Amazon Prime Day 2025 PPC Stats: What Changed & How to Adapt

Prime Day is a huge opportunity for Amazon sellers, but it’s also one of the most competitive times of the year for PPC. Did your ad campaigns perform as expected this year?

The reality is, Prime Day performance can vary wildly, and what worked last year might not work this year. So, what changed between Prime Day 2024 and Prime Day 2025, and how can you adapt your PPC strategy to stay ahead?

In this article, we’ll break down the key PPC stats from Prime Day 2025, compare them to 2024, and give you actionable insights to improve your campaigns going forward. Let’s dive in.

How Prime Day 2025 Ad Performance Stacked Up Against 2024

Prime Day is always evolving. Consumer behavior shifts, Amazon changes its algorithms, and the competitive landscape gets more intense. Here’s what’s happening.

Overall Ad Spend Increased, But So Did ACOS

One of the biggest trends we saw was an increase in overall ad spend, which isn’t surprising. More sellers are participating in Prime Day, and competition for ad placements is fierce.

However, what’s interesting is that Advertising Cost of Sales (ACOS) also increased for many sellers. This means you had to spend more to generate the same amount of revenue. In some cases, ACOS went up 10-15% compared to 2024.

Here’s why that matters: If your ACOS is rising, your profit margins are shrinking. You need to be more efficient with your ad spend to maintain profitability.

Click-Through Rates (CTR) Saw a Slight Dip

We also observed a slight decrease in click-through rates (CTR) for many product categories. This could be due to a few factors:

• Increased ad clutter: More ads are competing for shoppers’ attention, making it harder to stand out.
• Changing consumer preferences: What shoppers are looking for might be different this year.
• Algorithm updates: Amazon’s ad algorithm could be prioritizing different factors than in the past.

A lower CTR means your ads aren’t as relevant to shoppers as they used to be. You need to improve your ad copy, targeting, and product listings to recapture their attention.

Conversion Rates Remained Relatively Stable

Despite the changes in ad spend and CTR, conversion rates remained relatively stable for many sellers. This suggests that once shoppers clicked on a product ad, they were still likely to make a purchase.

The problem is getting them to click in the first place. Focus on attracting those clicks.

Sponsored Brand Video Ads Continued to Outperform

Sponsored Brand Video ads continued to outperform other ad formats in terms of engagement and sales. These ads allow you to showcase your products in a visually appealing way, capturing shoppers’ attention more effectively.

Here’s what’s happening: Video is king. If you’re not using video ads, you’re missing out on a huge opportunity to connect with shoppers and drive sales.

Key Takeaways and Actionable Steps for Your PPC Strategy

So, what does all this mean for your Amazon PPC strategy? Here are some key takeaways and actionable steps you can take to improve your campaigns:

1. Re-evaluate Your Bidding Strategy

With ACOS on the rise, it’s more important than ever to have a smart bidding strategy. Consider using a bid management software like AdLabs to calculate your optimal bids and optimize for profitability.

Here’s how to fix it: AdLabs helps you set target ACOS goals for each campaign and automatically adjusts your bids to achieve those goals. As Scott H. mentioned in his Trustpilot review, “TACOS is down significantly while sales are now happening across our entire catalog.”

2. Refresh Your Ad Creative

If your CTR is declining, it’s time to refresh your ad creative. Test new headlines, product images, and descriptions to see what resonates with shoppers.

Here’s what to do: Focus on highlighting the unique benefits of your products and addressing shoppers’ pain points. Use high-quality images and videos that capture their attention.

3. Optimize Your Product Listings

Your product listings play a crucial role in driving conversions. Make sure your titles, bullet points, and product descriptions are clear, concise, and persuasive.

Here’s what’s happening: Use relevant keywords to improve your search ranking and include high-quality images to showcase your products.

4. Embrace Sponsored Brand Video Ads

If you’re not already using Sponsored Brand Video ads, now’s the time to start. These ads can be incredibly effective at driving engagement and sales, as highlighted above.

Here’s how to fix it: Create compelling video ads that showcase your products in action and highlight their key benefits. Target relevant keywords and audiences to reach the right shoppers.

5. Monitor Your Performance Closely

Keep a close eye on your key PPC metrics, such as ad spend, ACOS, CTR, and conversion rate. Use this data to identify areas for improvement and make adjustments to your campaigns as needed.

Here’s what’s happening: AdLabs provides you with real-time data and analytics to track your performance and make informed decisions. As Ankit Goel said in his review, “The best part I like and use daily is the Data Analysis at speed.”

Prime Day Is Over, But Optimization Never Stops

Prime Day 2025 provided valuable insights into the evolving landscape of Amazon PPC. By understanding the key trends and taking action to optimize your campaigns, you can stay ahead of the competition and drive profitable growth. Don’t let your sales drop now that the event is over. Keep optimizing.

(Link opportunity: bid management software)

Key Discussion Points from the Episode

Here are some of the most valuable insights Andrew and Stephen shared during the full episode discussion:

Today we’re taking a deep dive into the Amazon PPC performance for Prime Day. We’re getting down and dirty with the stats comparing 2025’s performance to 2024. Did Amazon’s historic change to four days of Prime Day set new records?

Or did it simply ruin the magic of Christmas in July? We’re uncovering the data today on that Amazon Ads podcast. Alexa, play that Amazon Ads podcast.

Which one would you like to hear? The best one. Okay, now playing that Amazon Ads podcast.

These gentlemen are completely changing their game. After listening to that Amazon Ads podcast, my ads are finally profitable. I also heard they’re pretty cute.

This article is based on Episode 109 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.