Q2

 Q2 represents the midpoint of Amazon’s first-half business cycle, bridging post-holiday recovery (Q1) and the high-demand surge of Prime Day (PD) - Amazon’s flagship sales event, typically held in June or July.

For both Amazon and vendors, Q2 is the time to execute growth plans, optimise advertising, and secure inventory readiness for Prime Day and summer sales campaigns.

Key Activities in Q2:

• Prime Day Preparation:
  • Finalising deal submissions and funding for PD1 / PD4 (June–July).
  • Ensuring inventory and replenishment alignment.
• Performance Optimisation:
  • Refining marketing and PPC strategies based on Q1 learnings.
  • Adjusting assortment and pricing.
• Financial Management:
  • Evaluating Q1 profitability (PPM, PPPU, PPV) and planning cost improvements.
  • Managing trade term accruals and promotional investments.
• Operational Execution:
  • Enhancing PIB (Perfect Inbound) rates and supply chain readiness.
  • Reviewing OOS (Out of Stock) and instock metrics before peak.

Benefits for Amazon:

• Revenue uplift: Prime Day preparation drives mid-year sales acceleration.
• Inventory health: Rebalancing before the summer demand spike.
• Vendor performance tracking: Identifying high- and low-performing partners for annual reviews.

Benefits for Vendors:

• Sales momentum: Opportunity to grow traffic and brand exposure through Prime Day deals.
• Strategic visibility: Mid-year check on KPIs and category positioning.
• Operational agility: Adjust forecasts and pricing for summer and early Q3.

Why It Matters:
Q2 is a strategic execution quarter - performance here directly affects Prime Day success and full-year sales outcomes. Strong Q2 performance builds the foundation for scaling in Q3 and Q4.

Example:
In Q2 2025 (Apr–Jun), a personal care brand finalises its Prime Day Lightning Deals, increases Sponsored Brand campaigns, and improves inbound compliance (reducing PIBDR to below 2%) to maximise mid-year profitability.

In short:
Q2 (Second Quarter) covers April through June, focusing on Prime Day readiness, sales growth, and operational optimisation - a pivotal period for Amazon and vendors to drive performance before peak season.