Prime Day 2025: What we know so far & how we’re thinking about it

This is the first of multiple blogs relating to Prime Day 2025. Our goal is to arm you with the insights and tactics needed to succeed as we gather more information closer to the event.

Prime Day 2025 is shaping up to be the most unique iteration of this event yet. By extending the event from two to four days, Amazon is creating an opportunity for brands to move more units and capture a larger share of consumer spending. However, this extension also introduces new layers of complexity, particularly in an economy marked by uncertainty.

This longer Prime Day is not just a testament to Amazon’s ambitions to maintain its Q3 revenue momentum—it’s also a reflection of the current economic landscape. Consumers are becoming more price-sensitive, and many are seeking value-driven purchases to offset rising costs in other areas of their lives. For brands, this means navigating a crowded, competitive environment with agility and precision.

Of course, Prime Day 2025 won’t exist in a vacuum—it will take place in a highly competitive landscape. Key retailers, including Walmart, Target, and TikTok, are expected to launch overlapping sales events, creating a crowded marketplace for nervous shoppers searching for value.

Why is Prime Day extended to four days?

Amazon’s decision to extend Prime Day from two to four days stems from its goal to sustain revenue growth amid economic uncertainty. This extended timeline is designed to:

• Maximize sales opportunities: With inflationary pressures impacting consumer confidence, the four-day event gives shoppers more time to find deals and make thoughtful purchases.

• Offset a potentially softer holiday & back to school season: Prime Day’s timing allows consumers to pre-emptively shop for back-to-school and holiday needs, which could mitigate seasonal slowdowns later in the year.

While the extended timeline offers significant potential, success hinges on how brands approach promotional depth and agility in their strategies.

Economic uncertainty and its impact on Prime Day planning

Tariffs and broader economic pressures add another layer of complexity for brands planning for Prime Day. Although many tariffs are currently paused, the unpredictability of global trade policies—especially with China—poses significant challenges for certain categories like consumer electronics and home appliances. As pauses on tariffs end around Prime Day, brands will need to evaluate potential increases in production or shipping costs and proactively adjust their strategies to account for these shifts.

At the same time, consumers are likely to prioritize value and essentials, making it critical for brands to refine their pricing, promotional strategies, and inventory planning to align with shifting behaviors.

The role of cross-functional collaboration and agility

In an environment defined by uncertainty, cross-functional collaboration and agility will be critical before, during, and after the event. This will require coordinated efforts across internal teams, agency partners, and retailer contacts. Here are some tips on navigating collaborative and realistic planning conversations:

• Leverage your Flywheel Retail team during promotional planning, utilizing Flywheel’s custom Amazon Marketing Cloud reporting and deal type expertise to define an ASIN list that aligns with long term assortment goals and Vendor asks.

• Centrally maintain an ASIN promotion list and ensure regular reviews across cross-functional teams so changes to the list are accounted for in media strategy, content optimization plans, and off-Amazon awareness tactics.  

• Conduct a cross-functional share out of your holistic Prime Day approach to inform all key stakeholders and secure support, where needed.

• Consider a establishing a cross-functional meeting in the lead up to Prime Day and during the event to enable agile strategy shifts based on real-time performance cues.  

By fostering collaboration early in the planning process, brands can build a solid foundation to navigate the complexities of Prime Day.

Planning for the unknown: What we recommend brands be considering right now as preliminary Prime Day strategies

• Efficient new-to-brand (NTB) acquisitions: Prime Day is a unique opportunity to capture new shoppers. By targeting NTB consumers with high potential for long-term value, brands can drive growth that extends beyond the event. Short term gains are great, but acquiring shoppers with the potential to drive value in the long run help build resilience for your brand

• Tailoring offers to consumer needs: Value-conscious shoppers will gravitate toward promotions that highlight affordability and utility. Consider emphasizing products or sub-brands designed for price-sensitive audiences, using AMC to uncover where trade-downs are occurring with your current shoppers.

• AMC’s now fully available 5 years of purchase dataset is also a great resource to learn about which products in your portfolio drive the most loyalty and long-term value over time (whether looking at tentpole or events or non-event periods), suggesting a worthiness for investing in NTB efforts.

Conclusion

Prime Day 2025 is an opportunity for brands to innovate and adapt. The extended timeline, combined with economic and competitive pressures, requires a new approach—one rooted in collaboration, agility, and strategic foresight.

By focusing on efficient NTB acquisitions, leveraging AMC insights, and fostering cross-functional teamwork, brands can navigate the complexities of this year’s event while setting the stage for long-term success.

Stay tuned for more updates here as we continue to learn more. The Amazon Ads team visited 4 Flywheel offices this week to present on Prime Day 2025 strategies, and we’re energized and excited to share our learning with our clients. COnnect with us today to get a head start on the planning process.  

‍