Amazon Prime Day 2025 returns July 8-11
The highly anticipated Amazon Prime Day 2025 is almost here! Expanding to four days instead of two this year, it will officially start on July 8th at 12.01 am PDT, and run until July 11th at midnight. That’s 96 hours of deal diving!
As one of the most popular summer shopping events, customers will be delighted to hear that they can get double the time to shop for deals. This year, Amazon are also introducing ‘Today’s Big Deals’. These are themed daily deal drops that launch at midnight each day and run until stocks last.
As a seller, Prime Day is one of the most important events of the year. It’s a great way to increase your brand awareness, help reduce stock in preparation for the next quarter, and most importantly, make some sales!
Is your business Prime Day ready?
With just a few weeks to go, it’s important to make sure your business is ready for the event. You will have already submitted your lightning deals, top deals and best deals, as these are requested much earlier in advance. However, there are several things you can do to ensure you maximise the effect of these promotions, as it is a highly competitive few days:
1. Check inventory levels
If you’re an FBA seller, check your stock! Not just for your promoted items, but all your stock. While Prime Day will see a lift in promoted items, there is always an increase in impressions across the board, so be ready with all your best-selling items. Fulfilment centres get very busy, so you want to maximise the time you can give Amazon to receive your shipments. It’s a good idea to look at last year’s sales lift as a starting point to determine the required stock. Last year, shoppers spent over 14 billion dollars worldwide, an increase of 11% from 2023!
2. FBM Sellers
Keep on top of your operational metrics so you don’t run into buy box suppressions. You should be capitalising on buy box. This includes important actions such as checking your stock levels for top-selling SKUs and ensuring you ship on time. It’s important to give yourself plenty of time to dispatch higher volume orders, as you don’t want to affect your late dispatch rate. You should also be entering your tracking details. To track your account health shipping metrics, follow these links and change your marketplace country to review your performance: Amazon UK | Amazon USA | Amazon DE.
If performance is good during the Prime Day event, it’s worth considering implementing Seller Fulfilled Prime (SFP) for future promotions. SFP is a programme that allows you to deliver directly to domestic Prime customers, using approved Prime delivery carriers, from your own warehouse. You’ll get to add the Prime badge to your listings to reach loyal Prime customers, create Lightning deals, and offer free Prime delivery, which can increase the likelihood of repeat purchases.
3. Submit your products to VINE
The Amazon VINE programme allows businesses to submit products to be sent to trusted Amazon-accredited reviewers, who will, in turn, leave honest reviews on their listings. As the reviewers are often given the choice of products from categories they are more active in on Amazon, 9 times out of 10, we find these reviews to be positive. More reviews can help boost a product’s ranking in the search results, very important for shopping events.
Products rated at 3.7 stars and above are 75% more likely to convert than those with no reviews. Amazon Vine offers different categories to cater to different budgets, so submit products into VINE that you want to receive traffic and increased conversions on during Prime – check out our blog for more information on these. Even though Prime Day is nearly three weeks away, you still have time to submit and, quite possibly, even start to receive some of those reviews.
4. Optimise keywords
Probably one of the simpler and faster tasks on the list – optimise keywords and search terms to help increase your organic traffic. Update them to relevant keywords and check that your listing has a clear title, 5 bullet points and a descriptive product description.
5. Check mobile vs desktop
Check your mobile vs desktop impressions, particularly for your best-selling products. You should optimise your listing images to reflect the user experience. For example, is the text on your infographics large enough for mobile users to see clearly? One handy thing to remember: listing images can show up twice on a mobile listing. This is especially useful if you don’t have any A+ content in place, so make sure they’re high quality.
6. A+, Premium A+ and Brand Story
A+ Content is a tool offered by Amazon that allows you to enhance your product description with additional media. You can use their templates to create a product description that looks more like a webpage. It can include headers, images, videos, infographics and more, making an ordinarily bland section more visually engaging. It’s a great place to put more keywords and is favoured by Amazon in the search results. Most importantly, Premium A+ can improve your sales by up to 20% vs text-based product descriptions. If you’re registered on the Amazon Brand Registry, you’ll have access to A+ Content.
7. Brand store
If you have an Amazon Brand Store, put your top-selling or Prime Day promotions on the home page. This makes it easier for shoppers to find your promotions. You could also add a Deals page to put all your relevant Prime Day offers in one place, making it simpler for customers to navigate. Customers are always looking for ease of purchase. If they have to hunt around for it, your retention rate will be lower.
8. Advertising Campaigns
The average conversion rate on Amazon is approximately 9.44%. To maximise your return, it’s best to start building traffic 7-14 days before Prime Day so you can maximise the 7-day attribution window. This is especially useful if you’re participating in a Sponsored Display. This will mean shoppers are retargeted and will see your promotions.
We highly recommend reviewing the time of day your customers are buying. Then you can run day-parting campaigns to maximise your budget. We know Amazon is fast becoming an expensive marketplace, so you could allocate the same ad budget you currently have to the best times of day instead. This can significantly impact your results without spending above your means. That being said, it may be worth boosting your budget for the Prime Day period, as the higher volume of traffic will burn through advertising budgets quicker than normal. Check periodically so you can adjust accordingly.
Your efforts don’t have to stop once Prime Day finishes. There’s a significant opportunity to boost traffic, bring new customers to your product pages, and use the new Audiences function for brands to build tailored promotions after Prime Day to continue capturing more sales.
9. Startup Campaign
If you’re not too sure how to set up a full campaign structure, you can run a Sponsored Products ‘catch-all’ campaign. This is a Sponsored Products auto campaign that should include all products in your catalogue. Simply set your bids to a very low CPC, something like £0.13/$0.15, set your top of search results to 150%-200%, and your dynamic bidding to up/down. This will give you great visibility and conversions during Prime Day and will harvest tremendous data (particularly keywords/search terms) to help optimise manual campaigns for better conversion. Alternatively, contact us to help set up your campaigns.
10. Video Advertising
This is by far one of the best-converting tools in advertising right now. It’s especially useful for driving traffic to a brand store where there is little competition. Sponsored Brand videos are now showing up in the headline, middle and bottom of the search page, with video adverts consuming around 70% of the phone screen space. A video only needs to be a maximum of 10-15 seconds in length. Keep it product and lifestyle-led – show your customers exactly what they’re getting and how they can use it. Allow them to visualise themselves with the product. If you’re not sure what to put in your video, check out some of the search terms customers use to look for your product. That will often give you ideas on what your product video should include to fulfil their needs.
With Prime Day attracting millions of searches, you can be sure your competition will be participating in this event, so don’t miss out.
