Countdown to Prime Day: What Winning Brands Are Doing Now to Prepare

Amazon Prime Day turns 10 this year—and all signs point to it being the biggest one yet. In 2024, shoppers spent over $14.2 billion globally in just two days. But this year, Amazon is expanding the event window, which means even more opportunities for your brand to shine. At the same time, Walmart, Target, and other retailers are doubling down on competing promotions, making it critical to stand out across the board.

Prime Day isn’t just a flash sale—it’s a strategic moment to drive long-term momentum, lift organic rank, and pull new-to-brand customers into your funnel ahead of Q4. Now is the time to pressure-test your strategy and fine-tune what’s already in motion.

As we enter the final stretch, Jason Omenn, Vice President, eCommerce, offers these tips to help brands of all sizes win big on Prime Day and beyond.

Think Inventory First—be in stock, on time

With Prime Day demand peaking, out-of-stocks can mean more than just missed revenue—they hurt your organic rank and limit future visibility. Make sure your inventory has now been fully received in Amazon’s fulfillment network.

For 1P sellers, we recommend that brands have multiple channels as back up including 1P Direct Fulfillment and third party distribution. For 3P sellers, shipping in products by small parcel can still get products into FBA, in addition to including FBM offers.

Revisit Pricing—shoppers want value, not just discounts

With everyday costs still top-of-mind for many households—and the potential for price shifts from tariffs later this year—consumers are shopping more intentionally. Many are likely to use Prime Day to stock up ahead of the holidays, trying to lock in prices before they rise.

Instead of racing to the bottom, offer differentiated value: create bundles, highlight exclusive SKUs, or promote loyalty-driving offers that protect your margin while driving urgency.

Be Smart With Promotions—go beyond just the deal

Deep discounts still drive clicks, but smart promotions drive conversions. Coupons and Prime Exclusive Discounts can provide a huge visibility lift—especially if you’ve got strong ratings, inventory, and a competitive offer. Aim for at least 20% off to maximize deal placement.

Maximize Visibility

Success starts before Prime Day kicks off. Launch your PPC and DSP campaigns early to warm up your audiences and position your products for maximum exposure. Focus on bestsellers and high-intent search terms—and increase bids in the final 10–14 days leading up to the event.

For brands looking to build awareness and drive conversion, Sponsored Brands and Sponsored Brand Video can be highly effective—especially for challenger brands trying to boost visibility and bring in new-to-brand shoppers.

Strengthen Your Off-Amazon Strategy

Now’s the time to turn up the volume outside the Amazon ecosystem. Email, paid social, influencers, and owned media should all drive targeted traffic to your Amazon listings.

Set clear KPIs for offsite traffic, monitor performance closely throughout the event, and don’t be afraid to pivot. If something isn’t landing, be agile—shift spend, refine targeting, and double down where you're seeing traction.

Make sure your offsite efforts are tracked through Amazon Attribution, so you can measure effectiveness and apply learnings in real time.

Think Bigger Than Amazon

Retail media spend is growing across the board, and consumers aren’t shopping in silos. Brands without a multi-channel presence are missing out—especially during tentpole events like Prime Day, when competitors are everywhere.

Ensure your messaging, pricing, and promotions are coordinated across platforms—whether it’s Amazon, Walmart, Target, or others. Consumers will be comparing, and consistency is key to winning the cart.

Deliver a Seamless Experience

Getting the sale is only half the battle—keeping that customer is where the long-term value lives. Make sure you’re set up for fast, Prime-eligible shipping, low-friction returns, and timely post-purchase engagement.

First-time customers gained during Prime Day can become repeat buyers with the right experience. Use follow-up campaigns and remarketing efforts to keep the momentum going into Q4.

Wrapping Up: Prime Day Is More Than Just a Flash Sale

The brands that win on Prime Day aren't just chasing day-of conversions—they're building brand equity, generating full-funnel performance, and setting themselves up for strong Q3 and Q4 momentum. Now’s the moment to refine what’s in motion and close any gaps. Need help dialing in your strategy, creative, or media execution? Reach out to Jason Omenn at Jason.omenn@mpgllc.com  or any member of our team—we’re here to help you maximize every opportunity and turn Prime Day into a growth catalyst for your business.