Prime Day 2025 Best Practices & Tips for Amazon Sellers

TL;DR

• Prime Day 2025 is scheduled for July 8–11, with extended sales momentum expected through July 14–18 planned early to stay competitive.

• New sellers should focus on inventory checks, boosted ad budgets, high-visibility coupons, and peak-time Sponsored Products campaigns.

• Experienced sellers should update A+ content, run Storefront takeovers with featured deals, and use social media for off-Amazon traffic.

• Amazon’s new “Today’s Big Deals” feature offers a chance for sellers to align with high-traffic, themed deal drops, timing, and urgency matter.

• Use Amazon Budget Rules to auto-scale your campaigns during peak traffic; keep your top ASINs in stock to maintain rank and sales velocity.

• After Prime Day, retarget shoppers, gather reviews, and reinvest in top-performing ASINs to ride the halo effect for continued growth.

Did you know Prime Day keeps getting bigger?

In 2023, over 375 million items were sold worldwide. Then in 2024, that number climbed to more than 300 million items in just 48 hours, with shoppers spending a record $14.2 billion globally. Prime Day 2025 is on track to deliver even higher traffic and conversions than before.

For Amazon sellers, Prime Day isn't just another sales event, it's an opportunity to skyrocket your visibility, boost product rankings, and accelerate revenue growth.

This guide walks you through everything, including savvy listing tweaks, product ranking on Amazon, budget-smart advertising, inventory strategy, and post-event momentum tactics. New sellers can grab traction fast, while experienced brands can maximize category domination.

Ready to make Prime Day 2025 your launchpad for success? Here’s how to make the most of it.

When is Amazon Prime Day 2025 

Image: Amazon 

Prime Day 2025 is officially scheduled for July 8–11, and for Amazon sellers, it’s more than just a high-traffic event; it's a chance to drive visibility, boost rankings, and scale revenue quickly. Whether you’re a new seller looking to gain traction or an experienced brand aiming to dominate your category, Prime Day gives you access to millions of ready-to-buy shoppers. 

With the right deals, ad strategy, and inventory planning, your products can climb the search results fast and secure long-term visibility even after the event ends.

Take advantage of this momentum by preparing early:

• Optimize listings with updated content and visuals

• Offer compelling discounts or exclusive bundles

• Ramp up Sponsored Ads budgets

• Monitor stock levels to avoid going out of stock

Amazon rewards performance and engagement. The more you capitalize on Prime Day traffic, the stronger your organic rank and conversion history will be going forward. Don’t just participate—make it count.

New updates and features for Prime Day 2025

Image: Amazon 

With Prime Day 2025 extended to four full days (July 8–11), sellers now have more time than ever to capture customer attention and drive meaningful sales. The extended window means greater visibility across multiple product categories from pantry staples to premium items, giving sellers more flexibility to plan flash deals, stock rotation, and targeted ad bursts.

What’s new this year?

Amazon is rolling out “Today’s Big Deals,” a new feature with daily, themed deal drops spotlighting brands. These deals refresh every midnight (PDT) and run for a limited time, creating a sense of urgency and buyer excitement. For sellers, this is a key opportunity to:

• Plan limited-time offers to align with these themes

• Optimize listing timing to match the traffic spikes

• Increase ad budgets during peak deal hours

• Monitor inventory levels throughout the day to avoid stockouts

• Stay flexible, act fast, and maximize this extended sales window

Launchpad strategy for new and experienced sellers

Pre-Prime Day (June 25 – July 7)

During Prime Day (July 8–11)

Post-Prime Day (July 12–18)

Before we dive into the prep tips, it’s important to note Prime Day isn’t one-size-fits-all. The right strategy can make all the difference. Below, you’ll find detailed tips to help you make the most of Prime Day 2025.

New and experienced sellers alike should align their Prime Day strategy with their business goals to boost visibility and brand presence. Each seller type has unique opportunities to tap into. Below, you’ll find prep tips designed to help you get the most out of Prime Day 2025.

Prime Day preparation tips for a new seller

#1: Plan your ad budget and inventory

As a professional seller, you already know traffic spikes on Prime Day, but so do ad clicks. If your budget runs out mid-day, your campaigns stop showing until the next day, which means missed sales.

Let’s break it down with an example:

If your current daily ad budget is $50, and on a normal day, you spend about $35. On Prime Day, your ad spend could spike to $80–100. If your budget stays at $50, your ads will pause early, missing peak traffic hours.

Here’s a simple formula to help you plan: Prime Day budget = (Average Daily Spend) × (2 to 3x)

To stay ahead, use Amazon Budget Rules. Set them now to automatically increase your budget between July 8–11, so you stay visible when it matters most, no manual changes needed mid-event.

You also need to double-check your inventory levels. High visibility means higher demand. Make sure your top-selling ASINs are well-stocked so you don’t lose momentum just when customers are ready to buy.

If your ads stop or you run out of stock, your deals won’t work. Here’s your quick fix to stay ahead: A strong budget + solid stock = better performance and ranking.

#2: Use coupons and deals to stand out

Prime Day is crowded, but smart discounts can help your products get noticed fast. One of the most effective tools is Amazon Coupons. These show up with a green badge in search results and product pages, making them hard for shoppers to miss.

For the best visibility, offer a discount of more than 5% and target Prime members directly. Also, make sure your coupons run through the full Prime Day window.

Want to go bigger?

Consider a Best Deal or a Lightning Deal. Best Deals give you a longer promotion window, while Lightning Deals create urgency by being available for just a few hours on the highly trafficked Amazon Deals page.

