Last October, Keababies racked up around $500,000 in revenue during the two-day event, said co-founder Ivan Ong.
The company is facing inventory shortages and fears running out of stock on products on a day with especially high consumer demand.
Prices on everything from steel and lumber to corn, diapers and toilet paper are increasing as a result of surging demand from consumers and strained supply chains.
Without major promotions, Ong expects sales to lag this year.
Other independent sellers interviewed by CNN Business aren’t expecting Prime Day, scheduled to take place June 21 and 22, to be a bonanza this year.
And Amazon is running a deal for customers in the weeks before Prime Day to drive shopping at independent merchants: Prime members will get a $10 credit on Prime Day if they spend $10 at select small businesses from June 7 through June 20.
Another factor straining supply is Amazon’s placing new restrictions on vendors like Keababies for how much inventory can be stored at the company’s warehouses.
“Amazon doesn’t have unlimited storage.