Why Amazon Marketing Cloud Is Indispensable for Prime Day 2025

Everyone’s planning for Prime Day, but this year, no one has experience with the expanded format.

Amazon just confirmed Prime Day 2025 will run July 8–11, marking the first-ever four-day event. While the extra day means more chances to win, it also introduces more ways to misfire. Shopper momentum will shift constantly, and brands will need to react in real time—or risk wasting spend.

Last year showed what’s possible when teams get it right. Skai clients saw a 468% lift in Prime Day sales thanks to better targeting, smarter pacing, and faster pivots. But this year’s four-day stretch demands even sharper execution. We’re not 100% sure how shopping behavior will evolve across four full days—but treating it like a two-day event is a guaranteed miss.

So, how do you even plan for a four-day Prime Day? The smart bet is to treat each day like a distinct yet connected chapter in a single story. Each chapter deserves its own tactics, budgets, and measurement, but all should roll up to one cohesive narrative powered by the same source of truth.

That’s where Amazon Marketing Cloud (AMC) makes the difference. AMC is a secure, privacy-safe analytics environment that gives advertisers access to event-level data and customizable insights. It enables brands to segment, analyze, and activate based on what’s actually happening—before, during, and after Prime Day.

Use Amazon Marketing Cloud to make those extra days work harder before the event, during the four-day stretch, and after the dust settles.

What should you do in AMC before Prime Day to plan with precision?

Prime Day 2025 is a four-day event with shifting demand patterns—this section explains how AMC clarifies pre-event audiences and forecasts.
Build high-intent segments from real paths to conversion.
Use AMC queries to map journey steps, identify gateway SKUs, and forecast segment-level spend so budgets, alerts, and automation are ready for Day 1.

Amazon Marketing Cloud enables hyper-specific targeting and smarter forecasting ahead of Prime Day.

The stakes are high even before Prime Day begins. According to Skai’s 2025 consumer survey, 63% of U.S. shoppers say they’re “very likely” to buy something during a summer deals event this year—and most are already doing research. And retail media will grow ~20% in 2025, per Nielsen (2025), intensifying auction pressure and raising the value of AMC-informed forecasts. AMC gives you the data backbone to plan smarter, act faster, and make the most of this momentum.

Marketers can use AMC to map purchase journeys across retail media, isolate gateway products, and uncover patterns that reveal when and how shoppers convert. You can also identify high-value segments to build against in advance—using brand engagement history, category behavior, and even store-level signals.

What makes this data so valuable is its flexibility. Instead of relying on black-box platform reporting, AMC enables custom queries that bring transparency to shopper behavior. And with Skai, those insights can be turned into real-time audience segments and creative triggers, already queued up before Day 1 hits.

New this year: advertisers can now measure and activate against New-to-Brand metrics within AMC. Skai’s AMC Top Campaigns Path widget includes both New-to-Brand Purchases and New-to-Brand Product Sales, helping teams understand which campaigns and journey paths drive first-time buyers. These metrics are available in AMC reports under the “Path to Conversion” module, making it much easier to identify exactly how new customers enter the brand. With this data, marketers can build segments targeting shoppers most likely to convert for the first time—and quickly move those insights into acquisition campaigns for Prime Day. This upgrade gives search teams a clear edge in planning and audience building, especially when every new customer counts.

AMC Action Items:

• Build Prime Day segments based on actual conversion paths, not assumptions.
• Identify category-specific “gateway” products to feature in early promotions.
• Forecast spend thresholds by segment and set up alerts or automation to guide execution.
  

How does AMC help you pivot in real time across four days?

Four distinct days demand live signal reading to shift bids, budgets, audiences, and creative.
Clone winners, cap laggards, and re-weight SKUs by observed intent.
Use AMC streaming signals and Skai automations to react hourly—amplifying segments with rising carting rates and suppressing waste before it compounds.

AMC data helps marketers read signals and adapt strategies across the four-day stretch.

The truth is: no one knows exactly how this year’s four-day Prime Day will unfold. Early deal hunters may spike on Day 1; cautious browsers could return by Day 3. Comparison shopping, price-checking, and even day-specific deals can reveal shifts in demand in new ways.

That’s why reactive planning is a losing bet. Instead of waiting for campaign wrap-ups to understand performance, brands can see where momentum is building—and where it’s stalling.

Add in Skai’s cross-retailer dashboards and predictive intelligence, and AMC becomes an in-event feedback loop for campaign control. High-intent segments can be amplified, low-performing ones can be paused, and new opportunities can be acted on in time to still matter.

In-the-moment adjustments are the new baseline. AMC provides teams with the tactical precision to adjust their course during the event while remaining grounded in data.

AMC Action Items:

• Track carting rates, product views, and time-to-conversion trends using AMC signals.
• Clone winning audiences mid-event and extend strategies to similar products or categories.
• Shift budget dynamically based on which SKUs are outperforming, not just which got the biggest push.
  

