PR strategies for pitching ecommerce journalists ahead of Amazon’s Prime Big Deal Days
Amazon’s fall Prime Big Deal Days (October 7–8, 2025) create a major opportunity for consumer tech and ecommerce brands. Many journalists publish gift guides, roundups, and product listicles around Prime Day, and inclusion can drive both visibility and sales.
To maximize your chances of being featured, your PR strategy must focus on affiliate readiness, early pitching, media samples, and complete product information.
Why affiliate programs are required for gift guide coverage
Many media outlets now rely on affiliate marketing as a key source of revenue, sometimes even more than display ads or subscriptions. Instead of charging readers directly, these outlets earn commissions when a reader clicks a product link in an article and completes a purchase.
How affiliate links work:
- A journalist includes a special tracking link (affiliate link) when they recommend a product in a gift guide, roundup, or deal article.
- If a reader clicks the link and buys the product, the publisher receives a small percentage of the sale.
- The commission is paid by the retailer such as Amazon, Target, or Walmart, not the consumer.
For Amazon Prime Big Deal Days:
- Ensure your product is available through Amazon Associates or another affiliate program such as Levanta, Impact, or ShareASale.
- Confirm affiliate links are working correctly before outreach.
- Offer competitive commission rates where possible.
Without affiliate support, your chances of being included in Prime Day gift guides are significantly lower.
Who to target for Prime Big Deal Days coverage
During sale events like Prime Big Deal Days, traditional product reviewers are not the right audience. Even if you have positive relationships with consumer tech journalists who write long-form reviews, their focus is usually in-depth testing and evaluation, not fast-turn shopping content.
Large media outlets typically separate commerce coverage from editorial reviews (e.g. CNN has CNN Underscored, The New York Times / Wirecutter has Wirecutter Picks, CNET has CNET Deals, etc.). The journalists who create Amazon Prime Day gift guides, best-of lists, and deal roundups usually sit on commerce or shopping teams, not review desks.
Prioritize outreach to:
- Commerce editors and shopping writers at major outlets
- Affiliate and commerce teams who manage seasonal deal and gift guide content
Targeting the correct vertical ensures your pitch reaches the people responsible for curating gift guides, roundups, and best-of lists. Timing and targeting are just as important as product quality and affiliate setup.
Pitch timing for Prime Big Deal Days
Ecommerce journalists begin preparing Prime Day content weeks before the event. To be considered, brands must start outreach early.
Recommended timeline:
- 4-6 weeks before (late August to early September): Finalize media kit, photos, and affiliate setup.
- 3-4 weeks before (mid-September): Begin pitching to ecommerce journalists.
- 2-3 weeks before (late September): Send product samples for hands-on testing.
- 1 week before (early October): Share pricing updates, availability, and shipping details.
Waiting until the week of Prime Big Deal Days (October 7–8) will likely be too late.
What to include in your media kit
Journalists require clear and complete information to cover products quickly.
Prepare a press-ready media kit that includes:
- High-resolution product photos (white background and lifestyle images)
- A media backgrounder with the product’s key differentiators, technical specifications (think: battery life, compatibility, dimensions, warranty info, etc.), and brand info
- A full list of retail pricing vs sale pricing
- Press releases linked to any recent relevant launches or brand announcements
A complete media kit reduces back-and-forth and increases the likelihood of coverage.
Product samples are essential
To stand out in Amazon Prime Big Deal Days coverage, send product samples for review. First-hand testing allows journalists to write authentic product recommendations, which increases credibility with readers.
Only send samples that are in excellent working condition with all features and functions performing as advertised. Even though affiliate links generate revenue for publishers, journalists are still required to provide honest and unbiased reviews. If a product has flaws, those issues are likely to appear in their coverage.
If budget is limited, prioritize:
- Top ecommerce outlets with large consumer audiences
- Niche publications aligned with your product category
- If you have multiple products on sale, offer to send samples of your standout product or best performer rather than trying to ship every SKU
Samples should be shipped at least three weeks before Prime Day to allow for testing and review.
Recap: Key steps to secure Prime Big Deal Days coverage
Here is a tight checklist to improve inclusion in Amazon Prime Big Deal Days gift guides, roundups, and best-of articles:
- Enable affiliate tracking and verify links.
- Target commerce editors and shopping writers, not long-form reviewers.
- Pitch 3 to 4 weeks before October 7.
- Ship a press-ready media kit: photos, specs, pricing, affiliate details.
- Send fully functional samples for testing, prioritizing your standout product.
Want help getting your consumer tech brand featured in Amazon Prime Big Deal Days gift guides and roundups? Reach out to our team about our Classic PR and Performance PR programs at info@properpropaganda.net.