Use July Prime Day Insights to Power Your Fall Prime Strategy

Early preparation for Fall Prime is key, especially after the record-breaking summer 2025 event. Prime Day 2025 ran from July 8 to 11, extending to four days (96 hours) and doubling the usual two-day format. It’s crucial to analyze what worked and what didn’t to refine your approach for Fall Prime and ensure your brand is well-positioned to capitalize on the evolving expectations of shoppers and the new standard for the major event. 

In this blog, we’ll discuss what we learned from the most recent Summer Prime Day, actionable preparation steps for the upcoming Fall Prime, and more!

What We Learned from Summer Prime Day 2025

A. Extended Event Format

The shift to a four-day Prime Day significantly boosted consumer engagement, allowing for more considered purchasing. This extended format correlated with a notable surge in sales, with Amazon recording over $24 billion in U.S. household spending, marking an approximate 30% increase compared to the previous two-day Prime Day event. This suggests that the longer duration not only drives more sales but also changes how consumers approach shopping during these significant promotional periods.

B. Shopper Behavior Evolutions

Prime Day 2025 saw shoppers stretching their purchases across the whole four days, illustrating a "Patience Paradox" where consumers avoided impulse buys in favor of seeking better deals. Data indicates that over half of Prime Day customers compared prices at other retailers, with nearly half also shopping Walmart Deals and over a third browsing Target’s concurrent sales. This behavior highlights a savvy consumer base actively seeking the best offers, as they leverage the competitive landscape created by other retailers jumping on the exact sale dates.

Listing Optimization Was a Top Driver of Prime Day Wins

The brands that won didn’t just have good products; they had Amazon-native content designed to convert.

• High-Intent Keywords in Titles and Bullets: Brands that front-loaded titles with strong keywords saw significant increases in visibility and session-to-sale rates.
• Seasonally Relevant Imagery: Images that aligned with July's themes (summer usage, travel, wellness) improved click-through and conversion rates.
• A+ Content That Anchored Brand Trust: Enhanced content with strong visuals, product storytelling, and cross-sell modules played a key role in lifting CVR, especially for higher-ticket items or newer brands.

Prepare Now: Fall Prime Day Playbook

With Fall Prime Day fast approaching, now is the time to execute a well-rounded strategy across operations, content, media, and retention. Here’s how high-growth brands should prepare:

1. Lock in Inventory and Manage Logistics Early

Even the best campaign fails without product availability.

• Forecast demand based on Summer Prime and seasonal lift.
• Buffer for check-in delays at Amazon FCs and port slowdowns.
• Clear slow-moving ASINs with early Q4 clearance offers to avoid storage fees.

2. Optimize Listings Before the Algorithm Does It for You

Your PDPs need to be fully optimized well before promotions go live.

• Prioritize SEO-driven titles and bullet points with target holiday keywords.
• Refresh A+ Content to align with Fall themes (gifting, cold weather, health routines).
• Add explainer videos or UGC-style reviews to increase dwell time and conversions.

3. Build a Tiered Promotions Strategy

Not every product should be discounted equally.

• Submit Lightning Deals and Prime Exclusive Discounts ASAP; limited spots fill fast.
• Lead with hero SKUs at aggressive discounts to drive traffic and order volume.
• Use smaller offers on lower-priority ASINs to preserve margin and support halo lift.

4. Launch Ad Campaigns 30–60 Days Out

Prime Day media success starts weeks before the event.

• Ramp up Sponsored Products and Sponsored Brands campaigns early to feed the algorithm.
• Concentrate spend on top-converting ASINs, not blanket coverage.
• Test new creatives and copy before the event to dial in what resonates.

5. Expand Reach Through Off-Amazon Channels

Utilize external traffic to increase visibility and enhance organic rankings.

• Lock in influencer features and affiliate placements at least a month out.
• Launch social content campaigns (e.g., TikTok, Instagram) that preview your Prime Day deals.
• Coordinate off-Amazon buzz to align with your deal windows and ad peaks.

6. Plan for Retargeting Before the Event Ends

After your event, it's essential to keep the momentum going with "missed the sale?" campaigns. If you're selling consumables or beauty products, try to re-engage buyers promptly, ideally within 2–3 weeks, to encourage them to make a repeat purchase. Straight up Growth Co-Founder & Chief Learning Officer Daniel Tejada recommends you should also use Amazon’s ad tools, like DSP and Brand Halo promotions, to bring those Prime Day shoppers back for more. Check here for more expert tips!

At Straight Up Growth, we’ve helped dozens of brands scale sustainably through high-volume events like Prime Day. If you’re looking for a growth partner to help execute, optimize, and outperform, let’s talk. Schedule a free audit today.

Q+A 

What does the new “Today’s Big Deals” feature mean for my promotions, should I align with those themes?
Yes, align your promotions with "Today's Big Deals" to increase visibility. This alignment can capture more attention from deal-seeking customers.

Should I treat Fall Prime Day as a standalone tentpole event or as a Q4 kickoff leading into Black Friday/Cyber Monday?

Treat Fall Prime Day as a Q4 kickoff to build momentum. Use it to set the stage for Black Friday/Cyber Monday.

Is it worth investing in A+ content refreshes now, or should I hold for holiday updates?
Invest in A+ content refreshes now to improve engagement. This can enhance your product pages before the holiday rush.

How important are videos and Amazon Live in converting during Fall Prime Day?
Videos and Amazon Live are crucial for conversions. They provide immersive product experiences and real-time engagement.

Should I adjust my imagery and messaging for a Fall seasonal angle (cozy, gifting, early holiday shopping)?

Yes, adjust your imagery and messaging for a Fall seasonal angle. This resonates with customers looking for cozy, gifting, and early holiday shopping options.

Should I run early awareness ads in September, or concentrate spending during the event?

Run early awareness ads in September to build anticipation and excitement. Then, concentrate your spending during the event to maximize its impact.

What’s the best way to re-engage Prime Day buyers: email, DSP retargeting, or coupons?

Use a mix of email, DSP retargeting, and coupons to re-engage Prime Day buyers. This multi-channel approach maximizes your chances of repeat purchases.