Entering its 11th year, Prime Day 2025 is shaping up to be the biggest opportunity yet for Amazon sellers. Now extended to a four-day event in mid-July, Prime Day continues to shatter sales records. Independent sellers last year sold more than 200 million items during the Prime Day event.
But here's the reality: Prime Day success doesn't happen by accident. Brands that win on Prime Day are those who invest early in Amazon Listing Optimization, align operations with demand surges, and leverage Amazon Brand Management when millions of shoppers flood the platform.
This tactical checklist is designed to help you prepare. We’ll cover from product selection and listing readiness to advertising and fulfillment, so your brand doesn’t just participate in Prime Day, but dominates it.
1. Laying the groundwork for Prime Day success
Before you launch campaigns or discount products, set a planned foundation:
✅ Set clear goals and KPIs
Are you aiming to:
- Move excess inventory?
- Acquire new-to-brand customers?
- Drive category dominance?
Your goals will determine everything from which products to feature to how aggressively you price your deals. Define success and tie it to measurable Key Performance Indicators (KPIs) like Return On Ad Spend (ROAS), new customer acquisition cost, or inventory turnover.
Document these objectives clearly and share them with your entire team, from marketing to customer service.
✅ Audit historical sales data
Review previous Prime Day, Black Friday and Cyber Monday (BFCM), and promotional events. Identify:
- Top-converting products
- Seasonally high-interest products
- Low-margin items to avoid discounting
Your past performance is your best predictor of future success. Look for patterns in customer behavior, product performance, and traffic sources.
✅ Prioritize high-impact products
Balance your catalog:
- Promote high-margin or top-rated products to boost profits
- Bundle or discount slow-moving products to improve cash flow and storage space
Not every product in your catalog deserves the Prime Day spotlight. Focus your promotional efforts on high-margin items that can drive meaningful revenue, or high-converting products that consistently perform well in your advertising campaigns.
Consider offering deeper discounts on seasonal items or products you need to move before Q4 arrives. The key is balancing profitability with volume to achieve your specific goals.
✅ Finalize inventory & forecast demand
Work backward from Amazon’s FBA recommendation (mid-June) to ensure top products are in-stock and inbound.
- Build buffer stock for high-demand items
- Set automatic reorder triggers
- Consider backup FBM strategies in case of FBA delays
Nothing kills Prime Day momentum like running out of stock on your best-selling items. Start your inventory planning early and use historical data to forecast demand accurately.
Remember, it's better to overestimate demand than to miss out on sales because you're out of inventory.
✅ Lock in your budget
Allocate your spend wisely:
- Increased advertising spend
- Additional inventory purchases/ fulfillment costs
- Potential customer service scaling
A well-allocated spend can mean the difference between flat growth and a breakout Prime Day.
2. Optimize product listings for conversion and visibility
Your product listing is often the only interaction customers have before making a purchase decision. Treat it like your digital storefront.
✅ Use Prime Day-optimized keywords
Incorporate high-volume search terms related to Prime Day and evergreen category keywords across titles, bullet points, backend search terms, and A+ Content. Think about how shoppers behave during major sales events—they're often searching for "Prime Day deals," "July sale," or "summer savings" along with your product terms.
Update your product descriptions to reflect any Prime Day pricing or bundle offers, but avoid keyword stuffing. Focus on creating titles and descriptions that real customers want to read, not just search engines want to index.
✅ Write bullet points that actually sell
Customers skim. Use short, punchy copy that focuses on:
- Emotional triggers
- Unique selling points
- Prime Day urgency (“Limited-time deal”)
Focus on benefits, not just specifications. Instead of "Made with premium materials," try "Durable construction that lasts 3x longer than competitors." Build urgency where appropriate, but keep it authentic.
Use clear, concise copy that helps customers understand exactly what they're getting and why they should buy from you.
✅ Update A+ Content & your Amazon Storefront
Amazon's Enhanced Brand Content (A+ Content) becomes even more valuable during Prime Day when competition for attention is fierce. Use comparison charts, lifestyle visuals, and feature callouts to increase dwell time and conversion.
Don't forget to create a Prime Day version of your Amazon Store. Use the scheduling feature to automatically publish Prime Day-specific content and take advantage of the Featured Deals widget to highlight your promotions. Submit your storefront updates for approval at least a week before Prime Day to avoid any last-minute delays.
✅ Prioritize mobile optimization
With the majority of Prime Day browsing happening on mobile devices, your listings must look sharp and load quickly on smartphones and tablets.
Test how your images appear on mobile, ensure your bullet points are easy to scan, and verify that your A+ Content displays properly across all devices.
Pay special attention to your main product image. It needs to be compelling enough to stop scrollers and clear enough to understand at a small size.
3. Build demand before the rush
As a smart Amazon seller, you don't wait for Prime Day to start your marketing efforts. Building momentum in the weeks leading up to the event can significantly affect your results.
