Guide to Prime Day Marketing & Advertising 2025
TL;DR
Prime Day 2025 is shaping up to be Amazon’s biggest yet, expanding from the traditional two-day event into a four-day shopping extravaganza. Sales are expected to surpass last year’s impressive total of $14.2 billion. While some speculate spending may slightly decline this year due to conscious buying efforts or ideological differences with Jeff Bezos, there are still more than 180 million Amazon shoppers in the U.S. alone. Despite a portion of shoppers reportedly going on an “Amazon Diet,” we anticipate significant sales activity and plenty of opportunities for sellers. That’s why we prepare this Guide to Prime Day Marketing & Advertising 2025 top help you navigate Prime Day.
Contents
Prime Day 2024: Data-Driven Insights
| Prime Day Insight | What it Means for Sellers |
|---|---|
| Computers & Electronics (42%) and Home & Kitchen (21%) accounted for nearly two-thirds of total sales | Big-ticket items continue to dominate Prime Day. Sellers should prioritize these categories when planning inventory and advertising. |
| Peak shopping hours were after 8 PM, hitting maximum activity around midnight and remaining strong until about 7 AM | Consider scheduling higher bids and larger budgets for overnight ad campaigns to capture maximum shopper attention. |
| Millennials (born 1981–1996) were the largest group of shoppers, closely followed by Gen Z (born 1997–2012). Boomers (born 1946–1964) shopped the least. | Tailor your creative strategies—especially video and social media—to resonate with Millennial and Gen Z audiences. |
Data Source: NielsenIQ, 2024
Prime Day Advertising Prep Timeline
Preparation is everything. Below is an easy-to-follow two-week roadmap for launching successful Prime Day ad campaigns.
| When | Task | Why It Matters |
|---|---|---|
| 14 days before | Review last year’s Prime Day data; identify winning keywords | Helps you replicate past success quickly |
| 12 days before | Launch discovery campaigns at slightly lower bids (around 20% less than average) | Efficiently finds profitable keywords without overspending |
| 10 days before | Refresh your ad creative; highlight your Prime Day deals clearly | Makes your deals stand out to early shoppers |
| 7 days before | Increase your advertising budget by 50%; start pushing Sponsored Brand campaigns | Captures buyers starting their research early |
| 2 days before | Triple your usual daily budgets; enable aggressive bid strategies | Ensures continuous visibility during the highest-traffic days |
| Prime Day (Day 1 & Day 2) | Monitor closely, adjusting budgets and bids hourly | Maintains your competitive edge |
| After Prime Day | Reduce bids by around 20% but keep remarketing campaigns running for two weeks | Captures late decision-makers and maximizes return on investment |
Source: Adspert, 2025
How to Pick Prime Day Winning Products
While it might be tempting to use this high-traffic period to clear slow-moving inventory, you’ll likely see better results by focusing on your proven best-seller items with a strong sales history and high ratings.
Historically underperforming products are harder to convert, so it’s better to identify and promote items that have sold well in the last 90 days. Prime Day is the ideal time to boost sales of your highest-performing products.
Promote These  |
Pause These  |
|---|---|
| Top-selling items (last 90 days) | Poorly reviewed items (under 3.5 stars) |
| High-margin items (25% or higher) | Low-margin or thin-margin items |
| Items eligible for Lightning Deals or coupons | Low inventory or slow-moving stock |
Check Your Product Performance
Begin by reviewing your order history and Amazon advertising reports to identify products that have performed consistently well, so you can direct your ad spend toward those items.
Open Campaign Manager
Seller Central → Advertising → Campaign Manager
Download a 90-day “Performance over time” report
Campaign Manager left menu → Reports centre → Sponsored Products → Performance over time → Create report → Export CSV
Sort for winners
In Excel/Sheets, sort the CSV by Units Ordered, Total Sales, ACoS.
Flag ASINs in roughly the top 20 % for sales that also meet your target ACoS.
Confirm strong CTR and conversion
Reports centre → Sponsored Products → Placement report (listed as “Campaign placements” in some accounts).
Check that the flagged ASINs post above-average CTR and Conversion Rate.
Validate in Business Reports
Seller Central → Reports → Business Reports → Detail Page Sales & Traffic by Child ASIN.
Make sure the same ASINs show strong Sessions and high Unit Session %.
Group your “Prime-Day Heroes” with a Portfolio
Create (or move) campaigns that advertise only these top ASINs, then:
Campaign Manager → select those campaigns → Move to portfolio → create Prime-Day Heroes.
This lets you raise budgets and bids across all winning campaigns in a single action when Prime Day starts.
Budgets & Bids for Prime Day
Budget: Plan to spend two to three times your normal daily budget during Prime Day.
Bid Adjustments: Based on industry best practices, try the following bid adjustments:
| Ad Match Type | Pre-Prime Day (Discovery) | Prime Day Event | Post-Event (Remarketing) |
|---|---|---|---|
| Broad | Base bid × 0.8 | Base bid × 1.3 | Base bid |
| Phrase | Base bid | Base bid × 1.5 | Base bid × 0.9 |
| Exact | Base bid | Base bid × 1.8 | Base bid × 1.1 |
TIP
Monitor your budgets closely. Many sellers manually check if spending is approaching 70% of their daily budget by midday to prevent campaigns from pausing.
- Use a third-party tool to receive custom budget alerts or connect to Amazon Marketing Stream for hourly performance metrics.
