Introduction
Kenton Snyder:
Hey everyone, and welcome to this special Intentwise webinar on Prime Day strategy—especially in the context of market uncertainty. I'm Kenton Snyder, and today I’ll be walking you through how brands can still win big this Prime Day, even when budgets are tight, competition is fierce, and consumer behavior feels more unpredictable than ever.
Why Prime Day 2025 Will Be Different
Let’s face it—Prime Day isn’t what it used to be. The playbook that worked in 2021 or 2022 won’t necessarily hold up today.
We’re seeing:
- Increased price sensitivity among consumers
- Shrinking ad budgets
- Inventory challenges for certain categories
- A push toward incremental measurement over blanket spend
So what does that mean? Brands need to be smarter, faster, and more data-driven.
When to Start Planning for Prime Day
Rule #1: Start early, but not too early.
We recommend locking in your campaign structure 4-6 weeks before Prime Day, but leave room for optimization closer to the event.
Use Amazon Marketing Cloud (AMC) to look back at last year’s Prime Day and identify your high-performing:
- ASINs
- Audience segments
- Channels (DSP vs. Sponsored Ads)
This historical view gives you the clearest path forward.
What Not to Do: Common Prime Day Pitfalls
Here are a few mistakes we see brands making year after year:
- Relying only on Sponsored Products without layering in video, display, and Sponsored Brands
- Copy-pasting last year’s strategy without updating for current market dynamics
- Failing to account for non-converting traffic that clogs your budget
Prime Day isn’t just about visibility. It’s about efficient acquisition and incremental growth.
Segmenting Your Audience to Improve ROAS
Use your first-party data and AMC insights to segment your shoppers:
- High-intent return buyers → retarget with Sponsored Display or DSP
- Window shoppers → show new creatives, highlight reviews or bundles
- Top-of-funnel shoppers → use video and Sponsored Brands to educate
By customizing your strategy per segment, you increase your chance of meaningful engagement, not just impressions.
How to Balance Promotional Pricing and Profitability
Yes, discounts matter—but margin still rules.
Use AMC to identify ASINs with high ROAS at lower discounts, and prioritize those. You don’t have to slash prices across the board—focus on value perception, bundle offers, and promotions that still protect your bottom line.
Creative Tips for Prime Day Campaigns
Let’s talk creative. Here’s what’s performing in 2025:
- Motion graphics in Sponsored Brands Video
- Value messaging front-and-center in image creatives
- Social proof elements like “Amazon’s Choice” or review counts
- Mobile-first design—60%+ of Prime Day traffic is mobile
Test variations now so your highest performers are running come Prime Day.
Using AMC for Real-Time Optimization
Amazon Marketing Cloud isn’t just a reporting tool. During Prime Day, you can use it to:
- Track campaign impact across audiences and time windows
- Measure halo effects on adjacent products
- Identify new-to-brand lift during promotional periods
Even small adjustments based on AMC insights can yield big gains—pause what’s not converting, double down on what is.
Final Checklist for a Successful Prime Day
Here’s your go-to checklist as we approach Prime Day:
✅ Audit your content (images, titles, reviews)
✅ Segment your audiences using AMC
✅ Build campaigns across Sponsored Products, Brands, Display, and DSP
✅ Align your offers with margin goals
✅ Pre-schedule changes but monitor performance in real-time
✅ Have a post-event measurement plan
Closing Remarks
Prime Day in 2025 might be more unpredictable—but it’s also more measurable than ever. With the right prep, segmentation, and optimization, you can turn uncertainty into opportunity.
If you’d like help with building your AMC strategy or managing your campaigns more efficiently, get in touch with our team at Intentwise.
Thanks for joining us—and here’s to a Prime Day that delivers results.
Prime Day 2025 is arriving in a difficult moment for the e-commerce industry. Marketers shouldn’t just copy-and-paste their strategy from last year—but they also don’t want to sit out the sales event.
Brands have the tools at your disposal to invest more strategically. In this webinar, we’ll show how to:
- Craft a winning Prime Day strategy: What to do now to avoid scrambling later—from budget planning to campaign sequencing to advertising automation.
- Use historical data to get ahead: You’re sitting on a trove of data that can help you zoom past the competition. Here’s what to look at and how to turn it into a bold strategy.
- Navigate a difficult e-commerce moment: Tariffs have thrown the entire industry into a period of uncertainty. Here’s how to decide where to invest and how to discount in spite of new economic and pricing realities.
Reserve your spot now, and join us on June 5th at 10am PST / 1pm EST.
Prime Day 2025 is arriving in a difficult moment for the e-commerce industry. Marketers shouldn’t just copy-and-paste their strategy from last year—but they also don’t want to sit out the sales event.
Brands have the tools at your disposal to invest more strategically. In this webinar, we show how to:
- Craft a winning Prime Day strategy: What to do now to avoid scrambling later—from budget planning to campaign sequencing to advertising automation.
- Use historical data to get ahead: You’re sitting on a trove of data that can help you zoom past the competition. Here’s what to look at and how to turn it into a bold strategy.
- Navigate a difficult e-commerce moment: Tariffs have thrown the entire industry into a period of uncertainty. Here’s how to decide where to invest and how to discount in spite of new economic and pricing realities.
Stream the full webinar now.