Amazon Prime Day remains one of the year’s most anticipated retail events, and this year the event expands to four full days for the first time. This Prime Day will run from 8–11 July 2025, offering Prime members 96 hours of deals across thousands of products.
With the longest Prime Day event to date, brands have a greater window of opportunity to boost product visibility, increase conversions, and connect with high-intent shoppers.
In this guide, we explore how you can prepare your brand for success during Prime Day 2025.
How to Prepare for Amazon Prime Day in 2025
Review & Optimise Past Campaigns
We recommend starting by reviewing your 2024 Prime Day advertising performance. Analysing previously downloaded search term reports (before they expire in Amazon Ads) can help identify high-converting keywords and top-performing product categories. These insights can then be used to inform a more refined strategy, building targeted manual campaigns across both keywords and product ASINs to improve performance, precision, and overall ROAS.
Test New Campaign Strategies to Combat Rising CPCs
As CPCs continue to rise YoY, we advise testing additional campaign types to offset increasing costs. Launching campaigns that target competitor or complementary ASINs can be an effective way to reach in-market shoppers while maintaining control over budget. This “cross-sell” or “competitive conquesting” approach allows your product to appear in the consideration phase – when shoppers are comparing similar alternatives and are more likely to convert.
Utilise Amazon’s Audience Segments + Bid Boosting
This year, Amazon has expanded its audience segmentation capabilities within Sponsored Display and DSP, enabling brands to cover all stages of the marketing funnel. By targeting specific audience groups, such as cart abandoners, previous brand purchasers within the last 90 days, and high-intent shoppers likely to repurchase, you can effectively retarget shoppers at critical moments in their buying journey. This approach will help improve your ad relevance and drive stronger campaign performance.
Leverage Automated Rules and Audience Segments
To get the most out of your Amazon campaigns, we recommend using automated rules to increase bids during key moments, such as peak shopping hours on Prime Day, to capture high-value shoppers.
Automated rules adjust bids in real time based on performance or timing – eliminating the need for constant manual monitoring. By spending smarter and focusing on shoppers most likely to convert, you’ll drive better results while keeping full control over your budget.
Final Checks Before Prime Day
It’s not just about running the right campaign strategy – the basics still matter. We always recommend double-checking a few key operational essentials before Prime Day kicks off:
- Product listings should be fully optimised including keyword-rich titles, clear bullet points, and high-quality images.
- Stock levels should be in healthy shape, particularly if you’re using FBA. Avoiding stock-outs is critical – even a short gap in availability can pause your ads and drop your organic rankings.
- Seller performance metrics like order defect rate, late shipment rate, and return performance all play a bigger role during major events such as Prime Day. Poor performance here can limit ad delivery and reduce visibility.
Without these foundations in place, even the best campaign strategy can struggle to deliver results.
Book a Free Consultation
Need hands-on support this Prime Day?
We’re here to help you create a high-impact, cross-channel strategy that drives real results.
Our international team of digital marketing specialists has helped multiple brands grow during Prime Day and other peak events. From strategic planning to execution across your entire digital ecosystem, we’re ready to support you every step of the way.
Book a free consultation today and see how we can take your Prime Day strategy to the next level.
Article author
Chiara Riva
Business Development Assistant
