Amazon drops the longest Prime Day ever and it starts July 8

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The countdown is on, and Prime Day isn’t just a sales event—it’s the ecommerce Super Bowl. Brands are betting big, ad costs are creeping up, and inventory strategies are getting surgical. From last-minute listings to algorithm warfare, it’s go time for anyone playing in the arena. 

You in this year, or sitting it out?

• Amazon drops longest Prime Day ever 🛍️
• Walmart’s summer surge is here ☀️
• TikTok Shop flop sparks China-led takeover 🇨🇳
• FBA storage slashed before Prime Day 📦

BIG IDEA

Mark your calendars: Prime Day 2025 is locked in for July 8–11. Yep, for the first time ever, it spans a full four days. That’s double the shopping window, and double the chance to drive traffic, test pricing, and move inventory. 

If you’re prepared, it’s more than a sale. It’s a strategic sandbox.

📦 What’s new this year

• Today’s Big Deals. Amazon's new daily drop feature is a curated blitz of top-brand offers—think Samsung, Kiehl’s, Levi’s.

• What it means: High shopper intent and high conversion if you’re in the mix.

• Wider deal net. From snacks to splurges, the deal spectrum is broader than ever.
  • What it means: If you’ve got catalog variety, use it.
• School season kickoff. Amazon’s leaning into back-to-school with tech from $15 and up to 40% off supplies.
  • What it means: Prime Day 2025 is an ideal timing for sellers in school-related categories to lean in. 🎒

🤖 Made for the Buy Box

Amazon’s not just launching deals, they’re layering in AI to drive smarter, faster shopper decisions. Here’s how that helps you:

• Ask Rufus: Shoppers are now using Amazon’s AI assistant to find deals by timing and interest. If your product hits those queries? You’re in the zone.
• Custom prompts: Searches like “best skincare under $50” pull tailored results. Make sure your listings are optimized to match.
• AI shopping guides: If you're highly rated, well-priced, and relevant, you're more likely to land in front of buyers who are ready to click.

Four days of intent-driven traffic means four days of opportunity. Nail your timing, pricing, and positioning, and let the algorithm do some heavy lifting. 🫴

TOGETHER WITH WALMART MARKETPLACE

Walmart now lets you save big and sell bigger

Millions of shoppers turn to Walmart.com every summer for travel must-haves, outdoor essentials and seasonal gear

NexGrill, an outdoor cooking and heating brand that joined Walmart Marketplace in 2022. With access to millions of customers, zero monthly fees, and powerful eCommerce tools, they grew from a small startup to a global brand in just two years. Today, they’re a Pro Seller with nearly triple the SKUs and a 200% YOY revenue increase. 

Now’s your chance to follow their lead, and as a new seller you’re eligible to save up to $75,000 in New-Seller Savings, Walmart’s incentive program going on now.  

It’s their biggest offer ever and includes: 

• Up to 75% off base referral fees*  
• Up to 50% off storage fees and 25% off fulfillment fees** (a $2K value)  
• $1K in advertising credits with Walmart Connect***  

Don’t wait—New Seller Savings runs through January 31, 2026, but the sooner you start, the more you can save. List your products now and make this your biggest summer yet.

*Conditions apply.

Join Walmart Marketplace today.

BITES OF THE WEEK

• Seller Alert: Amazon finally announced Prime Day dates — July 8-11— the longest Prime ever!
• TikTok’s Demographic: Know the specific statistics of TikTok's demographic of almost 1 billion unique visitors.
• Stable Staples: Walmart has lowered the prices of hundreds of staple items to combat the rising living costs.
• Beauty Problems: Beauty brands are scrambling to balance rising prices and shoppers on a budget.

TRENDING TOPIC

TikTok Shop's failure sparks China-led corporate takeover

ByteDance is shaking up TikTok Shop’s leadership—again.

According to TechNode, the company is replacing Seattle-based execs with China-based veterans after US sales fell far short of expectations.

🛋️ Power shift across the pacific

But why? Well, the ecommerce arm aimed for $17.5B in GMV this year but only landed around $9B. So, ByteDance is sending in veterans from Douyin (China’s TikTok) to help. 

• New leadership flew in. Mu Qing, ex-head of Douyin ecommerce, now leads TikTok Shop US with six other China-based execs.
• Language flipped: Meetings and internal docs at the Seattle HQ are increasingly Mandarin-first, forcing many English-speaking staff to rely on translations. 🇨🇳
• Mass exits: Over 100 employees have already left due to culture clashes and strategy confusion.

📉 Big ambitions, bigger barriers

TikTok Shop's goal of recreating China’s livestream commerce success in the US is clashing with reality:

• Shoppers browse, don’t buy. US users prefer passive content to purchasing in-app.
• Ban anxiety. With a divest-or-ban deadline looming, many sellers are hesitant to invest long-term.
• Data drama redux. Despite "Project Texas," ByteDance is back in talks with regulators to resolve lingering US-China data concerns. ⚖️

🥢 Douyin or doing too much?

Bringing in Douyin veterans might streamline operations, but it also risks alienating US teams and sellers already wary of TikTok’s stability. 

For Amazon and multichannel sellers, it’s a reminder: don’t build your business on hype. Diversify, stay nimble, and keep your eyes on the long game.

AMAZON NEWS

Amazon slashes FBA storage weeks before Prime Day

It’s Prime Day season again! If you’re planning to go big, better check your FBA limits first. 

eFulfillment Service reported that Amazon reduced storage allowances for June to July 2025—leaving sellers scrambling just as the shopping surge begins.

⏳ The 5-month squeeze

This isn’t just a policy tweak, it’s a capacity clampdown:

• Account-wide caps: You’re now limited to five months of projected sales for total FBA inventory.
• ASIN-level restrictions: Even if you have room, specific SKUs may get blocked from restock. 📦
• Performance-based access: Your IPI, aged inventory, and sell-through rate decide how much space you actually get.
• No overage fees: But also, no mercy—once you're at the cap, Amazon blocks further inbound shipments.

Amazon says it’s all about avoiding warehouse gridlock. But the timing? Rough.

• Overstock backlash: Sellers over-shipped this spring, clogging FCs with slow movers.
• Efficiency over volume: Amazon wants faster turnover, not fuller shelves. Only what sells gets space.
• Bad timing for sellers: This hits right as inventory builds ramp up for Prime Day and back-to-school.

🧮 Capacity math or mayhem?

Between account caps and ASIN-level restock limits, FBA prep just became a high-stakes numbers game. But if you watch your metrics, time your shipments, and prioritize proven winners, you can still crush Prime Day.

Just don’t wait. When the warehouse says "full," it means it.