How to Prepare for Prime Day 2025

It’s time to prepare for Prime Day 2025. Amazon’s annual event keeps growing in size and competition, and brands that plan, move quickly, and focus on the right areas will be in the strongest position to succeed.

Here’s a clear roadmap to Prime Day readiness based on what we know drives results:

Use Recommended ASINs and Take Action Immediately

Amazon releases lists of recommended ASINs eligible for Prime Day promotions, but these lists update weekly. Waiting even a few days can mean missing out on a Prime placement. As Dylan Allen, Director of Paid Media at Highlands, notes:

“Eligibility windows are dynamic. If you see a Prime Day recommendation, act on it; the opportunity might be gone by next week,” said Dylan Allen, Director of Paid Media at Highlands.

Build a habit of checking recommendations every week and submitting eligible products right away. It’s one of the fastest ways to secure premium Prime Day visibility.

Focus on Your Top Products

Prime Day is not the time to promote everything. Focus your promotions around your best-selling, highest-converting products. Choose items that already perform well year-round and that represent your brand’s strengths.

Top products drive more traffic, higher conversion rates, and better return on ad spend. Feature them in your Sponsored Ads, your Amazon Storefront promotions, and your Lightning Deals for maximum exposure.

Upgrade Your Content Across the Board

• Product images, titles, bullet points, and A+ Content all need to be polished well ahead of the event:

• Hero Images: Follow Amazon’s standards: no added logos, watermarks, or text unless it’s part of the product packaging.

• Bullet Points: Focus on key benefits and differentiate from the competition.

• A+ Content: Use storytelling visuals to highlight your brand value and show the product in use.

“Great content isn’t just about compliance, it’s about shopper confidence,” said Dylan.

Shoppers scroll fast during Prime Day. Clean, high-impact pages can tip a buying decision in your favour.

Strengthen Product Detail Pages Now

Think of your Product Detail Pages as your digital storefronts. Before Prime Day, review every Product Detail Page you’re promoting:

• Tighten copy to be benefit-driven

• Use fresh lifestyle images

• Add updated FAQs or feature callouts

• Ensure pricing and availability are current

You want shoppers to immediately understand why your product is the right choice – no digging, no guesswork.

Stick to Sourcing and Inventory Timelines

No matter how strong your promotions are, inventory issues can sink your Prime Day success:

• Confirm Prime Day POs promptly

• Monitor Vendor Central or check in regularly with your Vendor Manager

• Plan inbound shipments well ahead of cut-offs

Inventory shortages can cost brands visibility, Buy Box ownership, and momentum that’s hard to recover after Prime Day.

Prime Day is about more than a one-day lift, it’s about fuelling long-term brand growth. Brands that prepare early, focus tightly, and optimise every shopper touchpoint will be the ones who win in 2025.