Insights from Amazon PRIME Big Deal Days 2025
- Aditya S
- 5 days ago
- 2 min read
Prime Big Deal Days 2025 clearly underdelivered and was nowhere compared to what we have seen in past from Amazon. Last year, we saw that Prime Big Deal Days delivered stronger incremental returns compared to July Prime. But this years PBDD just lacked the shine. It felt no one was ready for it even though it was heavily advertised on Social media and even via Rufus notifications.
This year’s event reinforced a clear market reality: consumers are increasingly fatigued and discerning. Shoppers are carefully managing budgets, being more selective in their choices, and engaging in more extensive price comparisons than in previous years.
It highlighted the critical importance of precision in retail media. Successful brands, in this year's PBDD were not necessarily those with the largest budgets, but those that demonstrated agility—interpreting performance signals swiftly and in real time.
Observations :
Performance across brands was mixed, with results largely influenced by pacing and ad placement rather than budget size. Shopper traffic was lower than July’s Prime event; however, engagement quality was higher, leading to stronger conversion rates.
Brands that demonstrated agility—closely tracking profitability and reallocating spend in real time—emerged as top performers. Notably, retargeting campaigns proved especially effective during this period.
Key insights from Amazon Prime Big Deal Days :
Toys: Slow start with a notable surge in orders later in the day.
Home and Beauty: Softer overall spend, but consistent CPCs at lower conversions.
Big Ticket and Gift Categories: Underperformed relative to expectations.
Grocery and Essentials: Maintained steady and reliable momentum.
Peak Demand: Concentrated around 6 PM across most categories.
Visibility Strategy: Value categories like Grocery, Health & personal care performed better with early-morning exposure, while premium categories like Home, Tools, Garden & Patio saw stronger results during evening hours.
Premium segments—such as Beauty, Tools, and Patio/Garden—recorded prices above baseline yet still experienced revenue growth, indicating that shoppers were trading up to higher-end products. Conversely, value-driven segments like Grocery and Health/Personal Care maintained stable or lower price points with rising sales volumes, suggesting a classic volume-led growth pattern.
The Toys category emerged as an exception, demonstrating substantial order growth at baseline or discounted price levels—driven by doorbuster deals that generated significant volume.
Implications for Q4:
A flat performance does not equate to failure. However, it is essential to leverage insights from Prime Day to refine and strengthen Q4 strategy.
Strategic Recommendations:
Use Prime Big Deal Days as a top-funnel activation to fuel Black Friday–Cyber Monday performance.
Prioritize profitability by building flexible plans around optimal time windows for your category.
Emphasize view capture and retargeting ads to maximize engagement and conversion efficiency.
Maintain agility — real-time testing and quick optimization will be key differentiators.
Focus on relevance over aggressive discounting to preserve margins.
Identify shifts in keyword intent and address creative fatigue to sustain engagement.
With online holiday sales projected to exceed $250 billion this year, success will depend less on budget size and more on having a clear, data-driven strategy that captures attention in an increasingly competitive landscape.
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