Prime Day 2023: Tips for small business owners

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Advertising creates opportunity during Prime Day

Every year for Prime Day, shoppers and brands look forward to participating in Amazon’s highly anticipated event.

For business owners, it’s one of the biggest brand-building opportunities on Amazon and can help shoppers across the world discover your products and deals. In fact, in 2022, Prime members purchased more than 300 million items worldwide, making it the biggest Prime Day event in Amazon history.1

To help you make the most of this event, we’ve put together a guide that details everything you need to know to build your Prime Day advertising strategy. In this guide, you’ll find inspiration from Amazon Ads Educators and explore topics like bidding, budgeting, targeting and brand building.

Let’s get ready for the big event, together.

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Is this the right guide for you? See our other resources for Prime Day

1 Amazon internal data, 2022

See advertising tips from Amazon Ads Educators

Inspire your 2023 Prime Day strategy with these tips and words of advice from experienced sellers, authors and advertisers

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Lucas Kwiatkowski

Amazon Ads Educator and pay-per-click expert who has scaled hundreds of global brands to over $10 million in annual sales.

  • “On Prime Day, I optimize budgets and top-of-results placements. Every hour I’m checking spend and budgets to see how inventory is moving. I want to hit my numbers but also be careful not to overspend and blow through all of the inventory at a discounted rate. I tweak the top-of-results placements because visibility is key on this day. The bids are set and optimized, and I can make an immediate impact by changing the placements.”
  • “I had one client sell over $800K on Prime Day with a simple, two-step approach: Coupons on our best sellers and ads at the very top of the page, so our products were the first thing people saw on that day. We used top-of-results placement stats on Sponsored Products campaigns and adjusted them every day leading up to and on Prime Day. By tracking conversion metrics, we saw which keywords made sense to push at top of search.”
Lucas Kwiatkowski

Mandeep Kaur

Amazon Ads Educator and seller who was able to turn her Amazon side hustle into a full-time business venture.

  • “Before my first Prime Day, I wish I had known that the sales spike is real and can impact your business positively if you take the time to prepare for it effectively. Taking the time to ensure your listing and photos are well optimized will ensure you enjoy the ride that we call Prime Day.”
Mandeep Kaur

Bryan Cohen

Amazon Ads Educator and author who has taught more than 50,000 authors how to advertise their books on Amazon.

  • “During Prime Day, it’s helpful to use the budget rules feature to keep your most effective campaigns running. You’ll ensure that your most profitable campaigns continue to serve throughout Prime Day, by setting your campaign to increase in budget if it has an advertising cost of sales below a certain amount that you’ve pre-set.”
Bryan Cohen

Hear more firsthand advice from your peers on advertising, branding, and more, at

Develop a smart marketing strategy

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Prepare ahead of time

  • Use learnings from the results of previous campaigns that have run over a 30-day period, prior to Prime Day.
  • If you don’t have any active campaigns, consider running test campaigns before Prime Day. This will help you understand what keywords work best for your products, as well as refine your targeting approach.
  • Create a plan focusing on four key elements: the products you’ll be advertising, your targeting strategy, the bid tactics and your budget allocation.
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Put your best products forward

  • Try advertising products you aren’t yet advertising, but have been driving sales and/or impressions.
  • Use deal ASINs and top-performing products in your campaigns to help drive traffic to your ads.
  • Explore ways to easily update and improve your product detail pages to increase your chance of making sales.

Make the most of your event budget

  • If you ran campaigns during Prime Day last year, use the learnings to make budget decisions for this year.
  • If it’s your first time advertising during Prime Day, you may have a set budget in mind. Try allocating the bulk of the budget in the lead-up to Prime Day and at the event peak, to make the most of incremental traffic during that time.
  • Reallocate and readjust your bids toward the end of the event, and after the event, to continue engaging with shoppers, while remaining within your budget: 52% of shoppers surveyed are likely/highly likely to rely on ads to remind them to purchase products after Prime Day week.1

Follow a multi-ad product and ad format approach

Use a range of ad types together, at the same time, to help your ads appear in front of more shoppers – and, as a result, help boost sales. Our ad products offer a range of customizable features, including numerous creative ad formats, advertising placements and targeting tactics. For example, if you haven’t done so already, try using video ad formats – such as Sponsored Brands video – to help you engage shoppers during the high-traffic event.

