PD4

 While traditional Prime Day (PD1 & PD2) spans two days, in some years or specific regions Amazon extends it to four days (PD4) to maximise customer engagement and sales. The extended duration allows for more promotional windows, greater vendor participation, and increased deal visibility.

How It Works:

• Timing: Mid-year (June or July), aligned with Amazon’s global Prime Day schedule.
• Duration: Four consecutive days of exclusive deals for Prime members.
• Scope:
  • Includes all major deal types - Lightning Deals, Best Deals, Coupons, and Prime-exclusive offers.
  • Runs across all major marketplaces (US, UK, EU, Japan, etc.).
• Objective: To increase sales volume and offer customers more time to shop top categories such as Electronics, Home, Beauty, and Fashion.

Benefits for Vendors:

• Extended exposure: More days = more opportunities for visibility and sales.
• Inventory turnover: Additional days help move slow stock and test new SKUs.
• Data insights: Vendors can compare daily performance to optimise campaigns across multiple days.
• Improved forecasting: Smoother demand curves reduce warehouse strain.

Benefits for Amazon:

• Higher GMV (Gross Merchandise Volume): Extended duration amplifies total sales.
• Customer satisfaction: More shoppers can access deals before stock runs out.
• Fulfilment efficiency: Distributes order volume more evenly across several days.

Challenges:

• Sustained inventory levels: Vendors must maintain stock through all four days.
• Ad budget management: Longer campaigns require extended ad spend and pacing adjustments.
• Deal fatigue: Customer excitement may taper off after the first two days.

Why It Matters:
PD4 demonstrates Amazon’s strategic flexibility in scaling Prime Day - extending the event to capture global demand, relieve fulfilment bottlenecks, and enable broader vendor participation.

Example:
In July 2026, Amazon runs a four-day Prime Day event (PD4) from July 14–17. A tech brand offering wireless earbuds sees consistent sales throughout all four days, achieving a 400% increase vs. average daily revenue.

In short:
PD4 (Prime Day 4) refers to an extended four-day version of Amazon’s Prime Day event in June/July, designed to expand sales opportunities, manage fulfilment capacity, and maximise participation across global markets.