Once again, Amazon’s Prime Day is shaping up to be one of Amazon’s biggest sales events. However, with rising competition and increasingly savvy shoppers, success doesn’t come from simply raising your bids. It comes from having a focused, data-driven strategy that builds momentum before the event, executes with precision during it, and captures value afterward.
Whether you’re managing a single brand or a portfolio of ASINs, these seven key tactics will help you get the most out of your Prime Day investment.
1. Start Early and Build Relevancy
The path to Prime Day profitability starts weeks in advance. Launching and optimizing Sponsored Products campaigns three to four weeks ahead helps Amazon’s algorithm learn which listings are most relevant.
Early actions to take:
- Test keywords, match types, and creatives in advance
- Build retargeting audiences through PDP traffic
- Analyze last year’s performance to prioritize SKUs
- Improve organic rank before the Prime Day spike hits
Getting ahead of the curve ensures your campaigns hit the ground running when the surge begins.
2. Use a Layered Ad Format Strategy
Different ad formats target different parts of the sales funnel. A Prime Day plan should combine multiple types for full-funnel coverage.
Recommended formats:
- Sponsored Products: Capture high-intent shoppers ready to convert
- Sponsored Brands/SBV: Build awareness and drive new-to-brand sales
- Sponsored Display & DSP: Retarget browsers and boost post-visit conversions
Short, mobile-first video content works especially well during Prime Day, when shoppers scroll quickly and respond to urgency.
3. Retargeting Is Essential
Prime Day shoppers often browse and leave before buying. Retargeting allows you to stay in front of them.
Smart retargeting ideas:
- Re-engage people who viewed your products
- Serve ads to cart abandoners
- Cross-promote related ASINs or bundles
- Use DSP audiences to conquer competitor shoppers
Don’t limit campaigns to the Prime Day window. Run retargeting through the following week to capture halo-effect conversions.
4. Align Discounts, Ads, and Inventory
Shoppers expect deals, and your ads should match that expectation. At the same time, ensure your inventory can support your Prime Day goals.
Optimize your setup by:
- Offering Prime Exclusive Discounts or stackable coupons
- Promoting products with enough margin and stock to scale
- Timing lightning deals with ad pushes
- Avoiding heavy spending on low-inventory SKUs
When ads, deals, and fulfillment are aligned, your campaigns are positioned to convert efficiently.
5. Budget Wisely, Not Just Aggressively
Overspending early in the day or spreading the budget too thin can quickly tank Prime Day performance.
Best practices for managing budget:
- Segment campaigns by product performance and margin
- Allocate more to proven, high-ROI SKUs
- Monitor pacing to prevent early out-of-stocks
- Reallocate spend based on results throughout the event
Real-time tools like Kapoq can support dynamic tracking, but manual oversight ensures the right adjustments happen at the right time.
6. Optimize for Mobile Shoppers
Most Prime Day shoppers are browsing and buying from mobile devices. Make sure your content is designed for mobile shoppers and fast decision-making.
Key mobile optimizations:
- Use short, benefit-focused bullet points
- Ensure titles aren’t truncated on mobile
- Feature lifestyle images and quick-loading video
- Simplify Storefronts with mobile-friendly layouts
Small improvements to the mobile experience can deliver big results when volume spikes.
7. Don’t Ignore the Post-Prime Day Halo
Traffic doesn’t disappear after Prime Day ends. Many shoppers come back to complete purchases or explore brands they discovered during the event.
To extend your momentum:
- Retarget Prime Day browsers with new offers
- Promote Subscribe & Save or bundles
- Analyze top-performing campaigns for future planning
- Continue ads through the weekend to capture delayed buyers
The days after Prime Day can be just as profitable as the event itself if you stay active.
Wrap Up
Prime Day 2025 will reward advertisers who plan early, execute with intent, and optimize based on real-time results. From ad formats and targeting to budgets and creative, every piece of your campaign should work together toward one goal: profitable growth.
Use these seven strategies to stay ahead of the competition, capture high-intent traffic, and make Prime Day your most successful Amazon event yet.
