Four days, no receipts.
Amazon is calling its first-ever four-day Prime Day a record-breaking success, but conveniently left out the actual numbers. It's the longest Prime Day yet, and sure, it felt big... but without data, who's to say?
Anyone else curious what they're not telling us?
- Amazon claims ‘record’ Prime Day—no numbers though 😅
- Sellers are scaling fast on Walmart 🚀
- New look for the FBA Inventory page
- Taking a break? Protect your account first 🛡️
AMAZON NEWS
If you’ve noticed something funky in your FBA inventory numbers lately, it’s not you—it’s Amazon.
The retail giant just reworked how inventory shows up on the FBA Inventory page, and while it’s meant to make things more accurate, it can also confuse you a little.
🔄 What’s changed
According to Seller Central, the Inventory overview column now replaces “Available” with “On-hand,” which includes both Available and fulfillment center (FC) transfer units—since both are actually purchasable.
- On-hand = Available + FC transfer
- Reserved = FC processing + customer orders (no more FC transfer)
That means FC transfer units are now out of Reserved and rolled into On-hand, giving a clearer view of what’s ready to ship—at least on your dashboard.
🧠 Avoid confusion
Reports won’t catch up until mid-2026, so expect mismatches between the Inventory page and your downloadable reports. No action required, but don’t let it throw off your forecasting.
Just remember: reports still show FC transfer units as Reserved, even though they’re now considered sellable on the dashboard.
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BITES OF THE WEEK
- Made Easier: Enrolling in Brand Registry is more efficient with the new detailed Registry Application Guide.
- Skill Check: Amazon now requires some employees to prove they're AI-proficient before they're promoted.
- Registration Open: Amazon Accelerate 2025 is on September 16-18 in Seattle—just 2 months away!
- Predicting AI’s Future: 2025 AI Advancements are coming, and your marketing team should strategize for it.
HOT TOPIC
Amazon reports ‘record’ Prime Day sales but offers no data
Ten years in, Amazon’s Prime Day is still going strong and stretching longer. The 2025 event ran four full days—its longest ever—and naturally, Amazon says it broke records. 😅
But according to Retail Dive, they didn’t actually share the numbers. It actually skipped the number of items sold. Classic.
So… third-party data to the rescue.
📊 What their data says
- Momentum Commerce
- Rough start: Day 1 sales were down 41% compared to 2024
- Bounce back: Days 3 and 4 brought stronger year-over-year demand
- Total growth: Up 4.9% over 2024’s Prime Day plus the 2 follow-up days
- Numerator
- Cart size: The average order was $53.34—indicating shoppers prioritized essentials over splurges
- Adobe
- BNPL on the rise: Buy now, pay later made up 8.1% of orders (vs. 7.4% in 2024)
- Total online spend: U.S. retailers raked in $24.1B during the event—beating projections by $300M
💸 What it really means
Sure, Amazon’s waving the “record” banner—but given the extra days, anything less would’ve been a letdown.
Bottom line: 2025 wasn’t a sales explosion—it was a calculated shift. The new Prime Day formula seems to be about spreading out volume, pushing ads longer, and catering to cost-conscious shoppers.
SELLER REFRESHER
How to protect your account while you're on vacation
Amazon just dropped a gentle reminder that Vacation Mode isn’t optional if you're stepping away from your seller account—even for a few days.
According to Seller Central, skipping it could put your account health on the line.
✈️ Vacation mode: ON
Turning it on hides your seller-fulfilled listings from search results and product pages—so no surprise orders show up.
If you forget to enable it, those missed shipments can hit you where it hurts:
- Late shipment rate
- Valid tracking rate
- Order defect rate
- Pre-fulfillment cancellation rate
Basically, all the metrics that make Amazon cranky.
🏖️ How to unplug
Here's how to make your break official:
- Go to Store status and vacation settings
- Click Edit
- Toggle your store status to On vacation
Now you can step away—with no surprises, no stress, and no metrics in meltdown.
