The Ultimate Guide to Amazon Prime Day 2025

Since launching in 2015, Amazon Prime Day has grown from a flash sale to a full-scale retail event — rivaling Black Friday and Cyber Monday in both hype and revenue. Now in 2025, Prime Day is evolving again: it’s expanding to four days, creating even more opportunity (and competition) for brands to make their mark.

This extended format, combined with ongoing economic uncertainty, evolving tariff policies, and cross-platform competition from retailers like Walmart, Target, and TikTok Shop, means the stakes — and the payoff — are higher than ever.

To help you prepare, WITHIN’s Retail Media Team has outlined key strategies to stand out, drive performance, and capitalize on this extended sales window.

Step 1: Choose Your Promotions Strategically 

With the uncertainty of the current economic climate, shoppers are hesitant to spend on non-essential items — unless the value is clear and compelling. This means brands must work harder to justify purchases through strategic pricing, thoughtful positioning, and messaging that emphasizes real utility, savings, or long-term benefit.

One of the most effective ways to convey that value during Prime Day is through carefully selected promotion types. We recommend leveraging Prime Exclusive Discounts and Lightning Deals to convert high-intent shoppers. Prime Exclusive Discounts offer clear, upfront savings to Amazon Prime members, making the value proposition instantly visible. Meanwhile, Lightning Deals create urgency through limited-time, limited-quantity offers — prompting faster purchase decisions. Just be sure to submit these promotions for approval one to two months in advance to ensure eligibility.

Step 2: Allocate Your Budget for Maximum Impact

Expect a more prolonged spike in ad costs due to the 4-day window. Plan to scale your spend, but with control:

• Increase bids in the lead-up and raise them ~20% during Prime Day itself.
• Focus on non-branded keyword campaigns to break into new audiences.
• Funnel spend into top sellers and proven keywords—don’t dilute budget across too many products.

Step 3: Optimize Your Product Listing and Descriptions

To effectively reach consumers actively searching for products like yours, optimize your product listings and descriptions. Start this optimization well in advance of Prime Day and make it a regular practice. 

To ensure you maximize the potential of your listings and descriptions, here are some useful tips:

• Incorporate SEO-rich keywords in your product titles that accurately describe your product. The product title plays a vital role in determining its relevance for customer searches on Amazon and other search engines.
• Craft clear, compelling, and informative product descriptions that highlight key features, differentiating your product from competitors. Show how the product delivers value — whether it saves time, lasts longer, costs less over time, or solves a real problem.
• Use a mix of short-tail and long-tail keywords to optimize visibility on Amazon’s A10 algorithm and increase the chances of accurately matching your listings to potential customer searches.
• Make the most of available image and video modules on the product detail page. Include high-quality, professional, and lifestyle images and videos that effectively showcase your product’s purpose and features. According to Amazon, shoppers who view product videos are 3.6 times more likely to make a purchase of the showcased product.

Step 4: Prepare Your Inventory  

Strategic inventory preparation plays a pivotal role in a successful Prime Day strategy on Amazon. To avoid running out of stock, especially in a multi-day event, it’s crucial to maintain appropriate stock levels based on demand forecasts and historical data. 

• Confirm inventory levels and add buffer stock for surprise surges.
• Communicate early with suppliers to avoid shipping or production delays.
• Prioritize fulfillment logistics—especially if tariffs or import changes may impact timing.

And remember: shoppers are comparing options carefully. Running out of stock or promoting out-of-reach SKUs can break trust and cost you the conversion.

Step 5: Test Your Prime Day Campaigns Early

With Prime Day now stretching across four days, it’s more important than ever to go into the event with proven, high-performing campaigns. Avoid testing new elements during the event itself—just as you wouldn’t experiment during Black Friday or Cyber Monday. Instead, start testing your audience targeting, creative assets, and messaging well in advance. This gives your team time to iterate, optimize, and confidently scale what’s working when the real traffic hits, ensuring a higher return on ad spend during the moments that matter most.

Step 6: Promote Your Prime Day Deals on Other Channels

While Amazon is the centerpiece of Prime Day, your customers are engaging across multiple platforms—and so are your competitors. With retailers like Walmart, Target, and TikTok Shop launching their own promotional events during the same window, it’s crucial to expand your reach beyond Amazon. Promote your Prime Day deals across email, social media, SMS, and paid media to stay top of mind and drive traffic across channels. Use Amazon Attribution links to track which off-Amazon efforts are generating engagement and conversions, giving you valuable data for future campaigns. Additionally, repurpose your best-performing social content through Amazon Posts to create a consistent brand experience and capture shopper interest directly within the Amazon ecosystem.

Make Prime Day a Brand Moment

Amazon Prime Day 2025 isn’t just longer — it’s more competitive, more complex, and more full-funnel than ever. But with the right prep, it’s also a powerful lever to drive revenue, acquire new customers, and plant your flag in a highly visible sales moment.

Reach out to WITHIN and get the strategic guidance you need to win Prime Day.