📦 The Ultimate Amazon Prime Day Funding Guide

‍

Prime Day: A Moment That Can Make or Break Momentum

Every July, brands face a familiar crossroads. Prime Day arrives — and with it, a tidal wave of traffic, urgency, and buying intent.

It’s not just about Amazon anymore. DTC brands report major spikes across their own channels too — boosted by increased search demand, higher conversion rates, and consumers primed to buy.

‍

But here’s the problem:
‍Most brands aren’t held back by poor planning. They’re held back by poor timing of capital.

‍‍

‍
‍

And missing Prime Day doesn’t just dent revenue. It costs morale, customer trust, and future market share.

‍

Why Prime Day Still Matters in 2025

Prime Day 2025 is expected to fall on Tuesday 15th and Wednesday 16th July.
Here’s why it continues to be a strategic battleground:

• 💳 £13B+ in global sales over 48 hours (2024 figures)
• 📈 34% average traffic lift reported across DTC sites
• 💰 20–40% surge in paid media costs leading up to the event
• 🛍️ Huge opportunity for non-Amazon brands to ride the halo effect

But the window is short — and brutal.
If you’re not fully funded and stocked by early July, you’re already late.

‍‍

The Prime Day Cashflow Crunch (and Why It’s So Common)

Prime Day has a unique rhythm. It demands spend before it rewards you with sales. And most brands simply can’t float the upfront costs.
Here’s the typical squeeze:

• Late May–June: Suppliers require deposits.
• Mid-June: Ad budgets ramp up.
• Prime Day: Revenue peaks.
• Late July–August: Cash actually lands.

That 6–8 week lag between investing and receiving revenue?
It’s where plans fall apart.

‍
In 2024, 68% of UK eCommerce brands scaled back Prime Day due to cashflow concerns (eCommerceDB).

‍

What Founders Are Really Asking

“What would we do differently if cashflow wasn’t the issue?”

It’s not about ambition.
It’s about flexibility.
You don’t need more spreadsheets or more forecasting.
You need access to the capital that unlocks what you already know is possible.

‍

Let’s Talk Options: What Kind of Funding Actually Fits Prime Day?
‍

🏦 Traditional Loans

✅ Predictable terms
❌ Too slow, too rigid, and often based on historic financials

‍

📉 Revenue-Based Finance (RBF)

✅ Aligned with performance
❌ Often pulls capital during your sales spike, hurting reinvestment
❌ Can get expensive quickly — especially when you’re scaling fast

‍

📦 Inventory-Backed Advances

✅ Uses real-time stock data — not old accounts
✅ Aligns with your operations and fulfilment
✅ Repayments flex with revenue performance

Instead of underwriting based on static financials or vanity metrics, this approach taps into the asset you already hold: your inventory.

It’s not about betting on future potential.
It’s about leveraging what’s already sitting in your warehouse.

‍

Real-Time Inventory: From Liability to Leverage

This is the real unlock:
Inventory shouldn’t be dead weight — it should fuel your next move.
By connecting directly with your fulfilment partner’s warehouse system, modern funding tools can now assess stock value live. That enables:

• Decisions in hours, not weeks
• Repayments that move with sales
• Capital that matches your pace

It’s a smarter model. And it exists because eCommerce needed a better one.

‍

Prime Day Readiness Timeline (June–August)

Here’s a no-fluff guide to staying ahead of the curve:

June

🔍 Forecast SKUs and sales lift
📦 Identify stock shortfalls early
💬 Explore funding options before ad spend ramps up

‍

Mid–June to Early July

💸 Secure capital and place inventory orders
🎯 Finalise Prime Day campaigns
📋 Lock logistics and fulfilment timelines

‍

Prime Day (Mid-July)

🛍️ Run with confidence — stock and spend aligned
📊 Monitor performance live
🧠 Avoid discounting out of panic — plan with profit in mind

‍

Late July–August

📈 Review ROI and inventory velocity
🔁 Reinvest residual capital into Q3 launches
📥 Line up funding for Q4 before the rush

‍

Mini-FAQ: What Founders Ask Us Most

Q: Can I use this model if I already have a fulfilment partner?
A: Yes — it’s designed to integrate directly, no need to switch.

Q: How fast can decisions happen?
A: Typically within 48 hours once your stock data is connected.

Q: Is this only for Prime Day?
A: No — brands use it year-round to prep for Q4, scale new products, or fund reorders.

‍

Final Thought

Prime Day is less about two days of sales — and more about setting the tone for the second half of your year.

Miss the moment, and you feel the effects long after July.
Hit it right, and you fuel everything that comes next.
This guide exists to make sure you don’t just get through Prime Day — You grow through it.

Don’t let capital slow you down this Prime Day.
Brands that fund faster scale faster — and the best ones are already using their inventory as leverage.
‍
Want to know how much you could unlock? Talk to our team — no obligations, just insight.