Prime Day 2026: Advanced strategies to help drive business growth

Launch Sponsored Products campaigns for your high-performing items and products with deals. Review performance in real time and optimize bids during peak hours. Focus on products with strong detail pages to help increase conversion potential.

Use Sponsored Brands to stand out and differentiate your brand through video and lifestyle imagery. Link to curated Brand Store pages to encourage deeper brand exploration and sales.

Display ads extend visibility beyond the Amazon store, helping familiarize shoppers with your brand before Prime Day begins. Leverage display ads to reengage store visitors and connect with shoppers browsing similar categories.

Advertisers using Sponsored Brands and display ads during Prime Day 2025 saw an increase of 39% in sales when compared to average category growth.²

• For Sponsored Brands, consider “Drive page visits” as the campaign goal with video ads, and link to your bestsellers’ product detail pages. Select keyword targeting to reach relevant audiences. This approach helps showcase your products' key benefits to shoppers actively searching for similar items, increasing your chances of converting interest into sales.
• Or consider a “Drive page visits” Sponsored Brands campaign with product collection that links to your Brand Store homepage or subpages. This way you can showcase more of your products, helping shoppers become familiar with your brand. Ensure the advertised products are prominently displayed at the top of the landing page.
• We recommend using a combination of keyword and product targeting strategies in separate campaigns and preventing unwanted impressions through a negative list of brand-specific products or high-cost keywords that don’t drive clicks and sales. This can help ensure your ads are not shown on those particular product detail pages or shopping results.

• When using product targeting, include products from other brands that are similar to yours. Bid higher on items where you believe that your product offers better value for shoppers, such as lower price or higher volume of five-star reviews.

• Leverage new campaign bid adjustments in Sponsored Brands campaigns to more confidently reach new-to-brand shoppers or placements other than top of search.
• Try Keyword Groups for Sponsored Brands and display ads.
• Make sure that you’re using cost controls within both Sponsored Brands and display ads. Cost controls automatically manage bids on your behalf to help you drive conversions at the price that works for you.

Advertisers that utilized cost controls in their display ads campaigns saw, on average, a 2.6X uplift in ad-attributed sales per campaign, compared to campaigns that didn't.³

• Review your campaign reports in the advertising console to assess performance across impressions, clicks, and sales. Compare activity before, during, and after Prime Day to understand how your campaigns influenced shopper behavior throughout the event.
• Use long-term sales metrics to capture the complete value your advertising drives—including immediate purchases and the projected revenue from new customer engagement over the next 12 months. This helps you understand the full return on your Prime Day investment beyond same-day conversions.
• Check new-to-brand metrics to see how many first-time customers discovered your brand during Prime Day. These ad-attributed purchases help you measure how effectively your campaigns expanded your customer base during the event.

Read the following expert advice on budget and bid management from Florian Nottorf of Adference:

“Think about your budget and bids holistically and look at the bigger picture. Prime Day is an opportunity to scale strategically and help ensure you're not missing out on increased traffic and eventually on sales growth and organic uplift.

Traffic doesn’t spike before Prime Day, but it does grow. And if you're already hitting your budget cap, you'll miss the real peak when it matters most—during the event. Check for budget caps and review your campaigns regularly. Are any marked ‘limited by budget’? If yes, increase your budget or you'll risk your products not showing to customers during Prime Day’s busiest hours. Start scaling budgets 3–5 days ahead of Prime Day and go for 20–30% increments, giving your campaigns time to adjust.

For high-performing campaigns, keep budgets open, especially for branded and non-branded search campaigns with strong ROAS. This helps ensure your ads keep running when traffic surges.”

During Prime Day, shoppers actively search for deals. Your Brand Store helps convert this increased traffic by displaying your offers in a space that encourages product exploration and helps guide purchase decisions.

• Showcase your deals effectively: Your Brand Store includes an automated “All Deals page” in the navigation menu. This displays current offers and creates an automated promotional banner on your homepage for higher visibility. These elements update automatically when offers expire, helping maintain accurate promotions while meeting marketplace requirements.
• Optimize your homepage: Feature your historically successful products and current bestsellers on your homepage to help drive increased visibility of those products. You can use a product collections tile or featured deals tile. Remember, it’s important to add the products in deals to your pages before you add the featured deals tile.
• Design for all devices: Present a consistent shopping experience across desktop and mobile devices with clear navigation and legible text. For a more in-depth resource, including recommended font sizes for mobile, read our advice on optimizing for mobile.

Video ad formats help demonstrate products effectively to deal-seeking shoppers. Highlight key features and product benefits in the first three seconds, incorporate videos throughout your Brand Store, and add video above the homepage fold to encourage exploration.

