Amazon Prime Day: Optimising to Increase Sales

📅 Next Amazon Prime Day prediction: October 2025 (Prime Big Deal Days, historically held in October)

Amazon Prime Day attracts millions of shoppers searching for the best deals. For sellers, it’s a key opportunity to boost sales, gain new customers, and increase brand visibility. However, success over this period hinges on being well-prepared.

This blog will provide practical information on improving your Amazon Prime Day performance by:

• Optimising your listings
• Creating competitive (but still profitable) promotions
• Optimising other areas of your business

Practical Listing Optimisations for Amazon Prime Day

Let’s first focus on very simple and logical optimisations you can make to your listings.

1. Refine Your Product Titles

• Keep titles concise, clear, and keyword-rich.
• Include essential details such as brand, model, key features, and size.

2. Improve Product Images

• Use high-resolution images showing multiple angles.
• Add lifestyle images to demonstrate product use.
• Include close-ups of important features.

3. Enhance Bullet Points and Descriptions

• Make bullet points scannable, focusing on benefits rather than just features.
• Highlight why customers should buy now.
• Add relevant keywords to improve search visibility.

4. Optimise Backend Search Terms

• Audit your hidden keywords in Seller Central.
• Remove duplicate or irrelevant terms and add any new relevant phrases buyers might search for during Prime Day.

The listing optimisation checklist:
✅ Check and update titles with Prime Day-focused keywords
✅ Refresh images and upload any missing angles
✅ Rewrite bullet points to emphasise Prime Day urgency
✅ Review and adjust backend search terms

Creating Attractive Promotions for Amazon Prime Day

Running Prime Day deals can increase your product exposure, but you’ll want to balance competitiveness with profitability to avoid taking too much of a hit on your overall product margins.

1. Set up Lightning Deals

• Submit Lightning Deal requests early via the Deals dashboard in Seller Central (you’ll need to ensure your products are eligible for lightning deals – find out the lightning deal product criteria).
• Choose products with a healthy inventory or perhaps excess stock.
• Plan to offer at least a 20% discount to catch attention. However, refer back to your margins to confirm this is profitable for you.

2. Bundle Products

• Create value packs to increase perceived savings while maintaining or improving average order value.
• Include slow-moving stock in bundles to upsell less popular items

3. Think About Margins Strategically

• Use Amazon’s business reports to calculate how deep you can discount without destroying your profit.
• Sometimes, a bigger discount is justified if it gains you long-term customers.

Volo tip: If possible, test your promotional strategy ahead of time on a smaller scale to see how your audience reacts before Prime Day.

Optimising Other Areas of Your Business

Beyond listings and promotions, there are other ways you should think about preparing your business for Prime Day.

1. Enhance Customer Service

• Prepare for a possible surge in queries by training support staff on common questions.
• Set up auto-responders for FAQs in Seller Central.
• Have a clear returns and refunds policy ready to share.

2. Monitor Performance Metrics

• Keep an eye on your Order Defect Rate (ODR), late shipment rate, and cancellation rate.
• Address negative performance metrics quickly.

3. Prepare for Post-Prime Day

• Have a plan to follow up with new customers through Amazon’s Buyer-Seller Messaging.
• Consider retargeting buyers with Sponsored Display ads after the event.
• Be prepared for an uplift in returns.

Amazon Prime Day can be an opportunity to grow your sales and improve brand awareness. By optimising your listings, creating strategic promotions, and preparing your entire business for increased demand, you’ll be well-positioned for success.