Amazon sellers are feeling better about Prime Day, but they’re still watching margins

Amazon sellers are heading into this year’s Prime Day with more confidence than they had a year ago, even as higher costs continue to pressure margins.

Earlier this month, Amazon announced that Prime Day will run June 23 through June 26, marking the second year in a row that the company has expanded the event beyond its traditional two-day format.

The sale arrives after a turbulent spring for many merchants, who grappled with a series of Amazon policy changes, new fees and concerns about cash flow. But unlike last year, when tariff uncertainty dominated conversations among sellers, many brands say they now have a clearer picture of their costs heading into one of Amazon’s biggest shopping events.

Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.