3 Things Every Brand Can Learn From Prime Day

Hey friend,

Prime Day wasn’t built for your brand.

It was built to boost Amazon’s mid-year sales slump… and to keep people locked into their Prime membership.

But here’s the thing:
Even if you don’t sell on Amazon, Prime Day still changes your customer’s mindset.

✅ They're in shopping mode.
✅ They're hunting for deals.
✅ They're primed to click “Buy Now.”

That’s why smart brands ride the Prime Day wave instead of sitting it out.

Fun Fact: Amazon sold 34.4 million items in 24 hours on their first Prime day.

Here are 3 things your brand can steal from Prime Day (and use all year):

1. Make Up Your Own Sale Moment (Strategically)

Prime Day was invented literally out of thin air as a way to spark demand during a slow sales season.

You can do the same with a brand anniversary, founder’s birthday, or just a made-up “Customer Appreciation Week.”

🔑 The key: Figure out your peak season and analyze your slumps. From there, think about making a big sale moment around a lower point in your sales that can help bring things up more.

One client we work with sells a summertime (outdoor recreational) product. His sales used to only be in May and June primarily.

Last year, we talked about testing offers more around holidays later such as July 4th, as well as pushing during the winter on Black Friday (as we thought this could be a great gifted product).

What happened?

🚀 Sales skyrocketed up 251% from the previous year. And this year we are on pace to crush that record as well (likely before November even hits!).

Notice in the image below how in 2023 (the dotted line) the sales tanked after June? Then in 2024 they were more sustained instead of falling off of a cliff.

For him, we optimized more around holidays to start. If you’re already doing this, then now could be the time to look at other slumps to find when you can add a new moment for sales.

Adding in an event enables your sales to not drop as low, and instead gives you a nice win to ride out of an otherwise brutal time.

(New product releases at lower sales periods can also work as well!)

2. Match the Energy

Even if you’re not part of Prime Day, you can still run your own promotion at the same time.

We’ve seen clients crush it with:
✅ Sitewide sales
✅ VIP-only offers
✅ “We’re not on Amazon” exclusives

Shoppers are already spending and in the mood for a deal, give them a reason to spend with you.

Ironically, I just opened up my email and found this… Even Walmart is riding this wave of Prime Day (plus adding a few more days of their own):

📌 Bonus Tip: I’m begging you, please make your sale/offer easy for people to understand. Don’t have a 3 for $79 deal, which makes me pull out a calculator to figure out the price per product. Make it easier for people to comprehend, so they can realize it’s a great offer and buy. Clarity = Sales 👌 

Double Bonus Tip: If you’re running a sale with ads, don’t make people put a code in! You can append the UTM parameter to a URL to make it auto-applied. (Less friction)

3. Build Hype Before the Sale Starts

Amazon doesn’t just drop deals on Prime Day.

They tease them for weeks.

I’ve seen Prime Day ads on packaging they’ve sent me beforehand, banners on their site, Prime Video, video ads, everywhere!

Your brand can do the same:

• Send early access emails

• Add banners across your site

• Mention your offer in SMS, ads, and organic posts

• Use countdowns and mystery previews

When you hype it right, the sale starts before the sale starts.

📌 Bonus Tip: If you’re running ads, try to make your sale period last a bit longer. Platforms need more time to find new winners to scale, so aim for a 6+ days if you can.

Save this, share it with your team, steal what works.

Back with more next week.

Tony.

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