Prime Day Isn’t a Silver Bullet (And Never Was)

The Myth of the Magic Sales Event

Amazon has trained us to believe that Prime Day (and now Big Deal Days, Early Access Events, and whatever else they dream up) is the golden ticket. The truth? If your fundamentals are broken, no “holiday” will save you.

Here’s the reality check:

• If your sales are already low, Prime Day won’t magically turn you into a category leader.

• If you’re in growth mode, it can accelerate velocity—if you’ve already laid the groundwork.

• If you’re already #1, you don’t need Prime Day to stay there. You just need to not screw it up.

It’s not about the event. It’s about what happens before and after the event.

Consumers Are Smarter (and Stingier) Than You Think

Customers aren’t wandering into Prime Day blind. They’re waiting. Watching. Squatting on carts like vultures waiting for a price drop.

Some hold items for months until the discount hits. That’s not loyalty—that’s conditioning. Marketplaces like Amazon have trained buyers to expect a deal. You’re not competing on product quality in these events—you’re competing against a customer’s patience.

The Strategic Takeaway

Don’t confuse Prime Day with a growth strategy. It’s just another marketing lever. Use it when:

• You need to close the gap on competitors.

• You’re testing how discounts affect conversion.

But don’t bet the business on it.

Prime Day isn’t your savior, it’s an amplifier. If you’re already winning, it makes you louder. If you’re struggling, it makes the struggle more obvious.

The question isn’t “How do I win Prime Day?” The question is: Would my product still win if Prime Day didn’t exist?