Amazon Prime Day 2025: Strategic Guide for Sellers

Even though there are still a few weeks to go until Prime Day 2025, sellers who want to achieve tangible results cannot afford to wait until the last minute. This event, which has now become a fixed date on the global e-commerce calendar, represents a unique opportunity to increase sales, strengthen brand visibility, and attract new customers.

Preparing in advance, analyzing trends from previous editions, and optimizing every aspect of your strategy – from inventory to advertising – is more crucial than ever to stand out in a highly competitive market.

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When Will Amazon Prime Day 2025 Take Place?

First of all, Amazon has officially confirmed the return of its flagship event for July 2025. Prime Day will involve 25 countries, including Ireland for the first time with amazon.ie, and of course confirming all major European markets among the beneficiaries of this initiative.

As always, Prime members will have access to significant discounts in over 35 product categories such as electronics, kitchen, beauty, and clothing. Independent sellers accounted for over 60% of total sales in 2024, with Amazon completing over 9 billion same-day or next-day deliveries during the last event.

The “Shopping Diet” Before Prime Day

So far, we’ve shared some summary information on what to expect this year. However, things are already becoming demanding for sellers, as they must prepare well in advance and clearly understand which global trends are likely to shape this scenario.

For example, with the approach of Amazon Prime Day 2025, marked by big discounts and short-term benefits, one reinforced trend is that of a “shopping diet” in the weeks before – focusing purchases during the Prime Day window with a mindset driven by the following factors.

Discounts

Deep price drops during Prime Day are certainly the main reason why many buyers concentrate their shopping during this time. Flash deals and countdown offers create purchasing pressure that encourages faster decision-making.

Fast Shipping

While not exclusive to Prime Day, fast shipping – same-day or next-day delivery – remains a highly appreciated feature for customers.

Wishlist

Many buyers add products they’ve been wanting for a while to their wishlists, hoping they’ll be discounted during Prime Day. Buying products they previously desired also helps psychologically justify their shopping tendencies.

Wide Product Selection

Amazon’s vast inventory ensures that every buyer finds something of interest. The incredible selection increases the chances of finding a great deal during Prime Day.

Perceived Value

Finally, it’s clear that Amazon’s Prime Day sales are heavily marketed as one of the year’s best shopping opportunities. This creates a perception of smart and strategic shopping – snagging a deal feels like a win!

>>> You can also read our Practical Guide to the Receipt Register on Amazon. <<<

Who Buys on Prime Day?

Having introduced all this, it’s useful to reflect on insights from the previous edition of the event to approach Amazon Prime Day 2025 with the right awareness.

Drawing from some statistics on performance models compiled by Numerator with their Prime Day Highlights, we observe the following.

Prime Day attracts a slightly older demographic with higher income compared to the typical Amazon shopper

Gen X buyers (born between 1965 and 1980) dominated – and could be a key target for pre-sale marketing strategies and personalized messaging.

Gen Z buyers (born from 1997 onwards) were more likely to wait for discounts on specific products

Millennials (born between 1981 and 1996), on the other hand, leaned toward routine and bulk purchases. Sellers should tailor their strategies accordingly – emphasizing urgency for Gen Z or value bundles for Millennials.

Health and Beauty saw one of the strongest growths in 2024

Categories such as skincare, vitamins, and hair care surged. Sellers in this market should expect more competition and consider enhanced listings, aggressive pricing, and sponsored campaigns.

Electronics saw reduced category engagement

Nevertheless, brands like Apple, Ring, and Amazon devices still led in total sales revenue. If you sell in this category, focus on your unique value or bundle offers to compete with the top brands.

>>> You can also read our Guide to Amazon Product Bundles. <<<

More than half of Prime Day buyers checked prices at other retailers before purchasing

Competitive pricing, clear value messaging, and the use of coupons can help sellers win that final click – the most anticipated conversion.

As 2025 approaches, sellers should plan ahead, rely on data, and adapt their strategies based on generation and category.

Our Tips to Get Ready for Prime Day 2025

Inventory and Stock:

• Analyze previous Prime Day sales
• Forecast demand with +50-100% buffer
• Place supplier orders early
• Send FBA inventory

When: 8–10 weeks before

Tips:

• Use inventory reports to avoid overstocking
• Calculate 2–3x daily average sales x event duration

Listing Optimization:

• Update titles with keywords
• Review bullet points
• Add new professional photos
• Enhance A+ Content
• Add product video

When: 4–6 weeks before

Tips:

• Add “Prime Day” in backend keywords
• Use at least 7 high-resolution images
• Create comparison charts in A+ Content

>>> Learn more about International Shipping: Everything You Need to Know for Profitable Amazon Deliveries. <<<

Advertising and PPC:

• Increase campaign budget
• Create dedicated campaigns
• Optimize keywords
• Test creatives

When: 2–3 weeks before

Tips:

• +50-100% budget during the event
• Use keywords like “prime day deals”
• Accept a higher ACOS target

Logistics and Fulfillment:

• Verify FBA settings
• Check shipping rates
• Plan for returns management
• Prepare local backup inventory

When: 2–3 weeks before

Tips:

• Monitor restock alerts
• Have an out-of-stock emergency plan
• Track your Inventory Performance Index

>>> Read our article on Innovative Packaging: New Solutions from Amazon for Future Shipping. <<<

Customer Service:

• Train support team
• Prepare FAQs
• Create quick response templates

When: 1–2 weeks before

Tips:

• Response time <24h
• Prepare for +200% messages
• Clear return policies

Analytics and Monitoring:

• Set up monitoring dashboard
• Define KPIs
• Set automatic alerts

When: 1 week before

Tips:

• Track: conversion rate, BSR, inventory
• Tools: Seller Central reports + third-party apps
• Hourly analysis during the event

>>> Also read our article How to Sell on Amazon USA: The Complete Guide for European Sellers.  <<<

Technical Preparation:

• Test mobile listings
• Verify all links
• Check tool integrations

When: 3–5 days before

Tips:

• Test checkout process
• Screenshot listings before the event

During the Event:

• Real-time monitoring
• Price adjustments
• Inventory management
• Immediate customer response

When: During Prime Day

Tips:

• Be ready to adjust PPC budgets
• Manage stockouts immediately