Prime Day 2025: Advanced strategies to help drive business growth

In 2024, Prime members worldwide purchased more items than any previous Prime Day event. Independent sellers—most of which are small and medium-sized businesses—sold over 200 million items during the 48-hour event.

This guide provides actionable strategies to help you stand out during Prime Day 2025 and make the most of the increased traffic.

Showcase your top products

Launch Sponsored Products campaigns for your high-performing items and products with deals. Review performance in real time and optimize bids during peak hours. Focus on products with strong detail pages to help increase conversion potential.

Guide shoppers to explore more

Use Sponsored Brands to stand out and differentiate your brand through video and lifestyle imagery. Link to curated Brand Store pages to encourage deeper brand exploration and sales. Sponsored Brands “Drive page visits” campaigns using Brand Store landing pages saw 28% higher sales attributed to advertising compared to other landing page options.²

Reach more audiences

Sponsored Display extends visibility beyond the HAQM store, helping familiarize shoppers with your brand before Prime Day begins. Leverage Sponsored Display to reengage store visitors and connect with shoppers browsing similar categories.

Advertisers using Sponsored Brands and Sponsored Display during Prime Day 2024 saw an increase of 47% in sales when compared to average category growth.³

Convert browsers with video

Video ad formats help demonstrate products effectively to deal-seeking shoppers. Highlight key features and product benefits in the first three seconds and incorporate videos throughout your Brand Store, especially above the homepage fold to encourage exploration.

• For Sponsored Brands, consider “Drive page visits” as the campaign goal with video ads, and link to your bestsellers’ product detail pages. Select keyword targeting to reach relevant audiences. This approach helps showcase your products' key benefits to shoppers actively searching for similar items, increasing your chances of converting interest into sales.
• Or consider a “Drive page visits” Sponsored Brands campaign with product collection that links to your Brand Store homepage or subpages. This way you can showcase more of your products, helping shoppers become familiar with your brand. Ensure the advertised products are prominently displayed at the top of the landing page.
• We recommend using a combination of keyword and product targeting strategies in separate campaigns and preventing unwanted impressions through a negative list of brand-specific products or high-cost keywords that don’t drive clicks and sales. This can help ensure your ads are not shown on those particular product detail pages or shopping results.
• Capture attention beyond the HAQM store with Sponsored Display video. Advertisers that added Sponsored Display video to their Sponsored Product, Sponsored Brand, or Sponsored Display campaigns saw a +24% uplift in ad-attributed sales, compared to campaigns without Sponsored Display video.⁴

• When using product targeting, include products from other brands that are similar to yours. Bid higher on items where you believe that your product offers better value for shoppers, such as lower price or higher volume of five-star reviews.

Simplify campaign optimization

• Leverage new campaign bid adjustments in Sponsored Brands campaigns to more confidently reach new-to-brand shoppers or placements other than top of search.
• Try out theme targeting for Sponsored Brands to simplify targeting. Theme targeting uses machine learning to help drive relevant traffic based on your brand, landing page, and products.
• Make sure that you’re using cost controls within both Sponsored Brands and Sponsored Display. Cost controls automatically manage bids on your behalf to help you drive conversions at the price that works for you.

Advertisers that utilized cost controls in their Sponsored Display campaigns saw, on average, a 2.6X uplift in ad-attributed sales per campaign, compared to campaigns that didn't.⁵

Read the following expert advice on budget and bid management from Florian Nottorf of Adference:

“Think about your budget and bids holistically and look at the bigger picture. Prime Day is an opportunity to scale strategically and help ensure you're not missing out on increased traffic and eventually on sales growth and organic uplift.

Traffic doesn’t explode before Prime Day, but it does grow. And if you're already hitting your budget cap, you'll miss the real peak when it matters most—during the event. Check for budget caps and review your campaigns regularly. Are any marked ‘limited by budget’? If yes, increase your budget or you'll risk your products not showing to customers during Prime Day’s busiest hours. Start scaling budgets 3–5 days ahead of Prime Day and go for 20–30% increments, giving your campaigns time to adjust.

For high-performing campaigns keep budgets open, especially for branded and non-branded search campaigns with strong ROAS. This helps ensure your ads keep running when traffic surges."

Get your Brand Store ready

During Prime Day, shoppers actively search for deals. Your Brand Store helps convert this increased traffic by displaying your offers in a space that encourages product exploration and helps guide purchase decisions.

