Amazon Prime Day 2025 – Our tips for merchants

Amazon has just announced that Prime Day 2025 will take place from July 8 to July 11. For the first time, the event will span four full days, giving merchants an even greater window to drive sales. Whether you sell directly on Amazon or simply want to leverage the general increase in online shopping during this period, it’s crucial to be ready.

What is Amazon Prime Day?

Prime Day is one of the biggest commercial events of the year, both on Amazon and in eCommerce overall. In the US, around 180 million people were subscribed to Amazon Prime in 2024, representing a significant share of online shoppers.

In 2024, Prime Day set new records. US consumers spent approximately $14.2 billion online during the two-day event, marking an 11% increase compared to the previous year (1). Prime members purchased over 300 million items worldwide (2), with an average of 2.1 items per order and an average order value of $57.97 (3).

Important dates to remember

Before July 8, finalize your preparations, including inventory management, promotions planning and marketing campaigns. Between July 12 and 15, plan a fallout period, ideal for activating your retargeting campaigns, thanking your new customers and offering complementary promotions to stimulate a second purchase.

Check and optimize your inventory

Ensure you have enough stock to meet demand. Analyze your data from previous years to identify your best-selling products and highest margins, then prioritize these for promotion. If needed, reach out to your suppliers now to restock in time and avoid inventory shortages that could limit your sales.

Prepare your marketing campaigns

Even if your business isn’t on Amazon, Prime Day is a time when shoppers are on the lookout for discounts and exclusive deals. It’s an excellent opportunity to capture their attention with your own promotions. Plan your Google Ads and Meta Ads campaigns in advance, focusing on limited-time offers. Update your email newsletters to clearly communicate your best deals to subscribers and add dynamic banners to your website that reflect this high-shopping period.

Optimize your product pages

Shoppers compare quickly before making a purchase. Your product pages should be up to date, with high-quality photos and precise descriptions, while being SEO-optimized to appear in relevant search results.

Set up attractive promotions

Prime Day is synonymous with significant discounts. Make sure your offers are competitive. This could include strategic bundles, free shipping or exclusive discounts for loyal customers. The goal is to create a sense of urgency that drives immediate purchases.

Plan post-prime day follow-up

After the event, make sure to thank your customers and build loyalty. You can send a thank-you email with a complementary offer or launch a retargeting campaign to encourage a second purchase. These actions help maximize your marketing ROI and strengthen your customer relationships.

Prime Day continues to solidify its place as a major eCommerce event, breaking sales records year after year. The 2025 edition, which will extend to four days for the first time, represents a unique opportunity to increase your sales, attract new customers and strengthen your brand awareness.

By preparing your inventory in advance, optimizing your marketing campaigns and offering attractive deals, you can fully leverage the surge in traffic generated by Prime Day, whether you’re selling directly on Amazon or simply taking advantage of the excitement on your own platforms. Post-event follow-up is also key to building customer loyalty and maximizing the profitability of your efforts.

Sources:

(1) TechCrunch, https://techcrunch.com/2024/07/18/amazon-prime-day-2024-sales-hit-record-14-2-billion

(2) Fit Small Business, https://fitsmallbusiness.com/amazon-prime-day-statistics

(3) Tinuiti, https://tinuiti.com/blog/amazon/amazon-amazon-prime-day-2024-results

(4) Capital One Shopping Research, https://capitaloneshopping.com/research/amazon-prime-day-statistics

(5) Digital Commerce 360, https://www.digitalcommerce360.com/article/amazon-prime-day-sales