PMG Digital Made for Humans

Amazon Prime Day 2025 Outlook: Strategic Considerations for Brands On & Off Amazon

June 30, 2025 | 3 min read

WHAT'S TRENDING

Author's headshot

PMG

PMG is a global independent marketing services and technology company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG brings together business strategy and transformation, creative, media, and insights, all powered by our proprietary marketing operating system, Alli. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, and Cleveland, our team is made up of 1,000 employees globally, and our work for brands like Apple, CKE Restaurants, Dropbox, Experian, Intuit, Kimberly-Clark, Kohler, Sephora, Travelex, and Whole Foods has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.

Amazon Prime 2025 marks a new chapter in the evolution of one of the industry’s most influential sales events. For the first time, Amazon is extending its flagship sale to a four-day format, doubling the usual length and signaling a continued shift toward longer retail tentpole events. In response to these changes, PMG projects a 14% YoY increase in U.S. retail sales on Amazon, driven by extended deal cycles and heightened consumer demand. 

The expansion from two days to four also introduces new challenges—and opportunities—for brands. Promotional strategies must now be sustained over a longer period, media budgets stretched further, and for brands off Amazon, the halo effect of deal-seeking behavior during the Prime Day period is to be expected. 

PMG’s latest report outlines the strategic considerations for brands navigating the promotional environment brought on by Amazon Prime Day 2025, including: 

  • Sales performance trends and the Prime Day outlook beyond PMG’s +14% YoY projection

  • A closer look at the evolving pricing dynamics on Amazon

  • Media and inventory planning recommendations for a four-day format

In following this guidance, the brands best positioned for success during this year’s Prime Day, both on and off Amazon, will be those that lead with competitive pricing strategies aligned with scaled media support.