Strategies

Prime Day 2025: Shopify DTC Brands' Ultimate Playbook

Aleena Hassan

19 Jun 2025 — 3 min read

Prime Day isn’t just Amazon’s game anymore. In 2024, U.S. shoppers dropped $14.2 billion during the 48-hour event—an 11% jump from the previous year
(Reuters). And in 2025, the stakes are even higher: Amazon’s extending the event to four full days (July 8–11), transforming it into a summer-long moment for all of eCommerce (Retail Dive).

Here’s the catch: you don’t need to sell on Amazon to win Prime Day. In 2023, non-Amazon retailers still pulled $12.7 billion in sales during Prime Week (LinearLoop). If you're on Shopify, the window is wide open.

Run Your Own Prime Day-Aligned Sale

Treat Prime Day like your Black Friday in July. Top DTC brands like Brooklinen and Casper have matched Amazon’s urgency with their own high-intent offers—mirroring sitewide deals, deploying early campaigns, and riding the wave (LinearLoop).

Brands like NuGo Nutrition and Licorice.com went even harder with early-bird promos and branded hooks like “Licorice Prime Time,” scooping up sales before Amazon ads hit full throttle.

📍 Tactical tip: Launch early, extend late. Think urgency, not just discounts. Offer a clear value prop and make it frictionless to convert.

Maximize Paid Traffic While CPCs Spike

During Prime Week 2023, non-Amazon DTC brands saw a 52% spike in click-throughs (LinearLoop). That’s a signal: search and social interest skyrocket. Your job? Be visible where people are already looking.

Paid Search: Bid on high-intent keywords like “July flash sale” or “non-Prime Day deals.” Launch 2–3 days early and extend post-Prime. PPC pro Kirk Williams recommends wrapping your promo with ample tailwind to catch late adopters.
Paid Social: Brands like Truff leaned into countdowns, swipe-up urgency, and “Ends tonight” callouts (LinearLoop). Retarget window shoppers immediately—don’t wait for them to come back.
Organic Search: Spin up a “Prime Day Deals” landing page. If optimized well, it can attract affiliate traffic and end up in roundups you didn’t pay for.

Activate Influencers & Affiliates Strategically

If you’re not on Amazon, say it proudly. Use affiliates and influencers to promote your “anti-Prime” message. Offer exclusive discount codes or bundles they can share with followers. Frame it as a smarter, more thoughtful way to shop.

“Social media has been one of our best ways to gain new customers,” said Chloe Di Leo, founder of My Drink Bomb. “We use recipe videos and promotions to encourage first-time buyers”
(AdBuzzDaily).

Live influencer events (Instagram, TikTok, YouTube Shorts) + limited-use codes = a conversion cocktail.

Lean Into Buy With Prime (If You Use It)

If your site supports Buy with Prime (BWP), Prime Day is your moment to flaunt it.

Brands using BWP saw 3.9× more orders and a 4.3× increase in sales during Prime Day 2024 (Buy with Prime).

Feature the badge above the fold. Stack an exclusive Prime offer on top. You’ll tap into Prime’s trust halo without surrendering your DTC UX.

Post-Prime Day = Retention Season

Prime Day isn’t just about conversion. It’s an acquisition event—if you follow up right.

Retarget New Visitors: Use email, SMS, and ads to re-engage Prime Week browsers who bounced.
Recover Abandoned Carts: Tools like LiveRecover can send timely SMS nudges and human-powered follow-ups to turn hesitation into revenue.
Surprise First-Time Buyers: Post-purchase flows with personalized emails and loyalty nudges build LTV.

Daily Harvest saw a meaningful lift in Prime Week conversions simply by layering in value-adds post-sale
(AdBuzzDaily).

Customer experience leader Eli Weiss has long emphasized that what happens after the sale matters more than what got them there. Prime Day is no exception.