Prime Day 2025 kicked off with a bang—sort of. While traffic and spending were up year-over-year, the data paints a more nuanced picture than the early “record-breaking” headlines might suggest.
Based on initial day-one figures across Amazon, I noticed a healthy uptick in overall sales volume. But that growth came with caveats: CPCs climbed significantly across most categories, suggesting more aggressive bidding strategies as brands jockeyed for attention. The result? ACOS was up, ROAS down, and profit margins took a hit for sellers who weren’t laser-focused on efficiency.
More Clicks, Less Return Ad-attributed sales rose in most accounts I monitor, but not always in proportion to ad spend. Average CPCs increased by 15–25% in several verticals compared to Prime Day 2024. In some categories, the bump was even higher. Brands that relied on broad targeting or auto campaigns without tight guardrails saw their ACOS spike beyond comfort levels.
Creatives & Deals Are Winning, Not Just Bids It wasn’t the highest bidders who won the day—it was the brands that paired strong placements with compelling creatives and smart promotions. Among the top performers I analyzed, success hinged on delivering real value—think bundles, deeper discounts, or time-sensitive deals that created urgency.
Mobile and Sponsored Brand Video Dominated Engagement Mobile traffic accounted for over 70% of visits, with Sponsored Brand Video ads showing particularly strong CTR and conversion. Brands with high-quality video assets were able to capture upper-funnel attention and drive more efficient retargeting later in the day.
Inventory Planning Still Makes or Breaks the Day A few sellers I work with had sell-out issues as early as 11 AM PST due to overly conservative forecasting. Meanwhile, others held back inventory to trigger Lightning Deals or Day Two pushes. Those with strong operational alignment between sales, ads, and fulfillment clearly came out ahead.
As always, Prime Day rewards preparation. But this year, it’s clearer than ever that throwing money at ads without strategy is no longer viable. Success came to brands that:
Diversified ad formats (SBV, SD, custom creatives)
Prioritized efficiency over volume
Leaned into granular segmentation (audiences, placements, dayparting)
Integrated organic and paid strategies for full-funnel performance
We’ll see how Day Two and the halo effect play out, but one thing’s certain: Amazon is no longer a “set it and forget it” platform. It’s an active battleground where agility, data, and storytelling all have to work in sync.
Stay tuned—I’ll share my final Prime Day 2025 wrap-up once the dust settles.
Konstantin Cherednychenko is an eCommerce and digital marketing expert with 10+ years of experience driving growth for global brands on Amazon and beyond. He’s led campaigns for brands that generated over $400M in revenue, blending data, creativity, and a deep obsession with the digital shelf. Passionate about full-funnel strategy, performance advertising, and marketplace mechanics, he brings sharp insights and real-world tactics to the column each week.
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