What Brands Need To Know for Prime Day 2025

Amazon Prime Day is quickly approaching, with the event projected to return in mid-July. Last year's Amazon Prime Day experienced record-breaking sales, and brands are already preparing for another major shopping moment in 2025.

To help your brand make the most out of this year’s Amazon Prime Day, MikMak has analyzed shopper behavior, media channel performance, and retailer trends. Here are the key Prime Day Insights, eCommerce Data, and strategic takeaways from MikMak for what brands need to know for Prime Day 2025.

Will the US Tariffs Affect Shopping this Prime Day?

Fluctuating tariff policies have caused uncertainty in the market. From newly imposed tariffs to looming threats, many brands are wondering how consumer behavior will change. In fact, it was a major talking point during MikMak’s recent Commerce Growth Summit event. 

MikMak data reveals that consumers are not slowing down their shopping habits in the wake of tariffs and the shifting global economy. Between April 27 and May 17, 2025, MikMak observed fairly consistent Purchase Intent Rates from US shoppers.

This consistent shopper activity is an important signal for brands planning their strategy for Amazon Prime Day. It underscores the continued demand from consumers and is a key consideration in what to expect for July’s event.

Amazon is the Second-Most Preferred Retailer by Online Shoppers

According to the MikMak Shopping Index, 54.4 percent of shoppers currently prefer to check out at Walmart when looking at the top 3 retailers. Amazon is in second place, receiving 30.8 percent of shopper traffic, or Purchase Intent Clicks. Target follows, capturing 14.8 percent of Purchase Intent Clicks. 

These Prime Day Insights suggest that while Amazon is central to the event, Walmart and Target should not be overlooked. Both have historically launched their own deal events, such as "Walmart Deals" and "Target Circle Week," to compete with Amazon Prime Day.

TikTok is Driving the Most Shoppers to Amazon Right Now

According to the MikMak Shopping Index, TikTok is currently the leading traffic driver to Amazon, accounting for 56.28 percent of Purchase Intent Clicks. Alphabet-owned channels, including Google, YouTube, and DV360, drive 22.88 percent. Meta follows with 18.53 percent.

This Prime Day Insight highlights the importance of media mix strategy. What to know for Amazon Prime Day includes understanding which platforms drive shopper action and considering how to leverage that data to plan Prime Day promotions accordingly. Brands investing in promoting their Prime Day deals across TikTok and Alphabet media may see stronger results than those who focus only on Meta, for example.

Drive Consumers to the Best Deals this Prime Day

During retailer-driven shopping occasions like Amazon Prime Day, shoppers will be hunting for the best deal on your product. To make this process easier for the shopper, it may sometimes make sense for a brand to drive a specific campaign or SKU to just one retailer.

Here’s a cheat sheet of when it’s best to drive to one retailer over a retailer-agnostic approach:

Track Prime Day Results with MikMak and Prepare for Future Shopping Events

Amazon Prime Day serves as a benchmark for major seasonal events, including Back to School and even early holiday promotions. MikMak enables brands to track Purchase Intent, channel performance, and retailer effectiveness in real time. These insights help brands prepare smarter campaigns for the rest of the year.

Interested in having custom insights about your brand’s Prime Day performance and beyond at your fingertips? Schedule a demo with MikMak today and turn every shopping event into a success story.