Prime Day has been held for 7 years to reward Amazon Prime members, and it has become one of the biggest online sales events of the year, alongside Black Friday. This event isn’t just an opportunity to increase your sales on Amazon; it’s also a great moment to build brand awareness. 71% of shoppers discover new brands before Prime Day and 75% of them buy a product they discovered before Prime Day, according to a study by Kantar and Amazon Ads.
As Amazon Ads Partners, we’ve gathered the best strategies to bring you the keys to a successful Prime Day:
Before Prime Day
2 to 3 weeks before Prime Day is the ideal time to showcase your best products by promoting them with Amazon Ads. According to the Kantar and Amazon Ads study, brands that built a Prime Day promotion strategy on Amazon Ads before and during the event saw a 216% increase in awareness and a 214% increase in consideration.
Focus your brand campaigns on audiences actively searching for products. This will help you win new potential customers who will already recognize your brand and products when you apply promotions and deals during Prime Day. And don’t forget! Use these weeks to optimize your product listings and review your keywords and target audiences so you get the best results during Prime Day.
On Prime Day
The moment of truth arrives: Prime Day. During the event you need to activate a different type of campaign, focused on maximizing reach among the audiences who saw your ads during the “Before Prime Day” period. That’s why you need an Amazon Ads strategy built on its advertising products. What are they? Here they are:
Sponsored Products
Show your products by targeting the audiences you’ve worked on previously. With this type of campaign you can target by keyword or product, and ads will appear in shopping results and on product detail pages, helping give your products individual visibility.
Before creating your Sponsored Products campaigns, consider which products you want to push, what your Prime Day budget is, which targeting you’ll use, the most suitable bidding strategy and which main keywords you’ll use.
Remember! For events that drive high shopping demand, it’s a good idea to set a higher daily budget in the run-up so you can reach more potential customers.
Sponsored Brands
Prime Day isn’t just an event for highlighting individual products; it’s also the perfect opportunity to present your brand to Amazon’s millions of customers.
With Sponsored Brands you can create customizable ads and manage them on a cost-per-click basis. Start by defining your brand’s goals for this Prime Day, whether that’s driving traffic to a product listing or your Store, building customer loyalty or differentiating your brand.
Once they’re defined, you can explore the different ad formats, including product collection, store spotlight or 6- to 45-second video, and choose the one that best fits your strategy. Made your choice? Now it’s time to create your first Sponsored Brands campaign, choose your ad targeting and bids, and your campaign will be ready to launch!
Sponsored Display
Reach Amazon’s most relevant audiences with Sponsored Display. These campaigns will help you increase consideration and close the sale on Amazon as part of a full-funnel sales strategy that complements your Sponsored Products and Sponsored Brands campaigns.
How do you create a successful campaign? Start by setting it up early enough to give it time to gather data. We recommend advertising more than 10 products per campaign and setting strong bids, since budgets are more competitive during these special events and this will help keep your ads visible all day. Don’t forget to target correctly: target by audience to reach both new and existing ones.
These are the main Amazon Ads products for running campaigns, but there are also Stores, Posts, Follow and Amazon Attribution, which will help you boost your brand and product visibility during these days.
After Prime Day
Retarget the audiences who visited you during Prime Day and get them to view and buy your products after the event. For example, you can create campaigns with products that complement your Prime Day best-sellers, driving a second purchase from audiences who already bought from you, and even reaching those who visited but didn’t buy or who didn’t know your brand during Prime Day.
Put your Prime Day campaigns in the hands of specialists. At Trilogi we have Amazon Ads specialists who will help you have a successful Amazon Prime Day. Tell us about your project!
