Amazon Prime Day has become a major shopping moment for both consumers and retailers – and this year, Amazon is reportedly moving its summer sale up to late June, shifting it from its typical July timing. This moves the sale from the start of Q3 to the end of Q2.

For marketers, that means preparation needs to start now. Prime Day has evolved into a tentpole event consumers actively anticipate, like Black Friday and Cyber Monday, while also serving as an early testing ground for holiday offers.

With shoppers entering deal-hunting mode sooner, brands across all industries can capitalize on the momentum – even if they don’t sell directly on Amazon. The heightened urgency and FOMO surrounding the event create opportunities for marketers to:

• Get in front of high-intent buyers
• Drive conversions without competing on price alone
• Grow email and SMS lists through exclusive access and gated offers
• Increase repeat purchases by leveraging coupon affinity

Maximizing Owned Channels

The bottom line is: when Prime Day arrives, consumers are in a buying mood, and marketers have the opportunity to channel that intent into their own owned channels.

Listrak’s clients drive powerful increases in traffic, conversions, and engagement through leveraging email and SMS campaigns, strategically timed during this period, demonstrating that by having the right cross-channel strategy, marketers can make this year’s early Prime Day into a highlight of the year.

Here are a few of our time-tested strategies that make Prime Day a day for all brands to celebrate.

‍

1. Host Your Own Prime Event

Run a sitewide flash sale that mirrors Amazon's timeline. Frame it as your own:

• "Our Biggest Summer Sale – No Membership Required!"
• "Our Sale, Your Prime Time"
• "It’s Prime Time to Save X% OFF"

Use messaging that positions your brand as a better alternative:

• "Shop direct and save 20%"
• "Deals Straight from the Source"
• "Support Local"
• "Big Retail Can’t Beat This"

‍

2. Leverage Smart Segmentation

• Email: Target lapsed buyers, cart abandoners, and high AOV segments with tailored messaging
• SMS: Send VIP customers early access codes or real-time stock alerts

‍

3. Create Prime-Inspired Creative

Use countdown timers, urgency banners, and daily deal graphics
Test subject lines like:

• "Prime Deals Without Amazon? Yes."
• "Why Wait? Prime-Time Deals Just Dropped"
• "A Prime Time to Stock Up"
• “Surprise on the Website!"

‍

4. Time Your Sends Strategically

• Industry data shows that Prime Day traffic spikes between 8 PM and midnight and remains strong the following morning.
• Use email for teaser campaigns and midnight launches
• Use SMS for real-time nudges, like "Just dropped: your X% off code."

‍

5. Integrate Paid and Affiliate Channels

• Run retargeting and paid search/social ads alongside your promotions
• Collaborate with affiliates or influencers who can promote your Prime Day alternative with exclusive codes

‍

6. Post-Event Follow-up

• Email/SMS reminders for extended offers
• Send personalized "missed out?" follow-ups to non-buyers
• Share user-generated content and reviews for social proof

Make Prime Day a Moment to Build Momentum for the Balance of the Year

Brands that lean into Prime often boost the rest of the year’s performance, setting the stage for holiday success.  Here’s a reminder to take this moment to test creative, subject lines, offers, and send times; expand your subscriber base and increase buyer familiarity with your brand.