Amazon Prime Day is right around the corner.
This July 8-11 marks Amazon's annual deal event. While it’s an exciting stretch for consumers, it can feel like a daunting moment for small businesses. With deep discounts and fast shipping, Prime Day sets a high bar—but that doesn’t mean you’re out of the game.
Sure, Amazon has deals. But your shop offers something it can’t: a unique, in person shopping experience that feels personal and thoughtfully curated. And while many shoppers will be snagging things they don’t really need just because they’re “a steal,” this is your opportunity to offer products with real value—items they didn’t even know they were looking for, until you helped them discover it.
1. Shift the Strategy, Not the Sale
You don’t need to slash prices to stand out. During Prime Day, the goal isn’t to compete on volume—it’s to communicate value.
This is your moment to spotlight what makes your products different. Think handmade, locally sourced, small-batch, or story-driven pieces that can’t be found in a sea of mass-produced options.
For example, with Teaspressa, highlight that it’s:
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Handmade in Phoenix, AZ
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Founded and led by a female entrepreneur
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Infusing daily rituals with intentionality that adds meaning to every sip
These are the kinds of details that resonate deeply with customers who want more than just a discount—they want meaning behind their purchase.
Lean into the magic of discovery.
What can you position as a hidden gem? A flavour they’ve never tried? A summer-perfect bundle they didn’t know they needed? People are ready to shop—you just have to give them something worth discovering.
2. Speak to the Emotional Buyer
People buy on Prime Day because it feels good to save.
But you can make it feel even better to support small.
That “add to cart” rush? It’s not just about logic—it’s about emotion. According to Harvard Business School professor Gerald Zaltman, 95% of purchasing decisions happen in the subconscious, driven by feelings rather than facts. That means even the most deal-driven shoppers aren’t just chasing savings—they’re chasing how a purchase makes them feel.
So what does that mean for you?
It means your small shop has a powerful edge. You’re not just a transaction or a two-day shipping window. You’re a story, a person behind the counter, a shopping moment that feels intentional, elevated, and built around real connection. While big box retailers and digital giants race to the bottom on price, you get to win with warmth, style, and substance.
This Prime Day, tap into that advantage:
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Wrap purchases in a thoughtful presentation. Make the unboxing just as enjoyable as the product.
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Tap into impulse shopping—with intention. Use feel-good language like “Treat Yourself,” “Add to Your Ritual,” or “Curated for You” to frame purchases as self-care, not splurges. (Highlight an Afternoon Tee Time Cafe Set that elevates their mid-day pick-me-up or a bundle made for intentional gifting.)
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Promote emotional justifiers. Think “Summer Reset Kit,” “Hostess-Ready Bundle,” or a cozy candle for slow mornings. Help them see how your products enhance their lifestyle.
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Remind them: Shopping small feels different—and that’s the point.
You’re not just selling products. You’re selling the emotion people want to feel when they buy them. That’s where small businesses win big.
3. Show Up Where It Counts
While Amazon competes on price, you are able to connect emotionally and visually. But to compete during Prime Day, visibility is everything.
Visibility = sales.
Make sure customers are seeing you before they start shopping, not after. That means showing up intentionally across multiple platforms—so when it’s time to buy, your brand is already top of mind.
Here’s how to stay visible:
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Email:
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Day 1: “Here’s What’s Happening” – Introduce your offers or theme
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Day 3: “Last Chance to Shop” – Create urgency and drive action
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Social Media:
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Use countdown stickers and polls
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Share “What’s in my cart” posts from staff or influencers
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Repost customer picks and favorites to build community
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In-Store:
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Add eye-catching signage or product displays
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Pair your bestsellers with impulse-ready add-ons like Luxe Mixers near checkout
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Offer small perks for stopping in—samples, mini add-ons, or surprise gifts with purchase
Consistency builds trust.
You’re building familiarity, brand loyalty, and a reason to return—beyond just convenience.
Prime Yourself for Success
Consumers are ready to shop—you just need to give them a reason to choose you.
Whether you're a boutique retailer or a curated shop owner, this is your moment to lead with intention. This Prime Day, spotlight what sets your shop apart. Lead with value, lean into emotion, and create an experience that feels intentional and personal. Engage your audience with content that connects and invites them into something more.
Because the best finds aren’t always the fastest or cheapest—they’re the most meaningful.