Advertisers who launched a Sponsored Brands campaign using the video ad format during Prime Day 2021 saw an average of 284% more units sold, 225% more clicks and 182% more impressions than advertisers who didn’t.2

Some of the benefits of using our free and paid advertising solutions together are:

  • Reaching shoppers in the right place, at the right time
  • Engaging shoppers in unique ways
  • Building shoppers’ trust in your brand
  • Making memorable impressions
  • Helping you achieve your business goals
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Amazon Ads is not just for big sellers. With Sponsored Products, Sponsored Brands and Sponsored Display, the opportunities to help you grow are endless. There are great knowledge tools and features that will help guide you to achieve your goals.

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– Aakriti Malhotra, senior marketplace manager, foodspring

Targeting strategies to help your campaigns succeed

Part of a successful advertising strategy is reaching and engaging the right audiences for your products. Our keyword and product targeting recommendations can help you achieve just that during this high-traffic event. If you’d like to learn more about targeting, head to our targeting help page.

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Automatic and manual targeting

There are two targeting tactics available for your Prime Day campaigns: automatic and manual. With automatic targeting3, we’ll do the work for you by matching your ads to shopping queries and products. Manual targeting4 gives you the control to select specific keywords or products and set bids accordingly.

  • Try automatic targeting for Prime Day campaigns if you want to get started quickly with Sponsored Products. This approach will also give your business insight into what shopping terms customers have used during Prime Day when shopping for items like yours. Running multiple manual campaigns at the same time, and using shopping queries you know are relevant to your products, can all help drive incremental sales.
  • Try manual targeting for Prime Day campaigns if you’re creating Sponsored Brands or Sponsored Display campaigns, or if you’ve run automatic targeting campaigns with Sponsored Products before, and have enough data from your reports. This way you can be more precise by adding high-performing keywords, those with high sales and click-through rates (CTR), to optimize for conversions.

Keyword targeting

Available with: [Sponsored Products] [Sponsored Brands]

  • In the weeks leading up to Prime Day, monitor your campaigns for high-performing keywords. Use your search term report to identify terms with high sales and CTR, and include them as keywords in your Prime Day campaign. Be sure to add specific keywords from your category that define your product well. This helps ensure your ads are relevant for the customers shopping for products like yours.
  • Test new keywords in your Prime Day campaigns. It can help you reach larger audiences and gain extra visibility for your products.
  • Increase the number of keywords in your campaigns over Prime Day to help your ads appear in more shopping queries. These can be a combination of keywords you’ve chosen from past campaigns and those recommended in campaign builder.
  • Use a mix of match types to create a multi-goal strategy. Broad match can help increase your reach, while exact and phrase match allows you to target precisely on the keywords that convert well for you. Find out more about match types in this help page.
  • Be mindful of restricted keywords. Avoid including keywords that could result in an offensive, insensitive, or undesirable shopper experience, as your ads won’t run against them. Learn more about targeting restrictions in this help page.

Product targeting

Available with: [Sponsored Products] [Sponsored Brands]

  • Use product targeting for your Prime Day campaigns to widen your reach within a category, engage customers shopping for your brand or target individual products or brands that are similar to yours.
  • In the weeks leading up to Prime Day, monitor your campaigns to identify your successes. Use category and ASIN-level reporting to see your data, then create your Prime Day campaigns around products and categories that perform well in your campaigns.
  • Avoid restricted products. Don’t include any restricted products in your campaign targeting. You may be able to add them during campaign setup, but your ads won’t run against those targets. Find out more about restrictions.
  • Not sure what to target? Take advantage of our product targeting recommendations for Prime Day, which you’ll find under the Suggested tab in the Product targeting section, within the campaign manager.
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Negative targeting

Available with: [Sponsored Products] [Sponsored Brands] [Sponsored Display]5

  • Prevent your ads from appearing on shopping results pages that don’t meet your Prime Day goals. Depending on whether you’re using automatic or manual campaigns, you can target negative keywords, products or both.
  • Exclude low-performing and irrelevant shopping queries in your Prime Day campaigns. These should include any shopping queries with high spend, and no – or very low – sales.