You can also offer Prime Exclusive Discounts, which show strikethrough pricing just for Prime members. These discounts are a great way to reward loyal shoppers and drive conversions during the highest-traffic event of the year.

#3: Adjust  bids to stay competitive

If you're a new seller, Prime Day can feel like a lot to navigate, but it’s also a great chance to gain traction fast.

One of the best ways to stay competitive is by adjusting your ad bids strategically. Don’t be afraid to set higher bids for top-performing keywords during Prime Day. It helps you stay visible when traffic is at its peak.

Use Sponsored Products campaigns with dynamic bidding turned on. This lets Amazon automatically increase your bid when a click is more likely to lead to a sale and lower it when it's not. It’s a smart way to protect your budget while still competing for high-quality traffic.

Even with a limited budget, you can make a strong impact if you focus on your Amazon product listing optimization, high-converting keywords, and run ads only during peak hours. Prime Day is your window to build early momentum and use it to boost visibility and accelerate sales.

Prime Day preparation tips for experienced sellers

#1: Optimize your Storefront for Prime Day

For experienced brands, your Amazon Storefront is a key asset, especially during high-traffic events like Prime Day 2025 (July 8–11). Use the scheduling feature in the Stores builder to create a dedicated Prime Day version of your Storefront and submit it at least one week in advance for approval.

This lets you showcase time-sensitive deals, highlight limited-time product bundles, and reinforce brand messaging tailored for Prime Day shoppers. You can also schedule the Storefront to revert to your standard version after the event ends automatically.

New update to note: Amazon now automatically adds an “All Deals” page to your Brand Store whenever you have active deal ASINs. This dynamic page ensures your promotions are discoverable without manual setup. However, it will take priority if you’ve already created a custom deals page. You can opt out or fully customize this page from your Store settings.

Don’t forget to add a Featured Deals section using Amazon’s dynamic widget. This pulls in only the products with active Prime Day promotions—such as Lightning Deals, Coupons, or Subscribe & Save offers—keeping your Storefront relevant and updated in real-time.

A well-prepared Storefront not only boosts conversion but also helps build long-term brand recall with the massive audience browsing during Prime Day.

#2: Advertise on social media

Prime Day 2025 isn’t just about what you do on the platform, it's also about how well you promote off-Amazon. Social media is a powerful tool to drive traffic to your deals and create excitement around your brand.

Platforms like Instagram, Facebook, and TikTok are ideal for showcasing limited-time offers, sharing countdowns, and highlighting your best-selling products.

Use short videos, product demos, influencer shoutouts, or customer testimonials to make your offers more engaging. Don’t forget to include your Amazon product link or a link to your Storefront in every post or story.

For Sponsored Brands, you can also integrate off-Amazon audiences using Amazon Attribution to track results from your social campaigns. This not only boosts Prime Day performance but also helps you reach repeat buyers after the event. Prime Day visibility doesn’t start on Amazon, it starts where your audience hangs out.

#3: Give your content time to go live

If you're an experienced seller, Prime Day is your shot to lead the pack, but only if your timing's right. Whether you're updating Amazon A+ Content, launching Sponsored Brand creatives, or refreshing your Storefront, it’s essential to leave enough lead time for publishing.

Amazon may take 24 to 72 hours to review and approve updates, especially during peak seasons. Examples of content that require moderation include Storefronts and A+ Content. These assets aren’t just decorative; they can directly impact conversions.

In fact, A+ Content has been shown to increase sales by up to 20% when used effectively. So, to avoid missing out, aim to submit all visual and content changes at least one week before Prime Day. This ensures your content is live, fully optimized, and ready to convert when shoppers arrive.

#4: Check for missing inventory after the rush

Prime Day often means a surge in orders, returns, and warehouse movement, which also increases the chances of lost or mishandled inventory. Once the dust settles, review your account for any discrepancies. Amazon has strict deadlines for reimbursement claims (usually 18 months, but some are shorter), so don’t delay. Tools like Refunzo can help audit your account and file claims efficiently, ensuring you don’t leave any money behind after your biggest sales event.

After launch: How to ride the halo effect

Prime Day might end on July 11, but the opportunity doesn’t. For both new sellers looking to build traction and experienced brands aiming to scale, the days that follow can be just as valuable.

Many shoppers continue browsing and buying through July 14–18, which creates a valuable halo effect, a boost in visibility, traffic, and conversions that you can leverage with the right strategy.

• Start by launching retargeting campaigns to re-engage shoppers who clicked but didn’t buy. These warm audiences are more likely to convert with a second touchpoint.

• If you're working to build product credibility, use this time to gather early reviews and strengthen your listings. More social proof means better rankings going forward.

• Brands that saw strong Prime Day sales can reinvest profits from top ASINs into post-event advertising or restock planning. Analyze performance data, scale what worked, and use the momentum to keep your products in front of shoppers even after the event ends.

Smart post-event actions help ensure Prime Day success isn't just a spike, it's the start of sustainable growth.

Final thoughts

Prime Day 2025 isn’t just a flash sale, it's a strategic growth opportunity for every Amazon seller. With the event running from July 8–11 and extended shopper activity through July 14–18, there’s ample room to build momentum.

From budgeting and listing optimization to Storefront readiness and post-event retargeting, success lies in preparation and timely action. At eStore Factory, our Amazon consulting experts help both new and experienced sellers navigate every stage of Prime Day smartly and profitably.

Use the tips above, lean on the right support, and turn Prime Day into a powerful springboard for long-term business growth.