Prime Day 2025 is slated to happen from July 8 to July 11. Now that we’re in the home stretch, here is a handy checklist to help you get your brand in tip-top shape ahead of this massive eCommerce holiday.
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1. Prime Day 2025 Predictions7. VASO Group Will Help You Check Off Your Prime Day Preparations
Prime Day 2025 Predictions
Prime Day 2024 generated $14.2 billion in online sales with 180 million shoppers participating. Amazon reported last year’s two-day event to be a record-breaking event, with a record-breaking number of customers signing up for Prime in the three weeks leading up to Prime Day. This year, with double the number of event days, we expect similar trends of exponential traffic growth.
With economic uncertainty looming in the horizon, non-essential purchases like Prime Day deals are either saved for later or split into payments: Statista reported that payments with Buy Now, Pay Later (BNPL) during Prime Day 2024 hit the billion dollar mark for the first time. This is a sure sign for things to come, and definitely something to keep in mind as you prepare your brand and products for this shopping event.
Offerings
Before we dive in, place yourself in the customer’s digital shoes and think carefully about your category. Is your product something that one would be looking for during Prime Day? Historically, Prime has always been the occasion for nabbing a new TV or Apple watch. Aside from electronics, other items that might grab their attention include big ticket items like luxury brand offerings, mattresses and bedding, or household appliances. Another new trend from Prime Day is to stock up on household essentials if they’re on sale.
With that in mind, your checklist for Prime Day offerings include these questions:
1. Are customers looking for deals in my category?
Casual deals browsing is not indicative of a high-intent purchaser. Shoppers who are ready to buy will very quickly find their desired deals, check out, and leave to do other things. Don’t rely on shoppers stumbling on your deal on an “Other deals” landing page. You need to be where the shoppers are going to go. Find out where you fit, or if you even fit in the common Prime categories.
2. Do my products have a higher than average selling price?
As mentioned before, big ticket items are usually more in demand during Prime Day due to the deep discounted nature of the event. Therefore, even if your product is not part of the usual suspects of Prime categories, its higher price tag might signal to the shoppers that it can potentially run a great deal. What’s more, if you have a low average selling price, you will lose out on any profit if you run deep discounts.
Promotions & Coupons
Pricing is also important when setting promotions and coupons. Prime Day is all about savings, so the better the deal, the more prominently your product will be featured.
It’s also important to choose the correct format of discounts to capture your customer’s attention. Amazon offers three different formats for displaying a discounted price: strike-through pricing, coupons, and lightning deals.
• Strike-through pricing: the original price is literally slashed to reveal the new, lower price, with a red number indicating the percentage of discount. Strike through pricing is visible from the search results page.
• Coupons: On the search results page, coupons are displayed as a green background text box indicating your actual price after discounts. Once you navigate to the product listing page, the coupon shows up as a check box underneath the price tag.
• Lightning deals: A Prime Day special, Lightning Deals are limited-time discounts on products. They usually come with a “claim quota” as well, signified by the progress bar underneath the deal listing. The urgent nature of these deals make them effective tools for encouraging conversion.
These discount formats can also be combined together to improve the price tag appeal for when shoppers are browsing. Ask your account managers to experiment and find the most effective combinations that will convert the customers.
Last but not least, consider setting up Prime Exclusive Discounts (PED) during the event. Found on both the search results page and the Today’s Deal landing page, Prime Exclusive deals are usually deeper than those for non-members, which means higher intent to purchase from deal hunters. Data supports the effectiveness of this format: 40% of brands chose this promotion type in 2024, a stark increase from the 21% of 2023.
To wrap up, the checklist questions for setting up promotions & coupons are:
1. Are my discounts deep enough?
The percentage of discount obviously varies depending on the category you’re competing in, but always make sure that it is comparable or beat out your competitors’s pricing. This way, you are more likely to attract a click and potentially a purchase.
2. Am I utilizing the best promotions & coupons combination to attract customers?
Certain discounts show up differently and in different locations. Your marketing or UX team can help steer you in the right direction so you can attract your target customers more effectively with your deals.
Inventory
Before Prime Day begins, make sure that you have adequate inventory levels to support the anticipated higher demand. Running out of stock during the biggest shopping event of the year can deal a significant blow to your sales, especially if you’re not running advertising and just relying on organic traffic. On the other hand, overestimating and overstocking inventory in preparation for Prime Day can also land you in trouble of paying storage fees.
So for inventory levels, your checklist question is:
Am I adequately stocked to address higher levels of demand?
Content
Product listing content, brand content, and A+ content all play a huge role in pushing customers to a purchase. Product copy (titles, bullets, long descriptions) is the main contributor to your SEO-friendliness and your product ranking on the search result page. Branded content strengthens your online presence and educates your customers about your offerings. Last but not least, A+ content allows you to highlight product features, compare your listing to other competitors, and call back to your brand’s core values to further solidify your identity to shoppers.
Images and videos are also important as they provide visualizations of your product’s features, or show them in action in everyday scenarios. These act as multimedia product demos and help shoppers understand how they can use your product in their space. Amazon itself also recommends that you include at least 6 images and 1 video for your listing, so that alone speaks to the impact of visuals on your content performance.
On Prime Day, when competition is tighter than ever, content can make or break your conversion. As such, when wrapping up preparations for this event, you should check that all your copy is in good shape and SEO-friendly. That way, they have an organic boost in relevance and can show up when customers search for your queries.
For content, our recommended checklist questions are:
1. Is my product copy optimized for length and SEO?
2. Does my product A+ content adequately expand on my product copy? Does it cover additional features or compare my product to other competitors or cross-sell with my other offerings?
3. Do I have enough product images and videos? Do they adequately showcase my product’s highlighted features and show it in action?
Advertising
Advertising is the final piece of the Prime Day puzzle. With the existing increased organic traffic, Amazon PPC can give you that final boost to bump your listing’s ranking above other competitors in the search results page. However, ramping up your advertising campaigns too much and too abruptly might cost you valuable return on ad spend.
Your checklist questions regarding Advertising for Prime Day are:
1. Are my campaigns advertising the products I want to highlight for Prime Day?
2. Have I set up incrementally increasing bids to slowly adjust for the higher demand?
VASO Group Will Help You Check Off Your Prime Day Preparations
Our account managers, copywriters, and marketers are all experts in navigating the intricacies of Prime Day preparation. We can help you make the most of this shopping event, even if you don’t run any deals or promotions during this period.
We’ll help you achieve success with Prime Day.