Prime Day has always been a massive traffic driver, but in 2025, more Amazon sellers are rethinking whether it’s worth the squeeze. With tighter margins, rising fees, and increased advertising competition, participating isn’t the no-brainer it used to be.

This year, many sellers are opting out, especially those with thin profit margins. Lightning deals, heavy discounts, and ad spikes can drain cash with little return. Others are using the event strategically: launching new products or liquidating stale inventory at breakeven.

Run a profit analysis before joining. Factor in all Prime Day costs - discounts, PPC, storage fees - and compare against your true margins. If you can't hit at least 20-30% ROI, it may be better to sit it out or focus on a smaller, more targeted promo.

Also consider off-Amazon traffic. Prime Day drives shoppers to look for deals everywhere. Running email campaigns or social promos can help you ride the traffic wave without paying Amazon's high promotional toll.

Takeaway: Prime Day isn't for everyone. In 2025, smart sellers analyze the upside and walk away if the math doesn’t work.

Prime Day 2025 isn’t a guaranteed win. Discover when it makes sense for Amazon sellers to opt out and how to make the most of it if you join.