Start your Prime Day 2025 success with Sponsored Products

Prime Day brings millions of shoppers to the Amazon store in search of their next purchase. This guide provides straightforward, actionable steps to help you prepare your Sponsored Products advertising strategy. We focus on essential elements that can help drive success during this key shopping period.

Advertisers saw an increase of 14% in sales using sponsored ads during Prime Day, when compared to average category growth.¹

After mastering the basics, explore Prime Day 2025: Advanced strategies to drive business growth with Amazon Ads. This resource shows how to differentiate your brand, reach new shoppers, and create immersive experiences with Sponsored Brands, Sponsored Display, and Brand Stores.

Optimize product detail pages

Strong product pages help shoppers find relevant information fast and influence purchase decisions. Before you start thinking about your advertising strategy for the event, ensure your pages are optimized for sales. Here are our best practices to help your product detail pages stand out:

• Create clear, focused titles. 60-character titles help shoppers quickly understand your products’ key features. Include brand name, product type, and key attributes in a readable format.
• Craft bullet points. Aim for three plus bullet points that focus on key benefits that matter most to shoppers. Share specific details about materials, dimensions, and unique features that differentiate your product from similar items.
• Feature high-quality images. Include at least four photos showing your product from multiple angles to help shoppers make confident purchase decisions. Use lifestyle images to demonstrate your product in real-world settings and images against white backgrounds. Later in this guide, we explore how you can leverage our free tools to help create eye-catching visuals for your campaigns.
• Add A+ content. Available to brands enrolled in Amazon Brand Registry, A+ content lets you describe your product features with enhanced images, text placements, and stories. You can go to “A+ content manager” in Seller Central and select between Enhanced Product Description using basic modules offered by Amazon Ads to create enhanced content or add additional content types via Brand Story, including your logo, brand picture, and brand description.

Choose the right product to promote

Selecting the right products to promote is key in driving advertising success. Choose items that can help you capture increased shopping interest. Here are some best practices for you to consider when selecting which products to advertise:

Prioritize products with deals or coupons

Prime Day is all about deals, so consider focusing your advertising on products with deals or coupons. Running Prime-exclusive discounts on your top-performing products alongside your advertising campaigns is another way to help increase visibility and engagement with shoppers. This approach of combining deals with advertising can help open up more opportunities for shoppers to discover and purchase your more of your products.

Products with deals or coupons that were advertised with Sponsored Products saw an average 12X increase in sales, compared to similar products with deals or coupons that were not advertised. ³

Expert tip:

If you’re selling through multiple channels, align your direct-to-consumer website deals with your sponsored ads promotions. Remember that Prime Day shoppers tend to price-compare across retailers, so focus on offering unique value beyond just price drops.

– Laura Meyer, Envision Horizons

Advertise products based on historical trends

Leverage your sales history alongside Amazon insights to help identify products that may experience increased demand. Review your sponsored ads reports in the advertising console and explore the Recommendations page for tailored insights and actionable suggestions. Understanding purchase patterns and past Prime Day performance—if available—can help inform your product selection strategy.

Highlight strong performing products

Review recent sales performance to help identify products showing consistent results with customers. Items that have shown strong engagement in the weeks leading up to Prime Day may continue to resonate with shoppers during the event. When creating a Sponsored Products campaign, look for green labels that highlight sales trends or conversion rates, such as “Benchmarking.” Consider featuring these products in your advertising strategy to help increase potential for success.

Select products that showcase your brand

Choose products that highlight what makes your brand unique to help differentiate yourself from similar brands. Consider advertising items with distinctive features and high customer review ratings that demonstrate your brand values and quality standards. Including both new launches and bestsellers in your strategy can help introduce shoppers to more of your offerings while supporting consistent performance.

Plan for inventory and profitability

Ensure your products have sufficient inventory to help meet potential demand throughout the event. Consider including products with excess inventory in your advertising strategy while maintaining focus on items with healthy advertising cost of sales (ACOS). This balanced approach can help maintain a positive shopping experience while working toward business objectives.

Further reading

Want to learn more on how to identify products with high potential and make them the next best seller? Read our Amazon Ads ASIN selection and promotion strategies guide.