What should you measure in AMC after Prime Day to prove impact?

Tie spend to true conversions, halo SKUs, and repeat behavior for LTV-aware decisions.
Quantify new-to-brand performance and retention paths.
Feed journey learnings into always-on campaigns so Prime Day becomes a reusable playbook, not a one-off spike.

AMC reveals what worked—and why—by tying spend to real conversions and repeat behavior.

Post-event reporting used to mean reconciling platform dashboards and hoping the attribution lined up. With Amazon Marketing Cloud, measurement goes further. You can analyze shopper behavior weeks after Prime Day ends—seeing which ads drove real purchases, which SKUs created halo effects, and which audiences actually stuck around. For teams focused on long-term growth, AMC’s ability to surface post-event retention, repeat purchase rates, and ongoing engagement is essential. For a deeper look at how to track and forecast lasting impact from Prime Day, see Prime Day and Beyond: Forecasting Long-Term Success with Amazon and Skai.

That’s critical for summer-long planning. The Skai survey shows that 78% of Prime Day shoppers are open to purchasing from new brands during deal events, but only if follow-up engagement is relevant and timely. AMC helps map that follow-up by identifying where re-engagement opportunities exist and which tactics drive LTV.

Brands using AMC aren’t just running campaigns, they’re building data-rich playbooks. That means every post-event analysis becomes a blueprint for the next win.

AMC Action Items:

• Analyze which campaigns led to repeat purchases and use those learnings to adjust LTV projections.
• Discover which Prime Day tactics unlocked new-to-brand audiences—and where they dropped off.
• Feed AMC insights back into the audience strategy for always-on campaigns.
  

How does Skai operationalize AMC insights across channels?

AMC reveals the truth; Skai makes it actionable at Prime-Day speed.
Push AMC audiences, swap creative, and automate thresholds without manual file work.
Unify AMC signals with cost, pacing, and inventory so teams align on the same, live view.

Amazon Marketing Cloud delivers the truth; Skai turns that truth into performance. By unifying data, automation, and activation, Skai makes it easy to act on AMC insights at Prime-Day speed—across retail media, search, and social.

Advanced Audience Manager. Build or import AMC segments and push them to Amazon DSP without manual file juggling. Two clicks, live audiences. Skai’s AI-enhanced segmentation tools help ensure high-value targets are always in reach and updated dynamically as performance shifts—even in peak event hours.

Creative Center. Analyze AMC engagement metrics, pick the highest-performing assets, and swap them across campaigns mid-event. Skai’s AI-backed creative intelligence boosts the likelihood that new creatives will outperform, reducing fatigue and maximizing in-event learning.

Automated Actions & Alerts. Tie AMC thresholds—ROAS, CTR, Top-of-Search share—to real-time bid or budget changes. Skai’s rule engine and AI-augmented automation layer make sure you’re spending efficiently and seizing breakout opportunities instantly.

Integrated Dashboards. Combine AMC data with cost, pacing, and inventory in a single live view so every stakeholder stays aligned. With built-in AI annotations and alerts, Skai helps teams surface anomalies and patterns they may have missed.

AI-powered Keyword Harvesting. Blend AMC search-term insights with Skai’s AI to expand winning phrases and negate waste. The result: cleaner targeting, stronger match types, and conversion-ready campaigns with less manual effort.

Amazon confirmed AMC access for all Sponsored Ads advertisers in 2025, lowering activation friction. Together, Skai and Amazon Marketing Cloud turn insight into execution—bringing clarity, agility, and speed to one of retail’s most dynamic events.

Conclusion: What’s the fastest way to win the four-day event with AMC + Skai?

Treat each day like a distinct chapter backed by one source of truth.
Pre-build segments, automate pivots, and measure LTV—not just clicks.
Teams that operationalize AMC insights with Skai will adapt faster, capture more new-to-brand shoppers, and compound gains beyond Prime Day.

Prime Day 2025 rewards marketers who treat each of its four chapters like distinct but connected missions, anchored by a single source of truth. Precision targeting, real-time pivots, and clear measurement aren’t just helpful; they’re how you win.

Start by narrowing your Amazon Marketing Cloud lens: surface your top-performing segments, identify gateway products, and build rules for when to shift. Then automate the rest—so you’re optimizing by the hour, not the recap. This combined approach maximizes spend and minimizes regret. It also helps you see what others miss while they’re still waiting for reports to load.

Skai’s Retail Media solutions help brands turn AMC insights into strategy across 200+ retailers. With AI-powered pacing, product intelligence, and custom audiences built in, it’s built for what’s next in commerce media. Whether you’re adjusting bids or realigning creative, Skai helps you act faster and smarter with every insight.

Schedule a quick demo and explore how Skai + Amazon Marketing Cloud can power your four-day Prime Day push.