Contextual targeting and Sponsored Display audiences

Available with: [Sponsored Display]

Sponsored Display offers two targeting tactics: contextual targeting and audiences. Each tactic is tailored toward helping you create a comprehensive ad strategy based on your goals, so you can reach relevant audiences, on and off Amazon.6

  • For Prime Day, we recommend using a blend of both tactics to help build out your multi-goal strategy. Contextual targeting is a great way to help extend your reach to new audiences in highly relevant moments, by targeting specific products and/or categories. Sponsored Display audiences helps you reach customers who’ve visited your product detail pages, the detail pages of similar products, or any relevant category on Amazon, but haven’t made a purchase.
  • Use product targeting within contextual targeting to cross-sell your products or drive consideration with shoppers browsing your product or similar products on Amazon. If you’re new to Sponsored Display, we recommend starting with product targeting.
  • Opt for categories within contextual targeting to help promote your product to shoppers who are browsing products in your own category or related categories.
  • Re-engage audiences after Prime Day. Use Sponsored Display views remarketing to help re-engage audiences who have viewed your product detail page, but didn’t make a purchase.
  • If you’re unsure which tactic to use, follow our targeting recommendations. These are ranked by their probability of driving higher CTR for the products selected, helping you increase product consideration.

Setting your bids and budgets

Increased traffic during Prime Day can result in your ads being seen more often, leading to more clicks. With an uplift in clicks, your campaigns may run out of budget quicker than usual.

Ad campaigns that use their full budget and stay live throughout the entire day have greater potential to reach shoppers and drive sales. So, it’s even more important to monitor your bids and budgets multiple times throughout Prime Day.

Women wearing headphones and dancing

Here are four recommendations to help ensure your advertising spend is as efficient as possible, and your campaigns are optimized to reach, engage and inspire customers to purchase:

  • Prepare for a potential uplift in traffic. Increasing your daily budget, particularly for campaigns with a high return on ad spend (ROAS) or sales, can help ensure you don’t run out of budget and miss potential sales before, during and after Prime Day. Setting budget rules to automatically increase your budget during Prime Day is an easy way to help avoid your campaigns going out of budget. We suggest using Amazon Ads recommended budget increase percentage, which is based on historical Prime Day shopping activity.7
  • Move your budget to your most effective campaigns. Consider reallocating all, or a portion, of your budget from lower-pacing campaigns to high-performing campaigns. This can make your advertising spend more efficient, and help you achieve your advertising goals for Prime Day, without exceeding your budget.
  • Adjust your bids using insights from recent campaigns. Learnings from relevant campaigns that have been active over the past 30 days can help set you up for success. Decreasing or pausing bids for keywords that under-performed over the last 30 days, and, in turn, increasing bids for keywords that generated sales can help drive additional traffic to your ads. If you’re setting up new campaigns, we recommend using bid suggestions for Prime Day, available via the advertising console.
  • Use dynamic bidding to increase your chance of driving sales. Dynamic bidding can help save you time and optimize your campaign performance throughout Prime Day, by allowing Amazon Ads to automatically adjust your bids in real time. Dynamic bidding (up and down) will increase your bids when your ads may be more likely to drive sales, and decrease your bids when they’re less likely to do so.

1 Kantar Quickfire Survey 2022; 3,008 survey respondents (across US, CA, MX, UK, DE, JP, AU) who have shopped Prime Day week in 2020 and/or 2021 and plan to do so in 2022
2 Amazon internal data, WW, Prime Day 2021
3 Available only with Sponsored Products
4 Available with Sponsored Products, Sponsored Brands and Sponsored Display
Five Sponsored Display campaigns using contextual targeting only
6 Products and features may not be available in all marketplaces
7 Products and features may not be available in all marketplaces.

