Prime Day is Amazon’s biggest sales event of the year, and if you’re not preparing in advance, you’ll be left watching competitors steal the spotlight (and the Buy Box). The truth is: Prime Day success isn’t about one weekend of discounts — it’s about a 6-week runway of strategic prep.

Here’s your step-by-step 6-week Prime Day checklist to maximize sales, reduce ACoS, and come out profitable.

✅ Week 6: Inventory Planning & Forecasting

???? Why it matters: Running out of stock during Prime Day = lost sales + lost ranking + expensive recovery.

Checklist:

• Analyze last year’s sales data + current growth trends.
  
• Forecast at least 1.5x – 2x your average monthly sales volume for Prime Day inventory.
  
• Factor in lead times (factory → shipping → Amazon receiving).
  
• Use Amazon’s Restock Inventory Tool for SKU-specific guidance.
  
• Don’t forget buffer stock for potential lightning deals or extended campaigns.
  

Pro Tip: Ship inventory to multiple FBA warehouses early. Amazon often delays check-ins in June/July due to demand surges.

✅ Week 5: Product Listing Optimization

???? Why it matters: Traffic spikes during Prime Day, but only optimized listings convert.

Checklist:

• Update titles, bullets, and descriptions with seasonal + high-volume Prime Day keywords.
  
• Add lifestyle images showing product usage scenarios.
  
• Upload comparison charts (great for differentiating against competitors).
  
• Ensure A+ Content is live with mobile-friendly layouts.
  
• Optimize for mobile (70%+ of Prime Day traffic comes from phones).
  

Dimensions to Remember:

• Amazon Main Image: 2000 x 2000 px (minimum 1000 x 1000 for zoom).
  
• A+ Image Banners: 970 x 600 px.
  
• Comparison Charts: 300 x 300 px (per product box).
  

Pro Tip: Add a “Prime Day Limited Deal” callout in A+ modules to increase urgency.

✅ Week 4: PPC Campaign Structuring

???? Why it matters: Ad costs skyrocket during Prime Day, so poor structure = wasted budget.

Checklist:

• Create separate Prime Day campaigns (don’t touch evergreen campaigns).
  
• Segment by match type (Exact, Phrase, Broad).
  
• Increase bids gradually (10–15% per week) to warm up your campaigns.
  
• Launch Sponsored Brands Video Ads — higher CTR and lower CPCs than standard SB.
  
• Use ASIN targeting to conquest competitors running deals.
  

Pro Tip: Start testing ad creatives now. By Prime Day, you’ll know exactly which headlines, images, or videos drive the best CTR.

✅ Week 3: Pricing & Promotions

???? Why it matters: Discounts drive clicks, but strategy keeps you profitable.

Checklist:

• Apply for Lightning Deals early (Amazon usually requires submissions 4–6 weeks in advance).
  
• Consider Coupons (the green badge increases CTR up to 25%).
  
• Use Prime Exclusive Discounts (highlighted in search results).
  
• Test tiered promotions (e.g., Buy 2 Get 10% Off).
  

Pro Tip: Don’t slash prices blindly. Calculate breakeven ACoS + target margin, then set discounts accordingly.

✅ Week 2: Creative Assets & Marketing

???? Why it matters: Customers shop visually — Prime Day is no different.

Checklist:

• Design new hero images with Prime Day messaging.
  
• Build brand store Prime Day page (Amazon lets you schedule it in advance).
  
• Prepare short videos (15–30 seconds) for Sponsored Brands Video.
  
• Create social media teasers (IG/FB ads, email blasts).
  
• Align influencer collaborations for extra traffic.
  

Pro Tip: Add comparison tables in your brand store to help shoppers pick faster (Amazon favors stores that drive conversions).

✅ Week 1: Final Checks & Launch Prep

???? Why it matters: Last-minute errors = campaign disasters.

Checklist:

• Double-check inventory is received and available.
  
• Confirm all promotions and coupons are live.
  
• Test ad campaigns with dayparting (ads running during peak shopping hours).
  
• Use Amazon Attribution for external traffic (social/email).
  
• Monitor competitor pricing — be ready to adjust dynamically.
  

Pro Tip: Assign someone on your team to live-monitor campaigns hourly on Prime Day. CPCs and sales velocity can swing wildly.

✅ Bonus: Post-Prime Day Follow-Up

???? Why it matters: Most sellers ignore the aftermath — huge mistake.

Checklist:

• Retarget all Prime Day visitors with Sponsored Display ads.
  
• Analyze ACoS, TACoS, CVR, and sales lift compared to baseline.
  
• Launch a post-Prime Day sale to clear excess inventory.
  
• Gather reviews from the Prime Day sales spike to boost long-term rank.
  

???? Final Thoughts

Prime Day isn’t about just showing up — it’s about preparing strategically. The sellers who crush it aren’t lucky, they’ve followed a step-by-step system weeks before the event.

With this 6-week Prime Day checklist, you’ll be ready to:
✅ Keep inventory flowing
✅ Dominate search results with ads
✅ Convert with optimized listings
✅ Protect margins while scaling sales