Tips to Succeed During Prime Day 2025 & Dates Announced

Lauren Stair
Published: June 23, 2025

Table of Contents

• Prime Day Is Different: Know the Landscape
• Getting to Know The Amazon Ads Funnel
• Step 1: Targeting is Everything
• Step 2: Create Click-Worthy Creative
• Step 3: Bids & Budgets That Don’t Break the Bank
• Step 4: Run Sponsored Brands and Products Together
• Step 5: Go All In on Prime Day-Specific Tactics
• Bonus: Post-Prime Day Follow-Up = Profit
• Final Tips
• Get Ready For Prime Day 2025 with Helium 10

Amazon announced the official dates for Prime Day 2025 and it’s the longest event yet. From July 8th to July 11th, sellers get 96 hours of nonstop traffic.

Prime Day is a data-driven showdown for visibility, conversions, and long-term growth on Amazon. If you’re only leveraging Sponsored Products or skipping out on Sponsored Brands, you’re leaving major opportunities on the table.

In a pair of powerhouse Helium 10 x Amazon Ads webinars, Shivali Patel and BTR Media CEO Destaney Wishon unpacked what it takes to build a Prime Day ad strategy that performs across the funnel. This blog combines the best of both sessions, showing you how to execute seamlessly from Sponsored Products to Sponsored Brands.

Prime Day Is Different: Know the Landscape

Unlike Black Friday or Cyber Monday, where gifting is the goal, Prime Day is about discovery and personal purchase. Shoppers are browsing, building wish lists, and stacking carts far ahead of checkout. Your strategy needs to reflect this extended funnel.

Last Prime Day saw over 375 million items sold and $2.5 billion saved globally. Customers begin browsing weeks ahead of the event and conversion rates spike with deal badging in play.

Getting to Know The Amazon Ads Funnel

Before we get tactical, it helps to understand the distinct strengths of each ad type:

Step 1: Targeting is Everything

Whether it’s SP or SB, targeting is everything and it starts with search intent.

Sponsored Products:

• Focus on long-tail keywords (e.g., “vanilla protein with collagen” over “protein”) to reduce CPC and increase conversion.
• Use all match types (broad, phrase, exact) and mine your Search Term Reports to identify high-ROAS queries.
• Leverage Helium 10’s Search Query Performance Analyzer to see which terms are converting above category average and double down on those.

Sponsored Brands:

• Align creative with keyword intent. Targeting “soccer cleats”? Use an image or video focused on cleats, not your full store.
• Segment campaigns by product type or shopper persona (e.g., “chocolate protein” vs. “vanilla protein”) to increase click relevance.

Step 2: Create Click-Worthy Creative

Prime Day shoppers are overwhelmed. Your creative needs to stop the scroll.

• Sponsored Brand Ads: Use custom lifestyle imagery that matches the search query. Include copy like “30% off today only” to hook deal-seekers.
• Videos: Show your product within the first 2 seconds. Use closed captions (audio doesn’t autoplay!) and keep videos 15–30 seconds long.
• Sponsored Products: Even though they’re simpler, images and titles still matter. Ensure your main image is clean and deal badging is visible.

Additional Creative Tools to Try:

• Amazon AI Creative Studio: Auto-generates visuals using ASIN data — great for scaling quickly.
• Helium 10’s Listing Builder AI: Create targeted A+ images or listing visuals with full control over specs.

Step 3: Bids & Budgets That Don’t Break the Bank

Amazon’s ad space is real estate. And on Prime Day, top of search is Manhattan.

Bidding Tactics:

• Bid higher on long-tail terms with high conversion rates. Lower competition, better ROAS.
• Use campaign segmentation. Run separate campaigns for ranking, profitability, branded, and Prime Day promotions.
• Use rule-based bidding or Helium 10’s AI-powered Ads optimization to automate adjustments during high-traffic windows.

Budgeting Moves:

• Review your budget dashboard in Ad Console or use Helium 10’s new Budget Manager to set caps and pacing rules.
• Increase budgets only for campaigns already performing near your ROAS target. Add extra fuel if deal badging is active — conversion rates usually spike.
• Schedule budget surges for Prime Day dates and slow periods for lead-in days when shoppers are browsing but not yet buying.

Step 4: Run Sponsored Brands and Products Together

These campaign types don’t compete, rather they can help amplify one another.

• Run Sponsored Product and Brand campaigns on the same high-performing keywords.
• Use AMC or Amazon’s Ad Console to track Ad Type Overlap reports. Seeing your ad in multiple formats often improves conversion rate.
• Strategically pair formats with a Sponsored Brand ad at the top, and a Sponsored Product listing in the middle or bottom of the page.

Step 5: Go All In on Prime Day-Specific Tactics

Here’s how to lean into Prime Day’s unique momentum:

• Use Prime Day Deal Badging: Bright, blue tags increase CTRs across Sponsored Product and Brand placements.
• Create campaigns just for Prime Day: Segment out top-selling ASINs and apply higher bids/budget only to them.
• Optimize stores for cross-sells: Sponsored Brand ads are one of the biggest sources of store traffic. Make it count.
• Use Helium 10 to analyze last year’s Prime Week: Identify your top converters, underperformers, and hidden gems using SQP data.

We also made a Prime Day Checklist to help you knock out these tactics with ease.

Bonus: Post-Prime Day Follow-Up = Profit

What happens after Prime Day is just as important.

• Use AMC and Sponsored Display to retarget cart abandoners and page viewers.
• Create lookback audiences of Prime Day shoppers for upsells or repeat purchases.
• Expect a slight dip in conversions post-event, but retargeted traffic remains high-intent.

Final Tips

Prime Day is intense, but you don’t need a studio team or unlimited budget to make it count. With the right strategy, tools, and creative, sellers of all sizes can gain visibility, drive conversions, and capture long-term value.

✅ Launch your Sponsored Product campaigns with refined keyword targeting
✅ Build Prime Day-specific Sponsored Brand creatives
✅ Set your budgets and let Helium 10’s automation help guide your ad strategy

Get Ready For Prime Day 2025 with Helium 10

Ready to kick your Amazon advertising up a notch? Dive into Ads Academy for free training, campaign walkthroughs, and exclusive tools like Budget Manager, Search Query Analyzer, and AI Ad Automation.

Lauren Stair
With seven years in marketing, Lauren writes to help e-commerce sellers grow their business with real, actionable strategies. She’s driven by helping businesses reach their goals and finds purpose in adding value to their selling journey.