{"id":29989,"date":"2026-04-13T12:05:05","date_gmt":"2026-04-13T20:05:05","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29989"},"modified":"2026-04-13T12:23:16","modified_gmt":"2026-04-13T20:23:16","slug":"reaching-impulse-shoppers-on-prime-day","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/reaching-impulse-shoppers-on-prime-day\/","title":{"rendered":"Reaching impulse shoppers on Prime Day","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Sales events like Prime Day happen quickly\u2014which is why you want your ad campaigns to reach shoppers who purchase just as fast.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In other words, you want impulse shoppers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And to find them, you need to look at Time to Conversion data.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Time to Conversion is a data set within Amazon Marketing Cloud that you can measure either on the shopper level or the ASIN level.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some of your products will have a Time to Conversion\u2014basically, a consideration-to-purchase window\u2014that clusters around 12 hours. Others, especially higher-price products, might see consideration windows of closer to a week.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Similarly, different <em>shoppers<\/em> have different consideration periods, too.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through Time to Conversion data, you\u2019re able to separate out the slow-moving shoppers, who might take a week or more to make purchase decisions, from the impulse shoppers who buy within a day or so.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s these impulse buyers that you really want to reach on Prime Day.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-time-to-conversion-metrics-on-amazon-nbsp\"><strong>What are Time to Conversion metrics on Amazon?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Time to Conversion is a way of tracking the typical shopper\u2019s consideration phase.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It essentially measures the time gap between when a shopper sees your ad and when they actually make their purchase.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Time to Conversion of 1 week, for instance, means the shopper bought your product 7 days after seeing an ad for it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For what it\u2019s worth, <a href=\"https:\/\/www.intentwise.com\/intelligence\">Intentwise Intelligence<\/a> users can see their Time to Conversion data, fully broken down by ASIN, when they use AMC. All of these insights stay right at your fingertips.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-does-time-to-conversion-help-on-prime-day-nbsp\"><strong>How does Time to Conversion help on Prime Day?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Time to Conversion data is often overlooked\u2014and, especially during a fast-paced sales event like Prime Day, it shouldn\u2019t be.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prime Day moves quickly. You want to be sure you do, too.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Run ads toward impulse buyers. <\/strong>One of the best use cases for Time to Conversion data is to identify impulse purchasers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Within AMC, create an audience of shoppers who converted from you within 1-2 days of purchase. Then, use the <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/why-you-need-a-lookalike-audiences-strategy-for-amc\/\">lookalike audiences feature<\/a> to reach shoppers who share similar traits with that initial audience.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With your lookalike audience of fast-converting shoppers in place, you now have a group of impulse buyers to advertise to on Prime Day.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Adjust your ad creatives accordingly.<\/strong> If you run SBV or SPV ads, Time to Conversion can even give you a sense of how long those videos should be.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For instance: If your shoppers tend to buy quickly, or if you\u2019re specifically targeting impulse buyers, then you want to be sure your ad creatives are punchy and to the point.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-else-can-you-do-with-time-to-conversion-data-nbsp\"><strong>What else can you do with Time to Conversion data?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Time to Conversion can make your re-targeting operation more efficient.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On one hand, Time to Conversion tells you the best time to <a href=\"https:\/\/www.intentwise.com\/blog\/ad-performance-optimization\/how-long-does-it-take-your-shoppers-to-make-a-purchase\/\">re-target a shopper who engaged with your product but didn\u2019t purchase<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If a lot of shoppers buy your product even 5 days after an ad impression, then maybe you want to wait a week before re-targeting them with fresh ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But if most shoppers buy within the day, you want to re-target quickly.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re using Amazon Ads to promote a product or an event that is timely\u2014like Prime Day\u2014Time to Conversion also helps you see when to begin your campaigns.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/advertising.amazon.com\/library\/case-studies\/amerge-sony-pictures\">Movie studios<\/a>, for instance, use Amazon\u2019s Time to Conversion data to ensure they start their ad campaigns at the right time, to drive ticket sales.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-about-the-time-between-purchases-nbsp\"><strong>What about the time between purchases?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Having a handle on how your sales happen over time is important for repeat purchases, too.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here you don\u2019t need to consider Time to Conversion, which measures the time from an ad view to purchase, but rather <em>time between purchases<\/em>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Time between purchases data tells you how frequently each of your ASINs is repurchased, so you can have a rough sense of when to re-engage a shopper down the line.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you know your typical repurchase timeline for a certain ASIN is 3 months, that tells you to plan your re-targeting accordingly.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One easy tactic: You can create in AMC a refreshable audience of shoppers who purchased after 3 months, and push them to your DSP or Sponsored Ads campaigns or both.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.intentwise.com\/white-paper\/intelligence\/amc-5-year-purchase-data-set\">Download our whitepaper<\/a> on 5-year-lookback data in AMC to find out how to track these repurchase windows.&nbsp;<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Sales events like Prime Day happen quickly\u2014which is why you want your ad campaigns to reach shoppers who purchase just as fast. In other words, you want impulse shoppers.&nbsp; And to find them, you need to look at Time to Conversion data.&nbsp; Time to Conversion is a data set within Amazon Marketing Cloud that you [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29990,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[135],"tags":[96,155,154,137],"class_list":["post-29989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-marketing-cloud","tag-mobile","tag-newsletter","tag-prime-day","tag-time-to-conversion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reaching impulse shoppers on Prime Day<\/title>\n<meta name=\"description\" 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