Amazon Prime Day 2025 is on track to break records, just as it did in 2024 where U.S. shoppers spent $14.2 billion online during the 48-hour sales event.1 This year, Prime Day will span over four days in July, offering some unprecedented opportunities for sellers.
July may seem far off, but by planning early, you can better keep up with consumer demand and increase conversions.
Here are the five things to do right now to get ready for the biggest Prime Day event in history.
1. Lock down inventory early and always leave room for the unexpected.
Don’t be stuck scrambling to meet Amazon’s FBA deadline. Instead, forecast based on past Prime Day and holiday sales data, and work on adjusting SKUs and preparing backup plans.
Keep these milestones in mind:
- Submit Best Deals and Lightning Deals by May 23.
- Keep an eye on Price Discounts. The submission window opens May 5 and closes 6 hours before the event starts in July (check back here for the official sales event dates once released).
- Make sure all your FBA inventory arrives by June 9 for minimal shipment splits or by June 18 for Amazon-optimized splits.
- Diversify fulfillment to reduce delivery times and increase Buy Box eligibility.
- Use Rithum to monitor inventory during the sales event across all channels.
2. Price to win the Buy Box, without killing your margins.
The Buy Box is essential during Prime Day, when buyers are moving fast and clicking even faster. If you don’t win the Buy Box, your listing won’t get the visibility it deserves. It’s important to understand pricing floors while using automation to move quickly when the market shifts.
Focus on preparing by:
- Reviewing last year’s deal performance to find pricing sweet spots.
- Using repricer tools (like Rithum’s) that adapt to competitor moves and inventory levels.
- Set up Lightning Deals and Coupons with >5% discounts for Prime members. Thereby ensuring access to the nearly 189 million U.S. Amazon customers that had a Prime membership as of September 2024, up 9% from the year before.2
- Ensuring price parity across Amazon, Walmart and other marketplaces to avoid suppression. Features like Rithum’s repricer automation, performance monitoring, stock alerts, order routing and management, shipping integration, and returns management help sellers avoid errors on marketplace listings.
3. Don’t wait to launch retail media ads.
Successful sellers launch ad campaigns weeks in advance and use that time to optimize. Now’s the time to spread your budget wisely across different ad types and audiences.
Focus on:
- Running Sponsored Products, Brands, Displays, and Video campaigns.
- Segmenting campaigns into branded, non-branded, and competitor targeting.
- Automating budget increases during Prime Day traffic spikes.
- Using Rithum’s real-time ad performance tools to shift spend where it matters most.
4. Craft pages that stop the scroll and convert.
Your product page content is crucial to your conversion rate. A shopper is much less likely to click “Buy Now” on a weak product page. But investing in content that converts is a long-game that needs to happen well before the big sales event.
Focus on:
- Optimizing images, titles, bullets, and descriptions across your catalog.
- Creating A+ content boosts conversion by up to 20%, according to Amazon.3
- Scheduling storefront updates to showcase Prime Day deals and promotions.
- Using Amazon’s A/B testing tool (Manage Your Experiments) to find what works best.4
5. Don’t just sell on Amazon; drive traffic to it.
Smart sellers proactively reach out to shoppers, rather than waiting for shoppers to find them. Use external channels to fuel Amazon sales and collect referral bonuses in the process.
Focus on:
- Running social, search, and email campaigns with Amazon Attribution tags.
- Earning brand referral bonuses to offset referral fees (up to 10% back).
- Using Rithum to track and optimize multichannel performance and profitability.
Bonus tip: Stay on top of the right metrics in real time.
The sellers that sell well are those that keep their eyes on the dashboard. That way, you’re able to quickly see what’s working versus what’s not.
Focus on:
- Watching seller health metrics like on-time shipping and cancelation rates.
- Tracking Buy Box percentage, ad ROAS, and low-stock alerts hourly during Prime Day.
- Using Rithum’s centralized dashboard and custom reports to adjust on the fly.
Want to learn how Rithum can help you be prepared before, during, and after Amazon Prime Day in July? Schedule a demo today to learn more.
Sources
1. https://blog.adobe.com/en/publish/2024/07/18/adobe-analytics-prime-day-drove-billion-online-us-retailers-growing-yoy
2. https://cirpamazon.substack.com/p/amazon-prime-membership-is-a-big
3. https://sell.amazon.com/blog/prime-day-tips
4. https://sell.amazon.com/blog/prime-day-tips
