Amazon Prime Days 2025: Key Dates, Tips & Full Peak Season Guide for UK Sellers

Most of today’s biggest shopping days have their roots in traditional holidays – with Christmas still leading the way as the ultimate gift-giving season. But over time, other occasions like Valentine’s Day, Mother’s Day, and Father’s Day have also become major sales drivers, thanks to strong industry promotion and shifting consumer habits.

One of the best examples is Black Friday. Originally a post-Thanksgiving shopping day in the U.S., it’s now a massive global sales event – and just as relevant to UK shoppers as it is elsewhere.

• Amazon Prime Day – 15–16 July 2025 (expected)

One of the biggest dates in the retail calendar. This exclusive 48-hour shopping event for Prime members is set to return mid-July, likely on 15–16 July 2025.

Expect major deals across thousands of products – from electronics to home essentials. With millions of shoppers logging in across the UK, Prime Day consistently delivers some of Amazon’s most competitive offers of the year.

• Amazon Big Spring Sale – 25–31 March 2025

A relatively new addition to Amazon’s sales calendar – but quickly gaining ground. This spring event offers a full week of discounts across categories like fashion, beauty, home, and garden.

It’s a great opportunity for sellers to clear out winter stock, launch new lines, and build momentum early in Q2 – even if it technically falls outside the core peak season.

• Back-to-School – August / September 2025

A key sales phase in late summer, especially for categories like stationery, tech, clothing, and backpacks. As families gear up for the new school year, e-commerce retailers can expect a noticeable lift in traffic and sales.

• Amazon Prime Big Deal Days – Likely 8–9 October 2025 (expected)

Seen as a “second Prime Day”, this two-day event typically lands in mid-October and is aimed exclusively at Prime members. It’s a great way to boost visibility and conversions before the Black Friday buzz kicks off. Final dates are usually confirmed by Amazon shortly before launch.

• Halloween – 31 October 2025

Not just about pumpkins and costumes anymore – Halloween is a full-on retail event. From party supplies to sweet treats and spooky décor, there’s strong demand throughout October.

• Singles’ Day – 11 November 2025

Originating in China, Singles’ Day has grown into a global sales event encouraging shoppers to treat themselves. UK retailers are increasingly joining in – offering discounts on beauty, lifestyle, gadgets, and self-care products. Expect some to stretch the offers into Singles’ Week for extra traction.

• Black Friday – 28 November 2025

One of the biggest shopping events of the year. Black Friday is no longer just an American phenomenon – UK shoppers are all in.

Retailers typically launch early deals from the Monday or even Thursday before, including Thanksgiving Day in the US (27 November). What started as a one-day sale has now expanded into Black Week for many brands.

Learn everything about Black Friday and Cyber Monday in our detailed article.

• Cyber Monday – 1 December 2025

Traditionally the Monday after Black Friday, Cyber Monday focuses on online deals – especially in tech, gaming, gadgets, and fashion. Today, most retailers blend it with Black Friday to create full Cyber Week campaigns, offering extended online discounts.
 

Our Tip: Many of these events are no longer confined to just one day – customers expect early access and longer deal windows. Plan your campaigns accordingly.

• St Nicholas’ Day – 6 December 2025

Popular in German-speaking countries, this day marks an early spike in festive sales. Many retailers across Europe begin their Christmas promotions around this time – relevant for cross-border sellers.

• Green Monday – 8-9 December 2025

Falling on the second Monday of December, this eBay-coined shopping day sees a major uplift in last-minute Christmas purchases – a great time to run flash deals and guaranteed-delivery offers.

• Super Saturday — 20 December 2025

Also known as Panic Saturday, this is the final Saturday before Christmas and a huge day for last-minute shopping. Online sellers use this moment to push express delivery offers and last-chance deals.

• Monday before Christmas — 22 December 2025

One of the final peak days of the year. Shoppers scramble to buy gifts in time for Christmas, prompting retailers to roll out deep discounts and next-day delivery to capture last-minute conversions.

Christmas is a big topic in its own way: find out the best logistics tips specifically for your Christmas business!

• Boxing Day — 26 December 2025

A major post-Christmas shopping day in the UK. Customers head online and in-store for clearance sales, gift redemptions, and voucher use. Perfect time to clear excess stock and re-engage festive shoppers.

1. Analyse and Forecast Demand

Accurate demand planning is key. Use your historical sales data to forecast expected volumes – especially around high-impact events like Prime Day and Cyber Week. This helps with stock planning, staff scheduling, and transport coordination.

Bonus-Tip: If you work with a fulfilment partner like Quivo, share your forecasts early to avoid last-minute bottlenecks.

2. Optimise Warehouse Operations

Efficient warehouse management helps avoid slowdowns during high-volume periods. Use smart logistics tools – such as our Connector – to manage stock, track orders, and automate fulfilment in real time.

3. Identify Supply Chain Risks

Review your entire supply chain and flag potential weak points. Have contingency plans ready – a minor delay upstream can have major consequences during the Prime Days.

Also note: many couriers apply Peak Season surcharges in November and December, so plan your shipping costs accordingly.

4. Automate Where Possible

Automation saves time and reduces errors. With the right logistics platform, you can automate stock updates, order processing, shipping label creation, and more – streamlining your operation when it matters most.

5. Prepare Your Team

Make sure staff are fully trained before the rush begins. If you plan to hire extra hands, start early – finding and onboarding seasonal workers always takes longer than expected.

6. Monitor in Real Time

Track your logistics operations live to spot and solve issues before they escalate. Tools like GPS tracking help keep customers informed and increase transparency across your entire delivery process.

7. Apply Just-in-Time (JIT) where it fits

Consider using Just-in-Time principles to reduce storage costs and minimise overstock. Order products closer to when they’re actually needed – but only if your supply chain is reliable enough to handle tight timelines.

8. Outsource your logistics:

When demand increases significantly during Amazon's Prime Days 2025, you may realize how demanding logistics operations can be. Consider outsourcing at least parts of your logistics to a fulfilment provider like us, which takes care of your orders in a fully automated manner. 

This frees up resources for you to focus on growing your online shop!

• Find out if outsourcing logistics makes also financial sense for you in this article.

9. Continuous process optimization:

Regardless of whether it's the Peak Season or not, continuous optimization of your logistical processes is crucial.

Regularly analyze key metrics and costs, and try to optimize every step, from efficient warehouse management, packaging methods, communication with employees and customers, picking, to shipping and return processes. See what you can improve, accelerate, or eliminate to make your logistics as efficient and cost-effective as possible.

10. Flexibility and preparation:

The Prime Days are often characterised by unforeseen events and changes. Prepare as much as possible and strive to remain flexible and agile.

Have multiple alternative delivery options available in case certain routes are affected, create an emergency plan if stocks unexpectedly run low, and ensure you have an adequate reserve of packaging materials and other resources.