Walmart 2025 “Prime Day” Deals Event: Dates & Requirements for Sellers

In the increasingly competitive ecommerce landscape, major tentpole events can make or break your sales targets. With Walmart’s 2025 “Prime Day” Summer Deals Event on the horizon, brands have an opportunity to boost visibility, move inventory, and capture market share. However, success hinges on strategic planning and meeting Walmart’s specific requirements — all while navigating tight submission deadlines that are approaching faster than you might realize.

Walmart’s “Prime Day” Key Event Dates

Based on previous years, Walmart hosts its own tentpole event, competitive to Amazon’s Prime Day, a week or so prior. Continuing with Walmart’s established timeline for its Summer sales event, these marketplace deals are expected to take place in July. While the exact dates haven’t been publicly released by Walmart yet, the preparation timeline has already started:

• Monday, April 14: Summer Deals portal opens in Walmart Seller Center for item suggestions (navigate to Pricing > Deals > Seasonal Events)
• Wednesday, April 23: Hero Item List locks — all items must be approved in the Walmart deals portal by this date (no exceptions!)
• Wednesday, April 30: Final deadline for standard item submissions
• Monday, June 2: Walmart Fulfillment Services (WFS) inbound deadline for participating items (required to receive WFS discount benefits)
• Late June/Early July: 4-day Walmart Deals Event (exact dates TBD, likely won’t know until 1-2 weeks before)

Missing these deadlines means missing out on the opportunity to participate in what could be one of your most profitable Walmart sales periods.

Understanding Deal Requirements

Walmart has established specific discount thresholds to ensure that the event delivers maximum value to its customers. These requirements are non-negotiable and must be factored into your promotional strategy.

Standard Items

• Minimum 20% discount from comparison price or $50 with at least 10% discount for strikethrough
• All items must be discounted at least 5% from their lowest price over the trailing 60 days. Keep this factor in mind when planning for or running any promotions throughout May.

Hero Items

• Minimum 25% discount from comparison price (30%+ preferred)
• Inclusion in the main shelf of the event
• Potential to be featured in various marketing opportunities and site assets

Additional Walmart Event Deal Considerations

• Best-of-web pricing: Items losing on price to other channels will be removed from the event
• Expedited delivery: Fulfilled through WFS or seller-fulfilled with 3-day or faster shipping
• Future planning: Items you plan to repeat during holiday events in November/December 2025 may require an additional 5% discount

The WFS Advantage

For brands utilizing Walmart Fulfillment Services, the Summer Deals Event offers an additional benefit: approved items will receive a 25% discount on WFS fulfillment fees during the event period. This represents a significant opportunity to improve margins while meeting the expedited delivery requirements.

To qualify, ensure your inventory arrives at Walmart fulfillment centers by the June 2nd inbound deadline. This timeline allows for processing before the event launches, ensuring your products are ready to ship when customers order.

Planning for Walmart & Amazon’s Prime Day Events

Many brands will be participating in both Walmart’s Summer Deals Event and Amazon’s Prime Day in July 2025. While these events likely won’t run simultaneously, they will occur in close proximity, creating both challenges and opportunities for Walmart marketplace sellers.

Consider these strategies for dual-marketplace participation:

1. Separate budget allocation: Create distinct promotional budgets for each platform to track performance and ROI independently
2. Inventory management: Ensure sufficient stock to meet increased demand across both Summer deal events without risking stockouts
3. Advertising coordination: Leverage both Walmart Connect and Amazon Advertising to maximize visibility
4. SKU differentiation: Consider platform-exclusive offers or bundles
5. Real-time monitoring: Be prepared to adjust strategies based on performance data during both events. Partnering with an agency like Brandwoven takes this timely burden off your in-house team, allowing our Walmart marketplace experts to stay on top of inventory and bidding fluctuations on your behalf. Get in touch to learn more about our Walmart capabilities.

Best Practices for Submitting Walmart Deals

To streamline your submission process and increase the likelihood of approval:

Optimize Marketplace Product Content

Ensure your Walmart marketplace product pages have:

1. Up-to-date images
2. Titles and descriptions that showcase value
3. Valuable SEO keywords
4. Your unique branding highlighted

Leverage Your Walmart Marketplace Vendor Manager

If you have a dedicated Walmart marketplace Vendor Manager (VM), work closely with them to identify additional opportunities and address potential issues before they arise. VMs are a great resource for asking questions about Walmart’s Deals Event, understanding key dates and discount requirements, and discovering more resources to help your brand excel on the marketplace.

Walmart Marketplace Success After the Sale Days

While the immediate sales boost during the event is valuable, the true measure of success extends beyond the 4-day window. Monitor these key metrics to evaluate your overall performance:

• Year-over-year sales growth during the deals event period
• New-to-brand customer acquisition
• Post-event repeat purchase rates
• Improvement in organic search ranking and Best Seller status
• Competitive market share gains within your category

Agency Partner for Walmart Marketplace Sellers

Navigating Walmart’s promotional events requires marketplace expertise, strategic planning, and meticulous execution. At Brandwoven, we specialize in helping dynamic product-based brands optimize their marketplace presence across all key functional areas—from content optimization and advertising strategy to inventory management and promotional planning. Our team of marketplace specialists works directly with brands to develop customized approaches for major events like Walmart’s Deals Event, ensuring that you not only hit key deadlines and meet all of the product participation requirements, but also maximize the long-term growth potential these types of events provide to sellers on the marketplace. Whether you’re preparing for your first Walmart Deals Event or looking to refine your approach based on previous experiences, our adaptive strategies help unlock your brand’s true potential in this ever-changing ecommerce landscape.

Don’t let tight deadlines or complex requirements prevent you from capitalizing on this valuable opportunity. Connect with our team today to develop your Walmart Deals Event strategy and position your brand for marketplace success.