Pitching for Prime Day: What Beauty Editors Actually Want
When it comes to earning beauty coverage during one of the biggest shopping moments of the year, timing is everything and so is your approach. Amazon’s Prime Day isn’t just about deals. It’s a major content opportunity for beauty editors looking to help their readers shop smarter. At Janice McCafferty PR, we’ve helped dozens of beauty brands (ANUA, CHI, TIRTIR, Mielle and more) land placements in Prime Day roundups, from best-of lists to under-the-radar finds that editors love. Here’s what we’ve learned.
1. Start Early with Samples
Most Prime Day roundups are finalized 2–4 weeks in advance. Editors want time to vet the products themselves. If you’re hoping to land a spot, you’ll need to send samples in early June – not the week of the sale.
2. Focus on Amazon Best Sellers
Editors gravitate toward products with:
- Verified Amazon reviews
- “Amazon’s Choice” or “#1 Best Seller” tags
- Prime eligibility and fast shipping
- If you have high-performing ASINs, lead with those in your pitch.
3. Include the Deal Details
Don’t make editors chase you for discount info. Be clear:
- “30% off all full-size products”
- “Buy one, get one free from July 4–6”
- “Exclusive Lightning Deal on Prime Day only”
4. Make It Visual
Include lifestyle imagery, product-in-use photos, or short video clips. Editors are often writing for digital-first outlets that rely on visual storytelling and affiliate income.
5. Use Strategic Phrases
Subject lines and pitch copy should include:
- “Prime Day Beauty Deals”
- “Amazon Best Sellers”
- “Viral on TikTok + 30% Off”
Prime Day is about speed, clarity, and proof. The easier you make it for an editor to feature your product, the more likely they will. But even the best pitch can get buried if it comes from an unknown sender. That’s where a PR firm makes all the difference. At Janice McCafferty PR, we have the trusted relationships and insider access editors rely on, so your email gets opened, your product gets tested, and your brand gets the attention it deserves.
Are you a beauty brand in need of expert PR support? We would love to connect and explore how we can help elevate your visibility, build lasting media relationships, and craft a strategy that aligns with your overall brand goals. Whether you are launching a new product or looking to boost ongoing awareness, our dedicated team of seasoned professionals specializes in strategic, results-driven beauty PR.
Have any questions or comments? Please contact us and reach out anytime. We are happy to offer a free consultation to help you find the perfect PR partner for your brand.