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Prime Day 2023 Results

  • Prime members purchased more than 375 million items worldwide and saved more than $2.5 billion on millions of deals across the Amazon store, helping make it the biggest Prime Day event ever. Source: Amazon
  • The first day of Prime Day was the largest sales day in Amazon’s history, and Prime members saved more this year than any other Prime Day event. Source: Amazon
  • Across both days, consumers in the U.S. spent $12.7 billion, representing 6.1% growth year-over-year, setting a new record for the sales event. Source: eSeller 365

How Should My Brand Prepare before, during and after?


Prime Day is the Super Bowl of eCommerce events. Everyone wants a piece of the Prime Day action, so if you want your brand to leverage all of the power and profit that Prime Day can bring, take a look at our step-by-step prep checklist below! 

CHECKLIST: Before Prime Day

1. Understand the importance of Amazon Prime Day

2. Logistics Prep

   Learn how to bulk ship to FBA (Pallets) to save on fulfillment costs

   Ensure you have the necessary inventory to get enough products into FBA forecasted due date for inventory to arrive at US fulfillment centers: June 15th

   Know your Inventory Performance Index (IPI) score. You should target 500 IPI for Prime Day

   Include product inserts in your packaging. Review Amazon TOS for the latest updates/rules

   Check your return policy (Exclusive to FBM) for restocking fees

3. Brand Protection Prep

   Secure brand registry if you are not registered yet

   Identify and remove unauthorized sellers

   Adjust pricing to win the Buy Box at MAP

4. Listing / Content Prep

   Audit your listing

   Optimize keywords for discoverability

   Optimize digital assets and SEO for buyability

   Set accurate expectations to mitigate returns and poor reviews

   Make sure all listings are active and not stranded or suppressed

   Create fallback FBM listings

5. Pricing / Coupons

   Schedule your promotions ahead of time

   Be creative with your promotions

   Create and submit Amazon Lightning Deals. Due Date: April 28th

   Create and submit Coupons. 

   Set up Prime Exclusive Discounts.

   Consider leveraging/employing Repricer (Third Party)

6. Create an advertisement Strategy

   Prep - Sponsored Product ads

   Prep- Brand / Brand video ads

   Prep - Sponsored Display ads

   Manage Negative Reviews

    Generate Social Media Buzz

   Share promo codes

   Optimize your PPC campaigns

   Schedule Dayparting for strategic campaigns


Prime Day is Here! NOW WHAT?

You’re prepared and now your brand is ready to roll, but the work hasn’t quite stopped yet! You need to do some important things on the day of to ensure your brand makes the most out of Prime Day! 

CHECKLIST: During Prime Day

1. Don’t run out of Inventory!

2. Increase ad spend

  Increase top-performing keyword bids by another 35%-50%

   Add bid multipliers for Top of Search by 25% 

   Increase daily budget by 100%-200%

   Limit sponsored brand ad spend

3. Advertising

  Develop an Offensive strategy with Sponsored Display 

  Share promo codes

  Share prime exclusive discounts 

4. Develop a Defensive strategy with Sponsored Display

  Re-target your own product listings to protect your space

  Targeting with different variations / product lines to increase conversions for a low ACOS

  Stay on the defensive*

* Many New-to-Brand (NTB) orders are generated from a defensive strategy and targeting your own product pages, especially if you have a large SKU count.


The craziness is over! Hopefully, it was a huge success for your brand. Even more so, you probably learned a lot along the way! Even after the day is over, there are still a few things you want to remember, be aware of and work on to continue to reap the benefits of this eCommerce event. 

CHECKLIST: After Prime Day

1. Expect aftershocks

  Mark down products

  Negotiate a buyback with your suppliers

  Create an outlet deal

  Remove inventory in bulk

2. Use the data to retarget customers who interacted with your products on Prime Day

3. Reduce your budgets

4. Monitor Key Metrics to use data on upcoming holidays and future prime days

  Average Unit Retail (AUR)

  Order Defect Rate (ODR)

  ACoS and TACoS

  Conversion Rates

   Buyer-Seller Contact Response Time (CRT)

5. Take notes for the fourth quarter


Want to learn more?

Download our Prime Day guide and deep dive into the following areas, so you are ready for any upcoming Prime Day:


 Pricing and Couponing

 Brand Protection




Download Guide


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With careful planning and smart tactics, you can optimize your Prime Day strategy for an excellent revenue boost.

For expert guidance as you prepare for Prime Day 2023, reach out to our team at Phelps United.