Amazon Prime Day in the UK will run from the 23rd to the 26th of June, giving sellers the opportunity to tap into a big wave of bargain hunters, boost sales over a short burst of traffic, and bring in new customers who might stick around long after the discounts end.
But even if you don’t sell on Amazon, Prime Day is still an important event for ecommerce businesses. Since a lot of shoppers will already be in “buying mode” – like comparing prices and spending more freely across all online stores – it’s a great chance to grab attention, run your own promotions, and drive extra sales.
That said, with the event often coming with intense competition, the difficult part is how to attract shoppers’ attention and make the most of the increased demand without getting lost in the flood of discounts and promotions.
That’s why we’ve listed five simple and actionable steps your business can take to make the most of Prime Day and win the best sales this weekend.
Why Prime Day matters
Amazon Prime Day is an important event because it drives a huge surge in online shopping activity, with more consumers actively looking for deals and ready to spend.
After all, UK shoppers spent over £2bn online across the Prime Day period last year, which is the equivalent of two Black Fridays in one. Day one alone also saw a surge in spending by over £670m.
For Amazon sellers specifically, there are 13.4 million people in the UK with an Amazon Prime subscription, meaning brands have access to a huge audience of shoppers who can take advantage of Prime Day deals.
But the impact of Prime Day extends far beyond Amazon itself, as many shoppers use the event to compare prices, research products, and look for better deals elsewhere online. As a result, ecommerce businesses of all sizes often see increases in website traffic, customer engagement, and purchase intent during the same period.
Whether you’re selling on Amazon or through your own business website, Prime Day can be a powerful moment to capture demand and grow your customer base.
5 ways to prepare your online store for Prime Day
Prime Day is a major opportunity for online stores to increase traffic and sales.
That said, success isn’t guaranteed, and it can’t be last-minute either. Brands that plan ahead are far more likely to stand out from the competition and make the most of the spike in consumer spending.
From running timely promotions and preparing marketing campaigns to ensuring your operations can cope with increased demand, here are five practical ways to get your business ready for Prime Day.
1. Run your own timed promotion window
You don’t have to be selling on Amazon to benefit from the increased shopping activity around Prime Day. In fact, many ecommerce brands run their own promotions at the same time to tap into the surge in consumer spending.
What’s more, shoppers aren’t just looking at deals on Amazon either, as 55% of consumers say they plan to shop across multiple retailers rather than only rely on Amazon during this period.
There are several ways to approach this. For example, some brands launch a 48-72 hour flash sale to create excitement and encourage quick purchases. Flash sales are an extremely effective way to drive “Fear Of Missing Out” (FOMO) among customers, especially as 45% of shoppers say FOMO influences their purchase decision, with Millennials and Gen Z being the most susceptible at 67%.
Another effective approach is to put together exclusive bundles or limited-edition product drops that can’t be found elsewhere. You can also reward your existing customers by offering early access to sales for email subscribers, loyalty members, or SMS subscribers before opening promotions to the rest of the public.
2. Prepare email campaigns
During this period, email marketing can be one of the most effective digital marketing channels, as it allows you to reach an audience that already knows your business and is more likely to convert.
As consumers expect deals to be temporary, your messaging should reinforce that sense of urgency and encourage immediate actions. Campaigns built around themes like “Our Prime Day alternative starts now”, “48-hour flash sale”, or “Weekend-only free shipping upgrade” can create the FOMO that drives purchases.
Don’t just rely on a single email either. Instead, plan a sequence of communication in advance – such as a teaser campaign before the event, a launch announcement on the day the promotion goes live, reminder messages throughout the period, and a final “last chance” email as the deadline approaches.
Make sure to segment your audience, too. For example, VIP customers could receive early access to deals, while previous shoppers could be retargeted with complimentary product offers. You can even reach people who have abandoned their baskets and recent website visitors by reminding them about limited-time discounts before the promotion ends.
3. Strengthen your paid ads before the CPC spike
As more brands compete for the attention of the same audience, advertising costs on platforms like Google Shopping, Meta, and TikTok often go up, making it more expensive to generate clicks and conversions.
So to avoid wasting budget during this period, it’s important to prepare your campaigns in advance. Rather than making major changes once Prime Day begins, use the days leading up to the event to test ad creatives, messaging, audience, and landing pages so that you can find what performs best. You should also make sure your campaigns have enough budget throughout the event.
When deciding which products to promote, focus on your strongest performers. Best-sellers and high-margin products are often the safest choice because they already have a proven track record of converting and can deliver the best return on investment (ROI).
4. Optimise your listings for AI
More shoppers are using AI-powered tools and search experiences to research products, compare options, and find recommendations, with 43% of UK shoppers expected to use AI to shop smarter during Amazon Prime Day.
This means that your product listings need to be written not just for good search engine optimisation (SEO), but also for AI optimisation (AIO) and AI systems helping those customers make purchasing decisions.
For this, you should ensure your product titles, descriptions, and specifications are clear, detailed, and easy to understand. With AIOs now appearing on 30% of UK searches, you’ll need to provide information that’s structured and descriptive to determine what a product is, who it’s for, and what problems it solves. Vague product copy or mission information can make it harder for your products to get picked up in AI-generated recommendations.
Pro tip: Don’t forget about your actual customers
Remember to keep your target audience in mind as well, and make sure to include the language your customers actually use when searching. Think about common questions, use cases, product features, and benefits.
For example, rather than just listing a product as a “wireless vacuum cleaner”, you could also mention that it’s suitable for pet hair, hard floors, small flats, or quick daily cleaning. This will give AI systems more context and increase the chances of your products appearing for a wider range of relevant queries.
5. Update your stock and logistics
One of the biggest mistakes ecommerce businesses can make around Prime Day is solely focusing on marketing while overlooking operations.
A successful campaign can drive a significant increase in orders over a short period, but if your stock levels, fulfilment processes, or customer support teams aren’t prepared, that extra demand can quickly become a problem.
Therefore, you should start by reviewing inventory levels for your best-selling products. If you’re planning to promote specific items, make sure you have enough stock available to meet a potential surge in demand. Running out of inventory halfway through a promotion equals lost sales, frustrated customers, and wasted marketing spend.
It’s also important to assess your fulfilment capacity. Whether you manage orders in-house or work with a third-party logistics provider, make sure your warehouse can handle increased order volumes without causing delays. If fulfilment times are likely to be longer than usual, communicate this clearly to your customers.
Pro tip: Be realistic with your shipping times
While Amazon is well-known for next-day or even same-day delivery, it’s not always possible for smaller ecommerce businesses to achieve these.
Shoppers are increasingly accustomed to fast shipping – with 82% of UK shoppers now expecting delivery within 1-4 days – so setting unrealistic expectations will only damage trust.
Instead, it’s better to provide accurate delivery estimates and exceed them than to overpromise and underdeliver during one of the busiest periods of the year.
Making the most of Prime Day
You don’t need to compete with Amazon Prime Day directly. Rather, the opportunity is to ride the same consumer psychology wave – urgency, deal-seeking, and comparison shopping – then convert that attention into your own ecosystem.
The brands that prepare early are often the ones that see the best results when shoppers are ready to buy.
All it takes is some preparation, optimising your product listings, and ensuring your operations are ready for the potential jump in demand. Through these practices, you can put your business in a strong position to benefit from one of the biggest ecommerce events of the year.