• Showcase your deals effectively: Your Brand Store includes an automated “All Deals page” in the navigation menu. This displays current offers and creates an automated promotional banner on your homepage for higher visibility. These elements update automatically when offers expire, helping maintain accurate promotions while meeting marketplace requirements.
• Optimize your homepage: Feature your historically successful products and current bestsellers on your homepage to help drive increased visibility of those products. You can use a product collections tile or featured deals tile. Remember, it’s important to add the products in deals to your pages before you add the featured deals tile.
• Design for all devices: Present a consistent shopping experience across desktop and mobile devices with clear navigation and legible text. For a more in-depth resource, including recommended font sizes for mobile, read our article on optimizing for mobile.

Creative tools for strong ads

Use Video Builder in the advertising console to create tailored videos easily and for free. Focus specifically on demonstrating product features and benefits by pulling product images from your detail pages and combining them with HAQM co-branding and attributes, such as star rating or Prime eligibility badges.

Video optimization tips:

• Open with your brand-building product in the first two seconds to help capture attention.
• Include lifestyle scenarios showing practical product application.
• Be consistent with your branding across video assets to help shoppers recognize your brand easily throughout their shopping journey.
• Optimize your video content for sound-off viewing, as many shoppers browse without audio.
• Include clear text overlays to communicate key messages and consider adding captions to enhance accessibility.

Other tools to simplify your creative workflows:

• Try Image Generator to create tailored imagery directly in your Brand Store builder and within your ad campaigns from your campaign builder. Simply provide a product image with no background and describe your desired setting. Image Generator automatically builds relevant lifestyle scenes that help showcase your products in authentic contexts.⁶
• Leverage Shutterstock licensed images: Available within creative assets, and via ad campaigns and Brand Store builder, our integration with Shutterstock provides you with free and easy access to Shutterstock’s library of 390+ million high-quality images.
• Design with Canva: HAQM Ads and Canva have partnered to streamline your creative workflow with the HAQM Ads app. Create professional graphics and videos with easy-to-use HAQM Ads templates, real-time policy checks, and direct publishing to your creative assets library. Here’s how it works.

Reach business shoppers

When you advertise to business customers during Prime Day, your products appear in relevant placements across HAQM Business. This can help you connect with decision makers who are actively planning to make bulk purchases.

Business customers order 74% more units per order than individual consumers and return products 42% less frequently.⁷

If you’re new to HAQM Business, read our educational resource with step-by-step guidance.

Consider the following tips to help you plan your advertising strategy for HAQM Business:

1. Optimize listings for the business buyer ahead of time
• Make sure your B2B catalog is updated and ready for Prime Day.
• Leverage HAQM Bulk Services and prioritize creating package hierarchies, as well as listing products as case packs and pallets.
• Showcase your business by adding diversity and quality certifications to your seller profile to help businesses who are looking to meet specific spending targets or sourcing objectives.
• Use B2B Central to explore a range of tools that can help you with recommendations on product opportunities and business prices and discount insights to engage more business customers.
2. Plan your budgets and expand reach by boosting bids on HAQM Business
• Allocate dedicated funds to reach the HAQM Business audiences.
• Allocate budget in phases with a bulk of the budget during the lead-up period, during the event, and after the event. Adjust bids to capture demand spikes around key business buying hours.
3. Set up your HAQM Business strategy
• Before Prime Day starts, try advertising ASINs you haven’t advertised yet with HAQM Business. Focus on products you’re driving organic traffic to and from where you get business orders. Leverage learnings from these campaigns to inform your strategy for the event.
• During the event, prioritize deal ASINs and items frequently purchased by businesses like bulk packs, professional tools, or supplies used in commercial settings, and adjust their bids on HAQM Business to increase their reach.
• Extend campaigns to cover procurement cycles post-Prime Day. Keep ads running for at least two weeks after Prime Day to catch delayed approvals or repeat restock orders.
• Build a campaign with business buyers in mind. Use top-performing campaigns to help drive traffic to your ads.
• While ads render across both HAQM retail and HAQM Business, you can tailor your ASIN selection, creative messaging, and bidding to better appeal to B2B customers.
4. Review performance regularly and optimize promptly
• Check HAQM Business performance via the online and offline Sponsored Products placement reports.
• Look for lift in bulk orders, average order size, and repeat purchase trends. Optimize campaigns based on insights and reallocate budget to business-relevant ASINs that show momentum.
• Reallocate and adjust your bids near the end of the event, and after the event, to continue engaging with shoppers while remaining within your budget.