Amazon makes everyone submit Prime Deals for approval months in advance, so any other plans that brands/sellers have in place get interrupted. I manage a large brand on Amazon and choose to not run any deals in the month leading up to Prime Day because of this confusion. Amazon takes the heat if people are upset, but it can be avoided mostly.
https://www.reddit.com/r/amazonprime/comments/14xjsto/the_truth_about_prime_day_its_not_a_scam/