Drive brand growth

We understand that increasing sales is a key priority for you this Prime Day. By integrating brand advertising tactics into your strategy, you can increase the value of your brand – which in turn can help boost sales. Here’s how.

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Give your brand a home

Your Store gives shoppers a way to browse, engage and shop from your brand. Building a Store can help connect shoppers to your brand’s story and drive shopping engagement, thanks to increased visibility of your full product range.

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Stores on Amazon received on average of 22% more visitors during the week of Prime Day 2021 than the rest of the year.1

Start creating your Store for free today, to make the most of increased traffic this Prime Day. Use our pre-designed templates and tiles to easily create an immersive experience, including dedicated sub-pages for your deals and discounts, and top-selling products.

Improve brand discoverability

Running Sponsored Products and Sponsored Brands campaigns together can help you expand your reach and drive sales in the lead-up to, and during, Prime Day.

Advertisers that used both Sponsored Brands and Sponsored Products together observed 31% higher return on ad spend (ROAS) on average, compared to advertisers only using Sponsored Products.2

Both ad types can appear in separate, highly visible placements at the same time – those being on product detail and shopping results pages. Repeated exposure can help your business stand out in your product categories, and can help increase consideration, and therefore sales, of your products.

Take advantage of Sponsored Brands’ creative formats to create customizable, visually appealing ads that bring your brand story to life and drive shoppers to your Store.

Increase product consideration with video

Prime Day shoppers start to browse and plan their purchases before the event, which is a great opportunity to share the right information with them.

69% of customers said they’d prefer to learn about a new product or service via video over other mediums like text-based articles or infographics, according to a study by Wyzowl.3

Use video to inspire shoppers to want to learn more about your brand, and consider buying your products. With video, you can show your products in action and explain how they can meet shoppers’ needs – a perfect storytelling opportunity to help humanize your brand.

Add video to your Store

Launch a Sponsored Brands video campaign

Prepare your Store for Prime Day

Make your Store the go-to destination for Prime Day deals with our top tips:

  • Be prepared: Build, edit and save an event-specific version of your Store at least two weeks before Prime Day. Once the event finishes, remember to revert your Store to its original format within 24 hours. Your Store will have more eyes on it than usual. Directly access Shutterstock imagery and assets in the advertising console to get started.
  • Optimize your Store for mobile: In 2021, 69% of all Store visits were made from a mobile device.4 Connect with shoppers who are browsing on their devices and showcase your best deals at the top of your Store. Learn more in our mobile guide.
  • Highlight your Prime Day deals: Convert browsing shoppers into purchasing customers by promoting your best Prime Day deals. You can create a dedicated deals pages and update your Store with the featured deals tile to promote your offers.
  • Implement key updates: Create the most seamless and enjoyable shopping experience for your audience by elevating your Store.
    • Highlight your signature products with shoppable image and video
    • Highlight your signature products with shoppable image and video
    • Use your Store as a destination page for Sponsored Brands campaigns to drive traffic to your Store
    • Lead shoppers right to your most popular products, with the best-selling products and recommended products tile
A man with grocery bags

Learn more on how to adopt these updates in our Stores guide.

Make sure your Store is ready for moderation

Remember that your Store content needs to adhere to Amazon’s advertising policies and guidelines before it can be published for Prime Day. Here are some common policy errors to avoid:

  • Don’t call out the event specifically, such as “Prime Day Store”
  • Don’t use elements that are too similar or the same as Amazon-owned elements, such as star ratings, colour palettes or Amazon major event branding
  • Don’t call out numerical discounts or any percentages, such as “Save 25% on razors”
  • Only use product shots that match your products with active deals or promotions

Tip: Measure campaign impact for your Store with Amazon Attribution

Leverage insights into your Prime Day performance by using Amazon Attribution to identify which of your own marketing channels adds the most visibility to your products and deals. Read more in our guide.