Best Prime Day Amazon Ad Types
To maximize sales during Prime Day, implement a full-funnel advertising strategy that engages customers at every stage of their journey. Drawing from Skai (skai.io, 2024), use these ad types:
| Ad Type | Placement | Purpose | Best For |
|---|---|---|---|
| Sponsored Products | Search results, product detail pages | Drive conversions | High-intent shoppers |
| Sponsored Brands | Top of search results | Increase brand visibility | Showcasing multiple products |
| Sponsored Display | Product pages, off-Amazon sites | Retargeting | Re-engaging past visitors |
| Amazon DSP | Various websites and apps | Audience targeting | Programmatic advertising |
(Source: skai.io, 2024)
Top-of-Funnel: Build Brand Awareness
- Sponsored Display Ads
Reach potential customers both on and off Amazon through Sponsored Display ads. These ads appear on product detail pages, customer reviews, shopping results, and third-party websites and apps, making them ideal for introducing your brand to new audiences. - Video and Audio Ads
Utilize Video and Audio Ads to capture attention across platforms like Amazon Music, Alexa News, and Amazon-owned websites. These formats are effective for building brand awareness and engaging users who may not be actively shopping but are receptive to discovering new products.
Mid-Funnel: Foster Consideration
- Sponsored Brands Ads
Showcase a selection of your products along with your brand logo and a custom headline. These ads appear in prominent placements within shopping results, helping to drive traffic to your Brand Store or a custom landing page, thereby enhancing brand visibility and encouraging product exploration. - Amazon Posts and Amazon Live
Engage customers with Amazon Posts, which function similarly to social media posts, offering compelling imagery and copy to tell your brand story. Additionally, Amazon Live allows for real-time interaction with shoppers through live-streamed product demonstrations and Q&A sessions, building trust and interest.
Bottom-of-Funnel: Drive Conversions
- Sponsored Products Ads
Target high-intent shoppers by placing your products in search results and on product detail pages. These ads are crucial for capturing customers ready to make a purchase, especially during the high-traffic Prime Day event. - Amazon DSP (Demand-Side Platform)
Leverage Amazon DSP to retarget shoppers who have viewed your products but haven’t purchased. This platform allows for advanced audience targeting based on shopping behavior, interests, and demographics, helping to re-engage potential buyers and drive conversions.
Listing Tips for Higher Conversions
- Clearly label your deals: Include “Prime Day Deal” or equivalent value messaging in your ad copy, within Amazon’s guidelines.
- Clear and consice messages that highlight urgency: Countdown timers, “Limited Time,” and deal expiration language can drive higher click and conversion rates these tactics can boost CTR by 15–20% during Prime Day.
- Maintain visual consistency: Ensure that your Prime Day messaging is aligned across your ads, Brand Store, and product detail pages to reinforce trust and reduce drop-off.
Defend Your Brand & Storefront
Competitors will aggressively bid on your branded terms during Prime Day. Counter this effectively by:
- Bidding defensively on your brand keywords with exact-match campaigns.
- Directing traffic to your branded Prime Day landing page on your Storefront.
- Using clear headlines like “Official Brand Deals” to discourage shoppers from clicking competitor ads.
Prime Day ad performance can differ depending on the time of day. Use the hourly guide below:
| Time (PDT) | Metric to Monitor | Recommended Action | Rationale |
|---|---|---|---|
| 12:00 AM – 8:00 AM | Budget Utilization | If spend exceeds 60% of your daily budget early, consider increasing the budget or redistributing it to high-performing campaigns. | Early high spend may indicate strong overnight traffic; adjusting budgets ensures ads remain active during peak hours. |
| 8:00 AM – 4:00 PM | Click-Through Rate (CTR) & Conversion Rate (CVR) | If CTR or CVR declines, review ad creatives and targeting; consider increasing bids for high-performing keywords. | Midday hours often see increased competition; optimizing bids and creatives can maintain ad performance. |
| 4:00 PM – 12:00 AM | Advertising Cost of Sales (ACoS) | If ACoS exceeds your target by more than 20%, reduce bids by 10–15% or pause underperforming keywords. | Evening hours may lead to higher ACoS due to increased browsing; adjusting bids helps control costs. |
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Additional Tips
- Utilize Amazon’s “Adjust Bids by Placement” Feature: Increase bids for top-performing placements, such as “Top of Search,” to enhance visibility where conversion rates are higher.
- Implement Dynamic Bidding Strategies: Consider using “Dynamic Bids – Up and Down” to allow Amazon to adjust your bids in real-time based on the likelihood of conversion.
- Regular Monitoring: Continuously monitor campaign performance metrics to make timely adjustments, ensuring optimal ad spend efficiency.
- Start early and fund generously.
Switch campaigns on two weeks before Prime Day, triple daily budgets for the event window, and bid on your brand keywords so rivals can’t siphon traffic. - Back only proven winners.
Push high-velocity, 4-star-plus SKUs; park slow movers or poorly reviewed items to keep spend efficient. - Build an off-Amazon safety net.
Prepare short email, SMS, and social posts so you can redirect shoppers to your Storefront (or your own site) if any issues arise with a listing on Amazon. - Keep ads running after the rush.
Leave campaigns live at lower bids for two more weeks, retarget recent visitors, and trigger automatic review requests as orders ship. - Restock and review.
Refill inventory on fast sellers, then mine your search-term and placement reports while the data is fresh to shape next year’s plan.
Curious how AI repricing can boost your profits?
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