Prime Day Is Coming: A 5-Step Strategic Preparation Playbook for Brands

Brands, start your engines ’cause it’s that time of year again. Shoppers are gearing up, retailers are rolling out promotions, and the race for consumer attention is on. 

If you work in ecommerce, you know that Amazon Prime Day has grown into a multi-day shopping frenzy over the past decade. According to upcoming research from Salsify and the Digital Shelf Institute (DSI), 75% of consumers plan to shop on Prime Day this year, with Gen Z and millennials leading the charge. 

But there’s another emerging trend brands can’t afford to ignore: Shoppers aren’t solely sticking to Amazon. According to Salsify consumer research, more than half (54%) of shoppers also say they’ll be browsing competing sales events, like Target Circle Week and Walmart Deals. 

As a result, brands that fail to broaden their horizons beyond Amazon may miss a huge chunk of the action.

How can brands turn these shifts into an advantage? By embracing a smart, multi-platform strategy that extends beyond Prime Day, captures attention, drives sales, and keeps customers coming back long after the deals are over.

Explore a five-step strategy that can help your brand maximize its impact on Prime Day and beyond.

Step 1: Understand the Prime Day Shopper and Their Buying Journey

While Prime Day attracts a diverse crowd, not every shopper will be motivated by the same factors. Listening to (and understanding) your customers will be a critical step in your holiday planning. 

For example, shoppers across generations report they’ll participate in Prime Day — but almost certainly from different shopping perspectives. 

Younger shoppers are often drawn in by elements like exclusivity and urgency, including limited-time drops, online buzz, and social media-driven deals. Boomers, meanwhile, are more likely to prioritize practical benefits and overall savings, seeking out value while exercising a skeptical eye toward hype. 

Of course, these differences go beyond just generational lines. Factors like shopping habits, price sensitivity, and even product category all play a role in how consumers engage with Prime Day deals. Brands that tailor their messaging accordingly will be better positioned to drive conversions, holiday or not. 

Step 2: Build a Cross-Platform Strategy 

Staying competitive on price alone isn’t always the answer. Brands also must ensure their pricing, messaging, and inventory are aligned across channels, whether Amazon, Target, Walmart, or “other.”

Racing to the bottom can shrink margins fast without any guarantee of winning. Instead of automatically price-matching a competitor’s Walmart discount, brands can take a more strategic approach with bundling discounts, exclusive product variations, or other kinds of value-added promotions. 

The goal isn’t just to keep up, but to stand out — ensuring that wherever shoppers look, they’ll see a compelling reason to buy.

Step 3: Optimize ‘Prime’ Product Categories

Not all Prime Day deals are created equal, and some categories generate more shopper interest than others. Focusing on high-demand products can ensure your strategy is optimized to maximize conversions. 

According to Salsify’s latest consumer research, shoppers report the most interest in purchasing the following categories on Prime Day:

• Electronics (53%)
• Fashion (37%)
• Household supplies (35%)
• Personal care and beauty (31%)

Moreover, 58% of consumers say they wait until Prime Day to purchase “big ticket” items like electronics and home goods — making it a prime opportunity to highlight savings, durability, and long-term value. 

When brands align their messaging with how and why consumers shop, they’ll be better positioned to drive conversions where it matters most.

Step 4: Strategic Product Display Page Content and Advertising

A Prime Day traffic surge is great, but traffic alone won’t pay the bills. 

Even the best deals can go unnoticed without optimized product detail pages (PDP) and well-timed ads. Brands that want to turn browsers into buyers need to refresh their product content, launch ad campaigns early, and maintain high-level visibility throughout the event.

That starts with maintaining strong product detail pages (PDPS). You can ensure your major selling points land with your shoppers by updating images and descriptions and providing useful, conversion-driving content. 

Make sure your PDPs, ad creatives, and messaging are fully aligned at least two weeks before Prime Day to avoid last-minute issues and ensure a seamless shopping experience for your customers. 

Step 5: Capture New Customers for Post-Event Growth

Prime Day isn’t just about same-day sales. It’s a chance to turn first-time buyers into loyal customers. Many shoppers are brand new to the brands they purchase from on Prime Day, making post-event engagement a significant opportunity for retention and repeat purchases. 

To maintain momentum, brands should focus on retargeting and reengagement strategies. Following up with Prime Day buyers through email campaigns offering loyalty discounts can encourage repeat purchases. Meanwhile, leveraging Amazon Stores and post-event advertising helps keep brands top-of-mind beyond the sales rush. 

Encouraging reviews and social shares post-purchase can also strengthen long-term credibility and organic visibility.

‘Priming’ the Customer Journey Year-Round

Prime Day is a massive opportunity. But the brands poised to see the biggest wins are the ones that look beyond a single sales event.

A smart, multi-platform strategy — paired with optimized product content, well-timed advertising, and post-event engagement — can transform any short-term Prime Day gains into long-term, recurring success.