That’s your introduction to preparation. By now, you should have an understanding of how to select products to advertise and how to get them ready for your campaign. Next, we focus on enhancing your targeting strategy.

Enhance your targeting strategy

Combining multiple targeting types within your campaigns can be a balanced targeting strategy for Prime Day and year-round.

U.S. advertisers using Sponsored Products saw 5.3% higher return on ad spend (ROAS) and 19% higher conversion rate when they used two or more targeting types within their campaigns, compared to those using only a single targeting strategy. ⁴

5 ways to establish your targeting strategy:

1. Start with automatic targeting to help discover new shopping patterns and keywords you might have missed ahead of Prime Day. We recommend doing this at least five weeks before Prime Day, so you have time to analyze performance and build your strategy.
2. Consider creating separate campaigns for each targeting type to better understand what works best and make informed decisions when scaling campaigns during Prime Day.
3. Manual targeting is a helpful option when you need more flexibility and control over your advertising spend for Prime Day. Download the search term report within the “Measurement & Reporting” tab in the campaign manager to identify top-performing keywords for use in your manual keyword targeting campaigns.
4. We recommend keyword targeting if you have specific, high-performing keywords you’d like to use for your campaigns. Consider leveraging top-converting keywords from your search term or keyword reports into exact match keywords, use phrase match for variations, and apply negative keywords, which can help keep your budget efficient and focused for Prime Day.
5. Use product targeting if you want to expand your advertising presence alongside similar products or categories. You can use product suggestions available in the campaign manager or select specific products and categories that align with yours.

Further reading: A simple guide to effective targeting with Sponsored Products

Set bids and budget

With your product selection and targeting strategy in place, bid optimization becomes essential for high-traffic events. During Prime Day, adapting your bid approach can help increase visibility when shopping activity peaks. We recommend using schedule-based bidding rules and audience bid boosting to more efficiently engage with your key audiences:

1. Schedule-based bidding rules help you adjust bids automatically based on time, day, or date, helping maintain campaign performance throughout the event. For example, you could apply a rule to automatically increase your bids by 50% on Prime Day to help make the most of the anticipated traffic.
2. Amazon-built audiences can help you reach customers who may be more likely to convert within the three options: “Purchased brand's product,” “Clicked or Added brand's product to cart,” or “High likelihood of purchase” (based on recent shopping activity). The Amazon built audiences and bid boosting features help you activate product and brand-specific strategies and potentially increase sales and impressions from high-intent shoppers. You can add this to new or existing Sponsored Products campaigns.

You have your products, target, and bidding, so it’s time to set your budget. Allocating resources effectively helps maintain campaign performance around peak shopping periods. If you advertised during previous Prime Day events, reviewing those campaign results can provide valuable insights for planning this year’s strategy.

3 ways to optimize your budget:

1. Schedule-based budget rules allow you to automatically adjust your budgets based on specific times, days, or dates, helping you allocate spend more strategically. Consider creating rules to automatically increase budgets during peak shopping hours when conversion rates may be higher.
2. Consider moving budget to your most effective campaigns leading up to the event and during the event, so your budget is allocated to campaigns working hardest for you.
3. Likewise, regularly review the budget across your different targeting types and adjust your rules as needed to help reallocate your advertising spend during the event.

• 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 ("$20 off") or any percentages, such as “Save 25% on razors.”
• Only use product shots that match your products with active deals or promotions.
• Avoid urgency phrases ("Today only") that can be perceived as pressuring and time-sensitive claims ("Last chance").

• "Save now on selection"
• "Discover our savings"
• "Special offers available"

• Review the specific feedback provided.
• Make necessary modifications.
• Resubmit with adequate time for additional review.
• Document learnings to streamline future approvals.

• Review and optimize product detail pages and create compelling A+ content.
• Select products to promote.
• Ensure sufficient inventory.
• Deep dive into historical trends from past campaigns and use the learnings to inform your advertising strategy.

• Establish targeting strategy.
• Set up automatic and manual targeting campaigns.
• Configure bid optimization.
• Implement schedule-based rules.
• Allocate campaign budgets.

• Prepare compliant ad content.
• Review creative guidelines.
• Submit content for approval
• Plan content optimization schedule.