May 27th, 2025
Are you ready for Prime Day 2025?
Amazon Prime Day has cemented itself as one of the most important e-commerce events of the year, rivaling Black Friday and Cyber Monday in scale and impact. As we look ahead to Prime Day 2025, it’s essential for brands, sellers, and marketers to understand how to fully capitalize on this opportunity, however long it may last.
This comprehensive guide will walk you through everything you need to know, from key advantages and challenges to access requirements, winning strategies, and advanced marketing techniques.
Read on to learn more.
What is Amazon Prime Day?
Originally launched in 2015 to celebrate Amazon’s 20th anniversary, Prime Day has grown into a massive sales event exclusive to Amazon Prime members. Traditionally held in July, it features deep discounts on a wide range of products, from electronics and fashion to home goods and groceries.
Prime Day 2025 is expected to return in July, though exact dates and duration have not yet been confirmed. What we do know is that it will once again present a significant opportunity for brands and sellers to drive visibility and sales.
Prime Day 2025: What’s new?
- Greater global reach: Amazon continues expanding Prime Day promotions to more countries, increasing international visibility.
- Focus on sustainability: Amazon has been pushing eco-friendly products more aggressively. Brands with sustainable practices may find additional promotional opportunities.
- Extended merchandising for 40%+ deals: Prime-exclusive deals with a 40% or greater discount are eligible for broader placements.
- Updated deal submission deadlines: Best Deals and Lightning Deals must be submitted by May 23. Price Discounts open May 5 and close six hours before the event ends.
- New FBA inventory deadlines: June 9 for minimal splits, June 18 for Amazon-optimized splits.
Who can access Amazon Prime Day deals?
Access to Prime Day deals is limited to Amazon Prime members. A Prime membership includes benefits such as free one-day or two-day shipping, access to Prime Video, Prime Music, and Prime Reading, and exclusive deals with early access to Lightning Deals.
Non-members can sign up for a 30-day free trial to take advantage of Prime Day deals, which often leads to a significant spike in Prime memberships during the event.
Why Prime Day matters for sellers and brands
For brands and Amazon sellers, Prime Day is more than just a sales boost. It is a powerful opportunity to increase product visibility in a highly competitive marketplace, attract new customers who might not have otherwise discovered the brand, test and optimize advertising strategies in a high-traffic environment, and drive long-term sales through strategic remarketing and increased brand awareness.
According to Statista, Amazon Prime Day sales reached $14.2 billion in the U.S. in 2024, marking an 11 percent increase from the previous year. In addition, independent sellers sold more than 200 million items globally during Prime Day 2024, emphasizing the importance of this event for small and medium-sized businesses.
Advantages of participating in Prime Day
- Surge in traffic and sales
Amazon experiences a significant spike in traffic during Prime Day. Millions of shoppers actively look for deals, increasing discoverability. - Enhanced brand exposure
Participating brands benefit from visibility, especially if featured on Amazon’s deals page or in sponsored placements. - Inventory clearance
Prime Day is a great opportunity to sell excess or aging inventory, freeing up warehouse space. - Customer acquisition and retention
Deep discounts attract new customers who, with proper follow-up marketing, can become loyal repeat buyers. - Boosted rankings and reviews
High sales volume can improve organic rankings and generate more reviews—key drivers of post-event conversion.
Disadvantages and risks of Prime Day
- Inventory and logistics strain
Increased demand can strain supply chains. FBA sellers must ship inventory early to avoid stockouts. - Price competition and margin pressure
Competitive pricing may erode margins if not carefully managed. Deep discounts are often required to be featured. - Advertising costs surge
The fact of having so many brands advertising during Prime Day drives up CPC (cost per click). Without proper targeting and budgeting, ad campaigns can become costly.
4. Customer expectations
With more shoppers and pressure on logistics, negative reviews and returns can increase if expectations aren’t met.
Key strategies for Prime Day success
- Optimize listings with keywords
Update your product titles, bullet points, and descriptions with high-converting keywords. Consider the most searched terms during Prime Day, such as “deal,” “limited time,” or category-specific trends like “wireless earbuds.” - Run sponsored campaigns early
Launch ads 2–3 weeks in advance to build awareness and momentum. - Use Lightning Deals and coupons
These tools increase visibility and create urgency. Lightning Deals require a minimum 20% discount to qualify. Best Deals require a 15% discount. Prime Member Coupons require a 5% discount. Deals with 40%+ off are eligible for extended merchandising placements. - Prepare inventory well in advance
Forecast demand using past data and meet FBA deadlines: June 9 (minimal splits) and June 18 (optimized splits). - Leverage external traffic
Use email, influencers, and social media to drive off-Amazon traffic to your listings.
Advanced Marketing strategies for Prime Day
Amazon Brand Store optimization
Make sure your Amazon Brand Store is fully updated and optimized. During Prime Day, shoppers are more likely to click through to your storefront. Create seasonal landing pages that reflect Prime Day themes and highlight your best offers.
A/B testing on creatives and headlines
Leading up to Prime Day, test multiple versions of your product listings, ad copy, and creative assets. Identify what resonates most with your target audience and implement the winning versions on Prime Day itself.
Utilize Amazon Posts and Inspire
Take advantage of Amazon Posts and Inspire to boost discoverability and connect with shoppers through lifestyle imagery. These tools help brands stand out in a crowded marketplace and drive additional traffic to product pages.
Cross-sell and bundle offers
Create Prime-exclusive product bundles or cross-sell deals that increase average order value (AOV). Use Amazon’s virtual bundles feature or strategically price complementary items.
Video ads and enhanced brand content
Video ads typically convert better during sales events. Launch Sponsored Brand Video campaigns to showcase key features quickly. Also, update A+ Content to reflect urgency and promote Prime Day offers.
How non-Prime sellers can benefit
Even if you’re not running a Prime Day deal, your products can still benefit from increased traffic. Many shoppers explore beyond the deals page, giving well-optimized listings a chance to shine.
Consider running parallel promotions or simply ensure you’re fully stocked, competitively priced, and backed by strong reviews to ride the Prime Day wave.
Final thoughts
Prime Day 2025 is more than just another sales event; it’s a strategic opportunity for growth. Whether you’re a seasoned seller or just getting started, understanding the event’s dynamics and preparing accordingly can set the stage for both short-term wins and long-term success.
At ProMerit, we help Amazon sellers and e-commerce brands build effective Prime Day strategies, from listing optimization and ad management to inventory planning and post-event follow-up. Get in touch to make the most of Prime Day 2025.
