Amazon sellers are heading into this year’s Prime Day with more confidence than they had a year ago, even as higher costs continue to pressure margins.Earlier this month, Amazon announced that Prime Day will run June 23 through June 26, marking the second year in a row that the company has expanded the event beyond its traditional two-day format.
The sale arrives after a turbulent spring for many merchants, who grappled with a series of Amazon policy changes, new fees and concerns about cash flow. But unlike last year, when tariff uncertainty dominated conversations among sellers, many brands say they now have a clearer picture of their costs heading into one of Amazon’s biggest shopping events.
While higher fuel, logistics and advertising costs continue to pressure margins, sellers say the tariff angst that overshadowed last year’s Prime Day has eased, making it easier to plan promotions and inventory. Some also believe Amazon’s decision to move Prime Day to late June could boost demand for seasonal categories such as outdoor goods. Sellers and consultants told Modern Retail that the mood is generally more positive than it was a year ago.
“People are excited for Prime Day, and people are less pessimistic about Prime Day summer than they were last year,” said Adam Wilkens, founder of Amazon consultancy Dotcom Reps, which advises around 30 merchants. Wilkens said Prime Day is “widely anticipated” among many sellers. Last year, he said, “There was a reluctance or uncertainty around tariffs that is no longer an uncertainty.”