✅ Execute a strategic Amazon Ads launch
- Sponsored Brands: Launch 14–21 days ahead (longer attribution window). Shoppers often browse and research in the days before Prime Day, then convert once deals go live. Sponsored Brand ads are perfect for this "window shopping" phase.
- Sponsored Products: Ramp spend 7–10 days ahead of Prime Day. Focus on your featured products and highest-converting keywords. Apply for Lightning Deals and Prime Exclusive Discounts as early as possible as these promotional slots fill up quickly.
- Amazon DSP: Start 6 weeks out in advance to retarget previous visitors and prospect new customers.
✅ Generate external traffic sources
Use your social media channels to build excitement before Prime Day arrives. Drive traffic to your Amazon Storefront or specific product pages to start building momentum.
- Influencer Partnerships: Promote early access to deals, provide special discount codes
- Reels, TikToks, and Stories: Tease product drops and discounts
- Email Campaigns: Segment lists and highlight early deals, bestsellers, and urgency
Early traffic increases relevance signals and drives organic rank, a key for Prime Day visibility.
4. Master Amazon Brand Management for Prime Day
Beyond advertising and listings, your brand presence and how you manage it can make or break your Prime Day 2025.
✅ Build Your Amazon Storefront
The Featured Deals widget automatically updates to show only products with active promotions, making it easy for shoppers to find your best offers. Schedule your Prime Day content to go live automatically and plan when it will revert to your regular storefront.
Group products into collections like “Limited-Time Bundles” or “Staff Picks.” Use banners, curated collections, and promotions to guide traffic.
✅Win and keep the Buy Box
The Buy Box accounts for over 80% of Amazon sales. Improve your chances by keeping your prices competitive while protecting your margins.
Maintain strong seller metrics: fast fulfillment, low return rate, high feedback score, and monitor your inventory levels constantly to avoid stockouts.
✅ Safeguard your brand reputation
Prime Day brings increased visibility to your brand, which means both opportunities and risks. Focus on generating positive reviews before the event starts, respond professionally to any negative feedback, and monitor your brand mentions across Amazon.
Prepare your customer service team with scripts for common Prime Day questions and establish clear escalation procedures for handling complaints during busy periods. A single negative experience that goes viral can significantly impact your brand's reputation.
Real-time monitoring tools and proactive communication plans are key to brand protection during high-volume sales periods.
5. Prepare operations for scale and speed
No Prime Day plan is complete without flawless execution. All the marketing in the world won't help if you can't deliver on your promises.
✅ Monitor inventory in real-time
Use dynamic dashboards to track velocity and automate alerts for stock depletion. For bestsellers, pre-position inventory in key fulfillment centers.
Nothing frustrates customers more than finding a great deal only to discover the item is out of stock.
✅ Choose the right fulfillment model
Whether you're using FBA (Fulfillment by Amazon) or FBM (Fulfillment by Merchant), ensure your chosen method can deliver Prime-level speed and reliability. Most Prime Day shoppers expect fast, free shipping, and any delays can result in negative reviews and lost future sales.
✅ Prepare your customer service team
Prime Day generates a significant spike in customer inquiries, returns, and product questions. Equip your support team with additional resources, create response templates for common questions, and ensure adequate staffing coverage for the entire four-day event.
Train your team on your Prime Day promotions, inventory levels, and any special policies or procedures that will be in effect during the event.
✅ Double-check everything
Conduct a comprehensive audit of all your listings before Prime Day begins. Fix any inactive or suppressed listings, update pricing across all your products, correct any errors or missing information, and test your mobile checkout process thoroughly.
6. Drive more sales with smart tactics
Beyond the basics, these advanced strategies can help you stand out from the competition during Prime Day (and beyond).
✅ Bundle to boost Average Order Value
Group products with intention:
- Complementary use cases (e.g., “Home Gym Starter Pack”)
- Slow-movers + bestsellers
- Themed collections like “Travel Must-Haves” or “Dorm Room Essentials”
✅ Clear out old inventory
Use deep Prime Day discounts to:
- Offload aging inventory
- Improve Inventory Performance Index score
- Create space for Q4 peak sales
✅ Plan post-event promotions
Keep momentum going:
- Offer 5–10% follow-up deals to customers who viewed but didn’t purchase products
- Launch back-to-school or summer clearance promotions
Why professional Amazon Brand Management matters
Prime Day's complexity and opportunity make it clear why many successful brands invest in professional Amazon Brand Management services. Expert teams understand the nuances of Amazon's algorithms, stay current with platform changes, and have the experience to avoid costly mistakes.
With the right mix of Amazon Listing Optimization, proactive marketing, airtight operations, and expert Amazon Brand Management, your brand can outperform the competition and turn a short-term sales event into long-term momentum.
Our growth marketing team specializes in Amazon Listing Optimization and Amazon Brand Management, helping brands like yours turn Prime Day into their biggest revenue event of the year.
Don't leave your Prime Day success to chance. Contact Cart.com’s Team today to create your custom Prime Day strategy
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