During Amazon’s Prime Big Deal Days in October 2025, Kangaroo UK’s Amazon management clients saw sales growth of up to 533% compared to their baseline performance. Across our managed accounts, every client achieved significant uplift in revenue, conversions, and visibility — the result of weeks of preparation, optimised listings, and targeted
Amazon PPC strategies.
What is Prime Big Deal Days?
Prime Big Deal Days is Amazon’s second major shopping event of the year, sitting between July’s Prime Day and the Black Friday/Cyber Monday period. In 2025, it ran on October 7-8 and was exclusively available to Amazon Prime members. Amazon scaled the event back from four days to two, which concentrated shopper urgency and made the 48-hour window even more competitive for sellers.
For brands with the right preparation, it’s one of the most profitable windows in the Amazon calendar. For those without it, it’s two days of watching competitors take their traffic.
What Results Did Kangaroo UK Clients Achieve?
Every client we managed through Prime Big Deal Days 2025 saw meaningful growth. The specific numbers varied by category and product type, but the headline results speak for themselves:
- Up to 533% increase in sales revenue during the event window compared to the previous two-week average
- Significant improvements in ACOS as conversion rates spiked during the event, making ad spend more efficient
- Organic ranking improvements that persisted after the event ended, driven by the sales velocity boost
- Increased Buy Box ownership across key product lines during and after the event
These weren’t accidental wins. Each result came from a deliberate strategy that started weeks before the event. The brands that perform best during Amazon’s deal events are the ones that treat preparation as the main event, not the two days themselves.
How Did We Prepare Our Clients?
Our approach to Prime Big Deal Days follows a structured process that we refine every year based on what we learn from each event. For 2025, preparation started 4–6 weeks before the event and covered four key areas:
Listing optimisation. Before increasing ad spend, every listing needed to be
retail-ready. That means optimised titles, keyword-rich bullet points, high-quality images, A+ Content, and sufficient review volume. There’s no point driving traffic to a listing that doesn’t convert.
PPC budget planning.
We increased daily budgets ahead of the event and restructured campaigns to prioritise high-converting keywords. During the event itself, we monitored budgets hourly to ensure campaigns didn’t run out mid-day — a common mistake that leaves money on the table during peak traffic.
Deal and coupon strategy.
We worked with each client to identify which products to discount, by how much, and which deal mechanisms to use (Lightning Deals, Prime Exclusive Discounts, coupons). The goal was to maximise visibility without destroying margins.
Stock and fulfilment. We made sure FBA stock levels were sufficient and that shipments were sent to Amazon’s fulfilment centres with enough lead time. Running out of stock during a deal event is one of the most costly mistakes a seller can make.
What Can Other Sellers Learn from This?
The industry-wide data from Prime Big Deal Days 2025 tells an interesting story. Overall event sales grew around 3% year-on-year, but unit volume increased by 17%, meaning shoppers were buying more items at lower price points. Average selling prices dropped by nearly 5%, and the average discount rate fell from 28% to 24%. Shoppers were more cautious and value-driven than in previous years.
The brands that won were the ones combining competitive pricing with strong paid visibility. Across the industry, conversion rates were up 7% year-on-year, and brands with optimised ad strategies saw a 23% increase in ad-attributed revenue.
The lesson is clear: success during Amazon’s deal events isn’t just about slapping a discount on your products. It’s about having the right listings, the right ad strategy, and the right stock in place before the event starts. The two days are the harvest — the real work happens in the weeks before.
How Can Kangaroo UK Help You Prepare for the Next Event?
We manage Amazon accounts year-round through our
Amazon Account Management service, which means our clients are always event-ready. We don’t scramble in the weeks before Prime Day — the groundwork is already in place because we’re working on listings, PPC, and strategy every day.
If you want to know more about how we prepare clients for Amazon’s major deal events, read our guide on
preparing for Prime Day which covers the full timeline and checklist.
