Amazon Prime Day email calendar.
You do not need to run a Prime Day sale, but you do need a plan for it. Watch for the announced dates, decide whether to compete, counter programme or stay quiet, and brief your list early so your best customers hear from you before the marketplace does.
Key dates
- Set by Amazon each year and announced in advance, usually in the summer
Last reviewed 12 October 2026. Dates are calculated from the rule for the day, so they stay correct each year.
Why it matters.
Amazon announces the dates itself and they change each year, so this page gives you a method instead of a fixed date. Check the announcement and then count back with the plan below.
Shoppers are primed to hunt for deals in that window, which creates room for brands that offer something different, such as service, fit or a small exclusive, rather than matching a marketplace discount line for line.
Send plan.
1. Date announced
Decide whether to compete, counter programme or hold. Write the decision down.
2. 10 days before
Send a heads up to VIPs with your own offer or a clear reason to buy direct.
3. 2 days before
Send the main email to the engaged list.
4. During the event
Send one message, at most, to people who have not opened the last two emails.
5. 3 days after
Send a recap and a thank you, and look at the effect on repeat orders.
Before you send.
- Check Amazon's announcement for the dates, and note when they were published.
- Decide in writing whether you will compete, counter programme or hold.
- Prepare a direct buying reason, such as service, fit or exclusivity.
- Check that your site can handle a spike if you plan a sale.
- Prepare a thank you email for repeat customers whatever you decide.
Segments to use.
- VIP and repeat customers, who are most likely to prefer buying direct
- Customers who have previously bought on a marketplace
- Subscribers who have clicked on deals but not bought
Subject line ideas.
- Why buying direct is worth it this week
- Your early look, before the crowds
- A small offer you will not see elsewhere
- Thanks for staying with us
More in the sale and promotion subject line library.
Common mistakes.
- Trying to match marketplace prices and eroding margin
- Sending too many emails during the event and driving unsubscribes
- Not telling VIPs in advance
This is a planning structure, not a promise of results. Your offer, stock, list and shipping options decide what is right, so test and adjust.
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