We mapped out the promotions, advertising, and review strategies
that last year's Prime Day K-Beauty TOP 5 brands
actually executed in the 30 days before the event.
A hands-on playbook that marketers and MDs can use right now.
Based on 2025 Prime Day (Jul 8-11), K-Beauty top brand execution timeline
Same event, different strategies. The results were different too.
| Brand | Rank | Discount Strategy | SNS Firepower | Review Strategy | Result |
|---|---|---|---|---|---|
| medicube | #1 | Hero SKU 52% off[4] Ad spend +218%[4] |
Creators: 39,300[5] TikTok impressions: 10.4B[6] Kylie Jenner: 60M views[5] |
Reviews: 15,000+[7] Vine Program used[1] |
Share: 9.3%[3] ROAS down |
| Laneige | #9 | Lip category 30%[4] Sunscreen at full price |
Creators: 3,500+[5] Instagram: 250K+ posts |
Reviews: 22,000+[7] Leveraged existing assets |
Share: 3.0%[3] Stable ROAS |
| BIODANCE | #10 | 0% discount[3] No coupons |
Creators: 75[5] TikTok organic viral[6] |
Reviews: 8,000+[7] Viral → review conversion |
Share: 2.9%[3] Best ROAS |
| Beauty of Joseon | — | Modest discounts Travel-size bundles |
Creators: 1,200+[6] TikTok: 1.7B views[6] UK: 68% revenue from creators[5] |
Reviews: 18,500+[7] 18.5M units sold flywheel[9] |
Growth without dedicated Prime Day participation |
| COSRX | Outside TOP10 | Same discounts as prior year No differentiation |
Creators: 8,000+[5] Repetitive campaigns |
Reviews: 71,000+[7] Lacking freshness |
Dropped from #1[3] ROAS declined |
Three patterns emerge.
Buy your way in (medicube): +218% ad spend + 52% discount. Got #1 but ROAS dropped.
Pull with viral (BIODANCE/Beauty of Joseon): Minimal discounts, external traffic is key.
Ride on inertia (COSRX): Same strategy as last year → dropped out.
Low budget? Go with #2. Big budget? Combine #1 + #2. #3 is not an option.
Four promotion types available on Amazon. What you should be setting up right now.
Limited to 4-24 hours, ends when stock runs out.[1]
medicube and Laneige used this among last year's TOP 5.[4]
Maximum traffic concentration effect.
Prime member-only discount. Minimum 10%+.[1]
Prime Day badge automatically attached → Search visibility up[1]
If you missed Lightning Deals, start with this.
Green coupon badge shown in search results.
New 2025 pricing: $5 flat + 2.5% of sales[2]
10-20% discount is optimal. 50% destroys margins.
TikTok/Instagram creator content → Amazon traffic.[5]
How BIODANCE reached #10 with 0% discount.[3]
Concentrate publishing from D-14. Peak on Prime Day.
It's not too late even if you missed Lightning Deals.
Prime Exclusive Discount + Coupons + External Traffic combined can
capture Prime Day traffic even without Lightning Deals.
BIODANCE proved it. 0% discount, 0 promotions, and still TOP 10.[3]
Prime Day ad budget in 3 phases. Based on Amazon official recommendations + last year's top brand execution.[1]
| Ad Type | Share | Role | Prime Day Tip |
|---|---|---|---|
| Sponsored Products | 64% | Top of search results Direct conversion |
Focus bids on hero SKUs Prioritize Prime Day badge products |
| Sponsored Brands | 22% | Brand awareness Category top banner |
Activate from D-30 Drive traffic to Brand Store |
| Sponsored Display | 14% | Retargeting Competitor product page placement |
Boost retargeting from D+1 Recover cart abandoners |
Advertisers running all 3 types = +139% revenue.[1]
Compared to sellers using only Sponsored Products,
advertisers running all 3 (Products + Brands + Display) simultaneously
achieved 139% higher revenue on average (Amazon official data).
Even with a small budget, set up at least the minimum for all 3.
The data speaks for itself
Purchase conversion +270%, revenue +180% (Spiegel Research). Review AI delivers a custom quote in 30 seconds.
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