10 Prime Day Email Examples and Tips for 2025

How to create a great marketing campaign for Prime Day

Prime Day is about one thing only: sales. This annual global Amazon sale offers massive discounts to Prime members across many product categories. In a record-breaking 2024, independent sellers on the platform sold more than 200 million items!

To prepare your Amazon email marketing for success, start with the basics: a consistent email marketing list, great images, and a beautiful design.

Here are the essential tips for an effective email marketing campaign:

Choose which products to advertise

There are two approaches to Prime Day: a whole catalog discount or a focus on specific products.

Broad discounts are good for increasing sales overall, reaching a wide variety of customers, and attracting new clients who have never tried your product.

When the focus is on a single product or line, the campaign can be more precise, spotlight a new launch, get more eyeballs on a lesser-known product line, or get rid of dead stock.

Use FOMO marketing: Create scarcity and a sense of urgency

FOMO marketing (Fear of Missing Out) is a tactic that leverages impulse buying and quick decisions. To convey the message that your Prime deal is an exceptional opportunity, use the following simple strategies that can enrich your marketing copy.

Countdown timers with only a few hours left create a sense of opportunity and urgency. With or without timers, a deadline is key in creating FOMO.

Limited stock mention creates a sense of competition. Another way to nudge your customers is to show how many people have already bought that limited product, creating a sense that it’s running out.

Some typical FOMO marketing phrases are:

• Limited quantities available 
• Only 50 units in stock 
• Deals end at midnight today 
• Last chance to 40% off 
• Limited time offer 
• Free shipping this week only 

Start early (and use a reminder)

Expect Prime Day to be crowded, with email marketing campaigns from every brand and store arriving in waves. To help your loyal customers plan ahead, send your campaign early, deals may start as early as two weeks prior, or send a heads-up that a big sale is coming soon.

A coming sale is a great way to boost your email marketing list size. Promise a members-only coupon in your pop-up forms and set up social media or online campaigns sometime prior to the event to get new subscriptions.

A great tip: ask your subscribers’ phone numbers in this pre-campaign to send them an exclusive coupon on Prime Day. That’s a great way to fill the gaps in your subscribers’ info to do omnichannel marketing campaigns (email and SMS).

Set a clear call-to-action

Write your call-to-action (CTA) to leverage FOMO and highlight the “limited time” part of the offer. Sales email marketing should promote only one key action — going to the store or product page (or even adding it to the cart).

You can do that with a two-part CTA, for example: “Offer expires midnight — Buy now” or “Grab one of the limited big discounts — This one’s mine!”, or a more specific copy about the campaign.

The call-to-action button may also emphasize your marketing tactic, for example, if every item in the store is discounted, you can go with “Every item 20% OFF — Shop now.”

Point your shoppers to Amazon (or don’t)

On Prime Day, your shoppers will be adding items to carts and running on the virtual aisles of Amazon. If you sell on Amazon, the best strategy is to point them in that direction, with a clear button that says “Buy on Amazon” to get a seamless experience.

Depending on your Prime Day strategy, you may want to redirect your customer to a landing page instead of Amazon. Use this option only for higher-priced items or sales that require more thought and are not prone to impulse buying.

And, of course, there’s the case of brands that do not sell on Amazon. Many companies make their own promotion on Prime Day, setting their stores up for big discounts. Some use the same “Prime Day” motif, while others create their particular big sale branding, emphasizing “direct sell” as a point of leverage and connection to their clients.

Best examples from last year’s Prime Day that will work in 2025

This selection highlights pro tips for your next campaign to succeed on Prime Day. The email campaigns here represent different strategies, so pick the ones that make sense for your business.

Go straight to the point

Your email marketing subscribers already know your products, so one way to do Prime Day email is just cut to the chase, pointing straight to the call-to-action.

That’s the strategy that Funlab used for their Prime Day email marketing. The hero section of the email has just four words and a number: “All Products Sitewide — 20% off” and a simple “Shop now.”

Focus on a single product

If you want to play big on Prime Day without messing up your product’s price perception for the consumer, focusing on a single product is the way to go. It will create less noise and make your marketing easier, potentially generating more engagement. Focusing on a single product will also help to lessen choice paralysis, when too many offers lead to doubt, stopping the purchase flow.

