Prime Day is celebrating its 10th anniversary this July, with 2024 Prime Day dates just announced as July 8-11, 2025. This recurring sales event draws millions of Amazon Prime members and continues to be a major opportunity for small brands.
Here are 10 trends you can tap into to make the most of Prime Day 2025.
Offer big discounts and free trials
Nearly half of the consumers surveyed by retail discounts and coupons site RetailMeNot said they are waiting for Prime Day to make their biggest purchases of the year.
Use this sales event to promote your business, build brand awareness, and guide consumers toward your products. Target new customers by offering free trials on new products and discounts on more affordable items. This gives consumers a low-risk opportunity to try your brand without a big financial commitment.
You can also offer personalized deals and discounts to existing customers. A recent Salesforce study found that 65% of consumers are more likely to remain loyal to a company that offers personalized customer experiences.
If you don’t sell on Amazon, consider hosting your own sale. Not all consumers have an Amazon Prime subscription to get access to these deals, which leaves an untapped market segment you can target.
“Prime Day is an opportunity all small businesses should leverage — whether or not they sell on Amazon,” said Jinny Choi, Director of the e-commerce team at Ecosense. “With the right strategy, you can tap into the heightened buying mindset.”
[Read more: A Small Business Guide to Selling on Amazon]
Advertise your shopping event early and strategically
As one of the biggest sales events of the year, there will naturally be a lot of excitement around Prime Day. To ensure your business’s messaging stands out, create a strategic advertising plan — and implement it early.
“[In 2023, our] team … used our first Prime Day as a springboard to help our Vitamin D3 and Once A Day climb the search rankings,” shared David Ugwu, Director of Supply Chain at Black Girl Vitamins. “Two months beforehand, it was really important to build out the item pages and focus on customer engagement to accrue good reviews.”
Start by increasing your advertising budget to capture the attention of eager shoppers. Run campaigns at least two weeks before the sale to develop interest and monitor your campaign’s success, making adjustments as needed. Use insights from past campaigns to refine your strategy, highlighting your best-selling products and those less frequently advertised ones. Get creative with your content and use various ad formats to engage customers.
Target back-to-school and holiday shoppers
Prime Day is a great time to target shoppers looking to get ahead of holiday and back-to-school shopping. As such, businesses should launch any related campaigns ahead of the Prime Day lead-up to maintain visibility among customers planning their purchases around the sale dates.
Consider extending discounts beyond Prime Day to capture additional sales from customers who may have missed out on deals during the event.
Capitalize on the desire to support small businesses
Many consumers are eager to “shop small” and support small businesses, even on Amazon. Consider adding Amazon’s Small Business Badge to your seller account to highlight your small business status and appear under the Small Business Search Filter.
Social media is another key way to capitalize on the small business movement, regardless of whether or not your business sells on Amazon during Prime Day. Post consistently about your deals on social media and use relevant hashtags like #SupportSmallWithAmazon to boost visibility. Bolstering your social media accounts can help you develop customer relationships, an advantage small businesses have over larger competitors.
[Read more: 5 Consumer Trends Shaping Spending Patterns in 2025]
Create urgency with countdowns and time-sensitive offers
Creating urgency motivates customers to buy now, especially if they’ve been considering your product but never made a purchase. Tactics like countdown timers, flash sales, and “deal of the hour” offers tap into FOMO and scarcity mentality, encouraging consumers to make faster decisions.
“Sending personalized email offers can drive early traffic and build momentum ahead of the Prime Day rush,” said Choi. “Running flash sales timed to coincide with Prime Day can further boost visibility and attract deal-seekers.”
To make these time-sensitive offers even more appealing, Choi recommends combining them with perks like free shipping, gifts with purchase, and extended warranties.
Consider extending discounts beyond Prime Day to capture additional sales from customers who may have missed out on deals during the event.
Drive value with bundles and exclusives
Offering bundles, limited-edition items, or Prime Day-exclusive products can significantly boost sales and increase the average order value by encouraging customers to purchase more items at once. Use past purchase data or popular product pairings to help craft bundles that feel relevant and valuable.
As Michael Jankie, co-founder of NATPAT, explained: “We don’t just push bestsellers; we promote products that act as on-ramps to our wider range, prioritizing items that unlock higher lifetime value, repeat purchase behavior, or [generate] strong brand stickiness.”
Take advantage of the ‘shop local’ movement
Small businesses don’t have to be on Amazon to take advantage of Prime Day shopping sprees. Instead, they can leverage the buzz around the sale to promote the advantages of shopping locally, including supporting local job creation, reducing environmental impact, and investing in community development.
Consider partnering with other local businesses or hosting a community event to attract customers. Small businesses can also adopt sales themes like "stock up and save," "shop small and save," or "holiday shopping in July" to increase customer engagement.
Retail consultant Bob Phibbs advised avoiding mentions of Prime Day in connection with brick-and-mortar sales events, as this may drive customers toward Amazon’s deals. In Phibbs' view, a smarter Prime Day strategy for small, local stores would be to respond to the same consumer trends Amazon is tapping into without mentioning Amazon.
[Read more: 5 Ways to Build Community Around Your Local Retail Business]
Create an easy shopping experience
Whether you’re capitalizing on Prime Day online or in-store, offering an easy and convenient shopping experience is key to gaining and retaining customers. For Amazon sellers, it’s important to follow the platform’s established guidelines and confirm the quality of your items before shipping. This can help reduce product returns, which are especially prevalent during sales like Prime Day where consumers spend more freely. Additionally, ensure your products are well-stocked to avoid running out during the event.
For e-commerce businesses selling independently, optimize your website and its checkout process to guarantee it can handle a surge of customers during the sales event. Website malfunctions or outages can undermine trust and drive potential customers toward competitors.
Turn customers into advocates
Word-of-mouth is one of the most powerful drivers of any business's growth. And capturing trust and building real relationships is how you turn a one-time buyer into a loyal customer and, eventually, an advocate.
Building that relationship doesn’t end when customers complete a transaction. Check in with consumers post-purchase to reinforce satisfaction and deepen their connection with your brand, and provide exceptional customer support in the event of an issue. Beyond that, occasional check-ins help maintain engagement and reveal opportunities for upsells or valuable feedback.
On Prime Day, take this a step further by encouraging customers to share photos, tag your brand on social media, or leave a review. This kind of user-generated content builds credibility, fosters community, and extends your reach far beyond the initial purchase. When customers feel seen, heard, and appreciated, they’re far more likely to spread the word.
Leverage influencer or affiliate marketing
Partnering with content creators ahead of Prime Day is a powerful way for small businesses to generate buzz, reach new audiences, and showcase their products. Influencers can help build excitement by creating unboxing videos, showcasing exclusive deals, or curating “Prime Day Picks” posts to highlight your offerings.
“Promoting your deals through influencers, especially those with Amazon storefronts, can drive qualified traffic, build trust, and help extend your reach during this high-traffic period,” Choi said.
Consider pitching to content creators for inclusion in last-minute listicles or roundups. Collaborating with nano- or micro-influencers ensures targeted visibility and budget-friendly content that feels personal, timely, and trustworthy to their highly engaged followers.
Miranda Fraraccio contributed to this article.
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