2025 Prime Day Blueprint

I. The Opportunity Behind Prime Day

Prime Day is more than just an Amazon sales event—it's a huge retail opportunity. In 2024, it generated over $12.9 billion in sales, and 2025 is projected to be even bigger. This year, for the first time, Prime Day has been extended to 4 days. This presents a massive opportunity for brands to boost revenue. But to truly maximize the chance, it's crucial to be prepared. From determining when to start advertising to identifying the best strategies and creating top-tier content, to ensuring inventory is managed seamlessly, you need a well-defined game plan. 

In this blog, we'll dive into the must-dos to help your brand not just show up for Prime Day, but stand out.

II. Timeline: When to Start & What to Do

60 Days Out (Late May - Early June)

Prime Day arrives sooner than you think, and getting a head start will set you up for success.

• Optimize Listings: Begin by ensuring your ASINs are polished, with high-quality images, accurate descriptions, and relevant keywords.
• Prime Day Deals: Apply for Lightning Deals, Coupons, and Prime Exclusive Discounts. These can significantly boost visibility and attract shoppers.
• Retargeting Ads: Launch retargeting campaigns via Amazon DSP and Sponsored Display to re-engage visitors who’ve shown interest in your products.

30 Days Out (Mid-June)

By mid-June, you should be ramping up your strategy.

• Advertising Budget: Finalize Your Ad Spend. Set your budgets with the goal of maximizing visibility during Prime Day while tracking ROI.
• Sponsored Ads: Launch Sponsored Products and Sponsored Brands campaigns to increase visibility. Don’t forget about DSP and OTT ads to drive top-of-funnel traffic.

7-14 Days Out (Late June - Early July)

The final countdown.

• Refine Retargeting: Double Down on Retargeting Efforts. With less than two weeks to go, you want to remind potential customers to act.
• Budget Tweaks: Tighten up bids and budgets to ensure efficient spending.
• Final Content Check: Review your product content—A+ Content, images, and reviews—ensuring it’s all optimized for maximum impact.

Prime Day Live

Prime Day is here.

• Monitor Daily Activity: Track ad spend and progress across the 4-day event. Track performance hourly and be ready to make real-time adjustments, allocating more budget to your top-performing products.
• Leverage Deal Badges: Utilize the "Deal" badge on your top products to create a sense of urgency and capture impulse buyers.

Post-Event (Next 7 Days)

The after-party:

• Remarketing Campaigns: Re-engage high-intent traffic to convert any near-purchases.
• Keyword Harvesting: Dive into search term reports to find new, valuable keywords for future campaigns.

III. Advertising Strategies That Convert

Maximizing sales on Prime Day requires more than just running ads. Here are some advanced strategies to help your brand thrive:

• Diversify Ad Types: Don’t just rely on Sponsored Products. Combine Sponsored Products, Sponsored Brands, and Sponsored Display ads to reach a broader audience and maximize visibility.
• Brand Defense: Protect your brand name from competitors bidding on your keywords. Ensure you're running defensive ads to maintain control of your search results.
• Extended Retargeting Windows: Extend DSP lookback windows to 30-60 days to re-engage shoppers who’ve interacted with your products earlier in the year.
• A/B Testing: Begin A/B testing creative variations in early June to determine which messaging resonates most with your audience, enabling you to refine campaigns for improved conversions.
• Budget Cushioning: Add a 30-50% cushion to your daily ad budgets. Prime Day sees high traffic, and having extra flexibility ensures your ads stay active during peak times.

IV. Organic Prep: Content + Reviews

Prime Day shoppers have high expectations for the brands they buy from. Here’s how to meet them:

• Images: High-quality lifestyle images that emotionally connect with buyers will significantly boost your conversion rates.
• Video: Use Sponsored Brands Video ads to capture attention and improve visibility in search results. Don’t forget to enhance your product pages with engaging product videos.
• A+ Content: Optimize Your A+ Content for Mobile Browsing. Consider adding comparison charts, highlighting key product features, and incorporating review modules to build trust.
• Review Strategy: Start early with Amazon’s Vine program to secure reviews ahead of Prime Day. Reviews are a significant factor in customer decision-making, so getting them early is a huge win. Vine reviews are typically posted within 21 to 30 days.

V. Logistics & Inventory: Avoiding the “Out-of-Stock” Death Spiral

Prime Day is a sales bonanza, but only if you can fulfill the demand. Here’s how to ensure you don’t run into inventory headaches:

• Inbound Cutoffs: Beat Amazon’s inbound cutoff deadlines by at least a week to avoid delays and stockouts.
• FBM Backup Plan: If you rely on Fulfillment by Amazon (FBA), have a Fulfillment by Merchant (FBM) backup plan in place to ensure you don’t miss any orders.
• Inventory Forecasting: Use historical Prime Day data to forecast demand and adjust your stock levels accordingly.
• Overstock Strategy: If you have excess stock after Prime Day, utilize platforms like Amazon Deals to sell it at discounted prices and recoup your costs.

VII. Final Thoughts: Don’t Just Show Up. Stand Out.

Success on Prime Day isn’t just about participation; it’s about strategic action. From optimizing ad spend, creating compelling content, managing inventory, and re-engaging with customers post-event, every step counts. At Straight Up Growth, we can help you drive real growth, not just impressions. 

Let's ensure your Prime Day strategy is a success—schedule a free audit today!

Q+A

Q: What if my deals don’t get approved?

A: It happens! Always have backup deals ready to go. Prepare alternative deals or promotions that can be activated quickly and easily. Optimize your product listings for organic sales and consider running sponsored ads to boost visibility if your deals are not converting.

Q: How can I prepare if I’m late to the game?
A: Focus on optimizing your product listings with relevant keywords, high-quality images, and compelling descriptions. Run targeted advertising campaigns to drive traffic, and ensure your inventory is well-stocked to avoid running out of popular items.

Q: Should I be doing anything outside of Amazon?
A: Absolutely! Drive external traffic to your Amazon listings to significantly increase your Prime Day sales. Use social media platforms, email marketing, and influencer collaborations to direct potential customers to your Amazon product pages. This can boost your visibility and sales beyond what Amazon's internal traffic provides.

Q: Is Prime Day even worth it for my brand?

A: The value of Prime Day depends on your specific brand and business goals. Assess the potential return on investment (ROI), brand awareness opportunities, and overall marketing strategy. Consider factors such as the cost of running promotions, the potential for increased sales, and the long-term benefits of acquiring new customers. If the numbers align with your objectives, Prime Day can be a worthwhile investment.