Amazon’s expanded Prime Day says a lot about the state of retail – as well as what your brand should be doing now…
Amazon’s Prime Day just became Prime Week. And it’s a move that matters.
Why do we say this?
Well, our experts see the event’s extension from 48 hours to 4 full days as signalling a pivotal shift in Amazon’s strategy – which, as with all these things, will be a warning shot for some and a great opportunity for those agile enough to respond in a strategic and considered way.
From our perspective of working with enterprise brands across the Amazon ecosystem, this move points to three key changes in the marketplace – all of which should shape how you prepare, position and perform this year.
1. Amazon needs the uplift – and quickly
With US tariffs rising and consumer confidence fragile, Amazon is under pressure to drive results, and extending Prime Day gives them:
- More time to generate sales
- Smoother logistics
- A bigger Q3 revenue story to present to the markets
For brands?
A longer event is definitely good news – if you’re smart about it.
More selling days equals more media space, more customer intent and a bigger window of opportunity to drive profitable growth.
It’s not a time for knee-jerk reaction – start now by putting your strategy hats on, pore over your best data and rework your planning accordingly.
Need help?
Our experts are on hand to bring commercial clarity, rigour and vision to your Prime Day Planning. Get in touch now.
2. Prime Day is now a Full-Blown Retail Season
This extension means that what began as a mid-year flash sale has become a major moment in the global retail calendar as of 2025 – and Amazon has the data to back it and the scale to make it stick.
Amazon is using Prime Day to:
- Control demand
- Clear inventory
- Drive a surge in ad revenue
- Dominate attention across multiple verticals
For brands?
We expect Amazon to push this and more of its events even further, and the brands who do the best will be the ones ready to respond.
This means planning earlier, aligning your teams and making Prime Day – and potentially other Amazon events – a key sales season in your core annual strategy.
3. It’s a Massive Data Play
As much as they’re chasing revenues, Amazon is also chasing insights.
Doubling the length of the event brings more:
- Shopper data
- Conversion behaviour
- Ad performance metrics
- Search term visibility
And all of this can be used to power their machine learning, ad placements and Buy Box algorithms.
For brands?
Get on the bandwagon! This is a golden opportunity to gather richer data that you can use to inform your future media, pricing and product decisions.
Smart Brands should definitely do this…
If you’re discounting:
- Be super-selective. Only discount SKUs with strong margins and high availability.
- Pair every deal with sponsored ads to boost visibility and organic search rank.
- Use the momentum to grow your customer base, not just your revenues.
If you’re not discounting:
- Lead with brand – focus on exclusivity, sustainability or quality messaging.
- Leverage the traffic surge with high-performing creative and targeted ad spend.
- Use the moment to focus on customer acquisition, test new product launches and/or bundle offers to boost engagement and conversions.
The Bottom Line
Prime Day’s expansion isn’t just a retail update – it’s a roadmap to where Amazon is heading, and it points to a future marketplace environment of:
- Longer events
- Stronger media pressure
- Higher customer expectations; and – most importantly…
- Bigger opportunity gaps for agile brands
Our expert opinion?
The brands that will win in this new Amazon landscape will be the ones that can be agile across every aspect; pricing, supply chain, Amazon ads and brand.
They’ll be the ones who are the best prepared. And they’ll have the best plans.
Need help building your best-performing Prime strategy yet? Our award-winning team is here to help – get in touch today.