Prime Day: 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. As of July 13, 2023, the first day of Prime Day was the single largest sales day in Amazon’s history. Over the course of the two-day shopping event, Prime members purchased more than 375 million items worldwide and saved more than $2.5 billion on millions of deals across the Amazon store.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, 2023

See advertising tips from your peers

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

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CHAPTER 1

Mandeep Kaur

Mandeep Kaur has been an Amazon seller since 2018. She currently sells and advertises her products in the US and Canada, and loves to share many of her tips for selling and advertising across her social media channels.

One of the most common mistakes for new advertisers especially during key shopping events like Prime Day is not having enough budget. The last thing you want to do is run out of ad budget midday during a busy shopping day. Customers who shop on Amazon shop throughout the day, so ensure you have an adequate budget. What’s an adequate budget? Due to the influx of shoppers, I would suggest at least 2x your normal budget. I would also up your budget leading up to Prime Day as many shoppers use the days leading up to it to browse and add products to their cart.

Mandeep Kaur

Farida Tarek Bayoumi

I’m Farida, A 3+ year Canadian Amazon seller and FBA Coach! My store started with Sunglasses and we have now transitioned to Home products I personally love to use!

For Prime Day, make sure you start your campaigns at least 2 weeks prior so you have time to assess the results and optimize. Optimizing can include finding keywords and products that have performed with an ACOS (advertising cost of sales) that is 5% or more less than your profit margins, and increasing the budget for it. Also take a look at your CPC (cost-per-click). If it is significantly less than your bid you can consider decreasing your bid to make it 10-15 cents more than your CPC.

Farida Tarek Bayoumi

Sarah Ribner

Sarah Ribner, the founder of PiperWai, created the first natural, charcoal-based cream deodorant to bridge a market gap with a focus on health, sustainability, and eco-friendly practices. Holding an MBA, a BA, and a certification in aromatherapy, Sarah has been featured in major media outlets like Shark Tank, Vogue, and Good Morning America.

Prepare early and prioritize inventory management, replenishing inventory early enough to account for any shipping or receiving delays. Since demand can surge during this time, ensure that you have enough stock on all of your listing, especially your bestsellers. Also, make sure your listings are optimized with high quality images and descriptions to help improve your visibility during this high-traffic event.

Sarah Ribner

Farah Finds

Farah Finds has been an Amazon seller since 2009. Her brand, SWANKYSWANS, specializes in fashion accessories and sells in the UK. She was an early adopter of Amazon Ads and shares many of her tips for selling and advertising across her social media channels.

Prime Day is a great opportunity to help boost sales. I recommend running a Prime Day exclusive discount on your well-stocked product. This could earn your product a Prime Day deal badge, which will help boost visibility of your product organically in the search results and deals pages on Amazon.

Farah Finds

Develop a smart marketing strategy

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CHAPTER 2

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.

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.

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 targeting1, we’ll do the work for you by matching your ads to shopping queries and products. Manual targeting2 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.
Man on laptop wearing headphones

Negative targeting

Available with: [Sponsored Products] [Sponsored Brands] [Sponsored Display]3

  • 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.4

  • 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.5
  • 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 underperformed 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 Available only with Sponsored Products
2 Available with Sponsored Products, Sponsored Brands, and Sponsored Display
3 Sponsored Display campaigns using contextual targeting only
4 Products and features may not be available in all marketplaces
5 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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CHAPTER 3

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.

Man on a phone

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 subpages 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.

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: 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
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, color 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.

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 center with eye-catching, effective brand content.

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

Two girls on phone

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: 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)

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.

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

2 Amazon internal data, WW, Jan 1–Sep 20, 2022


Get creative for Prime Day

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CHAPTER 4

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

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  • 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.

Reach customers through the content they love (Available in US)

Sponsored TV enables advertisers to connect with viewers as they watch with their favorite content. Pre-packaged with retail aware, interactive ad formats, Sponsored TV allows marketers to easily set-up and manage their campaigns using the flexibility of Amazon Ads — that means no minimum spend, fees, or upfront commitments.

What are the benefits of Sponsored TV?

  • Flexibility for your specific business. No minimum spend requirements allow you to choose a budget to fit your needs.
  • Reach millions of viewers alongside premium content. With an estimated 155M US reach, Sponsored TV can help get your ads in front of a wide viewer base.
  • Tap into Amazon’s robust insights. Amazon’s billions of buying, browsing, and streaming signals helps you reach your ideal audience.
  • Understand how to optimize your campaigns. Access Closed Loop measurements to help understand how your streaming TV ads help drive brand growth
  • Invite viewers to interact with your ads. Engage viewers with a CTA such as QR code or overlay action (eg: Add to Cart).

No video? No problem.

Whether you have existing video assets or are starting from scratch, Amazon's video creative production and editing services can help you produce inspiring videos for Sponsored TV. Get your video as added value with qualifying campaigns or as affordable at-cost fee-based services. Contact us to get started.

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.

Man with shopping bags
CHAPTER 5

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

Women 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.

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.
  • 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.
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.

* Features not available in all countries

Learn more

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

Check off your Prime Day to-do list

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

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CHAPTER 6

Smart strategies and best practices

Targeting

  • 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 a 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.

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Prime Day: Tips for small business owners