Preparing for Prime Day 2025: The Big 4 Day Event

In mid July of this year, Amazon Prime Day 2025 is expected to start, and this year is going to be bigger than ever before with a new four day event.

With so many consumers looking for the best deals, there is a massive opportunity to boost your brand awareness, drive sales and gain long term consumers, so ensuring you have the best plan in place gives your brand the best opportunity to have a successful Prime Day.

Amazon Prime Day 2024 shattered records with $14.2B in sales, up 11% from 2023. Mobile shopping led the way, driving almost half of the total at $7B, an 18.6% increase from 2023.

• 630% WoW increase in average daily spend
• 71% YoY increase in CPC
• 35% increase in Amazon DSP spend
• $30M ad spend in the Baby Products category on Day 1
• 231% YoY increase in sales for the Toys and Games category

Data from Pacvue.

With Prime Day now spanning four days, early and detailed planning is more crucial than ever. Brands should begin strategising at least 8 to 10 weeks in advance, allowing time for inventory forecasting, deal submission, and market coordination.

The extended event means longer exposure and potentially more traffic, so align your goals, whether that's driving sales, increasing brand visibility, or acquiring new customers. A longer event also requires a more sustained promotional cadence, making thoughtful scheduling and communication plans essential.

From optimising your product listings and running early ad campaigns to selecting the right deal types and ensuring creatives are optimised, each step is designed to help you attract, convert, and retain customers.

Whether you're a seasoned seller or it's your first Prime Day, these 2025 Amazon Prime Day tips will help you confidently and clearly gear up for the biggest sales event of the year.

Deals and promo strategy

Your promotional strategy needs to be robust and varied to stay competitive over the full four days. Lightning Deals, Best Deals, and Coupons should be used, and brands should ensure promotional pricing is attractive to customers. Consider creating value bundles or multipacks to increase average order value while offering a perceived deal.

Advertising and media spend

A prolonged Prime Day demands a larger and smarter ad budget. Brands should gradually ramp up ad spend 2 to 3 weeks prior to the event to build momentum and visibility. Sponsored Products and Sponsored Brands campaigns should remain active throughout all four days, with budget buffers in place to avoid running dry during peak hours. Use Sponsored Display campaigns to target competitor ASINs and potentially capture customers directly from their listings, or to drive brand awareness on third party sites. Amazon DSP becomes even more valuable in this context, allowing for advanced targeting and remarketing.

Creative optimisation

Strong, conversion-focused creative is vital for standing out in a crowded marketplace. Ensure your product listings feature mobile-optimised images, updated infographics, and A+ Content that tells a compelling story. Prime Day brings a lot of new traffic, especially from top-of-funnel shoppers, so make your visuals count. Invest in Sponsored Brands Video, as these formats significantly boost trust and engagement. Don't forget to refresh your Amazon Brand Store, as many shoppers will browse it before making a purchase decision.

Operational readiness

Operational failures during Prime Day can severely hinder your momentum. Ensure that all FBA inventory is prepped and shipped well ahead of Amazon's cutoff dates to avoid delays. Build in additional safety stock to account for the extended duration and potential sell-out risks. Also, triple-check that your pricing rules, coupons, and discounts stack correctly across all variations, as errors here can lead to lost sales or poor customer experience during peak hours.

Treat Prime Day like a Q4 dress rehearsal. The traffic surge, ad inflation, and urgency-based buyer behaviour make it the perfect lab for Black Friday prep.

What to test and learn:

• Messaging and creative. Which product claims, bundles, or formats drive the highest click-through or conversion?
• Acquisition costs. What was your average across ad types and traffic sources? Where can you be more efficient?
• Audience insights. Which audience segments (new-to-brand, loyal, retargeted) delivered the strongest ROI?

Every category plays by different rules on Prime Day. Tailored tactics can unlock big wins and avoid wasted spend.

• Electronics. Focus on Sponsored Brands Video and Sponsored Display. Use comparison tables to win against competing tech.
• Beauty and personal care. Prioritise influencer-led traffic, use TikTok Ads to drive external traffic to Amazon listings if your brand doesn't have a TikTok Shop yet or you have no inventory for Fulfilled by TikTok.
• Home and kitchen. Use bundling strategies and lifestyle imagery to showcase product utility. Complement with DSP retargeting.
• Grocery. Emphasise value messaging and repeat purchase strategies. Consider high-frequency Sponsored Products placements on key terms.

Look at last year's category share of voice data to identify which competitors over- or under-invested and where your brand could take market share.

• Analysing your brand's performance is the first step, and reviewing where your sales came from and which traffic sources is essential.
• You should then be starting DSP campaigns such as retargeting to encourage repeat purchases and retain customers.
• Brands should then focus on restocking their inventory to avoid any stockouts on Amazon.
• Providing post-purchase support to your potentially new customers is paramount to enhancing customer satisfaction and loyalty.

Prime Day is a major event that grows every year, with brands increasing their advertising spend to attract consumers seeking the best deals. Key points to think about are your deals and promotions, advertising spend, creatives and operational readiness.

We predict Prime Day 2025 dates to be either the 8th to 11th or the 15th to 18th of July, so ensure your inventory is sent in on time to focus on budgeting and ad optimisation for this year's event.