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Prime Day Set, Q4 Plans Shift Earlier

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

Baby Boom

Here's what's happening this week in the world of maternity and baby e-commerce:
- Amazon locks Oct 7–8 for Prime push.
- New parenting deals hub adds local directory.
- Sensor pacifier signals clinical-at-home future.
- Stroller upgrade lands at $299 in Target.
- Pregnancy skincare pivots to mineral sunscreens.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

Amazon confirmed its October Prime Big Deal Days for Oct 7–8, pulling promotional demand forward and intensifying Q4 competition across toys, car seats, strollers and electronics. The timing compresses campaign planning, inventory positioning and MAP enforcement, and raises the stakes for cross-channel attribution. Retail and e-commerce teams must lock pricing, creative and budgets early to defend share.

Deals 4 Mums went live as a U.S.-focused affiliate platform curating baby products and pairing them with a local dealer directory. The hybrid of content commerce and geo-based services creates a new acquisition route for brands and local retailers riding high-intent search. Expect SEO-driven comparison traffic, performance partnerships and incremental distribution for regional providers.

Colugo launched the Compact Stroller+ at a $299 price point, adding auto-fold, extended canopy and upgraded safety features, and expanding availability through Target and DTC. The move pressures the travel stroller category with a value-led, omnichannel offer that undercuts premium incumbents. Category managers and performance teams should anticipate share shifts and refresh comparison creatives pre-holiday.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Momcozy Unveils BreezyClear Pro Nasal Aspirator: A hospital-grade 2-in-1 electric aspirator signals medical-grade claims moving into mass baby care, upping the bar on product education, safety substantiation and retail training.(More)

Pregnancy-Safe Skincare Guidance Shapes Messaging: Dermatologists urge mineral sunscreens and gentle hydrators in pregnancy, pushing brands to avoid retinoids/BHAs in claims and lean into niacinamide, hyaluronic acid and zinc oxide.(More)

Bio-Oil Review Underscores Stretch-Mark Prevention Demand: A first-person pregnancy test drives social proof for a $12 hero SKU, signaling opportunity for regimen bundles, subscriptions and UGC-led conversion in prenatal body care.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division