Amazon Holiday 2025: Key Deadlines and Promotions
Amazon has opened submissions for its biggest Q4 events, Prime Big Deal Days, Black Friday Week, and Cyber Monday, and released the deadlines and requirements sellers need to know.
Promotions Available
- Best Deals: 15% minimum discount, $1,000 fee. Submissions close September 12 (Prime Big Deal Days) and October 28 (BFCM).
- Lightning Deals: 20% minimum discount, $500 fee. Same deadlines as Best Deals.
- Prime Exclusive Discounts (PED): 15% minimum discount, $100 fee for Prime Big Deal Days, $245 fee for BFCM. Submissions now open.
- Coupons: 5% minimum discount, $5 setup fee, plus 2.5% of coupon sales. Submissions will open when event dates are announced.
Inventory Cut-Offs
- Prime Big Deal Days: AWD by August 29, FBA by September 10–19
- Black Friday/Cyber Monday: AWD by October 9, FBA by October 20–30
Other Notes
- Amazon is enforcing 7-day delivery windows on shipments starting August 18 to speed up processing
- Holiday peak fulfillment fees will run from October 15, 2025, through January 14, 2026, at the same rates as last year
- Sellers can use Capacity Manager or Amazon Warehousing and Distribution (AWD) to manage extra space
Why it matters
Amazon is setting the stage for what it expects to be its biggest Q4 yet. Brands that want to maximize visibility should plan promotions now and lock in inventory shipments well before deadlines to avoid delays.
Walmart Waives Q4 Storage Fees to Attract Sellers
Walmart is giving sellers a big break heading into peak season: they’re waiving storage fees for October through December. This holiday push is designed to keep more inventory flowing into Walmart fulfillment centers and give sellers added incentive to stock deep for Q4.
Normally, storage fees in Q4 can be a pain point—especially for sellers carrying bulky or slower-moving items. By removing those costs, Walmart is signaling two things: they want aggressive inventory levels to meet demand, and they’re willing to cut into their own margins to make it happen.
What this means for sellers:
- Cheaper to stock up: With no storage penalties, you can send in more units without worrying about monthly fees eating into margins.
- Competitive positioning: This levels the playing field against Amazon, where Q4 storage and peak fees continue to climb.
- Holiday readiness: Expect Walmart to lean harder on sellers for faster shipping and promotional participation, since they’re absorbing this cost.
The key takeaway here is simple: Walmart is trying to lure sellers into prioritizing their marketplace during the holidays. If you’ve been on the fence about investing in Walmart inventory, Q4 2025 just got a lot more attractive.
Walmart Rolls Out New and Improved Repricer
Walmart has redesigned its automated pricing tool, Repricer, with a cleaner interface and added features aimed at helping sellers stay competitive and win more Buy Box share.
The new Repricer gives sellers more control over pricing strategies while simplifying setup. Key updates include:
- Streamlined workflow that cuts down the time it takes to configure pricing rules.
- Smarter automation that adjusts prices in real time against competitors.
- More customization for setting floor and ceiling prices, margin protection, and strategy testing.
Why it matters: Pricing can make or break Buy Box placement on Walmart, and the platform has been steadily investing in tools to help sellers compete. With this redesign, Walmart is signaling they want repricing to be accessible not just to enterprise-level brands but also to mid-sized and emerging sellers.
For operators juggling both Amazon and Walmart, it’s worth noting that Walmart’s repricer now feels closer to what sellers are accustomed to on Amazon—but with Walmart-specific flexibility built in.
Walmart Adds New Workflow Tools for WFS Shipments
Walmart is making it easier to send inventory into Walmart Fulfillment Services (WFS) with a redesigned workflow and new tools to cut down prep time.
The updated process now allows sellers to:
- Create reusable packing templates for recurring shipment types.
- Save shipping plans as drafts, so you can edit and finalize later.
- Track shipments more easily with a new Shipping Plans page showing delivery and receiving status.
- Tap into API integrations to manage the entire process with these new features built in.
Why it matters: Managing inbound shipments has long been a pain point for sellers using Walmart’s fulfillment network. These upgrades give operators more flexibility and visibility, aligning WFS a little closer to Amazon FBA’s shipment creation experience.
For sellers scaling up Q4 inventory, these tools should mean less friction, fewer errors, and faster turnarounds in getting products stocked and buy-box ready.
Walmart Publishes New Guide on Marketplace Reviews
Walmart has released an updated guide to help sellers better understand how reviews work on the marketplace and what actions they can (and can’t) take to manage them.
The guide breaks down:
- How reviews are collected – from verified buyers, third-party review syndication, and Walmart programs like Review Accelerator.
