Taboola advises SMBs on strategies for Amazon Prime Day 2025 success

Taboola has released research outlining advice for small and midsized businesses (SMBs) aiming to make the most of Amazon Prime Day, which is scheduled as a four-day event from 8-14 July 2025.

Last year's Prime Day saw Amazon Prime members purchase at record levels, with independent sellers - many of whom are SMBs - selling more than 200 million items globally. The event presents sales and customer acquisition opportunities but is characterised as a fast-paced and highly competitive period for marketers.

Taboola notes that while Prime Day shares features with Black Friday, shoppers' timeframes and buying intentions are distinct. The buyer journey is more condensed, with research and purchases often occurring in a single session. As such, marketers need to have their plans in place in advance to benefit fully from increased demand.

Preparation

Taboola recommends that SMBs concentrate on meticulous pre-Prime Day planning. This should include specifying campaign types, budget allocation, A/B testing, audience targeting, and fine-tuning bid strategies. Marketers are advised to be ready for rapid adjustments during the event itself.

"58% of consumers wait until Prime Day to buy big-ticket items like electronics and home goods - it's a captive audience, but for a very short period of time, so you want to make sure you've nailed all the details to make it easy for shoppers to find and buy what you're offering, letting you focus on real-time tweaks as needed during the event itself. Also, make sure you have enough inventory, that your content is ready, and you're advertising the right products."

Campaigns and product detail optimisation

Taboola suggests that SMBs be deliberate when choosing campaign types and channels, tailoring ad placements according to their audience and business objectives. Channel mix diversification and creating separate campaigns for different targeting types can facilitate more informed, data-driven decisions.

Attention should also be given to optimising product detail pages. This means ensuring clear messaging, bullet-pointed product benefits, and high-quality visuals, along with aligning content to any Prime Day-exclusive deals or discounts. Taboola advises checking that all advertising creatives comply with Amazon's special event guidelines.

Budget management

Marketers are advised to shift budgets towards higher-performing creatives dynamically throughout the event. Taboola notes that while Prime Day has expanded to four days, the window remains finite.

"It's possible within Amazon to create schedule-based rules, so that peak shopping hours receive more spending, and ideally higher conversion rates."

A/B testing

SMBs should start by reviewing past campaign effectiveness and utilising A/B testing prior to Prime Day. Early testing provides actionable insights into what content and offers resonate, thus enabling more targeted retargeting and messaging about discounts or limited-edition products.

Amazon recommends initiating automatic targeting a minimum of five weeks prior to Prime Day to identify new shopping patterns or relevant keywords, giving advertisers the chance to refine their strategies.

Audience focus

Targeting high-intent shopping segments can help businesses cut through crowded advertising channels. Taboola also advises not to over-invest in highly competitive environments such as generic search or social media, and to use predictive analytics and sales data to identify likely converters.

Bidding adjustments

Taboola highlights that bid optimisation is essential due to heightened competition. Bids should be increased during peak hours and adjusted to account for different time zones to align with target audiences.

"Again, Amazon offers features like schedule-based bidding rules and audience bid boosting, which might be useful, depending on your budget and goals."

In-the-moment adjustments

SMBs are encouraged to stay flexible and agile during the event, monitoring campaign performance data in real time and making fast adjustments as circumstances shift.

"Performance marketers can count on Prime Day being a busy time - ideally with lots of purchases to show for it. Gather as much real-time data as you can with your marketing platform and make changes as needed. Ideally, your preparation will help you avoid too many surprises, but you can't always predict every outcome, particularly when you're dealing with lots of high-intent shoppers in a short time period."

Businesses should track metrics including inventory levels, sales volume, revenue, order value, conversion rates, marketing campaign outcomes, web traffic, and customer service interactions. Adjustments may include increasing promotion of popular products or employing cart recovery strategies for unfinished purchases.

Post-event review

After Prime Day, Taboola recommends a thorough review of performance data to identify which approaches worked best and which need refinement. This includes tracking overall sales performance against objectives and previous events, product-level and customer segment performance, marketing campaign efficacy, inventory efficiency, and profit margins on discounted items.

"After doing a full report and debrief, performance marketers can make strategic changes accordingly. You might update customer segments based on Prime Day behaviour, consider tech updates if there were roadblocks, or refine forecasting models for inventory, for example. The data from Prime Day, captured and analysed well, can inform your performance marketing strategies going forward."

Customer feedback

Sales figures and first-time buyer data can serve as benchmarks for Prime Day success. Taboola encourages businesses to also obtain customer sentiment via follow-up engagement on social platforms, targeted emails (such as post-purchase surveys), and analysis of reviews.

Summary

Taboola's research indicates that the key to success on Amazon Prime Day for SMBs lies in detailed preparation, focused targeting, astute budgeting, ongoing monitoring, and agile response during the event, followed by comprehensive post-event analysis.