What Prime Day Tells Us About Q4 & How to Win It
Wednesday, August 6, 2025
What We Covered:
- Unpacking Prime Day Performance with Proprietary Research: Our expert team will share key insights and trends uncovered from Prime Day data, along with strategies to help you apply those learnings for immediate Q4 impact
- Turning Prime Day Insights into Q4 Gold: Strategize your “deal days” and optimize inventory for the holiday rush, even with tariff concerns and continual changes looming.
- No more wasted spend: Smarter pricing, inventory, and attribution strategies
- The Ultimate Q4 Action Checklist: Take concrete, immediate steps to ensure your brand thrives throughout the holiday season.
Prime day is in the books—and whether you crushed your goals or not, one thing’s for sure: the smartest brands know Prime Day is just the beginning. In this high-energy, data-packed webinar, Tinuiti’s top commerce and analytics minds will unpack what really happened during Prime Day 2025—and, more importantly, how to leverage it for a strong Q4.
We’re diving deep into performance data, sharing sharp takeaways, and giving you a clear path from insights to action. Join our expert panel for a fast-paced breakdown that connects Prime Day results directly to your Q4 strategy. You’ll walk away knowing what worked, what didn’t, and exactly how to fine-tune your pricing, inventory, and media spend to finish the year strong. Let’s turn Prime Day momentum into real Q4 wins.
Joe O'Connor
Sr Director, Innovation & Growth Director – Amazon Tinuiti
Spencer Millerberg
Co-Founder and Managing Partner DetailPage
Maria Kahros
Senior Manager, Integrated Media Tinuiti
Jordan Lampi
Strategist, Commerce Media Tinuiti
Transcript Highlights
This webinar provides key data from Prime Day 2025, offering actionable strategies for a successful Q4. The discussion features insights from marketing and e-commerce experts, including representatives from Tinuiti and special guest Spencer Milberg from Detail Page.
Andy Taylor, VP of Research, Tinuiti: We ran a survey before Prime Day and found that 84% of Prime members were planning to take advantage of the event, up from 68% last year. The most common reason for this increase was a desire to find good deals, which ties into the overall discussion around tariffs. Consumers indicated they would need to see larger discounts and many planned to stock up on essentials and holiday gifts to get ahead of price increases.
Looking at advertising trends, we saw sponsored products spend increase by 20% year-over-year, right in line with a 20% increase in conversions. While sales grew by 5%, the cost of driving conversions remained stable. Notably, 42% of sponsored product sales were attributed to days three and four of the four-day event, emphasizing the importance of staying active throughout. DSP investment was also up 50% in the lead-up to the event, with a 91% increase in Prime Video ad spend, showing that brands are getting in front of customers early.
Spencer Milberg, Detail Page: Our data shows a 5.4% year-over-year sales increase when comparing the four-day event to last year’s two-day event plus two days after. The key takeaway here is the incremental lift. The categories with the highest incremental lift were home and kitchen, electronics, and health and household, which together accounted for 61% of the total lift.
The most significant trend we observed was the rise of generative AI (GenAI) search. Approximately 38% of all product-related searches are now AI-influenced. This is a massive jump from last year. Amazon has outlined 15 “cosmo dimensions” for brands to win in this new landscape, focusing on context rather than just keywords. For example, it’s not just a “whey protein” but a product for a “marathon runner.” Brands with more AI-ready content saw a dramatically higher sales lift during Prime Day.
To prep for Q4, brands should have AI-ready content and context ready by September 15th, schedule deals for the early and late days of events, and focus on tariff-mindful products like pantry fillers and essentials.
Panel Discussion Highlights:
- Defining Success: Beyond sales and profit, evaluate your Prime Day success by looking at inputs versus outputs. Key overlooked metrics include bestseller ranking, in-stock rates, and new-to-brand sales.
- The Four-Day Event’s Impact: The extended event allowed shoppers more time to research and cross-shop, leading to less impulsive buys and a decreased average order value. However, high-conversion days like Black Friday and Cyber Monday will likely still be the most crucial moments in Q4.
- The Blurry Line between Paid and Organic: The rise of GenAI means brands must get their context right, not just their content. A full audit of your product listings is necessary to ensure they are optimized for both traditional search and new AI-driven platforms.
- Q4 Takeaways: Expect a “diluted sense of urgency” due to more frequent promotions. Deeper discounts (20-30%) are becoming the new sweet spot for attracting new customers. Proactive communication and having a solid contingency plan for inventory and budgets are essential for a smooth Q4.
- Final Actionable Advice:
- Spencer: Conduct a customized analysis of your brand’s performance to understand what works for your specific category.
- Maria: Focus on inventory, inventory, inventory. You can’t sell what you don’t have.
- Jordan: Create a contingency plan for all Q4 events to prepare for roadblocks and allow for quick action.
- Joe: Know your customers. Use audience data to inform your media targeting and prioritize your efforts.
For more insights, sign up for our monthly commerce newsletter and download our Q4 checklist in the handouts tab. Be sure to look out for our new video series, “Q4 Quick Hits,” dropping next week. Have a great afternoon!