Prime Day Playbook: 7 Strategies for Success in 2025

Prime Day — it’s like Christmas in July for marketers, minus the ugly sweaters and way more ROAS. Last year, Amazon reported over 375 million items sold globally, marking the biggest Prime Day in company history. U.S. shoppers alone spent $12.7 billion. The sales surge continues to rival Black Friday and Cyber Monday, making it a key opportunity for brands. But as July 15–16 approaches (expected but not confirmed), inflation is still lingering, tariffs are squeezing margins — and yet, consumers continue to expect big savings.

Simply showing up won’t cut it. To win this year, marketers need to stand out, scale smartly, and stay flexible. Here’s your 2025 guide to thriving on Prime Day in an unpredictable landscape. First up: we’re tackling how impending tariffs might impact Prime Day performance.

Tariffs & tactics: navigating the 2025 trade terrain

President Trump’s initial tariffs on Chinese imports have sent ripples through the retail world. As of May 12, a 90-day tariff “ceasefire” has been implemented, reducing U.S. tariffs on Chinese goods to 30% and China’s retaliatory tariffs to 10%. While the drop offers some relief, categories like electronics, home goods, and toys are still feeling the pressure — and the expedited timeline creates both opportunity and urgency. With tariffs easing but uncertainty looming, brands are hustling to tweak prices, scramble inventory, and capture demand.

• Price hikes: Brands like Procter & Gamble and LG are still weighing price hikes to offset ongoing tariff costs, especially if the 30% rate is extended after the pause ends
• Inventory challenges: With the tariff pause covering Prime Day (likely mid-July), the big question is: can sellers get inventory stateside quickly enough to capitalize? Retailers are racing against the clock to get shipments cleared under the reduced rates
• Strategic shifts: Companies like Mattel and Hasbro are pivoting to promote domestic or non-tariffed items, bundling products and/or leveraging lightning deals to move inventory quickly

This means marketers need to stay agile — pricing, promos, and product strategy will all have to flex swiftly to maximize performance amid today’s economic environment during Prime Day.

Prime Day playbook: 7 strategies for success 

Despite tariff turbulence, here’s how marketers can still crush it on Prime Day.

1. Always-on advertising

The Prime Day rush starts long before the clock strikes midnight — get your ads launched early to set the stage.

Amazon has conveyed that launching campaigns ahead of time doesn’t just boost paid performance — it helps brands’ products surface across Amazon’s marketplace. That includes “Today’s Deals,” editorial placements, and even organic search. The earlier ads are live, the more signals marketers send that your products deserve visibility.

Early campaigns help to:

• Prime the algorithm: Campaigns need time to gather data. Launching early gives marketers better targeting, lower CPC, and stronger relevance by the time traffic peaks
• Drive early deal discovery: Think of how users start browsing Prime Day deals days — or weeks — in advance. Early ads help brands show up in searches and get added to “Watch this deal” lists
• Amplify top performers: Promote your brand’s top three bestsellers with sponsored products and sponsored brands. For example, if your hero item converts well year-round, push it early to ride the wave of search volume as intent builds

Treat Prime Day more like a product launch, not a flash sale. Early visibility = more eyeballs, more data, and better results when it matters.

2. Leverage Amazon Marketing Cloud (AMC)

Use AMC to uncover high-value segments such as:

• Shoppers who viewed your products multiple times
• People who bought once but haven’t returned
• High-intent visitors during last year’s Prime Day
• Cart abandoners from the last X days

These insights let you go beyond broad targeting to re-engage audiences with tailored messaging that speaks directly to their behavior — turning interest into action. You can retarget these users with customized messaging come July.

3. Smart automation with human touch

Set up automated bidding rules for different product groups (e.g., high-margin versus low-margin items), but monitor performance throughout the day. If a product’s inventory dips, pause that campaign or redirect spend to in-stock winners. Automation drives efficiency, but real-time tweaks protect ROI and keep your budget focused where it converts best.

4. Funnel-building, not just sales

Feature an entry-level product (think: under $25) to attract new shoppers. Set up retargeting campaigns after Prime Day using DSP or sponsored display to turn browsing shoppers into repeat customers heading into Q4.

5. Drive external traffic

Relying solely on Amazon traffic is a missed opportunity — external channels can expand reach and influence purchase decisions before shoppers even hit your product page. Promote TikTok or Instagram content that highlights real-life product use. Add countdowns or giveaways to build hype. Use Amazon Attribution to track ROI and double-down on what works.

6. Optimize your storefront

Update your Amazon Storefront with:

• A Prime Day banner
• Clear category navigation (“Deals Under $50,” “Bundles & Kits”)
• Lifestyle imagery that tells your brand story

This creates a more branded shopping experience and can increase cross-selling opportunities.

7. Budget based on historical data

Look at last year’s performance:

• Which products had the highest ROAS?
• What were your peak traffic hours?
• How quickly did your budget deplete?

Use these data to build a daily pacing plan, ensuring you don’t burn through your entire budget by 10 a.m.

Prime Day takeaways for marketers in 2025

This isn’t the time to “set and forget.” Prime Day rewards marketers who move early, act fast, and adapt on the fly. Nail your targeting with AMC, automate smartly while staying hands-on, and drive traffic beyond Amazon to capture intent before it peaks. Build funnels — not just flash sales — and make your Storefront function like a home page. In a world where margins are tight and timing is everything, staying ahead is the key to excelling.