Amazon Prime Day 2025: What Brands Must Know Before July 8

Prime Day 2025 will run from July 8 to 11, turning a four-day stretch into a test of retail preparedness.

As Amazon expands the event window and introduces new ad placements, brands must be ready with tailored content, cross-channel timing, and strategies that extend well past the sale dates.

The U.S. Prime Day event in 2024 brought in $14.2 billion in sales, up 11% from the previous year, as previously reported by TechCrunch.

This upward trend was driven not just by discounts, but by brands that planned full-funnel experiences.

With inflation-sensitive shoppers, new ad formats, and extended pacing windows, brands and agencies must be campaign-ready across creative, media, and post-event strategies.

“Prime Day is no longer just about discounts, it’s about removing friction and meeting shoppers where they are,” Gianluca Ferruggia, General Manager at DesignRush, said.

“With 75% of traffic and 67% of purchases now happening on mobile, brands need to make sure their mobile experiences are fast, simple, and clear.

Over 70% of carts are still abandoned, often because of clunky checkouts or surprise fees. On Prime Day, that can mean millions lost in minutes."

For CMOs, Prime Day readiness means finalizing pacing plans by July 5, locking in budgets across DSP, Meta, TikTok, and Search, and ensuring conversion and retargeting tools are in place.

The margin for improvisation is slim.

Campaigns: Creative & Messaging Trends

Campaign strategy starts with how you show up creatively.

This section details the content formats and tone choices brands are leaning into this year based on what worked in 2024 and what early 2025 creative shows.

• Short-form video and UGC are dominating: Product demos, fast-review loops, and influencer-first campaigns are outperforming static creative.
• Tone matters: Consumers are split, some respond to urgency, others to value, and “shop smart” messaging. Find what best suits your brand and your target audience.
• Early examples in the Meta Ad Library: Countdown-style teasers and “limited stock” overlays surface a week before the event.

Success during Prime Day hinges not just on visibility, but on matching content to how and when people choose to buy.

"Personalization also plays a key role, our research shows 80% of shoppers are more likely to buy when offers feel relevant.

The brands seeing real success treat Prime Day like a full-funnel event, not a one-day promo," Ferruggia added.

Brands that pair timely formats with the right tone are more likely to drive action as the event approaches.

Timing: Multi-Day Strategy

The shift to a four-day format requires brands to rethink the timing and sequencing of campaigns.

Here's how top-performing brands are organizing their media timelines to align with shopper behavior throughout the Prime Day period:

• Teaser launches: July 5–7
• Burst spend: July 8–9
• Retarget & re-engage: July 10–11
• Smart brands are sequencing messages: awareness → incentive → cart recovery

Successful campaigns follow a clear rhythm with early awareness efforts, concentrated pushes during core sale days, and timely follow-ups that re-engage interest.

Spacing out these phases helps brands manage budgets more efficiently and keep audiences engaged throughout the event.

Spend: Platform Allocation & Budget Trends

Smart spending decisions begin well before Prime Day.

Top-performing brands aren’t just increasing budgets, they’re mapping media dollars to consumer behavior across the sales cycle to maximize revenue.

This means evaluating which platforms drive value at specific points in the journey, as well as rebalancing budgets as performance data comes in.

Teams should review last year’s results, define channel roles clearly, and set daily thresholds for adjusting spend in real-time.

Doing this upfront allows brands to respond quickly without pausing to rework strategy mid-event.

Channel Prioritization:

• Amazon DSP and Sponsored Products for conversion
• Meta Ads and TikTok for Business for top-of-funnel awareness
• Google Ads for search and intent capture

Spend Snapshot:

• Retail brands increased Prime Day ad spend by 11% YoY in 2024, according to Adobe Analytics.
• Sponsored Products drove 85.8% of ad-driven sales in 2024 with a 27.5% ACoS, prompting brands to raise spend by nearly 82%, Statista data stated.
• Amazon advised brands to increase daily ad spend by 25% before Prime Day to drive awareness and attract new shoppers, ADWEEK reported.

Well-performing brands are mapping platform choices to intent levels.

This helps ensure that awareness efforts translate into measurable actions, rather than leaving interest stranded at the top of the funnel.

It also means brands can see stronger returns and more sustainable results beyond Prime Day itself.

Brand Case Studies

The most successful Prime Day campaigns were not just timely but built on well-defined goals, fast testing cycles, and data-informed adjustments.

Clear pre-event planning gives teams room to optimize during the sale, while tight coordination across media and creative helps ensure spend translated into measurable growth.

For brand CMOs and agency leads, these examples underscore the importance of linking creative choices to performance metrics and carrying momentum into post-sale initiatives.

Wishcompany

• Saw 2× sales and a 149% rise in new-to-brand buyers during Prime Day
• Achieved a 4,068% spike in visitors, 17% increase in order value, and 9.3% CTR using tiered offers and targeted promotions
• Used UGC, before-and-after visuals, and USP-driven content to build trust and connect with global audiences 
• Activated Amazon DSP, video ads, and virtual bundles to drive traffic to the Brand Store and lift perceived value

IPG Mediabrands Commerce for Mattel

• Achieved 1,220% increase in ad revenue during Prime Day, marking Mattel’s highest daily ad revenue to date in Australia
• Raised daily ad spend by 500% to maintain visibility throughout the 48-hour event and counter competitor pressure
• Surpassed ROAS benchmarks by 363%, using real-time budget checks and bid adjustments every two hours
• Used Sponsored Products, Sponsored Brands, and Sponsored Display to reach branded, generic, and competitive audiences with deal-focused placements
• Sustained efficiency gains, with ROAS exceeding annual benchmarks by 339% in the following quarter

These brand outcomes highlight the value of treating Prime Day as part of a larger growth plan rather than a standalone campaign.

The ones that saw the strongest returns approached the event with agility, clear prioritization, and a readiness to scale what worked.

For brand leaders managing tight windows and competitive noise, these case studies offer a reminder: consistent preparation, not reactive effort, drives results worth repeating.

Role of Agencies

Agencies play a central role in creative speed, cross-channel orchestration, and post-campaign analysis.

Their responsibilities span creative versioning, omnichannel marketing coordination, and rapid response to daily metrics.

Success depends on how well they guide spend, test messaging, and prepare brands for what comes after the sale window closes.

• Versioned creative is essential: Multiple formats for A/B testing in real-time
• Daily performance pivots: Use Skai, Amazon DSP, and TikTok metrics to shift spend
• Post-Prime Day strategy: Campaigns should ladder into Q3 launches and loyalty programs

Meanwhile, this checklist distills the full strategy into actionable steps that CMOs and agency leaders can take to ensure Prime Day readiness across their marketing and media teams.

• Finalize multi-day pacing strategy by July 5
• Align DSP, Meta, TikTok, and Search budgets
• Lock in influencer and UGC placements now
• Ensure your CRO and remarketing stack is in place

Prime Day is no longer a flash sale. It’s a coordinated event that rewards strategic depth over short-term execution.

The brands and agencies that win aren’t simply spending more or posting faster, they’re aligning teams, timing, and creative with precision.

For decision-makers, the priority now is building systems that can adapt under pressure and perform across touchpoints during every high-stakes retail moment that follows.

Want to maximize your Prime Day performance? These agencies build campaigns that convert when it counts:

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