Amazon Prime Day 2025 is on the horizon. With this being the event’s 10th anniversary, eCommerce brands are preparing for a Prime Day different than any years past. NetElixir recently hosted a webinar outlining what sellers need to do to prepare, prioritize, and pivot this year. Manish Mohan our Senior Director of Brand Strategy with over 13 years of experience dove into how consumer sentiment will affect this year’s prime day and how to adjust your strategy accordingly. He was later joined by our partner from Helium 10, Shivali Patel for a Q&A-style fireside chat.
If you missed the live session, you can watch the full discussion on demand. Here’s a breakdown of what was covered.
A New Format in a New Economy
Amazon has officially extended Prime Day to four days beyond its traditional two day period. This shift brings both opportunities and challenges for brands. On the positive side, this gives brands a lot more time to get in front of audiences and gain visibility. Contrary to that, more time brings more competition and more fatigue. In a climate of soft demand, rising costs, and cautious shoppers, this extension shows the nimbleness needed to survive in the market we are currently in.
Key Trends Shaping Prime Day Strategies
Here’s what NetElixir sees as the top three trends for this year’s Amazon Prime Day.
Consumers are Entering with a Shortlist- Not a Blank Check
With the current economic climate, shoppers are no longer buying impulsively. They’re researching ahead, comparing options, and entering Prime Day with specific products in mind. Our data shows that 62% of buyers are deal-researching before shopping even begins.
Pro Tip: Ask yourself if you have made it to the shoppers shortlist. If you have not, how can you profitably make your way into that consideration set before it’s too late?
Real Value Over Flashy Discounts
Buyers are looking at the total value of deals, not just slashed prices. While customers are still looking for great deals, they are going an extra mile and looking for some sort of value within those deals provided.
Pro Tip: Highlight things like 4+ star ratings and customer testimonials to showcase higher value.
Brand Discovery is On the Rise
Amazon is no longer a lower funnel platform meant for last minute conversions. It has become a discovery platform. In a cautious environment, customers are open to exploring new brands if your brand has a really strong value proposition.
Pro Tip: There has never been a bigger opportunity for small and mid sized brands to grab market share from competitors. Be sure to hone in on your brand’s value to stay ahead of the rising competition.
ASIN Prioritization
- Past Proof: High click through rate products, strong review to traffic ratio ASINs
- Present Readiness: High margin items with well stocked inventory
- Future Value: Low return products that are repeat purchase generators
Double down on SKUs with margin, momentum, and credibility
Smart Discounting
- Tiered Discounts: Big discounts for high-margin hero SKUs, No discounts for low-margin ASINs
- ACOS: Pre-plan guardrails for each ASIN, Pivot in real time based on performance
- Profit Analysis: Profit doesn’t equal price cut, Plan discounts that protect brand equity while expanding reach
Advertising That Converts
- Amazon DSP is now essential. Target cart abandoners, competitor audiences, and high-intent shoppers
- Amazon Marketing Cloud (AMC) lets you merge first party data for better retargeting
- Don’t forget external traffic. TikTok, Meta, and influencers can help lower your on- platform cost while boosting visibility
Fireside Chat with Shivali Patel
Shivali has worked closely with hundreds of marketplace sellers and brought a front-row view into utilizing the data to identify opportunities.
How should brands prepare for the extended Prime Day?
Treat it like a mini Q4. Finalize deals immediately, revisit pricing (a slight increase before Prime Day can protect margins), and audit click/conversion share to refine images or copy as needed. Segment your strategy by day: focus on conversions on days 1–2, and upsell or retarget on days 3–4.
Can brands succeed without relying on deep discounts?
Yes. Shivali recommends:
- Smart bundling with added value (like digital bonuses)
- Leveraging social proof through upgraded images and strong reviews
- Driving external traffic to stand out and boost ranking
- Clearing old inventory (if listings are optimized)
- Automating PPC to focus on bottom-funnel keywords
- Planning flexible budgets using tools like Budget Manager
What role does buyer intent play in Prime Day prep?
A huge one. Use historical data and tools like:
- Cerebro to compare past vs. present keyword performance
- Search Query Analyzer for real search volume, benchmarked conversion data, and insight into underperformers
- Competitor monitoring to spot pricing, ranking, or coupon changes in real time
What if Prime Day is underperforming halfway through?
React quickly:
- Test higher-value coupons temporarily to boost momentum
- Pre-audit listings to avoid mid-campaign surprises
- Control what you can: tweak coupons or ad strategy on the fly
Which categories are performing best?
Top categories include:
- Electronics (33% of global revenue)
- Home & Kitchen
- Toys & Games
- Pet Products
- Premium health/supplements
- Fashion (especially under $50 items)
What if your backend or inventory can’t keep up?
Avoid deep discounts up front. Instead, raise prices beforehand and offer moderate discounts or coupons that still earn the Prime Day badge. Prioritize backend readiness and focus on bundles with clear upsell paths.
Coupons, Bundles, or Lightning Deals—what’s the priority?
- Start with coupons: Flexible, visible, and easy to deploy
- Next, use bundles: Increase AOV and stand out with A+ content
- Finally, add lightning deals: Useful, but more limited in scope
Resources to Prepare
With Prime Day expanding to four days, winning isn’t just about showing up with discounts. It’s about showing up with a smarter strategy. Here are some resources that can help you out.
NetElixir’s Competitive Insights Report
NetElixir’s Competitive Insights Report will provide you with a custom analysis of your brand and up to four key competitors on Amazon. The report will reveal:
- Keyword gaps
- Pricing and couponing trends
- Share of voice
- ASIN level opportunities
Helium 10’s Prime Day Checklist
Helium 10 also provides their own Prime Day checklist. The checklist includes tactics from industry thought leaders to help you succeed this Amazon Prime Day. This free resource includes 28 different strategies that you can implement for your brand’s plan.
Be sure to catch the full webinar on demand and reach out to our team with any questions regarding your Prime Day strategy.
