Sellers, submit your coupons and Prime Exclusives now for Prime Day 2020

26 June, 2020
2 minute read

When is Prime Day 2020? It’s nearing July, and Prime Day dates for this year still have not been announced, according to Amazon. However, Amazon is alerting sellers that Prime Exclusive Discounts must be submitted by September 25. While coupon entries for Prime Day lead-up and Prime Day must be in by August 28. The date range for coupons suggests an October event:

Amazon Prime Day 2020 Dates

Coupon eligibility

According to Amazon, top coupons targeted to Amazon Prime members will be eligible to receive special merchandising for Prime Day lead-up and Prime Day.

To be eligible for consideration:

  • Customer segment targeting must be set to Amazon Prime ASIN(s)
  • Must be Prime eligible
  • Must have a 20% off or great discount (This doesn’t mean hike up the price right before and then drop it 20%. Bad actors will be removed from eligibility.)

Entering offensive words, discount percentages, or referring to specific events such as Prime Day in coupon titles is prohibited. Failure to comply with these rules may result in your coupon being deactivated by Amazon.

Prime Exclusive Discounts

Prime Exclusive Discounts were first launched in 2019. The sourcing deadline for Prime Exclusive Discounts is September 25. These can be submitted in Seller Central.

A PED is a price discount that is widely used across all nationally Prime shipping eligible FBA products and is exclusive to Prime members. When a PED is present, it displays strike-through pricing. On Prime Day, Prime Exclusive Discounts will display Prime Day Deals badge. There is no fee to participate, no wait period and they improve customer experience, enhance discoverability and incentivise suppliers to create Prime prices. Also, there are no limited spots for Prime Day 2020.

What criteria is needed to be considered?

  • Nationally Prime Shipping Eligible FBA Item
  • Rating of 3.5 stars or above or no reviews
  • 20% off current price
  • Beats ASIN level Lowest Price in Past 30 Days by 5%
  • At least 4-star seller rating when seller rating is available

Other discount types

Submission dates for Lightning Deal and 7-Day deals for Prime Day 2020 have not been confirmed. Recommended dates for currently submitted deals are July 6 to August 30, and while there has been nebulous mention of Prime Day submissions, nothing concrete has been established.

Keep an eye on your Deals dashboard in Seller Central for upcoming events and eligible ASINs. Once you submit a deal, the date and time of your deal will be revealed at least one week before the deal runs. Deals selected for events will also say the name of the event, along with the exact run dates.

Prime Day speculation

With changing and unconfirmed dates, we can only speculate on Prime Day 2020 at this point. Economic and other unforeseen factors (such as warehouse deliveries) due to the COVID-19 pandemic have thrown the whole event into question. If Prime Day 2020 is now pushed as late as October, it may not even make sense for Amazon to run such an event, given how close this is to Black Friday/Cyber Monday and the holiday shopping period. If you need assistance setting up your promotional calendar, or running deals and coupons at any time of the year, eCommerce Nurse can help. Contact us for more information.

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Katy Luxem

Katy Luxem

Katy Luxem is the senior content manager for eCommerce Nurse and Vendor Society. She has worked for Amazon in both Seattle and London, delivering results for multiple different teams and product lines across the U.S. and Europe. Katy's experience is centered on making sure customers have a best-in-class experience. She enjoys helping businesses and brands succeed and grow with next-level content.

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