Prime Day FAQ for Amazon Advertisers: Tips for Success

Whether you’re running Prime Day sales or not, this FAQ is for you! 

Prime Day is Amazon’s biggest event of the year, and that means more traffic and (hopefully) more sales. As shoppers flock to sale items, they may even add some other products that aren’t on sale to their carts—as the added value of buying during the event encourages shoppers to stock up.

With all the hype surrounding Prime Day, how can you make sure your Prime Day goes off with a bang? 

To help you be on your Amazon A-Game, we assembled this helpful Prime Day FAQ! We put together common questions for our team and our clients. 

Get all your Prime Day questions answered below:


Should I increase bids before Prime Day?

Probably not. Often conversion rates go down in the days leading up to Prime Day. While conversion rates are down, traffic actually increases. This happens because shoppers are looking at products they are waiting to buy on Prime Day. 

If you increase bids, you might get a boost in traffic—but odds are this traffic will not be very valuable. 

Want to learn more about bidding on Amazon? Learn the best Amazon bidding strategy here. 

Should I increase bids on Prime Day even if I’m not running sales?

It all depends on what products you sell. 

Typically, electronics and appliances sell well on Prime Day. If you sell products in those categories, you might see a spike in sales, regardless of whether or not you’re running Prime Day sales. If you sell products like this, you may want to increase your bids. 

On the other hand, if you sell low-commitment items like socks or products that don’t typically come to mind for Prime Day like jewelry, you might not see sales increase. This is because shoppers aren’t looking to buy these products during Prime Day. In this case, you probably shouldn’t increase bids.

Where should I look for keywords for Prime Day?

If you have historical Amazon data, you can look at which keywords performed well during past Prime Days. 

To have historical data, you will need to have downloaded this data and cataloged it for your own use. Unfortunately, Amazon only holds onto data for 60 days, so religiously downloading your reports is the only way to retain access to your historical data. 

If you don’t have access to historical data, you can look at which keywords are currently performing well in your account. If you run Google Shopping ads, you can also pull successful keywords from there! 

Learn how to use your Google Shopping data on Amazon (and vice versa) in this infographic. 


What’s the best way to attribute sales from Prime Day?

One of the issues in gauging success for Prime Day is the 7-day attribution window for Sponsored Products. A shopper may click an ad at the beginning of the month and then come back to buy on Prime Day. In this case, your ad won’t get credit for that click. Keep this in mind when you are attributing Amazon sales.

Running Sponsored Brand ads may help. Since these ads have a 14-day attribution window, you will capture more attributable clicks on your ads. Learn more about why you should run Sponsored Brand ads on Prime Day here. 

What should you look out for on Prime Day?

Watch your budgets and check to make sure you’re not out of ad spend. If you run out of budget on Prime Day, your ads will stop showing altogether. 

This could be a missed opportunity—especially if you’re running Prime Day salesDon’t let your efforts setting up for Prime Day go to waste. Check up on your available budget to make sure this doesn’t happen. 

Even if you’re not running Prime Day sales, simply appearing in the search results on Prime Day could increase your conversions. Often, products with Prime Day sales may go out of stock. If this happens, shoppers may buy similar products, even if they aren’t running Prime Day sales. 

Learn what else to look for in our blog: What to Look Out for on Prime Day: A Game Plan for Amazon Advertisers.

Should you run Sponsored Brands ads on Prime Day?

Sponsored Brands will really help you on Prime Day, particularly because they have a longer attribution window. They tend to raise the amount of volume that you’ll see because of the brand halo effect. 

If you’re running Sponsored Brands, make sure you have search terms data within those Sponsored Brands campaigns based on keywords that performed well specifically during Prime Day last year.

Learn more about why you should run Sponsored Brand Ads on Prime Day here. 

Did we answer your burning Prime Day questions? 

If you still have unanswered questions about how to prep for Prime Day, shoot us a message here. We’ll be happy to answer your question—and also add it to this FAQ for future Amazon Advertisers to benefit from. 

For more Prime Day news, Amazon news, and a little of everything else ecommerce, why not sign up to get updates from our blog below? We’ll send you a quick email of our favorite blogs every month. 

Thanks for reading, and good luck on Prime Day! 

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