PD2

After the success of mid-year Prime Day (PD1), Amazon introduced PD2 to capture early holiday demand and extend the shopping season. PD2 helps vendors and sellers drive Q4 momentum, clear inventory, and compete with other major retail events like Black Friday and Cyber Monday.

How It Works:

• Timing: Usually takes place in early to mid-October (occasionally early November).
• Eligibility: Open to all Prime members globally.
• Format: Similar to PD1, including Lightning Deals, Best Deals, Coupons, and Vouchers.
• Goal: Stimulate early holiday shopping and distribute fulfilment centre workload before the Q4 peak.

Benefits for Vendors:

• Early Q4 sales boost: Extends the holiday season and helps vendors capture pre-Black Friday demand.
• Inventory optimisation: Allows vendors to clear or rotate seasonal stock before peak.
• Brand awareness: Strengthens visibility going into the biggest retail quarter.
• Advertising leverage: Vendors use PD2 to test messaging and bids before Black Friday.

Benefits for Amazon:

• Load balancing: Reduces operational strain on fulfilment centres in late Q4.
• Customer engagement: Keeps Prime members active and shopping year-round.
• Competitive positioning: Counters early retail promotions from Walmart, Target, and others.

Challenges:

• Short prep window: Vendors must plan PD2 campaigns immediately after Q3.
• Lower urgency: Customer excitement may be slightly lower than for PD1 or Black Friday.
• Stock management: Vendors must balance PD2 allocations with later Q4 events.

Why It Matters:
PD2 has become a critical strategic sales event for Amazon vendors. It bridges the gap between Prime Day and the holiday season, helping vendors maximise exposure, manage inventory flow, and build momentum into Q4.

Example:
A skincare brand participates in PD2 (October 8–9, 2025) with 25% off on gift sets. The brand records +180% uplift vs. prior week and maintains high traffic through November, driving a strong start to the holiday season.

In short:
PD2 (Prime Day 2) is Amazon’s fall Prime event held in October or November, designed to boost early holiday sales, optimise inventory, and extend peak season performance for vendors and sellers.