How Amazon Sellers Can Win Amazon Prime Day 2025

Amazon’s Big Spring Sale just wrapped up, and the summer Amazon Prime Day 2025 will be here before you know it. 

If you’re planning to just wing it with some last-minute pay-per-click advertising and a prayer, prepare to get steamrolled by brands that did their homework. 

And this year, Amazon isn’t just pushing deals — it’s pushing a new algorithm. 

External traffic is an increasingly important ranking factor, thanks to Amazon’s A10 algorithm update. So both enterprise brands and SMBs are expanding beyond Amazon PPC and investing more heavily in external channels, including social media and traditional media (enterprise) and SEO and social media ads (SMBs). 

If you haven’t optimized your Amazon strategy in light of the new algorithm updates, you’re falling behind. 

The good news? You still have time to prepare for Amazon Prime Day. The better news? We’re handing you the playbook. 

You don’t prep for Black Friday the week before Thanksgiving. Same logic applies here — Prime Day success isn’t a fluke; it’s a product of planning. If you’re hoping to cash in, here’s what you need on lock in advance: 

• Inventory forecasting: Pull historical data from past Prime Days, the previous quarter, and seasonal spikes to predict demand. Then, over-order — not by a mile, but just enough to cover an unexpected surge. If you run out of stock mid-event, your listing will tank in ranking.

• Deals submission: Lightning deals and Prime exclusive discounts require approval weeks in advance. Set internal deadlines now to finalize pricing, bundle strategies, and submission details before Amazon’s deadlines.

• Ad creative and copy testing: Launch pre-event campaigns four to six weeks out to test different angles (discount messaging, urgency, user-generated content vs. product-first visuals). Use click-through rate and conversion rate data to kill weak creative and scale the winners. Bonus: You’ll warm up your pixel and audience pools before the big day.

• Landing pages and A+ Content: If you’re leveraging external traffic (and you should be), build Prime Day-specific landing pages with countdowns, product comparisons, and direct CTAs. Get those approved and published early. 

Plan like it’s the Super Bowl — because in e-commerce, it is. 

Amazon’s A10 algorithm prioritizes external traffic. If you’re not bringing shoppers from outside the platform, your rankings (and your revenue) are going to suffer. Here’s how to make it work for you: 

• Meta Ads (Facebook and Instagram): Build segmented audiences now — past buyers, page engagers, email lists — and create lookalike audiences based on high-value purchasers. Test static, carousel, and video formats to find what drives the cheapest but highest-quality traffic.

• Short-form video (TikTok and YouTube Shorts): Start seeding products with micro-influencers today. Look for niche creators with loyal followings, not just big numbers. Bonus if they’ve shown success driving affiliate revenue. Make sure your ask is simple: fast, hooky product demos or quick-hit reviews.

• Google Ads (search and shopping): People absolutely search for deals outside of Amazon on Prime Day. Bid on branded and product category terms, and send traffic directly to your Amazon listings (with attribution tags).

• Email marketing: Segment your audience — past purchasers, subscribers, couponers — and create a three-part Prime Day sequence: tease, launch, last chance. Include product-specific CTAs, and make sure you include your Amazon link, not your website link.

• Amazon Attribution: If you’re brand-registered and not using Amazon Attribution (beta), you’re missing out. It’s your shot at getting algorithm credit for external traffic. Set it up, tag everything, and track performance. 

You could bring in a stampede of traffic, but if your product page is not high-quality and optimized, next to none of it will convert. You’ve got to look ready for Prime time with stellar content and next-level visuals. That means: 

• Keyword-rich titles and bullets: Use keyword tools (hello, Helium 10) to stack your titles and bullets with high-intent, relevant phrases. But keep it human — no one’s buying from a keyword salad.

• Product photography: Hero images need to pop even at thumbnail size. Add high-quality lifestyle photos, comparison shots, unboxing images, and annotated graphics (features, size, etc.).

• A+ Content: This is where you close the sale. Drop in comparison charts, lifestyle imagery, FAQs, and feature/benefit breakdowns.

• Review management: Push review requests now. Use post-purchase email flows, Amazon’s “Request a Review” button, or a tool like FeedbackWhiz. More (and better) reviews = more trust = more conversions. 

Prime Day isn’t a two-day sprint. It’s a launchpad for Q3 and Q4 momentum — if you do it right. Most brands ghost their customers once the sale ends — don’t make that mistake. Here’s how to squeeze every last drop of Amazon ROI out of Prime Day: 

• Retargeting ads: Set up dynamic product ads to hit site visitors, page engagers, and cart abandoners within 24-72 hours of Prime Day. Offer a follow-up deal or bundle to sweeten the second chance.

• Review and loyalty sequences: Trigger automated flows after purchase to request reviews (critical for social proof) and offer loyalty perks, such as subscribe and save, early access to future drops, or referral codes.

• Upsell campaigns: Build segmented lists of Prime Day buyers, and retarget them with complementary products. Example: If they bought a portable blender, pitch a single-serve smoothie recipe book or a travel case the following week.

• Analytics deep dive: Pull Amazon and ad platform data to dissect what worked — creative, audience, timing, and placements. Use those insights to optimize for Q4 and beyond. 

If you want to win Prime Day 2025, you can’t just show up — you have to show out. The brands that will crush it aren’t the ones chasing last-minute trends or blindly boosting posts — they’re the ones with full-funnel strategies, airtight listings, and traffic pipelines already pumping.  

Amazon changed the rules with A10. Now it’s your move.