Advertising tips for Prime Day
Amazon Prime Day brings plenty of growth opportunities for businesses – including introducing your brand to new customers. Advertising can be a helpful tool in reaching relevant audiences this Prime Day. We’ve compiled several ways that Prime Day advertising can help grow your brand before, during and after Prime Day.
Engage more shoppers before Prime Day
It’s not too soon to get started advertising before Prime Day. In a recent Kantar survey, we found that 75% of shoppers were likely or highly likely to purchase a product during Prime Day that they’d discovered during the lead-up to Prime Day.1 Brands have the opportunity to reach shoppers who are at various stages of their shopping journeys, and these insights can help you determine which tactics are right for you based on your business objectives.
Do you want to share products with potential shoppers?
14% of shoppers surveyed have no idea what they plan to buy.
Do you want to share products with current shoppers?
63% of shoppers surveyed have an idea on what to buy, but need more inspiration.
Do you want to raise brand awareness?
82% of shoppers surveyed are likely/highly likely to learn about new brands leading up to Prime Day.
Showcase your brand and deals
The lead-up to Prime Day and the event itself both provide opportunities for introducing new customers to your brand, and reminding current customers of your Prime-exclusive deals offered. Brands that advertised leading up to and during Prime Day showed a 216% increase in awareness and 214% increase in considerations, compared to the week before.3 During Prime Day, there’s also the opportunity to increase brand loyalty, as well: 69% of survey respondents were likely or highly likely to buy other products from the same brand.4
Start using Amazon Ads products to drive sales volume
Advertising during Prime Day isn’t just for raising awareness – it could have a positive impact on sales volume, too. Of shoppers surveyed, 68% said they are likely or highly likely to make a purchase from an ad on Amazon during Prime Day.5 Also, advertisers who used Amazons Ads through a better together campaign, combining sponsored ads, plus display (Amazon DSP and/or Sponsored Display), plus Streaming TV Ads, during Prime Day experienced a 19.4% increase in sales compared to the week before.6
The momentum doesn’t stop
The benefits of advertising during Prime Day can be seen beyond the ad itself. Even non-promoted products saw a 19% increase in median sales during Prime Day for brands running promotions with any Amazon Ads solution.7
And it doesn’t stop during Prime Day: Not only were customers likely to repurchase after Prime Day, they also remained likely or highly likely to rely on ads.8
31% of shoppers surveyed are likely or highly likely to buy the same product after Prime Day even if there’s not a deal.
53% of shoppers surveyed are likely or highly likely to repurchase again after Prime Day.
52% of shoppers surveyed are likely or highly likely to rely on ads to remind them to purchase products after Prime Day.
– Matt Sternberg, Owner of Green GobblerSponsored Products has changed the way we launch new products and helps build the momentum that we need to drive more sales on Amazon.
Get started with Sponsored Products
With Sponsored Products, your ads may appear in shopping results and product pages, which could help to reach more customers and boost sales.
1–2Kantar Quickfire Survey, 2022. 3008 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.
3Amazon internal data, 2021, US, CA, MX, UK, DE, JP, AU
4–5Kantar Quickfire Survey, 2022. 3008 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.
6–7Amazon Internal Data, 2021
8–9Kantar Quickfire Survey 2022. 3008 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.