- What sellers can and cannot do – for example, sellers cannot remove negative reviews but can report violations if feedback breaks Walmart’s policies.
- Best practices – including how to encourage reviews through great service, post-purchase engagement, and eligible review programs.
Why it matters: Reviews are a key trust signal on Walmart, often influencing Buy Box placement and conversion rates. Unlike Amazon, Walmart’s review ecosystem is still maturing, and this guide gives sellers a clearer playbook for building social proof without crossing compliance lines.
For operators already investing in reputation management on Amazon, this is a good reminder to apply the same discipline to Walmart. Review velocity, credibility, and balance between positive and critical feedback, all directly impact how customers shop on the platform.
FBA Inventory Planning for Holiday 2025
Amazon’s Peak Readiness Guide is out, and the biggest theme is clear: manage your FBA inventory early and aggressively if you want to win this Q4.
Key FBA Cutoffs
- Prime Big Deal Days: Inventory must arrive by September 10–19
- Black Friday/Cyber Monday: Inventory must arrive by October 20–30
- AWD option: Send bulk inventory to Amazon Warehousing & Distribution (AWD) by August 29 for Prime Big Deal Days and October 9 for Black Friday/Cyber Monday, then let Amazon auto-replenish to FBA as needed
Best Practices from Amazon
- Ship early: August and September are the sweet spot—waiting until October is risky
- Hit delivery windows: Amazon now enforces 7-day windows, with on-time shipments getting priority processing
- Consolidate deals inventory: Pack promotional items together so they’re processed faster
- Maximize units per box: Reduces splits and helps inventory go live sooner
- Track shipment health: Use Shipment Performance dashboards and provide accurate box content to avoid delays and extra fees
Stock Management Tips
- Maintain 4–6 weeks of cover before each deal event to avoid low-inventory fees
- Keep at least 28 days of stock on hand after events for post-deal momentum
- Use Capacity Monitor and Capacity Manager to ensure you don’t run out of space
- AWD is a safety net—no peak storage fees and inventory sent from AWD doesn’t count against FBA limits
Why it matters
Every year, sellers lose Q4 sales because they ship too late or underestimate how strict Amazon is with receiving. This year, Amazon is giving sellers the playbook upfront: ship early, stay in stock, and lean on AWD to protect your margins.
Amazon Expands Vine to Heavy and Bulky Items
Amazon just made it easier for sellers of large products to build review momentum. Heavy and bulky FBA items can now be enrolled in Amazon Vine, giving brands a new way to generate early reviews on products that are typically harder to move at launch.
How it works
- Available to brands enrolled in Brand Registry
- You provide free units to Vine Voices, Amazon’s network of vetted reviewers
- Reviewers leave honest, unbiased feedback that shows up on your product detail page
Why it matters
For categories like furniture, appliances, fitness gear, and outdoor equipment, building credibility with reviews has always been a challenge due to shipping costs and fewer organic purchases. Opening Vine to these items gives sellers a direct path to social proof, which is critical for conversions on higher-ticket products.
Takeaway
If you sell oversized or premium items, Vine is now a much more viable lever to build trust and accelerate sales velocity.
Seller Forum Pulse: Back-to-School ASIN Frustrations and Strategies
Amazon hosted a Seller Forum poll on the most effective ways to optimize Back-to-School ASINs. While options included advanced keyword research, strong images, competitive pricing, and compelling bullets, sellers quickly turned the thread into a discussion about real challenges.
What sellers are saying:
- Keyword tools being phased out: Multiple sellers flagged that Amazon is retiring advanced keyword and product attribute fields, which they argue makes discoverability harder.
- Category misplacements: Office and electronic items were being dumped into the Books category, creating “drama” and wasted time opening cases.
- Timing issues: Some sellers noted that promotions and tips were too late since schools were already in session.
- Success stories: A few sellers highlighted staying customer-centric, investing in great A+ content, and focusing on consumer intent as the long-term winning strategy.
The takeaway for operators: Back-to-School remains a high-potential Q3 shopping window, but seller feedback shows the gap between Amazon’s suggested playbooks and the on-the-ground challenges with listing compliance, keyword visibility, and category placement. The best defense continues to be early prep, bulletproof catalog hygiene, and leaning on assets like A+ content and images to win conversion.
Shopify’s Beginner’s Guide to eCommerce SEO
Shopify has refreshed its SEO guide with a focus on the fundamentals every online store needs to improve search visibility and attract consistent traffic. SEO is a long-term game, but there are some quick wins you can put in place right away that make a real difference.
Quick wins to boost visibility
- Write product titles and meta descriptions that are clear, keyword-rich, and easy to read. Titles under 60 characters work best, while meta descriptions should stay around 160 characters and encourage clicks.
