Push notifications. Strategy for Amazon Prime Days
Prime Days, one of Amazon’s biggest annual sales events, attracts millions of shoppers eager for exclusive deals across all categories. With intense competition for attention during this short window, well-crafted push notifications play a crucial role in guiding users, driving conversions, and creating a seamless shopping experience on mobile.
The objective public
This strategy outlines a clear and engaging push notification journey covering the entire customer cycle — before, during, and after Prime Days — tailored for three distinct audience segments:
- Prime Customers — Focus: Top tech deals
- Non-Prime Customers — Focus: Free 1-day Prime trial to access discounts
- Sporadic or New Users — Focus: General offers and trending fashion
Push Notifications
Pre-Event Teaser (Prime Customers)
Title: Prime Days Are Coming! (24 characters)
Body: Prime Days are almost here — gear up for top tech deals you won’t want to miss. (85 characters)
Purpose: Builds anticipation and motivates Prime members to prepare wishlists and plan purchases.
Pre-Event Offer (Non-Prime)
Title: Prime Free for 3 Days (22 characters)
Body: Prime Days start soon! Get a free 1-day trial and unlock exclusive savings. (77 characters)
Purpose: Encourages non-members to activate a free trial to access deals, boosting sign-ups and engagement.
Pre-Event Highlight (Sporadic/New Users)
Title: Mark Your Calendar (20 characters)
Body: Prime Days kick off soon with can’t-miss deals on fashion and everyday essentials. (84 characters)
Purpose: Attracts new or casual users by teasing popular categories and building general excitement.
Flash Deal Alert (Prime Customers)
Title: Flash Deal: 40% Off (22 characters)
Body: Up to 40% off smart home gadgets. Limited time only! (71 characters)
Purpose: Creates urgency and stimulates impulsive buying during Prime Days.
Deal Reminder (Non-Prime)
Title: Unlock Prime Deals Now (22 characters)
Body: Last chance! Activate your free Prime trial today and grab exclusive discounts. (80 characters)
Purpose: Reinforces urgency to convert non-members while deals last.
Fashion Steal (Sporadic/New Users)
Title: Your Next Outfit Awaits (24 characters)
Body: Prime Days live now! Dresses, shoes, and trending picks up to 40% off today only. (84 characters)
Purpose: Entices casual shoppers with limited-time fashion deals, driving exploration.
Post-Event Thank You (All Segments)
Title: Thanks for Shopping! (21 characters)
Body: Thanks for shopping Prime Days! Discover more picks and accessories just for you. (81 characters)
Purpose: Reinforces loyalty, shows appreciation, and keeps users engaged for future purchases.
Thank your for being here!
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Reviews
2 reviews
Hey William,
Thanks for sharing your Amazon push notification strategy! You’ve done a great job segmenting the audience and covering the full customer journey with clear copy and amazing images to showcase your project! Congrats!
I also did a bit of quick research on Amazon’s current notification style, and here are a few things you might consider to make your strategy even closer to their approach:
- The Amazon app logo now features a beige box with baby blue tape and a black arrow — they’ve moved away from the “a” for now.
- There’s no need to duplicate words from the title into the body text; keeping them distinct helps keep notifications concise.
- When using the word “shopping” (a verb/action), it’s lowercase. Amazon usually only capitalises product or event names, but not verbs.
- Amazon typically avoids final punctuation in notifications unless it’s a question or exclamation.
- They don’t use em dashes (—) in notifications since it takes up too much space and can make the copy feel AI-generated.
- Around 90% of their notifications include images, which expand when focused to create curiosity and encourage users to open the app.
Incorporating these small touches could make your strategy feel even more aligned with Amazon’s style and increase engagement.
Nice work so far! Thanks :)
This notification strategy captures attention without overwhelming, striking a smart balance between urgency and relevance. Each message feels purposeful and well-timed—perfect for a fast-paced event like Prime Days. Subtle yet impactful work!
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