Overview

Prime Day 2025 runs from July 8 to July 11, giving Amazon sellers a four‑day window where advertising spend directly influences return on ad spend (ROAS). A data‑driven framework recommends allocating the total Prime Day budget in a 60 % / 25 % / 15 % split across Sponsored Products, Sponsored Brands, and Sponsored Display. Because cost‑per‑click (CPC) rates are expected to rise 20‑40 % above typical levels, getting the allocation right is essential for maintaining visibility and capturing high‑intent shoppers.

Key Points

• Budget Ratio — Allocate 60 % of the total Prime Day ad spend to Sponsored Products, 25 % to Sponsored Brands, and 15 % to Sponsored Display.
• CPC Surge — Anticipate a 20‑40 % increase in CPCs, meaning the same budget will buy fewer clicks than on a normal day.
• Daily Spend Multiplier — Plan to spend two to three times your regular daily budget each Prime Day, e.g., a $100/day baseline becomes $200‑$300/day during the event.
• Keyword Modifier Strategy — Add “Prime Day,” “discount,” and “limited‑time offer” to core keywords to capture deal‑seeking traffic.
• Creative Tagging — Include “Prime Day Deal” in Sponsored Brands headlines and use custom images with discount callouts to stand out in crowded results.
• Real‑Time Bid Adjustments — Review performance at least twice daily and tweak bids by 10‑15 % based on impression and click‑through trends.

How the 60/25/15 Budget Split Works

1. Sponsored Products – Core Conversion Engine

   • Direct the majority of spend (60 %) to Sponsored Products that appear in search results and on product detail pages.
   • Example: If a seller’s total Prime Day budget is $4,000, $2,400 is earmarked for Sponsored Products, focusing on top‑selling ASINs that have active Prime Day discounts and four‑star or higher ratings.

2. Sponsored Brands – Category‑Level Visibility

   • Allocate 25 % of the budget to Sponsored Brands placements at the top of search results, allowing multiple deal‑eligible items to be showcased together.