- Use clean URLs that describe the product or collection. For example, /collections/backpacks works far better than a random string of numbers.
- Add alt text to every image. Short keyword-informed descriptions give search engines context and improve accessibility.
- Improve site speed and mobile performance by compressing images, removing unused apps, and testing how your site runs on mobile.
- Connect related products, blogs, and collections with internal links to help both shoppers and search engines move through your site.
- Encourage customer reviews to refresh your product pages with unique, keyword-rich content that builds trust and improves indexing.
Best practices to carry into 2025
- Add schema markup so search results show extra details like price, stock status, and ratings. Rich snippets help listings stand out.
- Strengthen product descriptions. A few extra lines on features, benefits, or use cases can give you an edge in ranking.
- Keep your navigation simple. Shoppers and search engines should be able to reach any product in three clicks or fewer.
The takeaway
SEO rewards consistency, but even small updates compound quickly. If you want more organic visibility before Q4, start with metadata, alt text, site speed, and schema markup. These quick adjustments don’t take long to implement and can deliver results ahead of peak shopping season.
Consumer Sentiment Falls in August for First Time in Four Months
Consumer confidence slipped in August as inflation concerns resurfaced. The University of Michigan’s Consumer Sentiment Index dropped 5% month over month to 58.6, marking its first decline since April and a 13.7% decrease compared to last year.
- Current economic conditions fell sharply, down 10.4% to 60.9.
- Consumer expectations eased 0.9% to 57.2, nearly 21% lower than a year ago.
- Inflation worries rose, with year-ahead expectations climbing to 4.9% (up from 4.5%) and long-term inflation expectations hitting 3.9% (up from 3.4%).
- Durables buying conditions plunged 14%, the lowest level in a year, as high prices weigh on big-ticket purchases.
Why it matters for sellers
Shoppers are feeling the pinch, especially around durable goods. That pressure often translates into slower discretionary spending and more deal-seeking behavior in Q4. While consumers aren’t bracing for a full-blown downturn, they do expect both inflation and unemployment to worsen, which means sellers should plan for a more price-sensitive customer base heading into the holiday season.
eBay Bringing Back Circular Fashion Events in September
eBay is once again turning the spotlight on resale fashion with the return of its Endless Runway shows this September. The initiative, first launched in 2024, blends high fashion with secondhand shopping and pushes resale deeper into the mainstream.
This year’s events feature collaborations with top designers like ERDEM, LUAR, Altuzarra, Kallmeyer, and Ahluwalia, alongside global fashion councils including the CFDA, British Fashion Council, and Fédération de la Mode Circulaire.
As part of the program, eBay will host shoppable runway shows during New York Fashion Week on September 10 and London Fashion Week on September 18. The shows will stream live on eBay Live, allowing viewers to purchase pre-loved looks in real time, guided by resident stylists Brie Welch and Amy Bannerman.
Why it matters for sellers
- eBay continues to cement itself as a destination for resale fashion, from vintage finds to emerging designer pieces.
- The push comes as sustainability and affordability dominate consumer preferences, especially among younger shoppers.
- Sellers of pre-owned or vintage apparel can benefit from the heightened visibility these events generate, particularly during peak fashion season.
The bigger picture
eBay is betting big on circular commerce as its differentiator against Amazon and Walmart. For apparel sellers, this is a clear signal that aligning with resale trends, whether through vintage curation, upcycled pieces, or partnerships, could pay off as consumer demand accelerates.
Facebook Expands Tools to Report Suspected Fakes
Meta is stepping up brand protection on Facebook, giving companies more control to report and remove counterfeit listings. The update strengthens the platform’s Intellectual Property Rights (IPR) program and responds to long-standing complaints from brands about fake goods circulating on Facebook Marketplace and Shops.
What’s new
- Brands can now directly flag suspected counterfeit items through an improved reporting dashboard.
- Facebook is testing automated detection tools that prioritize reports from verified brands.
- Repeat offenders may face faster account suspensions or restrictions.
Why it matters for sellers
Counterfeits not only erode trust but also undercut legitimate sellers on price. For authentic brands, these new tools are a win, offering faster takedowns and greater visibility into enforcement actions.
For third-party sellers, the flip side is risk: enforcement mistakes can happen, and with stronger brand reporting power, it’s even more critical to keep documentation, invoices, and authorization letters on hand.
The takeaway
Facebook wants to position itself as a safer space for commerce, especially as counterfeit concerns have pushed brands toward more controlled marketplaces like Amazon. Sellers should see this as both a protection mechanism and a compliance reminder: clean documentation and brand-aligned listings are non-negotiable.
What’s the Best eCommerce Business Model?
