06.06.19

How to Maximize Your Advertising on Amazon Prime Day

Amazon Prime Day is more than a 36-hour sale. It’s an online phenomenon ingrained into consumer culture. Everything imaginable flies off Amazon’s shelves. From computers and electronics to apparel, books, and home goods, no product is safe. And with Prime membership swelling to more than 100 million, Amazon is just getting started.

For advertisers, there’s an equally compelling opportunity: Speak to millions of consumers in shopping mode.

Plan for Prime Month, Not Prime Day

It can be easy to dive into Amazon for the 36-hour melee assuming that a heavy-up will be enough. However, when you consider the number of advertisers subscribing to the same way of thinking, banking on performance and efficiency during this window may not give you the best results.

Instead, solidify your presence at least a month in advance with Sponsored Brands and Sponsored Products targeted at shoppers more likely to be interested in your products. For example, if you plan to promote an electronics bundle during Prime Day, start speaking to potential customers in June to those who’ve searched for you or browsed for similar products from a competitor.

I get it. Without knowing when Prime Day 2019 will be, it can be tough to allocate resources at a moving target. However, if you consider the shopping behaviors, and realize that the majority of shoppers will be planning their Prime Day purchases in advance (just like they do during the holiday season), getting ahead of the curve can be an effective way to make sure they add your product to their cart.

Climb Outside of Amazon’s Walls

Don’t fall into the trap that Prime Day only calls for Amazon Advertising—the shopping frenzy creates a wave that blankets the entire online shopping world and a variety of shopping methods, including Google. This means that your Prime Day strategy should include a spectrum of advertising tactics, including the open web and over-the-top (OTT) technologies, like Amazon Fire TV apps and IMDb Freedive.

What’s the best part? You can use Amazon’s consumer data and insights to scale across these mediums. For example, if you’re promoting a deal on home good products, you could target people who searched for your products on Amazon with full-screen ads via Fire TV or display ads delivered through the Amazon DSP. At the end of the day, this will ensure you’re getting in front of people as they shop and engage with different technology during their purchase journey.

Test, Learn, and Think Beyond Prime Day

There’s no denying Prime Day’s impact or its opportunity for you. There’s also no denying its impact on future campaigns. With Prime Day being the de facto kickoff for the back-to-school season as well as the holiday push (Black Friday and Cyber Monday), mid-July should be your tipping point to double down on Amazon Advertising.

With Prime Day’s impact spanning far and wide, it presents an opportunity to assess the impact of tactics and their influence during high-demand consumer moments. When Prime Day ends, not only should you see your bottom line moving in the right direction, but you’ll have a glimpse into what a well-executed strategy looks like and the steps needed to correct the course moving forward.


With millions of people spending more than $1 billion during Prime Day, you have an unprecedented opportunity in front of you. However, throwing spaghetti at the wall and hoping something sticks or throwing funds blindly into Amazon Advertising under the assumption that’s the best way to bypass the crowded landscape, will end up costing you efficiency and performance. Rather than banking on the high demand to drive results, take a step back, and plan a strategy built to succeed.


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