Prime Day is coming in just a few days, and if you’re still unsure about the latest updates that could impact your eligibility, visibility, or sales during one of the biggest shopping events of the year, then what are you doing? Missing even one critical update could throw off your entire strategy.
Amazon is a fast-moving platform that constantly tweaks its policies, systems, and programs, and sometimes drops big changes just days before key events like Prime Day. For some sellers, these updates won’t make a dent, but for others, it could completely wreck their plans.
That’s why staying updated with every policy shift, program change, and new feature is non-negotiable if you’re serious about winning on Amazon. You can’t afford to be reactive, so you need to be ready.
But don’t worry. This guide is your go-to breakdown of Amazon’s latest Prime Day 2025 seller updates that could impact your sales, visibility, and eligibility. From SFP restrictions to BRB rule changes and a new seller tool, we cover what every seller needs to know before July 8.
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Struggling to make sense of Prime Day 2025 updates? Our Prime Day Planner walks you through all the key changes that could affect your sales.
What’s New for Prime Day 2025?
Prime Day is one of the biggest sales events on Amazon, both for shoppers and sellers. In 2024 alone, over 200 million items were sold during the event.
And this year, sellers have even more to prepare for since Prime Day has been extended into a four-day event, running from July 8 to 11. Amazon also introduced new features like “Today’s Big Deals”, which will showcase daily offers from major brands.
With all these changes, and more still rolling out, it’s getting harder for sellers to keep up. But missing an update could mean missed sales, account issues, or losing visibility during one of the most important weeks of the year.
Breakdown of Amazon Prime Day Updates
There’s a lot that goes into preparing for Prime Day, and for some sellers, it’s easy to lose track of all the changes and deadlines. To make things easier, we’ve laid out the most important updates you need to know, all in one place.
1. SFP Policy Shake-Ups That Could Derail Your Strategy
Just days before Prime Day, Amazon dropped big changes to the Seller Fulfilled Prime (SFP) program effective June 29, 2025. These updates now make it harder for sellers to join or stay in SFP, especially during major sales events.
Amazon says these changes are meant to improve the Prime customer experience, but let’s be real: they also add a lot more pressure for sellers. Here’s what changed this year:
- SFP Trial Limit: You now only get 3 trial attempts per year.
- Quiet Period Rule: If your SFP trial falls near big events like Prime Day or Q4, you can’t graduate even if you meet all metrics.
- Order Volume Requirement: You must ship at least 100 SFP orders/month, and it has to be consistent.
- Order Throttling: If your volume drops, Amazon limits your daily Prime orders.
- Performance Monitoring: Metrics like On-Time Delivery Rate and Valid Tracking Rate are now reviewed weekly, not monthly.
So, if you were hoping to graduate from your SFP trial right before Prime Day, you couldn’t. And if you didn’t hit the 100-order target, your Prime traffic may have been throttled.
2. Brand Referral Bonus Rules for 2025
Amazon’s Brand Referral Bonus (BRB) program lets sellers earn a bonus when they drive off-Amazon traffic that results in sales. You earn a percentage (typically around 10%) of sales when the traffic is tagged through Amazon Attribution and leads to a qualified purchase within 14 days.
But in mid-2025, Amazon updated the BRB Terms & Conditions to crack down on a practice called “double-dipping”. This happens when a brand tries to collect both a BRB and an Amazon Associates commission for the same transaction, which is now strictly prohibited.
If Amazon detects this overlap, they may:
- Deny the BRB payout for the affected transaction.
- Suspend your access to the BRB and/or Associates programs.
- In repeated cases, even suspend related seller or affiliate accounts.
These updates are critical heading into Prime Day 2025, when many brands are running external traffic campaigns, influencer partnerships, and paid ads at the same time. If you’re using Amazon Attribution links for BRB, make sure no one is using affiliate links (like Amazon Associates) to promote the same campaign.
3. Enhance My Listing: Amazon’s AI Tool Built for Sellers
In time for Prime Day 2025, Amazon has officially launched Enhance My Listing (EML). It’s a generative AI-powered tool designed to help sellers quickly optimize existing product listings without hiring a copywriter or spending hours editing.
This tool uses Amazon’s real-time customer search data to recommend new titles, bullet points, descriptions, and missing attributes, all tailored to increase discoverability and conversions. What this tool provides is especially useful during high-traffic events like Prime Day.
| Feature | What It Helps With | Why It Matters for Prime Day |
|---|---|---|
|
AI-Generated Listing Content |
Updates titles, bullet points, and descriptions based on current search trends. |
Keeps listings relevant and optimized just before the Prime Day rush. |
|
Real-Time Suggestions |
Highlights missing attributes and new keyword opportunities. |
Increases listing quality. Amazon reports up to 40% improvements. |
|
One-Click Updates |
Accept, edit, or decline suggestions easily inside Seller Central. |
Saves time, since more listings are updated in less time. |
EML is Amazon’s way of handing sellers a fast, effective solution to keep up with fast-changing trends, especially critical when Prime Day traffic is peaking. If you haven’t tried it yet, now is the time to see how much of a difference it can make.
4. What Sellers Need to Know About “Today’s Big Deals”
Amazon has a new promotion type for Prime Day 2025 called “Today’s Big Deals”, which are daily, curated offers that refresh every midnight. These high-visibility promos prioritize products with 40%+ discounts and give them exclusive badges and featured placement.
This adds a new layer of urgency and complexity to Prime Day promotions. Sellers can no longer just rely on basic deals; they need sharp timing and strategic execution.
To get featured, your product must align with the daily themes and have strong fundamentals like competitive pricing, clean listings, and solid reviews. Think beyond your category, consider when and why shoppers are most likely to buy.
The smartest brands are now using past Prime Day data to anticipate traffic spikes by category. Planning inventory and ad strategies around those patterns could be the key to getting picked for “Today’s Big Deals”.
Be Prime Day-Ready
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FAQs About Prime Day Seller Updates
Stay Ahead or Get Left Behind
Selling on Amazon is a battlefield, especially when the stakes are high and the traffic is massive. Staying informed isn’t optional anymore, especially during crucial events like Prime Day, where every decision can impact your bottom line.
With this article, we hope you now have a clearer grasp of what’s new, what’s changing, and what you need to act on. Don’t let last-minute updates catch you off guard, and use this info to stay sharp and make the most of Prime Day 2025.
Need help handling Prime Day changes? Reach out to our full-service Amazon agency and let our experts assist you!
Crack the Prime Day Code
Prime Day 2025 is full of new rules, surprise features, and make-or-break changes. Don’t guess your way through it; get clear, tactical guidance now.
