Prime Day Growth Tactics That Don’t Rely on Amazon

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Christmas in July might not be a new concept—but Amazon reinvented it in 2015 with the birth of Prime Day, a two-day sales event that’s now a cornerstone of the ecommerce calendar.

In 2024, Prime Day hit record highs, generating $14.2 billion in U.S. sales—an 11.8% increase from the previous year. With over 220 million Prime members and an even larger non-member audience, Amazon offers huge reach and fast fulfillment. But that access comes at a cost:

• Fees stack up (subscription, referral, fulfillment, closing)

• Data ownership? Gone.

• And lasting customer relationships? Slippery at best.

That’s why more DTC brands are rethinking Prime Day—not abandoning it, but harnessing its momentum on their own terms. In a world where 74% of consumers expect personalized brand experiences (Klaviyo, 2025), it's no longer enough to discount your products and hope for the best.

Ready to make Prime Day work for you? Below are five actionable strategies inspired by real brands who turned Prime Day into a DTC opportunity—not just an Amazon obligation.

1. 💸 Offer Prime Day–Level Deals On Your Own Site

Why it works:
Consumers hate price inconsistency. If your Amazon listing offers a better deal than your website, you’re training them to shop elsewhere—and losing valuable first-party data in the process.

Instead, match or beat your Amazon deal on your own site. Sweeten the pot by:

• Offering a bigger discount in exchange for an email or SMS opt-in

• Highlighting bundling or subscription options not available on Amazon

• Creating urgency with countdown timers or limited inventory alerts

📈 Pro Tip: Watch your website metrics during Prime Day. Compare DTC performance to Amazon sales. You might find that you're ready to reduce—or even exit—your Amazon dependency.

Example: Beardbrand
This grooming brand noticed that when their Amazon inventory ran out, traffic surged to their own website. That insight helped them commit fully to their DTC model.

They exited Amazon in 2018 and haven’t looked back—thanks to investments in content, SEO, and customer loyalty.

2. 🧠 Segment Your Audience to Exceed Amazon Expectations

Amazon set the bar for customer service. Fast shipping and frictionless checkout are now the default—but personalization is where you can beat them.

Use your CRM to segment your audience around Prime Day behaviors:

• Viewed Prime Day offers but didn’t buy

• Purchased during last year’s event

• High-spenders during seasonal promos

• VIPs likely to convert based on predictive data

Send hyper-targeted emails or texts before Prime Day to generate excitement—and during the event to shift attention to your site.

Example: Mt. Capra
This goat milk wellness brand learned the hard way when Amazon misflagged their listings, slashing their sales.

Now, they use zero-party data like interest tags during email sign-up (recipes, education, product updates) to better personalize future messaging.

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3. ⏳ Extend Prime Day Through Email & SMS

Missed Prime Day? So do a lot of consumers—and that’s your opportunity.

Extend the shopping window with an exclusive follow-up sale on your own site. It doesn’t need to be complicated. A simple 20% off code or free shipping offer can recapture those missed sales.

Why SMS?
It accelerates conversions. According to Klaviyo’s SMS report, 65% of consumers said they bought sooner than planned due to a promotional text. And their favorite texts? Discounts.

📱 Use SMS to follow up post-Prime Day with limited-time codes for your most engaged audience.

Example: The Honest Company
The day after Prime Day, they sent a “missed out?” email offering 20% off sitewide—no Amazon link in sight. They kept the deal going longer and captured the sale (and data) directly.

4. ✉️ Use “Prime” Keywords in Your Subject Lines

Consumers are scanning inboxes for anything Prime-related during the event. So why not show up in their inbox with clever use of Prime lingo?

Test subject lines like:

• "Your Prime Deal—But Better"

• "No Membership Needed for This Prime Discount"

• "You’re in Your Prime—So Are Our Deals"

Use dynamic content and personalized discount codes to make the experience even more exclusive.

Example: CROSSNET
They sent a cheeky subject line:

In the body, they offer free shipping with code “PRIME”—no Amazon membership required. The tone is playful, but the strategy is sharp: they captured attention and controlled the channel.

5. 🙏 Ask Shoppers to Support You Directly

Here’s the truth: people care about the brands they buy from—especially small businesses. But they can’t support you directly if you don’t ask.

Use email and social media to explain how shopping directly:

• Helps you avoid steep Amazon fees

• Lets you build better products with better margins

• Fuels your customer support and loyalty programs

Whether your brand voice is earnest or playful, craft a message that educates your audience and invites them to shop consciously.

📦 Bonus: Tie this into a larger story—like shipping delays, tariffs, or local sourcing—to make your ask even more compelling.

TL;DR: Winning on Prime Day Without Losing Your Brand

Prime Day doesn’t have to mean “all in on Amazon.” In fact, many thriving DTC brands are doing the opposite: using Prime Day as a springboard for stronger direct relationships.

🔑 Key strategies to remember:

• Match Prime Day pricing on your site to earn the sale—and the data

• Segment and personalize like Amazon can’t

• Extend the event for subscribers who missed it

• Use “Prime” language creatively in your messaging

• Be transparent and ask for direct support

You don’t need to ditch Amazon overnight—but you do need a strategy that puts your brand first.

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