Conquer Prime Day advertising with our 5 top tips to help boost brand visibility

Prime Day is a great opportunity to reach new customers and increase visibility of your clients’ products. In this newsletter, we share our key recommendations to help you promote products and brand during Prime Day, as well as some new opportunities with Sponsored TV, Amazon Marketing Stream, and rapid retail analytics.Before we dive in, have you registered for our 2024 Prime Day Summit yet? Join us on 5/21 and 5/22 for the following:

• Day 1 (5/21): Prepare for Lead-Up: Learn how to tailor your cross-product strategy to meet different clients’ needs during Prime Day, the importance of creatives, and how partners can leverage videos to drive brand awareness. These sessions are co-led by Amazon, Tinuiti, and Pacvue. Register here!
• Day 2 (5/22) Measure and Optimize: Dive into how to make the most out of leveraging Amazon Marketing Cloud for Prime Day to plan, activate, and measure clients' ads investments, as well as how to gather near real-time insights and optimize clients' budgets with Amazon Marketing Stream and rapid retail analytics. These sessions are co-led by Amazon, SparkX, and Skai. Register here!

New for 2024: Sponsored TV can help you reach new audiences leading up to Prime Day and other tentpole events

In just a few clicks and with no minimum spend, brands can reach and inspire new audiences on the largest screen at home leading up to and during key retail events like Prime Day. With 155MM+ average monthly reach, Sponsored TV helps brands engage with relevant TV viewers across exclusive streaming content like Amazon Freevee and Twitch, as well as third-party apps. Video creatives can take up to six weeks to produce so make sure to start planning now. Learn more here.

React to shopper behaviors in near real-time with Amazon Marketing Stream and rapid retail analytics

Looking to help optimize your client’s campaigns using hourly insights? Amazon Ads partners have combined insights from Amazon Marketing Stream and rapid retail analytics to react to trends in near real-time, validate strategies, make pivots, and help drive campaign efficiencies for Prime Day. You can onboard in as little as 1 hour, and start receiving hourly insights and signals. To learn more, click here.

Top 5 tips for Prime Day

1. Prepare your budget

During peak shopping events like Prime Day, ads may receive more clicks than normal, which means budgets may run out quicker than expected. When that happens, ads pause until midnight the next day. One way to prevent this and keep campaigns active is to increase the budget.Budget rules make it easy to do this in advance. Schedule-based rules allow you to change budgets on campaigns prior to special events like Prime Day, or based on a custom period. The rule will increase the campaign budget by the percentage you specify, either during the date range you set in the rule or during the special event selected. Make sure you’re also keeping an eye on inventory levels.

2. Adjust your bids

When adjusting ad campaigns for Prime Day, consider making higher bids by setting your bids to the maximum amount your client is willing to pay for a click. You can lower bids again at any time.

3. Don’t forget to set up coupons and Lightning Deals

Coupons and deals are a great way to stand out. When creating a coupon, the product appears in shopping results with a green coupon badge showing the amount of the discount. We recommend using the following criteria when setting up coupons for Prime Day:

• Discount the product more than 5%.
• Schedule the dates to coincide with Prime Day.
• Set the audience to Prime.

Don’t forget to use Lightning Deals which can give products greater visibility and generate excitement because they’re available for a limited time on the Amazon Deals page.

4. For extra visibility, create a Prime Day version of a brand Store:

Use the scheduling feature in the Amazon Stores builder to create a Prime Day version of an Amazon storefront, and submit it for approval at least one week before Prime Day. You can choose the date you want the Prime Day version of to be published, and the day you want the content to revert or change to another version.When preparing a storefront for Prime Day, you can also add a page for the featured deals widget. The featured deals widget is a great way to add visibility to products that have promotions, such as deals and coupons, or Subscribe and Save. The widget updates automatically so products only appear for as long as the promotion lasts.

5. Earn a bonus with Amazon Attribution for advertising wherever customers spend their time:

Promoting Amazon listings and deals through other channels leading up to, and during Prime Day can help increase reach, engage current customers, and improve sell-through rate. With the Brand Referral Bonus, your clients can earn a bonus in the form of a credit to offset future referral fees when using Amazon Attribution tags as part of their ads. The bonus is not available for Amazon advertising, but it can be used for social media campaigns, search and display ads, emails, and other forms of retail marketing.

Additional Resources: Visit the Prime Day advertising guide for further tips to help make your clients’ Prime Day a success!