Amazon Prime Day Dos and Don’ts for Advertisers

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Note: This article was originally published in October 2020, and has been updated.

As Amazon advertisers prepare for Prime Day, here are six last-minute tips to keep in mind.

Avoid running out of budgets.

Raise campaign budgets by two to three times the regular days. Keep a close eye on campaigns throughout the day and make sure that they don’t run out of budgets. Running out of budget and going dark will imply that competitors can come in at a cheaper cost-per-click (CPC) and grab sales.

Avoid basic misses: Products, Keywords, Product Targets.

While this is obvious, we see this mistake all the time. Make sure that there are no Amazon Standard Identification Numbers (ASINs) missing from advertising campaigns, and that each ASIN is in play in all campaign types. Plug keywords and product target gaps between Sponsored Products and Sponsored Brands campaigns.

Avoid runaway spend in auto campaigns.

If a product is on deal-of-the-day, and Advertising Cost of Sales (ACOS) is a critical objective, we recommend pausing the ASIN in auto campaigns. Spend levels increase significantly in auto campaigns when an ASIN is on deal-of-the-day, and ACOS is impacted negatively. When the deal is done, be sure to unpause the ASIN.

Raise bids on targets that are important to you.

If there are keywords that you’d like to own in terms of position, we recommend raising bids on them going into Prime Day by 1.5 to 2 times.

Protect your brand terms, but to a limit.

Expect competitors to hijack your brand terms, especially for the premium top of the search Sponsored Brands position. Defend your brand terms, but only as far as you can support the spend. You may be competing with advertisers who are willing to pay really high CPCs to capture your brand. You could burn through a lot of ad spend in such a scenario.

Remarket to shoppers beyond Prime Day.

Shoppers continue to buy beyond Prime Day, so have remarketing campaigns in place to reach them.

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