Amazon Prime Day 2025: What Brands Need to Know to Prepare
Amazon Prime Day is one of the most important events in the eCommerce calendar – and 2025 is expected to be the most competitive yet. With record-breaking results in 2024 and new tools, ad formats, and promotional changes in play, the pressure is on for brands to show up with a clear, scalable plan.
Amazon has officially confirmed that Prime Day 2025 will run for four full days, from July 8 to 11. With the dates now set, sellers should act quickly to meet submission deadlines, secure inventory, and optimise their listings to maximise visibility and performance during the event.
This guide outlines the essential information for business owners and brand teams preparing for Prime Day 2025 – from deal types and key deadlines to strategy and ad planning.
Prime Day 2025: Key Timing
The event will last four days, doubling the traditional Prime Day Format. This extended timeline will give sellers more exposure – but it will also require smarter planning around inventory pacing, promotional fatigue , and ad budget management.
Prime Day Deal Types and Fees
Amazon offers four main promotional formats during Prime Day. Each has distinct costs, eligibility requirements, and visibility potential:
1. Prime-Exclusive Best Deals
Minimum Discount: 15%
Fee: $1,000
Visibility: Homepage, Prime Day storefront, Deals page, product and search results
Best for: High-performing SKUs with strong reviews and consistent sales
Run Time: Up to 14 days including Prime Day
2. Lightning Deals
- Minimum Discount: 20%
- Fee: $500
- Visibility: Amazon Deals page, countdown badges, product pages
- Best for: Limited-time offers, high-stock ASINs, urgency-led strategy
- Run Time: Up to 12 hours or until sold out
3. Prime-Exclusive Price Discounts
Minimum Discount: 15%
Fee: $100 for up to 500 SKUs
Visibility: Product detail pages, cart, and search results (not on Deals page)
Best for: Catalog-wide savings and low-lift participation
4. Coupons
Minimum Discount: 5%
Fee: $5 per coupon + 2.5% of redemptions
Visibility: Coupons page, product pages, and search results
Best for: Subscribe & Save products, bundles, or long-tail SKUs
Ad Strategy for a 4-Day Event
The extended duration of Prime Day means brands need to shift from short-burst campaigns to sustained advertising strategies.
Before Prime Day
- Increase bids 7–10 days in advance to reach early researchers
- Launch retargeting via Sponsored Display and DSP
- Plan for peak traffic windows (typically 8am and 6pm PST)
During Prime Day
Monitor ad budgets in real time – day one typically sees the highest CPC inflation
Adjust spend by day based on performance, and shift focus to backup SKUs or under-promoted products in days 3 and 4
Prioritise placements like Top of Search with Sponsored Products, and use Sponsored Brand creative to spotlight deals
After Prime Day
Retarget browsers and cart abandoners with DSP
Monitor performance for halo effect over the next 7–14 days
Track ROAS and refine campaigns using Amazon Marketing Stream and AMC data
Storefront & Content Best Practices
- Build a dedicated Prime Day section within your Brand Store featuring all active deals
- Use lifestyle imagery and clear promotional messaging
- Submit content updates early – Amazon’s review process can delay last-minute changes
- Ensure alignment between ad creatives, landing pages, and on-page messaging
New Visibility Factors: AI & Rufus
Amazon’s AI assistant, Rufus, is reshaping product discovery. Instead of relying solely on keyword searches, it surfaces products that best answer shoppers’ natural-language queries.
To improve performance in AI-driven placements:
- Ensure listings have complete category attributes
- Use text-overlay images that clearly communicate value
- Focus titles and bullet points on shopper intent (“Cooling Gel Pillow – Stay Cool All Night”)
- Track visibility through a “Rufus inclusion rate” for your promoted ASINs
Final Thoughts
Prime Day 2025 brings a longer window, more advanced tools, and higher stakes. Brands that plan early — with layered promotions, optimised content, and a resilient ad strategy — will be best positioned to win.
Need support building your strategy or auditing your listings? Get in touch with our team to ensure you’re fully ready to compete.
