Fall Prime Isn’t Prime Day

Prime Big Deal Days came and went. If you looked at the numbers, it probably wasn’t the headline-maker some expected.

Most brands saw a 20–30% lift compared to a normal day. A few hit 50%. That’s solid, but it’s not the fireworks of July’s Prime Day. And that’s fine.

A Different Kind of Win

This event isn’t about record-breaking sales. It’s about testing and pacing.
You don’t need to crush October to win Q4. You need to make smart moves that don’t cost you your Black Friday margins later.

Amazon looks at your lowest price over the last 60–90 days when it decides if you qualify for Black Friday or Cyber Monday deals. If you discounted too much in October, you’ll need to go even lower to qualify later, often by another 20%.

That’s a painful place to be.

Don’t Let the Discount Bite You

If you’re planning big holiday promos, make sure Fall Prime doesn’t box you in.

• Keep your discounts reasonable.

• Watch your pricing history.

• Don’t let short-term wins undercut long-term plans.

“It can come back and bite you in the ass if you’re overly aggressive and not thinking about the future-leaning strategy.” - Michael Maher

The Real Move

Fall Prime isn’t a sequel. It’s a warm-up. It helps you stress-test inventory, confirm logistics, and prep listings for the real chaos ahead.

Think of it as a dress rehearsal that tells you if your system’s ready for showtime.