Practical eCommerce recently explored the most common business models for online sellers. The truth is, there isn’t a single “best” model. The right fit depends on your resources, goals, and how you want to grow.
The main models to consider
- Private label: You create and sell your own branded products. Margins are higher, and you build long-term brand equity, but you’ll need upfront investment in product development, inventory, and marketing.
- Wholesale: You buy in bulk from established brands and resell. It’s faster to star,t and demand already exists, though margins are slimmer and competition is tougher.
- Dropshipping: You sell products without holding inventory. It has the lowest barrier to entry, but margins are razor-thin and you give up control over quality and fulfillment.
- Subscriptions and recurring revenue: You offer products on a repeat purchase cycle. It’s harder to acquire customers initially, but once they’re in, retention can create predictable long-term growth.
How to choose the right model
- If you’re focused on building long-term brand value, private label is often the best path.
- If you want to generate cash flow quickly and test categories, wholesale can be a strong fit.
- If you’re just starting and want to validate demand with low risk, dropshipping can work as a testing ground.
- If you want predictable, compounding revenue, subscriptions are powerful once you nail acquisition and retention.
The takeaway
The strongest businesses often blend models. Think of a private label brand that also runs a subscription program for consumables, or a wholesale operator that uses private label to expand into untapped niches. What matters most is alignment with your stage of growth and your willingness to invest for the long term.
Amazon Expands Fresh to Perishable Grocery Delivery
Amazon is scaling up its grocery ambitions by expanding Fresh into perishable delivery, pushing further into the high-frequency, high-competition grocery space. The expansion includes fresh produce, dairy, and refrigerated items, with a stronger emphasis on fast delivery times and regional coverage.
What’s changing
- Fresh is moving beyond pantry staples into full perishable grocery delivery.
- Investments in cold storage and logistics will allow Amazon to compete more directly with Walmart, Kroger, and Instacart.
- Same-day and next-day delivery windows are being widened in select metro areas.
Why it matters for sellers
Perishables are notoriously difficult to scale due to inventory management and spoilage. Amazon’s move shows confidence in its fulfillment network and hints at a bigger push into becoming a primary grocery provider.
For third-party sellers, this signals both opportunity and caution. Fresh expansion could mean more chances to get perishable brands in front of Prime members, but it also raises the bar on compliance, cold-chain logistics, and regional distribution.
The takeaway
Amazon is leaning harder into grocery as a growth category. Sellers in fresh and perishable categories should be watching closely, those who can meet strict fulfillment standards could gain early mover advantage, while others may find the barrier to entry steep.
Poshmark Founder Manish Chandra Steps Down as CEO
After nearly 14 years leading the company, Manish Chandra, founder and longtime CEO of Poshmark, is stepping down. He will transition into an advisory role while the company searches for a successor.
Chandra launched Poshmark in 2011, growing it into one of the largest social resale platforms in the U.S. The company went public in 2021 and was later acquired by Naver, a South Korean tech giant, in a $1.2 billion deal. Under his leadership, Poshmark helped shape the modern resale market with its blend of social shopping, community-driven selling, and mobile-first design.
Why it matters
- Leadership changes at major resale platforms often signal strategic shifts. With competition from Depop, ThredUp, and even eBay’s renewed fashion push, the timing raises questions about how Poshmark will differentiate moving forward.
- For sellers, a change at the top could bring new policies, tech investment, or monetization models that reshape how the platform operates.
The takeaway
Chandra’s exit marks the end of an era for Poshmark. As resale continues to heat up, the company’s next leader will face pressure to balance growth with profitability while keeping its community-first culture intact.
The Future of Labor Will Be Built, Not Found
A new Supply Chain Brain article argues that companies can’t “hire their way out” of ongoing labor shortages. Instead, the future of workforce stability will be built through upskilling, automation, and culture, not just recruitment.
Key points
- Hiring pool limits: With demographic shifts and ongoing talent shortages, relying on constant recruiting is no longer sustainable.
- Upskilling and training: Companies that invest in developing employees’ skills will retain talent longer and close capability gaps faster.
- Automation as support: Technology can reduce repetitive, low-value tasks, allowing human workers to focus on decision-making and higher-value work.
- Culture and retention: A supportive environment, flexible scheduling, and career growth opportunities are becoming as important as pay in keeping employees.
Why it matters for eCommerce sellers
Warehousing, logistics, and fulfillment are labor-intensive areas where shortages can cripple growth. For sellers, that means looking beyond hiring sprees and building resilience through training, cross-functional roles, and selective use of automation tools to handle scale.
The takeaway
The labor crunch isn’t going away. The businesses that thrive will be the ones that build talent pipelines internally and deploy automation strategically, creating a workforce designed for the future rather than waiting for the job market to catch up
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