Amazon announces dates for biggest sale of the year; Prime Day 2025– The Times of India
Amazon Adds 30 New Delivery Stations, Eyes New Prime Day Record In India – NDTV Profit
Amazon Prime Day breaks records with 18,000 orders per minute in India – Business Standard 

What has happened? 

For IN Prime Day 2025, we executed a strategic three-phase communications approach that spanned pre-event anticipation, launch day amplification, and post-event momentum. This carefully orchestrated campaign integrated owned, earned and paid channels including  media placements, influencer partnerships, coordinated social media activations, along with employees advocacy. By synchronizing these channels with consistent messaging yet channel-specific execution, we maximized both reach and impact while maintaining narrative control throughout the Prime Day lifecycle. 

 

🎥 Click here to immerse yourself in the Prime Day 2025 #KhaasAapkeLiye event 🎥 

 

Amazon India hosted a high-impact event in New Delhi on July 7 to launch Prime Day 2025, expanding our audience to include employees, associates, sellers and brand partners alongside media and influencers. The event showcased Prime's comprehensive value proposition including deals, new launches, entertainment, and delivery speeds. The first segment focused on earned media through a press conference with 130 journalists from 120 outlets. Amazon India leadership across Operations, Selling Partner Services, Prime Video, Amazon Music and other verticals presented a unified #OneAmazon narrative through immersive experience zones. Brand partners including boAt, Bajaj Auto, and OnePlus highlighted exclusive launches. We conducted 26 one-on-one media interviews (up from 11 in 2024) with six spokespeople across key publications including PTI, CNBC-TV18, NDTV Profit, The Economic Times, Business Standard, The Hindu BusinessLine and Fortune India. A comprehensive press release was distributed to national and regional media across T-60 markets. 

The second segment engaged approximately 100 content creators (up from 70 in 2024) who generated shareable content from interactive zones. Amazon Live collaborated with tech influencer Stufflistings, while entertainment included a fireside chat with Panchayat stars and concluded with a performance by singer Jonita Gandhi. This integrated approach positioned Prime Day 2025 as a celebration of value, innovation, and community at scale under the #KhaasAapkeLiye theme.
 

Our PR efforts for Prime Day 2025 focused on reinforcing the XCM theme #KhaasAapKeLiye or #SpeciallyForYou and showcasing innovation, selection, speed, and value. IN Stores, Ops PR, and Sellers PR worked in tandem to tell a cohesive One-Amazon story. Across each phase, we highlighted how Prime members benefit from the full Amazon ecosystem, seamlessly linking narratives around customer obsession, investments into operations, and seller empowerment.
 
IN Stores PR activities encompassed i) Month unveil in April driving nationwide awareness and excitement among target audiences ii) 04 embargoed interviews with Akshay Sahi, Director- Prime, Deliveries, and Returns, India and Emerging Markets with key national media (Business Standard, Live Mint, NDTV Profit and Financial Express) highlighting Amazon’s customer-first approach to Prime Day 2025, focus on faster deliveries, deeper member benefits, and regional growth. iii) a regional roundtable in Lucknow wherein Pallavi Singh, Senior Manager, Amazon Prime India, along with Gaurav Bhatnagar, Director, Sales, Amazon India, highlighted Prime’s value proposition and the platform’s impact on local businesses and entrepreneurs across Uttar Pradesh. iv) the distribution of 06 press releases: PD dates announcement (T-72 markets) (AboutAmazonIN), Uber deals release (AboutAmazonIN), Deals and announcement of 30+ new delivery stations (AboutAmazonIN), 24-hours to Go release, Last-minute deals and PD wrap release (AboutAmazonIN) across national online and T-60 markets v) 08 category listicles/releases focused on discoverability, relevance, and savings to sustain momentum and help customers navigate the vast selection.

Ops PR activities comprised i) announcement on the launch of five new fulfilment centres (FCs) across Delhi NCR, Punjab, Madhya Pradesh, Kerala and Orissa ahead of Prime Day, garnering widespread media coverage. ii) announcement of the expansion of delivery network with over 30 new stations, reinforcing Amazon’s commitment to customer experience.

Sellers PR activities comprised i) Targeted regional press release issued across 19 key Tier-2 and Tier-3 markets spotlighting seller-focused initiatives ii) distribution of seller case studies featuring 2 SMB brands Kashish Rugs (Lucknow) and Vasant Masala (Ahmedabad) to demonstrate their readiness for Prime Day and the tangible business impact.

Workplace PR activities included dissemination of four inspirational stories in regional markets including Pune, Chennai, Coimbatore and Mumbai under the ‘People Behind Prime Day’ theme. Featuring team members from Operations, Seller Partner Support, Category Marketing, and Customer Service, these stories highlighted diverse cohorts including women, military veteran, and persons with disabilities. Each narrative showcased their unique journeys reflecting the passion, resilience, and collaboration that power Prime Day. These behind-the-scenes narratives not only celebrated Amazon India’s supportive culture but also recognized the real heroes delivering for millions of customers.
 