Grow loyalty and drive repeat purchases

Build a loyal community among your customers to help increase long-term sales beyond Prime Day. Posts helps nurture your new customer connections, and keep your brand top of mind.

Brands that launched a post highlighting a product with a Prime Day 2021 deal saw 247% more sales on average than brands that did not highlight their Prime Day deals with Posts.4

Your customers can explore posts within your Store, product detail pages and relevant feeds, helping them discover more of your products, make repeat purchases, and see what’s new from your brand after Prime Day.

Here’s how to get started:

  • Sign in: Use your Amazon Ads console credentials.
  • Create a brand profile: If you don’t already have a brand profile, create one to showcase your brand to shoppers across Amazon. Learn more here.
  • Create your first post: Upload an image and add up to 10 products with a caption to highlight key features, your brand and a call-to-action.
  • Launch now or schedule for later: Set your post to go live immediately, or choose a future publishing date.

Get your Posts ready for Prime Day (Available in US)

With more shoppers coming to Amazon on Prime Day for top deals, this is a great time to put your brand front and centre with eye-catching, effective brand content.

Use Posts to pique shopper interest in your products, drive awareness and consideration, and grow your following.

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This Prime Day, follow our six golden rules for your posts:

  • Spotlight your deals: Focus on posting about your deals for Prime Day to give them as much visibility as possible.
  • Stick to the posting guidelines: Make sure your posts comply with our moderation policy by avoiding explicit mentions of promotions or numerical discounts, such as “Access this deal” or “Save 25%”.
  • Remember that quality is key: Inspire shoppers to click on your posts with high-quality content. Keep images engaging, captions clear and make sure you’re posting in the correct image dimensions.
  • Schedule your posts in advance: Be ready for Prime Day by scheduling all of your event-specific posts to launch at least two days before the day kicks off, so they will automatically appear when shoppers are browsing for deals. Remember to also post regularly in the run-up to Prime Day too, to give your brand the best chance to showcase its story and grow your following.
  • Optimize your posts for new to brand shoppers: 71% of shoppers learn about new brands leading up to Prime Day.5 Keep new shoppers engaged and focused on your brand with a mix of product-focused imagery and branded storytelling through impactful posts.
  • Keep track of your performance: You can download a report from your Posts dashboard in the advertising console to analyze engagement metrics for each post. Use these insights to make more informed decisions and tweak your strategy, if necessary, for the next seasonal shopping event.

Grow your following for Prime Day (Available in US)

There are over nine million unique customers in the U.S. who follow a brand on Amazon.6

Prime Day not only acts as an event for shoppers to find fantastic deals, it also inspires them to explore new brands and offerings that weren’t known to them previously. This is why now is the perfect time to encourage shoppers to follow your brand for key updates.

Brand Follow is shown from any Store, Post, thank-you page or Amazon Live stream. It unlocks exclusive benefits and deals for shoppers, and provides an opportunity to help increase engagement and enable tailored shopping experiences – a perfect combination for a high-traffic event like Prime Day.

Here’s how to grow your followers for Prime Day:

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  • Share your unique Store URL, post high-quality content frequently, and start spreading the word on your other channels, like social media, to follow your brand.
  • Make the follow worth their while. Speak to them with content that focuses on what they’re looking for during Prime Day, like deals, highlighting your best-selling products, and dropping key information on your brand.

Tip: Check how many followers you gained before, during, and after Prime Day by reviewing your follower count in your Stores insights dashboard, or your Posts publisher. You can also download a report from your Posts publisher to see how many followers each of your posts drove.

Shoppers who follow a brand have 51.8% higher repeat purchase rate, compared to customers who do not follow a brand.7

Note: Follow is available to US vendors and to US sellers enrolled in Amazon Brand Registry. You must have a live US Store.

