Prime Day 2025: Last-Minute Sellers’ Guide

Prime Day 2025: Last-Minute Sellers’ Guide

Prime Day 2025 (July 8–11) is almost here. In the final days, focus on quick wins to boost your Amazon FBA sales. This guide covers actionable steps—optimizing ads, listings, inventory, and promotions—that you can do now. Each tip includes links to authoritative resources for details and tools.

Amazon PPC Tuning

Fine-tune your ad campaigns: Increase budgets and bids now so your ads stay live during the surge. In Seller Central, set budget rules to automatically raise campaign budgets on Prime Day. In Sponsored Products and Sponsored Brands, raise bids to your maximum (or use “up and down” dynamic bidding) to win more impressions. After Prime Day, you can lower bids again.

• Increase daily budgets or schedule budget boosts to cover July 8–11.
• Use dynamic bidding or set higher manual bids so you don’t get outbid on prime search terms.
• Create Prime Day–specific campaigns for top sellers. Add keywords like “Prime Day deal” or “Prime Day sale” to target shoppers searching for deals.

Listing Optimization

Polish your product pages: Ensure your detail pages use high-impact keywords and visuals. Update titles, bullets, and backend keywords with high-intent search terms (e.g. “best Prime Day deal”). Highlight key benefits and differentiators in bullet points to improve conversion. Make sure you have all enhanced images, videos, and (if Brand Registered) A+ Content to build trust. Quick fixes include:

• Add top-performing keywords from your past sales data into the title and bullets. This helps shoppers find your product during Prime Day searches.
• Emphasize benefits or bundle savings in the first bullets (e.g. “includes extra battery – perfect for summer travel”). Clear, benefit-driven copy boosts conversions.
• Verify all photos are high-quality and follow Amazon’s image guidelines. If you have brand registry, submit A+ Content now (A+ can take ~7 days for approval). Rich media and enhanced content improve conversions.
• If brand-registered, use Manage Your Experiments to A/B test a title, image, or bullet point variation. This can quickly identify the most effective content, which you can then publish with one click.
• Ensure products are Prime-eligible (in stock at FBA) and competitively priced. A Prime tag and fast fulfillment give you an edge on Prime Day.

Inventory & Fulfillment Checks

Double-check stock levels: Prime Day can sell out fast. In the next few days, review your FBA inventory and restock if possible. Use Amazon’s Inventory Performance Dashboard or third-party tools like RestockPro to forecast demand. Pause promotions (e.g. coupons or ads) on any SKU that’s nearly out of stock to avoid cancellations and bad reviews. Key steps:

• Monitor your on-hand and inbound FBA quantities daily. If a top seller is low, prepare a backup plan: either increase FBM inventory or set up split shipments.
• Disable any active Lightning Deals or coupons on items at risk of going out of stock. Redirect your ad spend to items with ample stock instead.
• Consider expedited FBA shipments if cutoffs haven’t passed (note: FBA cutoff for Prime Day was mid-June). If FBA is closed, turn on Fulfilled by Merchant (FBM) as a last resort.
• Make sure your listing quantities match reality. Inventory glitches can prevent orders or hurt Buy Box status.

Activate Coupons & Deals

Launch promotions: Use Amazon’s built-in deals to attract shoppers.

Coupons: In Seller Central, go to Advertising → Coupons and create a coupon (Amazon suggests ≥5% off) scheduled for Prime Day. Coupons show a prominent badge and prime members can browse them in the Amazon Coupons section.

Prime Exclusive Discounts: Use the Price Discounts tool to run Prime Exclusive discounts (select “Prime members” audience). These time-bound price cuts (up to 30 days) automatically apply at checkout.

• Submit Lightning Deals or Best Deals only if already scheduled (the deadline was mid-May). Otherwise focus on coupons and price discounts.
• Activate any Prime-only or time-limited deals you have set up. Ensure deal start times coincide exactly with July 8. Lightning Deals (if running) often have a $1,500–$2,000 fee but place you on the Today’s Deals page.
• Adjust pricing: even outside of formal deals, a one-day sale price can trigger the coveted Prime Day Deal badge. You can also use coupons on bundles or overstock items to move inventory.

Email & Influencer Campaigns

Leverage email and social buzz: Even if you sell only on Amazon, you can reach buyers via email and influencers. If you’re Brand Registered, use Amazon’s Manage Your Customer Engagement (MYCE) tool to email your followers about Prime Day deals. Outside Amazon, send last-minute blasts to your newsletter list announcing exclusive offers. Also, post countdown teasers and swipe-up links on social media (Facebook, Instagram, TikTok).

• Influencer outreach: Contact relevant influencers or micro-influencers now with free product or deals. Micro-influencers (1K–100K followers) often have very engaged audiences and authentic voice. Ask them for a quick video or story highlighting your Prime Day offer.
• Hashtag engagement: Monitor #PrimeDay and #AmazonPrimeDay on Twitter/Instagram. Join the conversation if it fits your brand.
• Paid social ads: If budget allows, run quick Facebook/Instagram ads targeting deal-hunters with “Prime Day Sale” messaging. Focus on interests or lookalike audiences. Even a small spend can boost visibility. Use Amazon Attribution to track and earn Brand Referral Bonus for off-Amazon ads.

Multi-Channel Opportunities (Walmart, Target, Etsy, Shopify)

Sellers on other platforms can ride the Prime Day wave too. Major retailers like Walmart, Target, Kohl’s and more often run their own sales simultaneously. Use these ideas:

• Walmart/Target: If you sell on Walmart Marketplace or Target+, launch matching promotions. Walmart has a 6-day “Walmart Deals” event concurrent with Prime Day (July 8–13). Consider Walmart Connect ads.
• Etsy: Set up an Etsy shop sale or coupon. In Shop Manager → Marketing → Sales and Coupons, create a percentage-off sale or a unique coupon code. Promote it on social and your Etsy profile.
• Shopify/DTC: Run a Prime Day sale on your Shopify website. Use pop-ups (like Wheelio) to display coupon offers. Email your DTC customer list and boost Google Shopping or Facebook ads.
• Competitor price matching: Monitor competitor pricing using tools like Keepa or CamelCamelCamel. Offering competitive discounts can drive traffic to your listings or website.

By implementing these last-minute strategies, you’ll maximize visibility and conversions for Prime Day. Plan your ads and promotions now, keep inventory healthy, and spread the word across all channels. Good luck and sell big!