Prime Day lessons that will reshape peak shopping season

Prime Day 2025 showed how quickly shopper habits can shift. People held back on impulse buys, everyday essentials outperformed, and younger shoppers put more weight on brand trust than on discounts. Retailers and brands that adjusted their approach during the event came out ahead.

This playbook walks through what worked, what didn’t, and how to carry those lessons into Q4. Inside, you’ll see how to:

• Tighten up product listings so your items stand out when shoppers are ready to buy
• Plan for late surges in demand instead of relying only on early traffic
• Keep data clean and media connected so promotions hit the right audience at the right time
• Build in extra support so your team can move quickly when promotions or categories underperform

Now is the time to put these lessons into practice. A stronger foundation going into peak season means fewer missed opportunities and a better shot at turning shopper intent into sales.