October Prime Day Announced for 7th–8th
Prime Day has been confirmed as a two-day event running from 7–8 October, a welcome change from the most recent four-day stretch.
Prime Day has been a yearly tradition since 2015 and, thanks to its success, it’s now held twice a year. Since its conception it has grown into a long-planned, much-anticipated event. For many brands, the build-up brings big opportunities but also real challenges. Some have seen huge wins, others have questioned whether their products are even in demand during the period and if they are, how deep a discount they need to offer.
From SimilarWeb data, we can see Amazon traffic from mobile and desktop fell 2.4% year on year across the last 12 months, with a sharper dip in July when the last Prime Day took place. While we don’t have visibility on the Amazon app, it could point to saturation: Amazon is already the go to online shop for millions, and as more advertisers increase budgets each year, media costs rise because the customer base isn’t expanding at the same pace.
The success of the event has also become more debatable. One of our clients, for example, saw CPCs jump by over 100% in July 2025 compared with the previous year. Visibility was strong and we were competitive in the auction, but the trade off was clear: ROAS dropped heavily, even though new-to-brand rates stayed consistent. That’s the story for many brands. Prime Day can open the door to new shoppers, but it often comes at the expense of efficiency.
How Brands Can Approach Prime Day
Lead-in: Use the run-up to remind customers of your brand. This is also the moment to reach new users, so that you can retarget them when deals go live through channels like DSP.
During the event: Focus on converting those already showing intent, the audience is there, but competition is fierce.
Performance trade-offs: With inflated auctions, results can look underwhelming in post-campaign analysis. Sometimes it’s smarter to take the hit and hold the budget back for a stronger period but be very aware of competitors and maintaining visibility
Lead-out: The event doesn’t end when the clock stops. Customers may still be open to complementary products, so remarketing can help increase basket value.
New audiences: Even if some users didn’t purchase, use AMC to build audiences from those who engaged or were exposed. These groups can be re-engaged later, long after Prime Day.
Prime Day is fast approaching. Getting pacing and formats locked in now will make the difference between simply being present and actually winning during the event.