Our influencer strategy for Prime Day, anchored in the theme “Khaas Aapke Liye,” was designed to spark anticipation and drive engagement through high-impact, relatable content. In the lead-up, creators built buzz around Prime member deals, must-have launches, and key category highlights, encouraging sign-ups and building excitement amongst the audience. During the event, they captured immersive, share-worthy content from on-ground experience zones, spotlighting Amazon’s wide selection, innovations, and added savings with Amazon Pay. Influencer content amplified narratives around exclusive offers, trending products, and new launches boosting engagement and conversions. The campaign reinforced Prime Day’s scale and exclusivity, cementing its place as India’s most-awaited shopping event. Parallelly, we also collaborated with eight regional influencers from Tamil Nadu, Bihar, Karnataka, Maharashtra, and Gujarat to highlight seller-led deals and offers; enabling localised engagement and reinforcing Amazon’s support for SMBs across India through short-form video content on Instagram.

We effectively leveraged social and owned channels to amplify key narratives—from Prime member benefits to operational readiness—through a seven-part video series across platforms, featuring creators, sellers, employees, and brand partners like Aman Gupta (boAt) and Robin Liu (OnePlus). The About Amazon blog supported the push with timely storytelling across deal reveals, seller highlights, and the wrap-up. Internally, comms built early momentum through employee contests, office activations, and special content like a fun Prime Day rapid-fire video featuring creator Urooj—turning employees into active participants in the campaign narrative.

What are the results?

PR
Media sentiment remained consistently positive throughout the Prime Day 2025 campaign, delivering comprehensive coverage across multiple strategic milestones: The April 30 unveil of our ninth Prime Day edition successfully established early awareness through national online media, generating 18 feature articles. Our June 23 strategy of embargoed interviews with Akshay Sahi (Director – Prime, Deliveries & Returns, India and Emerging Markets) yielded high-impact, in-depth coverage coinciding with the official dates announcement on June 24, which secured 477+ media placements. Our July 2 press release highlighting premium member deals resonated across both national platforms and tier-60 regional markets, resulting in 415+ articles. The July 7 experiential showcase in New Delhi proved particularly effective, producing signature stories from 27 leadership interviews, anchored by an agenda-setting 15+ minute interview with Operations VP Abhinav Singh on CNBC TV18. Momentum continued through countdown announcements on July 11 and 14, generating 290+ and 100+ placements respectively, emphasizing blockbuster deals, 400+ new brand launches, and 17 Prime Video premieres. The campaign culminated with our July 21 wrap announcement, securing 310+ additional features. Press releases and notes issued by Ops PR, Sellers PR and Workplace PR cumulatively resulted in 350+ media stories. In total, Prime Day 2025 media outreach delivered 3500+ placements, reinforcing this edition as our most impactful Prime Day ever through consistent, quality-focused media coverage.

Influencers
The Delhi showcase and broader Prime Day 2025 campaign engaged 115 influencers (65% increase from 70 in 2024), generating 285+ high-impact content pieces across formats: 95 Reels, 120 Stories, and 73 carousels. This strategic creator activation delivered exceptional results with 11M+ reach, 11M+ views, and 580K+ engagement—representing a 300% increase in reach, 1,000% growth in views, and 188% boost in engagement year-over-year.

Social Media
For Prime Day, we published 7 videos on our owned Social channels collectively garnering over 3.3 million organic impressions and 88K organic engagements i) PD Date Reveal ii) PD Creator Connect iii) Seller Video - featuring two SMBs talking about PD launches and how they are prepping for PD iv) Employee Video v) OPS Video - showcasing Fulfillment Center readiness for Prime Day vi) Brand Partners featuring Aman Gupta (boAt), Robin Liu (OnePlus), and Eric Vas (Bajaj Chetak) talking about new Prime Day launches vii) PD Gift Card in collab with Global ( Inside Amazon) - a vox pop with employees answering 3 Prime Day related questions to win a ₹8K Amazon Pay Gift Card. We collaborated with creator Urooj (491K followers) for the employee video, a fun 5 Seconds Rapid Fire competition between different category teams, delivering 2.7M Impressions and 79K organic engagements.

Our pre-Prime Day operations campaign featured a strategic paid media initiative highlighting our Delivery Associates' experiences during peak shopping periods. This customer advocacy series showcased everyday challenges faced by DAs, including incorrect addresses, non-functioning elevators, exact change requirements for COD, and parking difficulties. The four-video series resonated exceptionally well, generating ~225 million views (460% above target) and ~340,000 engagements. By humanizing the delivery experience, we successfully built customer empathy for the essential frontline teams who make Prime Day possible.

Owned Channel Communications
For Prime Day, the About Amazon blog published 5 blogs including PD month reveal (12,424 pageviews), date reveal (30,213 pageviews), 2 blogs on deals reveal (34,291 pageviews cumulatively) and 1 PD wrap (6,014 pageviews). 3 blogs including Ops, SMB and Amazon Pay news with Prime Day messaging were also published.

Internal communications
This year, Prime Day communications saw strong internal engagement, beginning with an employee-first reveal of the event dates via email and post—now the most viewed story of the year in India, with total page views of 25,590 (+2557.32% on benchmark) vs 12,369 in 2024. The deals post also performed well, ranking sixth among the top 10 posts with total page views of 8175 (+748.91%) vs 1,806 in 2024. Aligned with global practices, a PD hyper badge was rolled out, with 22,000+ employees engaging. A behind-the-scenes feature on Amazon Air, accompanied by a quiz, drew over 12,000 views and 5,500 responses. On-ground excitement was brought to offices through photo booths across six locations, while selected employees in Delhi and Mumbai were invited to be part of the media event and Beautyverse experience for the first time.

What are the result highlights?

PR

Influencers

Social Media

Internal communications