Performance trends from Amazon’s Prime events in 2025

Brands that joined Prime events with the right mix of ads, discounts, and inventory achieved sales growth at record speed. The numbers speak for themselves:

• Prime labeled products: +560% in sales during Prime Big Deal Day
• Non-labeled products: +240% in sales – even without discounts
• Traffic: 6× more glance views for labeled Products

Even brands without Prime badges benefited from the “visibility halo.” Participating vendors saw an 18% lift in glance views for non-labeled products on Day 1, compared to brands that skipped the event.

Forget blanket 50% discounts and margin cuts. The winners played smart:

• Average discounts: July: 17.7%, October: 15.4%
• Price differences: 19% for €1–5 items, just 7% for items over €1,000
• Category differences: Discounts ranged from 10.4% to 20.2% depending on category

Higher-priced items got smaller discounts (just 7% for items over 1,000€). Brands that understood price psychology within their category won the shopping cart. Brands that manage to discount and still keep margin whilst having an attractive offer won the checkout. Deep discounts aren’t always necessary. They just have to be targeted, strategic offers and then they will drive conversion.

Note: Click onto the image to enlarge.

Advertising proved to be one of the biggest impacts on Amazon Prime events in 2025.

• Ad-driven sales: Jumped from 18% (pre-event) to 22.5% of total sales during Prime Big Deal Day
• Efficiency: ACOS dropped by 3.5%, TACOS stayed stable, meaning every advertising dollar worked harder

Top performers scaled ad budgets for Prime days, used flexible bidding, and treated ads as visibility fuel—not just costs.

Prime events triggered a chain reaction:

• Purchase intent rose
• Ads performed more effective: ACOS increased
• Ads-driven sales rose more than organic sales
• Paid traffic dependencies rose and TACOS stayed stable

The visibility earned during Prime didn’t disappear when the event ended—it lifted the entire catalog for weeks to come.

Let’s talk numbers because that’s where it gets tangible.
Here are three categories that performed outstandingly:

These and more cases studies are evidence that the right mix of visibility, pricing, and inventory can transform Prime events into powerful growth moments for any brand.

You’ve seen the highlights — now get the full strategy.
The AMVisor Prime performance report includes:

• Category benchmarks
• Sales and traffic analytics
• Ad efficiency data
• The Prime readiness scorecard

Turn visibility into measurable growth.

1. Plan bigger ad budgets and use flexible bidding to stay efficient and control spending
2. Mix smart discounts with strong creative: visibility without persuasion is just noise
3. Forecast inventory to avoid stockouts on the first 1–2 days
4. Check every Prime setting: a missing label can cost thousands in lost exposure

Visibility Is the New Currency.

Our data leaves no room for doubt. On Amazon, visibility due to participation isn’t just nice to have—it’s the currency that drives growth. Brands that prepared strategically, combined smart advertising with measured discounts, and optimized inventory turned Prime into their playground. The rest? They dusted away.

Key Takeaway: It’s not the biggest discount that wins—it’s the smartest visibility strategy.