI score guide

8 to 9 weeks before: select deals

The early-bird phase saves part of the upfront deal fee. In 2026, the deal fee for events on amazon.de was 16 euros per promotion plus 0.75 percent of promotional sales, with the variable part capped at 1,000 euros, and a 30 percent discount on the upfront fee for early submission.

Choose ASINs by sales and margin: products with steady sales and enough margin after the discount, fees and higher click costs
Check your review base: Deal traffic converts poorly when reviews are missing. Use the Vine program for new products now, more on this in the guide to building reviews
Keep an eye on price history: Discounts are measured against the lowest price of the last 30 days. Plan which prices may be live in the 30 days before the event

Which formats exist and what they require is covered in the guide to deals, coupons and promotions.

6 to 8 weeks before: finish your listings

Check main images: high resolution, click-worthy, compliant. Compare alternatives beforehand with an A/B test
Title, bullet points and A+ Content: structure them so that customers and Amazon's AI assistant Rufus get questions about the product answered directly
Wrap up changes: Finish everything you still want to change on the listing by two weeks before the event to avoid approval delays on the event days

4 weeks before: inbound and PPC ramp-up

Get the last FBA shipment checked in: Anything that arrives after the deadline may sell without the Prime badge on the event day
Clean up and test campaigns: Set up new campaigns now while click costs are normal
Raise budgets in stages: The goal is visibility before the event, not only during it. How to steer budgets via TACoS is covered in the Amazon PPC strategy guide

2 weeks before: deal cutoff

Submit your last deals: Submission closes about two weeks before the event. If you submit earlier, you have time for corrections in case Amazon rejects a deal
Prepare brand defense: Competitors bid more heavily on your brand keywords on event days. Ramp up defensive campaigns before the start

Event days

Monitor budgets: check every two to three hours so that no campaign runs out before the end of the day. A budget-capped campaign no longer responds to bid increases
Watch inventory per deal ASIN: If a deal runs dry, shift budget to other ASINs rather than buying clicks for a sold-out product

After the event

Reset bids: If you leave the event settings in place, you pay event prices for normal traffic
Start retargeting: Use display ads, formerly Sponsored Display, to win back visitors who did not buy while their purchase intent is fresh. More on this in the guide to display advertising
Request reviews and evaluate: Trigger review requests for all event orders, evaluate ASINs, keywords and deal formats for the fall event

Common Prime Day mistakes

Waiting for the announcement: The early-bird phase and the inbound deadline come before the day Amazon names the dates
Planning for two days: Since 2025, Prime Day has lasted four days. Inventory and budget for two days are not enough
Submitting too many ASINs: Every promotion costs an upfront fee plus a variable fee. Deals without sales or without a review base burn budget
Cutting prices shortly before the event: Every price cut in the 30 days before lowers the reference price for your deal
Leaving bids in place after the event: Otherwise the week after costs event prices without event demand

Until then: the holiday season comes first

Before Prime Day 2027 comes the most important quarter of the year. Black Friday Week runs from November 19 to 30, 2026, FBA inbound for amazon.de ends on October 21 and deal submission on November 18. You will find all dates and the PPC plan in the Black Friday checklist. How the 2026 fall event went and what it means for November is covered in the Prime Big Deal Days checklist.

Conclusion

Prime Day 2027 has no date yet, and it will only get one about three weeks before. Preparation therefore starts without a date: plan inventory twelve weeks before, select deals by the early-bird phase eight to nine weeks before, and complete inbound about four weeks before. If you count back from the earliest plausible date in mid-June, you are prepared even if Amazon announces on short notice again. If you want to hand off PPC management over the event days, our Amazon PPC agency page shows how we set it up.

Sources

Frequently Asked Questions

When is Amazon Prime Day 2027?

Amazon has not announced the dates for Prime Day 2027 yet, as of October 2026. From 2023 to 2026, the exact days were announced 21 to 22 days before the start each year. In 2026, Amazon first named only the month of June in late April, then the days from June 23 to 26 in early June.

Will Prime Day 2027 take place in June again?

Amazon has made no statement on this. In 2026, the event took place in June for the first time, after running in July from 2023 to 2025. Sites that already name an exact date for 2027 have no source for it. So plan for a window from mid-June to mid-July and align your preparation with the earliest date.

How long does Prime Day last?

Four days since 2025: in 2025 it ran from July 8 to 11, in 2026 from June 23 to 26. Until 2024 it lasted two days, most recently July 16 and 17, 2024. In Europe, the event starts at 00:01 on the first day, and the deals are reserved for Prime members.

When does FBA inventory need to be in the warehouse for Prime Day?

Amazon shows the deadline for amazon.de in Seller Central, and it rarely becomes public. The 2026 events are a useful planning benchmark: for Prime Big Deal Days, the inbound deadline on amazon.de was 27 days before the start, for Black Friday Week 29 days. For Prime Day 2027, plan on about four weeks of lead time.

When do I need to submit Prime Day deals?

The date in Seller Central is binding. For Prime Big Deal Days 2026, submission on amazon.de closed 13 days before the start, and the early-bird discount on the upfront fee applied until nine weeks before. So if you want to save on the fee, your deal selection needs to be final about two months before the event.

Amazon Prime Day 2027: Dates, Deadlines and Seller Checklist