Amazon sellers are feeling better about Prime Day, but they’re still watching 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.
“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.”
Amazon sellers feel better about Prime Day, are watching margins