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on July 17, 2023 by Alissa Oberle in Marketplaces

Prepping for Prime Day

How to Plan for a Successful Amazon Prime Day

Amazon Prime Day — and its fall counterpart, Prime Big Deal Days — are highly anticipated annual shopping events that attract millions of consumers from around the world. Last year, global Prime Day sales topped $12 billion in 48 hours. Data from Capital One Shopping Research shows that in 2022, customers in 20 countries purchased more than 300 million items, with a year-over-year increase in spending of nearly 17% per shopper. All that to say: Prime Day is kind of a big deal.

Prepping starts months in advance for brands that want to capture Amazon’s vast audience (and their wallets). In this blog, we’ll outline what Prime Day is (and why it matters for merchants), promotion strategies, and recommendations for a successful Prime Day for brands and their customers.

What is Prime Day?

Typically held in July, Prime Day is a two-day sales event hosted by the world’s largest online retailer. In 2022, Amazon launched a second Prime event in the fall (this year, it will take place October 10-11) to help brands and shoppers get ahead of the holiday rush. These events are designed to reward Amazon shoppers with great deals on products ranging from household essentials to electronics. Prime Day benefits brands with a large customer base that is ready to convert. With added visibility through Amazon’s Prime Day Launches and Deals of the Day, brands can grow awareness and increase sales.

Sellers participating in Prime Day typically extend promotional pricing and deals throughout the entire week. The bestselling categories during Prime Day events include consumer electronics, household essentials, and health and beauty. Most product categories will see meaningful sales lifts with a promotional strategy in place.

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Promotion Strategy Options

When it comes to promotion strategies, brands have a few options available:

  • Lightning Deals
  • Best Deals
  • Prime Exclusive Discounts
  • Coupons
  • Promotion
  • Sale Price

Lightning Deals vs. Best Deals

Here are the differences between Amazon Lightning Deals and Best Deals:

A Lightning Deal is a promotion strategy that features a discounted item for a limited number of hours (usually four to 12) on the Amazon Deals page. A Best Deal features a discounted item for a limited number of days on the Amazon Deals page. For both kinds of deals, the following are true:

  • Amazon determines product eligibility
  • Amazon determines the timing of days/hours
  • FBA (Fulfillment by Amazon) unit quantity commitment is required
  • Fees range between $150 to $500 to participate

Eligibility for Lightning Deals and Best Deals

According to Amazon, to be eligible for a Lightning Deal or Best Deal, the seller or product must:

  • Have a sales history in Amazon stores and maintain at least a 3-star rating
  • Include as many variations as possible
  • Not be a restricted product
  • Be Prime eligible in all regions
  • Be in new condition
  • Be compliant with customer product review policies
  • Be compliant with Amazon’s deal frequency requirement

Prime Exclusive Discounts

A Prime Exclusive Discount (PED) is just what it sounds like — a discount available only to Prime members. Product offers with a PED will show a discounted price with the regular price crossed out. Typically, these discounts will also display a “deal” badge. Buyers will see a savings summary in search results and on product detail pages. One of the major benefits of PEDs is that there are no participation fees and the seller determines the exact duration of the deal down to the hour.


Coupons can be offered as a percentage or dollar amount discount. Brands can see a defined campaign duration and budget for coupons. From the allotted budget, clip redemptions are deducted. Coupons are displayed in search results, on the Amazon Coupons page, shopping cart, and on the All Offers display page.


Brands can create three different kinds of promotions:

  1. Social media promo code
  2. Buy-One-Get-One (BOGO) offer
  3. Percentage off — a tiered discount structure where the more customers buy, the more they save

Sale Price

Brands that want to run sales can set up a sale at the SKU level under the Offer tab. The customer will see a contrast between the “List Price” (the reference price or MSRP) and “Your Price” (the discounted price). With sales, there is no “deal” badge. Rather, there is a price strikethrough and a graphic showing the discount percentage. Sales are displayed in search results and on the product detail page. There are no fees associated with running a sale.

Recommendations for Prime Day Success

Here are a few recommendations from our Amazon experts on how to make your Prime Day deals a success:

  • Maximize your retail readiness with updated A+ Content
  • Promote your Prime Day offer via external marketing leading up to and during the event (email and social are great channels!)
  • Fine-tune your Amazon advertising strategy:
    • In the two weeks leading up to Prime Day, increase your bids and budgets and expand targeting to drive new-to-brand awareness and consideration both on and off Amazon
    • During the event, increase your budgets to maximize the visibility of your deal and stay within budget during the surge of increased traffic
    • In the Prime event lead-out, ramp up viewer retargeting and consider extending the duration of your promotion

Need help crafting a winning deal strategy? Talk to one of our Amazon experts today.

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