Every summer has its blockbuster, and in eCommerce, that title belongs to Amazon Prime Day. Set for July (exact date TBD), the shopping bonanza is more than just a 48-hour sprint: it’s a goldmine for savvy marketers. In 2024, Prime Day sales soared to $14.2 billion—an 11% jump from the previous year (source: Statista), proving yet again that consumers are ready to spend when the deals (and timing) are right.
Of course, most retailers would prefer to bring consumers to their own channels, but behemoths like Amazon are a necessary evil. Consumers flock to its marketplace for convenience, rapid fulfillment and perceived competitive pricing—with almost half (48%) stating it’s the most trusted place to purchase online from (source: U.S. Consumer Insights Report 2025).
But success doesn’t happen by accident. Winning on Prime Day requires strategic planning, smart advertising, and seamless execution, both on and off Amazon. These tips will help you maximize impact during the Prime Day surge and build momentum for the months that follow. Let’s get your site Prime Day ready.
Prime and Prejudice: Why Starting Early Wins
In the race for Prime Day profits, the early bird doesn’t just catch the worm, it captures clicks, conversions. With every brand jostling for consumer attention, your prep work is what sets you apart.
Start by refining your product listings, clear titles, crisp bullet points, and high-quality images are your first impression. Test pricing and offers in advance to learn what resonates. Make sure your shelves (and supply chain) are stocked—nothing tanks momentum like an “Out of Stock” banner mid-sale. And don’t underestimate the power of reviews: 4+ stars and 50+ reviews can be the difference between getting seen and getting skipped. Prime Day rewards the proactive, make sure you’re ready before the rush.
Seal the Deal: Have Your Offers Ready
When it comes to winning during Prime Day, competitive pricing isn’t just a nice-to-have, it’s your ticket to visibility. Shoppers are primed (pun intended) to pounce on the best deals, so make yours stand out.
If eligible, tap into Lightning Deals or Deal of the Day to gain premium placement and urgency. Don’t underestimate the power of how coupon badges in search results can dramatically boost click-through rates. Sweeten the pot with bundled offers or volume discounts that not only drive conversions but also lift your average order value. In a sea of sameness, strategic deals are what help your brand pop off the screen.
The Data is in the Details: Making Prime Day Count Long-Term
Prime Day isn’t just a sales event, it’s a golden opportunity to build long-term customer relationships. While marketplaces drive volume, smart brands use that momentum to steer shoppers back to their own channels.
Start by slipping inserts with QR codes into packaging that lead to sign-up pages, loyalty programs, or future offers. Post-purchase, follow up with exclusive content or thank-you deals that nudge customers to your site.
This is your chance to build an email list, gather zero-party data, and truly understand your audience. The benefits are big: higher-margin DTC sales, richer insights, and a direct line to your customers, all fueled by what you learn when people want to buy.
Direct Appeal: Winning Shoppers Back from the Marketplace
Of course the aim is to ultimately bring more consumers to your owned channels. And we have a clear game plan to boost direct-to-consumer sales..
– Leverage Competitive Pricing to Attract Shoppers: Highlight pricing advantages in direct-to-brand campaigns. Use promotions, loyalty rewards, free shipping and bundling strategies to reinforce the value proposition and encourage repeat purchases.
– Power Personalization with First-Party Data: Marketplaces control customer data, but brands have an opportunity to personalize experiences in ways that marketplaces can’t. AI-driven recommendations, exclusive early access, and personalized offers can make a direct purchase more enticing. With its ability to deliver cost-effective, highly personalized, timely, and relevant content, email campaigns should be leveraged to engage your visitors. Trigger them based on individual browse and click data for maximum engagement.
-Identitify More Anonymous Website Traffic: Leverage AI and identity resolution for undecided shoppers to identify patterns in undecided shoppers’ behaviors. Deliver personalized, timely promotions, such as exclusive discounts or limited-time shipping offers, to nudge these consumers toward greater engagement.
– Build Loyalty Programs That Drive Retention: Shoppers will buy directly if there’s a strong incentive. Implementing tiered rewards, referral incentives, and VIP perks can encourage long-term engagement.
– Optimize the Direct Shopping Experience: A frictionless shopping experience is crucial. Improving site speed, payment flexibility, and inventory transparency can help retain direct buyers.
Primed for more tactics? Check out exclusive access to original research on shopping psychographics that go beyond transactional data.
Learn peak season tactics that work all-year-round.