1 Amazon internal data, WW, Prime Day 2021
2 Amazon internal data, WW, 1 Jan – 20 Sep 2022
3 Wyzowl, Video Marketing Statistics 2021
4 Amazon internal data, WW, 2021
5 Kantar Quickfire Survey 2022; 3,008 survey respondents (across US, CA, MX, UK, DE, JP, AU) who have shopped Prime Day week in 2020 and/or 2021 and plan to do so in 2022
6 Amazon internal data, Q3 2021
7 Amazon internal data, US, June 2022. Results are representative of performance across 3M sampled brands specific to the advertiser and agency, and are not indicative of future performance. Amazon Ads does not guarantee similar results for other advertisers and agencies outside of US locale.

Get creative for Prime Day

When, where and why you should use keyword targeting in your Sponsored Products campaign

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Stand out with impactful, eye-catching creatives

As more shoppers will be on the lookout for deals from brands that they can trust, help catch their attention with refreshed, or new, creative to emphasize the quality of your products and brand.

Here’s some inspiration:

Use video to showcase your brand and highlight specific products

  • 84% of consumers agree that watching promotional videos have convinced them to purchase a product or service.1
  • Women with a tablet smiling
    • Use Video Builder in the advertising console to create free and quick custom videos to help shoppers want to engage with your brand this Prime Day. Use this format to focus specifically on demonstrating product features and benefits, by pulling product images from your detail pages and combining them with Amazon co-branding and attributes such as star rating or Prime eligibility badges.

    Match your imagery with the event

    • Choose imagery for Prime Day that will resonate with your audience who are shopping for deals and looking to make savings. During peak events, help your brand stand out with memorable creatives by leveraging free access to Shutterstock’s vast image library. Browse and download lifestyle images that relate to the shopping season, find images that represent your audience and their lifestyle, or assets that depict your brand’s values. Try using them as custom images in your Sponsored Brands and Sponsored Display campaigns to drive further brand awareness and engagement.

    Tip: Use custom product imagery as shoppable images in your Store to help audiences connect with your products.

    If you are interested in more help with your creative strategy, or building engaging creative, explore the Amazon Ads partner directory to find providers and that meet your needs.

    Advertise internationally

    This Prime Day, increase visibility of your products, build brand awareness, and boost sales by connecting with shoppers across the globe. Here, we’re sharing the tips and tools that will make advertising in multiple countries a breeze.

    A man with shopping bags

    Which countries can I advertise in?

    Since 2022, Amazon Ads has expanded to Egypt and Belgium. See what other countries we support below.

    Sponsored Products, Sponsored Brands, Sponsored Display and Stores are available in these countries and regions:

    North America: Canada, Mexico, United States
    South America: Brazil
    Europe: Germany, Spain, France, Italy, the Netherlands, United Kingdom, Poland, Sweden, Belgium, Turkey
    Middle East and Africa: Saudi Arabia, United Arab Emirates, Egypt
    Asia Pacific: Australia, India, Japan, Singapore

    A woman with her baby

    Tip: If you’re selling in multiple countries, but are unsure about advertising abroad, start with creating a Store. Your Store can only exist in a single country, so you will need to build new Stores for all countries you’re selling in.

    Upcoming shopping events around the world

    Take advantage of advertising internationally by making the most of regional key events.


    Mother’s Day

    Date(s)Relevant countries
    4 JuneFrance

    Father’s Day

    Date(s)Relevant countries
    4 JuneFrance
    18 JuneCanada, India, Japan, Mexico, Netherlands, Saudi Arabia, Singapore, Turkey, United Kingdom, United States, France
    23 JunePoland

    Back to School

    Date(s)Relevant countries
    Month of JuneIndia

    July – September:

    Summer gifting season

    Date(s)Relevant countries
    July – AugustJapan

    Back to School

    Date(s)Relevant countries
    July – SeptemberCanada, Mexico, United States, Germany, Spain, France, Italy, Netherlands, Poland, United Arab Emirates, Turkey, United Kingdom, Egypt, Belgium

    Tip: Before promoting a product during a local event, check these first:

    • Is the product displaying the featured offer in the new country? You can find this out on the product detail page for your ASIN.
    • Do you have sufficient inventory?
    • Is your product relevant to the event?

