03/Case study
Prime Exclusive Deals
Proving that deals only Prime members can get are worth it for brands, customers and Amazon, first at Tech Week and then across Europe for Back to School.
- Company
- Amazon Prime
- Year
- 2025
- Role
- GTM & experimentation lead
- Category
- GTM · Campaigns · Experimentation
01Context
Prime Exclusive Deals are offers only Prime members can buy. Brands get premium visibility in exchange, while members get a reason to feel their membership is worth it.
The catch: brands give up sales to non-members. To sign up, they needed proof that the extra visibility more than made up for it.
02Opportunity
Three groups had to be convinced. Brands needed to see incremental traffic and sales. The teams that own pages like the homepage and deals page needed proof we wouldn't cannibalise their content. And Prime needed the deals to help grow and keep members.
03Approach
I treated it as two chapters. Tech Week was a small UK pilot to generate the evidence. Back to School then scaled the programme across five European markets using that evidence.
Every placement had its own experiment with success metrics and guardrails agreed up front. That gave us numbers each group actually cared about.
04Execution
Here's how the two campaigns ran.
Chapter 1
June 2025 · UK
Tech Week
With a small pool of deals, I ran three placement experiments at once: a Prime-exclusive widget on the Today's Deals page, one on the homepage, and one on the Prime member page.
Together the placements lifted traffic to Prime-exclusive deals by about 3.5% without cannibalising any page. The homepage widget also brought in new members: an estimated 32,000 extra Prime sign-ups a year.
The Prime member page taught us the most. Views jumped 25%, but sales dipped, because visibility without relevance doesn't convert.
- Deal traffic, Today's Deals page
- +4.2%
- Annualised Prime sign-ups, homepage
- +32k
Chapter 2
Aug–Sep 2025 · UK, DE, FR, IT, ES
Back to School
I turned the Tech Week results into the pitch deck for brands and sellers ('up to +4.2% traffic') and helped secure deals with brands including P&G, Epson and TCL. In total we had 500+ deals across five markets.
One key decision was the messaging: lead with the Back to School event rather than launch Prime Exclusive as a separate programme. Customers already knew the event, so we didn't have to explain something new.
I planned and set up placements across the mobile homepage, the deals page, Prime and Prime Student pages, category pages, push and email. Each ran with its own experiment and holdout.
- Prime deal sales, UK
- +8.2%
- Prime deal sales, Germany
- +12.5%
05Impact
- Prime deal salesUK · Back to School
- +8.2%
- Prime deal salesGermany · Back to School
- +12.5%
- Annualised Prime sign-upsHomepage test · Tech Week
- +32k
- Traffic to Prime-exclusive dealsDeals page test · Tech Week
- +4.2%
The Today's Deals widget lifted Prime deal sales in the UK (+8.2%), Germany (+12.5%) and Italy (+9.0%), while total site sales stayed flat. Brands gained without Amazon cannibalising itself.
The homepage test at Tech Week also produced a directional ~$186k in annualised Prime-exclusive deal sales.
06What I learned
Run the small test first and use it to sell the big one. Tech Week wasn't a finished product. It was the evidence that got brands, page owners and leadership on board for Back to School.
Figures are limited to relative results I'm able to share. Internal volumes, spend and customer data have been left out. Creatives shown were customer-facing.
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