That’s the strategy of Character, a tools company. For Prime Day last year, they slashed the price of a company’s favorite — the toolbox, selling a $165 item for $99.

That’s a smart way to not only move stock around but also to allure new customers who may know your product but have never made their first purchase.

Create a sense of opportunity

Of course, you can slap a coupon on an email banner and call it a day, but a nicely written text can do wonders for your sales. To write a great copy, you need to know your audience, notice what makes them tick and their pains, and understand how to lead them to the desired outcome.

This Nood campaign is a great example: “Get an extra 10% off our lowest price yet” conveys the sense of opportunity that the date invites. This kind of copy can move any indecisive buyer!

Stand out with a text-only email

There’s more than one way to stand apart. In an active time when every email marketing campaign tries to get flashier than the other, a nice strategy is to go against the tide and be simple.

Siblings got everything out in the subject line: “Prime Day Sale – 20% Site Wide – 48 hours.” After that, instead of a heavily designed email, there is a simple and short text-only message that sounds like a nice tip from a friend. 

If you want to be even bolder, send a plain text email!

Opt for big discount coupons to get bigger sales

Some dates just ask for a bigger discount. Customers wait for Amazon Prime Day for their summer purchases and to prepare for the back-to-school season. And there’s a lot of competition for those dollars!

One surefire way to get attention is with discounts of over 50%. This works whether your strategy is to surprise your subscriber with a short-lived promotion, or if you want to kindle the fire several weeks ahead.

That’s the strategy of these two brands: Enjoy the Wood, a wooden maps company with 60% off on its products, and Exploding Kittens, a card game brand with discounts of up to 50% on selected games.

Get your customers’ phone numbers

Neakasa’s email marketing leading to Prime Day was all about getting customers to subscribe to alerts on their phones, promising big coupons for those who did.

That is a smart way to add to your customer’s data: with their email and phone number, there are many ways to do cross-promotional campaigns in the future.

Also, on Prime Day, you don’t want your favorite customers to miss some great offers. SMS marketing can increase conversion: 91% of businesses say they see higher conversion in integrated marketing campaigns that include SMS, according to SimpleTexting.

Use progressive discounts

If your product doesn’t have a great profit margin to cut, there’s always an option to offer bigger discounts for more expensive products. That’s the magic of progressive discounts.

It is also one of the best strategies to increase medium-sale tickets and upsell. Many customers will throw an extra product or two into the basket to reach a higher discount tier.

Launch a new product

What’s the best way to get a new product into people’s homes than a launch promotion? When announcing new products on Prime Day, try a bold pricing strategy without creating the expectation that the product will have the same price later on. Remember that sometimes, when a brand launches a heavily discounted product, it’s hard to raise the price to the usual without losing sales. 

That said, this strategy carries an obvious risk: among all the emails, campaigns, and ads, your product launch can be missed.

As an example, last year, SwitchBot announced six new products for Prime Day:

Express discounts in dollars for attractive deals

Our last tip is a simple one, but it works, especially for products on the pricier side. Instead of announcing discounts in percentage, a nice strategy is to express savings in dollars.

When you have already done the math for the customer, many will have a perception switch: instead of spending X amount of money, they’re saving Y.

That’s the strategy behind Freebeat’s last year campaign, which starts with “Grab up to $920 OFF” and announces the discounted products in dollars:

Wrap-up: There are many ways to create a flashy Prime Day email campaign

Just as you don’t need to sell on Amazon to create a great Prime Day campaign, you may use a lot of different marketing tactics to grab your customers’ attention and score some sales.

Let’s recap some of the best marketing strategies to inspire your next Prime Day email marketing campaign:

• Just send that email campaign. Your subscribers already know the product. 
• Focus on a single product to avoid choice overload. 
• Use FOMO and create a sense of opportunity.
• Try a simple, text-only email as the best way to convey a message. 
• Remember that Prime Day is a hefty discount coupon day. 
• Invest in cross-channel marketing with email and SMS. 
• Increase the medium ticket value with progressive discounts. 
• Launch a new product with a discounted price. 
• Express the discounts in dollars to make the sale look like an opportunity. 

With the sales dates approaching fast, now it’s time to get those promotions ready for Prime Day!