    Tools and features to advertise internationally

    Our ad console offers tools and features to help make it easy for you to take your ads global.

    To run ads:

    • Campaign management: Manage your sponsored ads campaigns for all countries in one place. You can sign in to your ad console and navigate between countries to view and manage accounts in your preferred language.
    • Multi-country campaign creation and copy: Create Sponsored Products auto-targeted campaigns in multiple countries at once, or copy existing campaigns to additional countries, without spending time setting up and translating campaigns for each country where you want to advertise.*
    • Automatic targeting: Automatic targeting for Sponsored Products is a targeting option that lets Amazon Ads automatically match your ads to keywords and products and is an easy way to create campaigns anywhere.

    For your ad creative:

    • Amazon Ads localization services: Use this service to localize subtitles for your Sponsored Brands video ad format campaigns; headlines for Sponsored Brands and Sponsored Display campaigns; or copy for Stores, Posts and A+ Content.*

    For keyword selection:

    • Keyword localization: Enter your keywords in your preferred language and translate them into the local language of your campaign right within the campaign manager.
    • Suggested keywords localization: See translations for suggested keywords or your own keyword lists in your language of preference with Sponsored Products and Sponsored Brands campaigns during campaign setup, and create global manual keyword targeting campaigns in minutes.
    • Custom keyword ranking: Make an informed decision about which keywords to add to your campaign by sorting your suggested keywords by estimated engagement or sales volume within the campaign builder.
    A girl with a tablet smiling

    Tip: If you’re selling and advertising in Europe, you’ll want to know about VAT and regulatory fees. Visit our resource guide for more information on EU regulations all in one place.

    Learn more

    Read our guide to get started with using the features and tools for your global ads.

    * Features not available in all countries

    Check off your Prime Day to-do list

    Here are some of the top tips we’ve covered in this guide

    A man on tablet smiling

    Smart strategies and best practices


    • In the weeks leading up to Prime Day, monitor your campaigns for high-performing keywords and products.
    • Consider a multi-ad product and ad format approach.
    • Consider a multi-ad product and ad format approach.
    • Make the most of your event budget.
    • Use automatic targeting if you want to get started quickly with Sponsored Products.
    • Try manual targeting if you’re creating Sponsored Brands or Sponsored Display campaigns.
    • Try manual targeting if you’ve run automatic targeting campaigns with Sponsored Products before and have enough data from your reports.
    • Test new keywords, and increase the number of keywords in your campaigns. Be mindful of restricted keywords.
    • Use a mix of match types to create a multi-goal strategy.
    • Make use of different targeting tactics such as keyword targeting, product targeting, negative targeting, contextual targeting, and Sponsored Display audiences.
    Women opening an Amazon package

    Bids and budget

    • Prepare for a potential uplift in traffic.
    • Monitor your bids and budgets multiple times throughout Prime Day.
    • Move your budget to your most effective campaigns.
    • Adjust your bids using insights from recent campaigns.
    • Use dynamic bidding to increase your chance of driving sales.

    Drive brand growth and get creative

    • If you don’t have one, create your Store for free today.
    • Use video to inspire shoppers to want to learn more about your brand, and consider buying your products.
    • Prepare your Store for Prime Day, and make sure it’s ready for moderation.
    • Use custom product imagery as shoppable images in your Store to help audiences connect with your products.

    Advertising internationally

    • Consider advertising in a country where you’re already selling or will be selling during Prime Day.
    • Check out regional events to capitalize on overlapping key events.
    • Familiarize yourself with all the tools that can help you advertise across countries.

    Before you go

    Before you go, we’d be grateful for your feedback on this guide. Please take a few minutes to let us know your thoughts on the content, via the survey to your right, and the thumbs-up/down option below, so we can continue making it as helpful as possible for you.

    Thank you for reading

    Prime Day 2023: Tips for small business owners