Amazon Prime Day 2025 - The Ultimate Playbook

By Narasimha Pratap · about 3 min read

Prime Day 2025 runs July 8-11 in the US marketplace. This guide covers what to plan and when.

Prime Day 2025 dates and timeline

• Early deal periods: Late June 2025
• Lightning Deal submissions: Early May 2025
• FBA inventory deadlines: Mid-to-late June

Lessons from Prime Day 2024

• Sponsored Products CPCs rose 15-20%
• Competitors increased conquesting bids
• NTB purchases surged

Inventory planning

• Hold 20-30% buffer inventory
• Keep backup FBM options
• Check stranded inventory daily in late June

Promotions and deals

• Lightning Deals for high-volume items
• Prime Exclusive Discounts for NTB acquisition
• Coupons for smaller discounts (5-10%)

Creative optimization

• Use lifestyle imagery with Prime messaging overlays
• Keep SB videos under 45 seconds with captions
• Refresh A+ content for Prime shipping and promos

Advertising strategies

• Ramp SP budgets 2 weeks prior
• Bid higher on branded terms
• Use SB with Prime-specific messaging
• Retarget June visitors with SD
• Use DSP for video and display to build hype

AMC audiences for Prime Day

• Retarget last year's Prime Day purchasers
• Target Prime Day browsers without purchase
• Build loyalty among high-value customers

Budget planning

Recommended split: 50% SP, 25% SB, 15% SD, 10% DSP/AMC.

KPIs to track

• ROAS
• NTB percentage
• Conversion rate
• TACOS

Prime Day checklist

• Confirm FBA inventory levels
• Refresh creatives for Prime messaging
• Increase budgets for top ASINs
• Prepare contingency plans

Disclaimer: Strategies reflect current best practices and should be adapted to each brand.