Amazon Asking Third-Party Merchants to Get Ready For Prime Day

Amazon has sent out an email to third-party merchants providing details how they can participate in the yearly Amazon Prime Day sale.

While the email does not specify an exact date for Prime Day yet, there is wording that suggests the third-party merchant’s deal must be available from “July 9 to Prime Day.”

That would suggest Prime Day is probably slated for the second week in July, which about matches the time period in 2016 and 2017.

UPDATE: Amazon Prime Day 2018 will take place on July 16th – 17th

The email provides specific instructions on how merchants can have their products considered for Prime Day.

Here is The Full Email From Amazon

Prime Day is fast approaching. Pre-approved Lightning Deal recommendations for Prime Day are ready to be accepted.

To accept a Lightning Deal recommendation to be considered for Prime Day:

  1. Sign in to Vendor Central.
  2. Go to Merchandising > Marketing Recommendations.
  3. Review and accept recommendations. It takes just two clicks. (Not all vendors receive recommendations.)

To submit a Lightning Deal to be considered for Prime Day:

  1. Sign in to Vendor Central.
  2. Go to Merchandising > Marketing Recommendations.
  3. Select Create a promotion.
  4. Choose Lightning Deal, and then select the I want Amazon to consider my deal for Prime Day checkbox.

All Lightning Deals must meet the following minimum criteria to be considered for Prime Day:

  • Lightning Deals must have a per-unit funding amount that (1) supports a deal price lower than the lowest price since January 1, 2018, (2) is at least 15% lower than the lowest price in the last 30 days; and (3) provides a discount of at least 20% off the Amazon retail website price on the date of submission.
  • The deal is submitted no later than Thursday, May 31.
  • Only one Lightning Deal per product is submitted using the checkbox option.

If your Lightning Deal is approved by May 31, Amazon will consider your submission for Prime Day and choose a start date between July 9 and Prime Day for your deal. Amazon does not guarantee that your deal will run on Prime Day.

Additional things to keep in mind:

  • As a reminder, you will be charged a base merchandising fee for each Lightning Deal that has a start date on or after June 1st, which means that Lightning Deals that run from July 9 to Prime Day will have this fee. Base Merchandising Fees for the promotion running on Prime Day will be higher than other days leading up to Prime Day. Please note that this fee will not be charged if the Lightning Deal is not surfaced on the Amazon page.
  • To allow Amazon to consider placing purchase orders (POs) at a lower product cost instead of paying per unit sold, select I want Amazon to evaluate my deal and consider placing purchase orders at a reduced promotional cost when you enter your promotion details. Do not select the box if you prefer to pay per unit sold.
  • Amazon retains the right to reschedule or cancel the promotion at any time. If your promotion is not approved within 7 days, it will be cancelled by Amazon.
  • Beginning 14 days prior to the start date of your Lightning Deal and up until 24 hours before the deal goes live, we will notify you if the per-unit funding for your Lightning Deal does not support a low enough price. You can edit and resubmit your promotion with the required funding amount by selecting ‘Edit’ on the promotion’s detail page. If you do not provide the necessary funding, your Lightning Deal will not run. You could receive a notification 24 hours before the start date, so please check your email to ensure that your deal runs.

Will you participate in this year’s Prime Day by offering products on Amazon? Head over to our Facebook Discussion Group or use the comments section below.

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