Mastering the Art of a Winning Amazon Campaign for Prime Days
Introduction
As one of the biggest online shopping events of the year, Amazon Prime Day presents an unparalleled opportunity for brands to increase their visibility and drive sales. Amazon Prime Day, launched in 2015, is an annual two-day sale typically held in mid-July.
The 2024 annual event takes place in July and will attract millions of shoppers worldwide and is a critical time for advertisers to capitalize on heightened consumer shopping mindset.
What other sales take place during Prime Day 2024?
Amazon’s global sales to be $13.41 billion (Source:eMarketer), up 6.8% from 2023. Other retailers launch sales around Prime Day in order to ride the wave of Amazon’s halo effect. Notable sales across retailers this year will include Best Buy (July 3-7), Home Depot (from July 1-11), and Target Circle Week (July 7-13).
When is Amazon Prime Day 2024?
Amazon Prime Day officially takes place from July 16 to July 17. Early Prime deals will also be available across the site a few days prior. There is likely to be another event in October to start the holiday shopping season.
Reach Eager Shoppers
Prime Day attracts a vast audience of eager shoppers, many of whom are Amazon Prime members actively seeking exclusive deals and discounts.
Three Winning Strategies for Campaign Success
Invest in Amazon Audiences 01 | Click 02 | Cart
Brands can ensure their products are prominently displayed to shoppers who are most likely to make a purchase, maximizing the return on their advertising investment. Additionally, advertisers can target those that have an affinity for Prime Day Shopping (Sample audiences include: Lifestyle – Prime Day Shopper Lookalikes, Amazon Subscribe and Save Lookalikes, Lifestyle – Top 5% Spenders on Amazon)
Prime Day Playbook
Pro Tips
- In Amazon DSP, leverage audience overlap reports to find high-indexing audiences that perform strongly. Did you know? Activating against high-indexing overlap audiences saw platform CTAs improve by over 25%.
(Source: Brainlabs)
Key Insight
82 % of Prime members intend to take advantage of Prime Days deals
The most popular reasons for shopping Prime Days include:
- “finding really good deals” 68 %
- “purchasing everyday items” 59 %
- “finally buying items they have been waiting for” 53 %
Pro Tips
- Leveraging Amazon’s Owned & Operated inventory to reach users in a purchase mindset is extremely effective despite scale limitations. Amazon O&O retargeting sees substantially more efficient performance than comparative tactics on the open exchange (CPA on Open Exchange via other DSPs was 6x higher than Amazon O&O).
(Source: Brainlabs)
- Use cost and conversion learnings from the previous campaigns that have run over a 30-day period prior to Prime Day to inform daily budgets during Prime Day.
Key Insight
15M+ Searches for “Amazon Prime”
Top Categories of 2023 Amazon Prime Day:
- Electronics
- Home & Kitchen
- Clothing & Accessories
- Shoes & Handbags
- Health & Personal Care
In Amazon DSP, Performance+ is an effective strategy to scale against predictive audiences. Leveraging predictive audiences built from your conversion goal can help scale efficiently and performance in both O&O and OEX environments. On average, we have seen at least a 50% reduction in cost per acquisition.
Tap into our team of 60 dedicated Amazon experts globally and unlock the value across a suite of tools, including advanced targeting, data-driven insights, creative specifically crafted for Amazon audiences, custom algorithms, and measurement. Brainlabs’ comprehensive Amazon knowledge seamlessly integrates with our broader offerings, creating the ideal partnership to maximize reach, drive growth, and boost profitability.
Enhanced Visibility During a High-Traffic Event 03 | Conquer
Amazon Prime Day not only will bring millions of shoppers together, but will also feature special ad placements and promotional slots for Prime Day deals, giving you prime real estate on the website. This increased visibility leads to higher engagement rates.
Anjlee Majmudar
VP, Programmatic, NAMER
Insights provided by Brainlabs
Ready to unlock high performance with Brainlabs on Amazon?
Pro Tips
- During the days leading up to Prime Day, Amazon platform will allow dynamic bids to increase or decrease by 100% (vs. the standard 50% post Prime Day) in order to increase the chance of driving sales. Allocate or optimize budget towards the most effective campaigns/audiences.
Pro Tips
- Stand out from the crowd, advertisers should swap creative with Prime Day specific creative and include discounts, special offers, and exclusive deals.
