eBrands' essential guide to mastering Amazon’s most high-stakes shopping event
Prime Day is no longer just a flash sale. It’s a global retail phenomenon - and one that increasingly rivals Black Friday in its ability to drive revenue, attract new customers, and shape long-term brand performance on Amazon.
But while the opportunity is massive, so is the competition. Without the right groundwork, many brands get lost in the crowd or miss out entirely.
At eBrands, we’ve scaled several high-performing brands on Amazon, and Prime Day has consistently been a turning point in our growth curves. Here’s what we’ve learned - and what you should be doing now to make this your best Prime Day yet.
Start Early - and Start with Inventory
Prime Day may be a sales sprint, but success starts months in advance. One of the biggest pitfalls brands face is underestimating demand or missing key shipping cutoffs for Amazon FBA.
Our advice: lock in your inventory plan by mid-June. Amazon's FBA deadlines typically require stock to be received at fulfillment centers well ahead of Prime Day. Stockouts not only kill your sales velocity during the event - they can also crater your Best Seller Rank (BSR) for weeks afterward.
“The most successful brands on Prime Day are the ones that treat it like a campaign, not just a promotion,” says Ed Snelson, Head of Channel, Amazon at eBrands. “That means planning your inventory, ad strategy, pricing and post-event follow-up in one connected loop - not four separate silos.”
For brands with fulfillment complexity or global operations, this is where a seasoned partner like eBrands can make the difference.
Fine-Tune Your Listings and A+ Content
Think of your PDPs as storefronts - and Prime Day as your grand opening.
Well-optimized product titles, bullet points, and backend keywords are just the baseline. To truly convert at scale, you need enhanced brand content (A+) that tells a compelling story, visually and emotionally. That includes comparison charts, lifestyle imagery, and mobile-first design.
At eBrands, we use real-time data from Amazon Brand Analytics and external tools to continuously optimize listings based on what’s working across the category.
Run (Smart) Deals - But Don’t Race to the Bottom
Everyone loves a good discount, but not all Prime Day promotions are created equal.
Lightning Deals can drive traffic, but come with a fee and tight margins. Coupons offer flexibility, while Prime Exclusive Discounts make your listings more visible without needing to win the Lightning Deal lottery.
Tip: Make sure your deals are uploaded and approved in Seller Central by the cutoff. And don’t sacrifice your AOV or positioning for a short-term spike.
In our experience, the highest-performing Prime Day offers are those that strike the right balance between urgency and brand value.
Amp Up Your Ad Spend - But Don’t Just Bid Blindly
Amazon Ads are critical during Prime Day - but spending more isn’t the same as spending wisely.
We recommend ramping up Sponsored Product and Sponsored Brand campaigns starting 1 - 2 weeks before Prime Day. This builds momentum and relevance, which Amazon’s algorithm rewards when the floodgates open.
Use dayparting, negative targeting, and keyword isolation to avoid waste. And make sure you’re not just bidding on branded terms - expand into competitor and category-relevant keywords to acquire new-to-brand customers.
As an Amazon partner, eBrands has access to advanced targeting strategies and historical performance data that help us push past just “average” ROAS.
Prime Day Is Just the Beginning: Retarget, Retain, Repeat
Prime Day isn’t just about sales - it’s a rare window to acquire tens of thousands of new shoppers. The real ROI comes from what happens after the event.
Set up DSP retargeting campaigns for non-converting visitors. Use Amazon’s Brand Tailored Audiences to re-engage recent purchasers. And if you own your DTC channels, sync post-Prime Day email flows and upsell funnels accordingly.
Winning Prime Day is a growth lever. Retaining that momentum is a brand-building play - and we think of both in every campaign we launch.
Final Thoughts: Go Big, or Get Left Behind
Prime Day has become the most consequential sales event of the summer. And while it can deliver breakthrough results, it requires preparation, precision, and a deep understanding of the Amazon ecosystem.
If your team is stretched, or you’re not hitting the numbers you want on Amazon, we’re here to help. At eBrands, we don’t just manage Prime Day - we engineer it as a launchpad for exponential growth.
Let’s talk about how we can make this your biggest one yet.
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