# Tips to Succeed During Prime Day 2025 & Dates Announced [Lauren Stair](/content/author/lauren-stair/index.html) **Published:** June 23, 2025 ## Table of Contents - [Prime Day Is Different: Know the Landscape](#prime-day-is-different-know-the-landscape) - [Getting to Know The Amazon Ads Funnel](#getting-to-know-the-amazon-ads-funnel) - [Step 1: Targeting is Everything](#step-1-targeting-is-everything) - [Step 2: Create Click-Worthy Creative](#step-2-create-click-worthy-creative) - [Step 3: Bids & Budgets That Don’t Break the Bank](#step-3-bids-budgets-that-dont-break-the-bank) - [Step 4: Run Sponsored Brands and Products Together](#step-4-run-sponsored-brands-and-products-together) - [Step 5: Go All In on Prime Day-Specific Tactics](#step-5-go-all-in-on-prime-day-specific-tactics) - [Bonus: Post-Prime Day Follow-Up = Profit](#bonus-post-prime-day-follow-up-profit) - [Final Tips](#final-tips) - [Get Ready For Prime Day 2025 with Helium 10](#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](/content/podcast/prime-day-2025-ppc-bootcamp/index.html), 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: | | | | | --- | --- | --- | | **Ad Type** | **Best For** | **Prime Day Power Move** | |----------------------|-------------------------------------|------------------------------------------------------------| | Sponsored Products | Direct conversions | Use keyword + ASIN targeting with deal badging | | Sponsored Brands | Visibility, brand story, and cross-sells | Dominate top-of-search with custom creatives and bundles | | Sponsored Brand Video | Scroll-stopping, product-focused awareness | Target high-intent keywords with laser-aligned videos | ### 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](/content/tools/advertising/helium10ads/index.html)** 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](https://pages.helium10.com/2025-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](/content/ads-academy/amazon-ppc-course/index.html), campaign walkthroughs, and exclusive tools like Budget Manager, Search Query Analyzer, and AI Ad Automation. [Lauren Stair](/content/author/lauren-stair/index.html) 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.