Amazon Prime Day: Bigger and Better Than Ever

Amazon promotes Prime Day to 200M+ Prime members, creating a short, intense surge in shopping intent. Brands that pair compelling offers with strong PDPs, fast fulfillment, and post-purchase care can win incremental sales and long-term customers.

2025 Dates: Prime Day July 8-11, 2025 • Prime Big Deal Days Oct 7-8, 2025

Key Takeaways

• Prime Day 2025 runs July 8-11 and Prime Big Deal Days is Oct 7-8
• Capitalize on the events with clear promo mechanics including Coupons, Prime Exclusive Discounts, Lightning Deals, and Best Deals
• Expect higher CPCs, ensure you’ve set guardrails for bids, budgets, and ACOS/ROAS

Tips for the Best Strategy for Amazon Prime Day

Brands looking to capitalize on the purchasing frenzy can take several steps to maximize their sales potential. The goal is to engage customers, create excitement, and offer irresistible deals during the Prime Day window.

Amazon Ads

Take advantage of all the Amazon Ads available to you to increase product visibility and drive traffic to your listings. Running Amazon Advertising campaigns leading up to and during Prime Day can significantly improve your visibility.

You may see the average cost per click (CPC) rise due to increased competition, but the potential for increased conversions during Prime Day can help offset this. This balanced approach can give you confidence in your marketing strategy. Many users may be withholding the purchase of items in their shopping cart in anticipation of lower prices on Prime Day, which is one reason conversions tend to be much higher during that time.

Coupons and Lightning Deals

Using coupons and Lightning Deals strategically can be a game-changer for brands during Prime Day. These tools showcase your participation and activate consumer-facing discounts on your products.

Amazon recommends the following when setting up Prime Day coupons:

• Discounting the product more than 5%
• Schedule the dates to coincide with Prime Day
• Set the audience to Prime

Lightning deals can get your products noticed and generate excitement because they’re available for a limited time on the Amazon Deals page. By leveraging strike-through sales prices, colorful sales badges, countdown timers, and percentage-off offerings, you can attract the attention of deal-hunting consumers and drive sales.

Optimize Your Amazon Storefront

Brands should optimize their Amazon Storefront to accommodate the Prime Day event. Scheduling a special Prime Day version of your Amazon storefront allows shoppers to see all your featured items on a convenient page. Adding a Featured Deals widget automatically showcases your Prime Day promotions.

Prepare Your Advertising Budget

Increasing your budget in the lead-up to Prime Day and utilizing all ad types is a good strategy for a successful Prime Day. Expect higher traffic during Prime Day, so adjust your advertising budget accordingly. Also, assess your inventory levels to avoid running out of stock.

• Stay Competitive with Bids: Set your ad bids to the maximum amount you’re willing to pay for a click. This ensures visibility and competitiveness during Prime Day.
• Target Relevant Keywords: Use a mix of broad, phrase, and exact-match keywords to capture different types of search queries.
• Make Real-Time Adjustments: Monitor your PPC campaigns closely and be ready to adjust them in real time based on performance metrics.

And lastly, keep track of your changes so you can revert them after Prime Day.

Prepare for Peak Times

Prime Day is a misnomer for this yearly sales event, as it is increasingly comprised of more than a week of sales – and sometimes increased issues. Make sure you are ready to handle increased traffic, queries, and customer support.

Develop a Comprehensive Amazon Prime Day Strategy

The best strategy for Amazon Prime Day is a comprehensive marketing strategy. It’s critical to promote participation in Prime Day through both Amazon Advertising and non-Amazon marketing channels. Paid social ads, organic social posts, and email marketing all play a role in informing customers about your Prime Day offers.

Can Brands Participate in Amazon Prime Day If They Don’t Sell on Amazon?

If you don’t sell your products on Amazon and only sell directly through your website, you can still benefit from the Prime Day hype. This may include running your own discounts and spending more on paid media during this time. But it can also increase sales and introduce your products to new customers.

The best way to tease out your Prime Day offers is to schedule an email campaign the Friday or Monday before Prime Day, when customers are in prime shopping mindset. You want them to know you’ll have offers, too. Run a paid social campaign letting customers and potential customers know that an offer is coming with a CTA to sign up for your email list.

E-commerce changes year after year, making it difficult to stay up to speed with shifting policies, ad costs, and buyer behavior. Establish a simple, repeatable Prime Day playbook-tease, launch, learn-so you can adapt quickly without rebuilding your plan from scratch.