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By Brandon Fishman · October 9, 2025 · Curated by George's Blog
Prime Day is DOWN 20% for many brands.
Because most shoppers never knew your deals existed.
This year, Amazon decided to push Prime Members–only targeting harder than ever.
And it’s completely screwed omni-channel brands.
If you’re running the same deal on Amazon, Target, and Walmart, Prime Members see your deal price, but Non-Prime Members? They don’t even get a Buy Box.
Amazon literally removes your featured offer if that same promo exists somewhere else.
So now, if you play fair and keep pricing parity across channels, Amazon punishes you.
Your deal disappears. Your sales tank.
We’re seeing it firsthand. Some brands are down 20%+ vs last year.
And this used to be the exact opposite. Prime Day deals always showed for everyone.
Now, only Prime Members even see the offer.
You just lost access to nearly half your potential customers during what should be your biggest sales event.
Some everyday item brands are seeing growth because Prime members buy frequently.
But the higher-end, larger-ticket brands are down across the board because of this issue.
This should’ve been Amazon’s biggest opportunity to show why Prime is valuable.
Big-ticket deals are exactly what make people sign up; one purchase covers the cost of the membership.
Instead, Amazon hid the very thing that makes Prime valuable.
Once again, they made a massive platform change without telling anyone, and thousands of brands are left scrambling to explain why sales are falling off a cliff.
♻️ Repost this to spread awareness.
🔗 Need help navigating these Amazon changes? Click the link on my profile to connect with Prime Team Agency.