With Prime Day back to being a six-day event in 2025, Aussie brands have more opportunities than ever, followed by more complexity. Winning this event isn’t just about widespread discounting; it’s about planning smarter, advertising sharper, and executing cleaner across every phase.
As Prime Day transitions from a 48-hour event to a week-long process, it presents a massive opportunity to boost long-term brand equity. The six-day span opens a window for a longer runway to plan, promote, and perform.
Why Prime Day Matters for Australian Brands
Amazon Prime Day Australia is more than just a mid-year sales event. It’s one of the biggest retail moments on the calendar, rivalling Black Friday and Cyber Monday in both traffic and revenue. With the extended duration in 2025, brands that plan smarter can drive higher Prime Day sales and build long-term brand equity.
Here’s how to prepare like a pro and make the most of the extended Prime period.
1. Think Long-Term: Prime Day is a Brand-Building Moment
It’s not just about slashing prices to drive short-term spikes anymore. 63% of respondents surveyed in Pattern’s 2025 Consumer Marketplace Report reported buying a product on Amazon that they had never considered before, and 38% visited a brand’s website after discovering it on Amazon.
Further, 71% of shoppers discover new brands leading up to Prime Day, and 53% are likely to repurchase after.
Here’s how to do it: Position Prime Day as a discovery engine for your brand and stay in for the long game, not just the flash sale. Create a ripple effect that benefits your brand long after the deals end.
2. Advertise Across All Phases for Maximum Impact
A full-funnel approach delivers full-funnel results. Brands that advertised before, during, and after Prime Day saw a 216% increase in brand awareness and a 214% increase in consideration. That kind of halo effect builds momentum that lasts beyond the event.
Here’s how to do it:
Build momentum with these strategies:
- Pre-event: Drive interest with teaser campaigns and early-bird offers.
- Mid-event: Peak with high-converting, high-visibility ads.
- Post-event: Retarget browsers and convert them into loyal buyers.
3. Budget Smartly with Dynamic Bidding and Dayparting
If Prime Day traffic is intense, so is the competition. Brands that implemented schedule-based budget rules saw up to 122% more sales, 40% more impressions, and 46% more clicks.
Therefore, your ad spend needs to work harder. Dynamic bidding adjusts bids in real time based on conversion potential, while dayparting helps you optimise spend for when shoppers are most active.
Here’s how to do it:
- Increase your daily budgets ahead of time to stay visible throughout the surge, especially in the critical closing days.
- Activate “Dynamic Bids – Up and Down” to maximise conversions without wasting spend.
- Use dayparting rules to shift budget to peak hours (e.g., evenings or lunch breaks when shoppers are active).
4. Get Retail Ready: Content, Inventory & Fulfilment Are Key
Your content won’t convert if it doesn’t go live on time, and you won’t convert if you’re out of stock. Get your creatives and logistics locked in early.
Sellers who invested in content and inventory prep performed significantly better.
Here’s how to do it:
- Finalise A+ Content and Featured Deals widgets early – late updates can get stuck in moderation.
- Ensure your Amazon Store is optimised and mobile-friendly.
- Forecast with a six-day lens – your top SKUs might sell out faster than you think.
- Consider using both FBA (Fulfilment by Amazon) and FBM (Fulfilment by Merchant) to mitigate capacity issues.
- Monitor your Buy Box – if you lose it, you lose the sale.
5. Prime Day = Two Events in One
Shopping trends on Prime Day Australia often follow an “inverted U” pattern. Expect a major lift on Day 1, a dip mid-week, and a resurgence towards the final days. Hence, pulling back too early can mean missing a major revenue window.
Here’s how to do it: Run your campaign in two phases – launch hard, then reignite.
Prime Day is a Campaign, Not Just a Date
For Australian brands, Amazon Prime Day 2025 isn’t just about price cuts; it’s a multi-day brand and revenue opportunity. Brands that plan with data, act with agility, and optimise for all six days will see growth that extends beyond Prime Day.
At Pattern, we help brands turn retail moments like this into long-term marketplace momentum. With local insight, global experience, and a performance-based model, we don’t just chase the trend – we build on it.
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