2 Prime Day ad strategies used by top performers in 2021
By: Tina Ruan, Analytics and Media Manager, Catherine Bai, Analytics and Media Manager, and Ashton Brown, Technical Writer
With Prime Day 2022 right around the corner, Amazon Ads researchers looked back to see how strategies differ between top-performing and lower-performing Prime Day advertisers (determined by composite growth in sales and detail page views). To perform our analysis, we identify close to 600K advertisers across eight locales and four verticals (a total of 32 locale-vertical combinations) that advertised on Amazon for Prime Day in 2021. Next, we group top-performing and lower-performing advertisers together for each locale/vertical to allow for a direct comparison of advertiser actions.
In this article we explore two Prime Day strategies that differentiate top performers from lower performers.
This finding is also supported by a recent study by Amazon and Kantar that shows why advertising post-Prime Day can be effective. According to the study, 53% of shoppers are likely/highly likely to repurchase again after Prime Day week, and 52% of shoppers are likely/highly likely to rely on ads to remind them to purchase products after Prime Day.
We also find that top-performing groups leverage at least one additional multimedia ad channels, outside of sponsored ads products, more often than lower-performing groups. In 63% of comparisons across the eight locales and four verticals, top-performing groups delivered more impressions through multimedia ad channels than lower-performing groups.
As seen in this study, there are two strategies that advertisers may want to consider for Prime Day 2022. Advertisers can consider increasing ad spend in the two weeks following Prime Day to capture continuous purchase enthusiasm, or allocate investments towards a multichannel approach instead of investing in sponsored ads alone.
The study selected about 1 million brands that advertised during Amazon Prime Day 2021 and then applied homogeneity audit and outlier removal to control advertisement spend over multiple factors within the same locale and vertical, including retail sales, retail units, and number of ASINs.
Amazon Internal Data 2022
Kantar Quickfire Survey 2022