You can now add video to existing Sponsored Products campaigns to help shoppers explore product features and make confident purchase decisions. Sponsored Products video integrates seamlessly using the same campaign targeting controls you already have in place — no additional budget required.⁴ This product-focused format highlights multiple features for a single product, complementing Sponsored Brands video which is ideal for brand awareness and driving shoppers to your Brand Store.

• Try Video Generator, a free, AI-powered tool that turns static product images into 6-15 second professional video ads with one click.
• Transform your existing images and videos into realistic, high-motion scenes of your products in use, and choose from six video options—all in minutes.
• Complement your Sponsored Products video campaigns with Video Generator creatives to help shoppers see your product in action. Access Video Generator within the “Creative tools” tab in the advertising console.⁵
• Visit Image Generator to create tailored imagery in seconds that can be used across your Brand Store and ad campaigns. Simply provide an ASIN and the tool automatically generates relevant lifestyle scenes that help showcase your products in authentic contexts.⁶

Video optimization tips:

• Open with your brand-building product in the first two seconds to help capture attention.
• Include lifestyle scenarios showing practical product application.
• Be consistent with your branding across video assets to help shoppers recognize your brand easily throughout their shopping journey.
• Optimize your video content for sound-off viewing, as many shoppers browse without audio.
• Include clear text overlays to communicate key messages and consider adding captions to enhance accessibility.

Design with Canva: Streamline your creative workflow with the Amazon Ads app on Canva. Create professional graphics and videos with easy-to-use Amazon Ads templates, real-time policy checks, and direct publishing to your creative assets library.

Prime Day isn't just for home shoppers. Business buyers are also actively shopping during Prime Day, searching for products they need for their teams, offices, operations, and organizations. This includes U.S. state governments, school districts, public universities, and hospitals. Learn more about advertising on Amazon Business.

• Business customers order 70% more units per order and return 50% fewer orders than non-business customers.
• B2B buyers are 3X more likely to purchase after viewing a product page than B2C buyers.
• Amazon Business actively serves over 8 million organizations globally, from small mom-and-pop shops to large corporations.
• This June, Prime Day comes to Amazon Business in the United States, Canada, Mexico, the United Kingdom, Germany, France, Italy, and Spain.

Allocate dedicated funds to reach Amazon Business audiences—don't rely solely on your existing consumer campaign budgets. Phase your budget across three windows—pre-event, during Prime Day, and 2 weeks after Prime Day—just as you would for your regular campaigns. Use the lead-up to test and build visibility, the event itself to capture peak demand, and the post-event window to reach business buyers with longer procurement cycles who may still be approving purchases or restocking.

Your Sponsored Products and Sponsored Brands campaigns already show on Amazon Business by default. To help you actively reach more business shoppers, try the following features:

Increase bids for Amazon Business placements: Bid adjustment is a setting on your existing Sponsored Products campaign that increases your bid specifically for Amazon Business placements (adjustable up to 900%). Your campaign continues to serve both consumer and business shoppers—it simply bids higher for Amazon Business placements.

This helps increase the likelihood of reaching business shoppers who often place bulk, repeat orders. It's ideal if you want to start pursuing B2B sales with minimal effort—no new campaign needed.

How to try it: Campaign settings → Bidding adjustment → Select Further increase bids across placements on Amazon Business → Start with 20%–120% and adjust based on performance.

Run B2B exclusive campaigns: Exclusive campaigns are dedicated, standalone campaigns (available for both Sponsored Products and Sponsored Brands) that are shown only to verified Amazon Business shoppers.

This is ideal if you have products that can serve business buyers and want a dedicated B2B strategy. Exclusive campaigns give you full control over budget, keywords, ASINs, and bidding—all customized for B2B. They work for any ASINs that businesses might purchase (from cleaning products to office furniture) and especially help promote products suited for bulk, commercial, or workplace use.

How to try it: Create a new Sponsored Products campaign → Sites → Select Amazon Business

On average, advertisers who created Amazon Business exclusive Sponsored Products campaigns saw their sales on Amazon Business increase by 120% compared to their existing campaigns with the same ASINs.⁷

Sources

^1–2 Amazon internal data, AE, AU, BE, BR, CA, DE, EG, ES, FR, IT, JP, MX, NL, PL, SA, SE, SG, TR, UK, US. Baseline period is 06/29/25 - 07/05/25, tentpole period is 07/06/25 - 07/12/25. *Analysis includes advertisers who spent at least $5.

³ Amazon internal data, WW, Jan–Mar 2025.

⁴ Sponsored Products video is currently available in the United States only.

⁵ Video Generator is available for Sponsored Brands video under Creative Studio in the following countries: Australia, Canada, France, Germany, India, Italy, Japan, Mexico, Spain, United Kingdom, and United States. In the United States, it can also be accessed in Campaign Manager.

⁶ Image Generator is available in Australia, Belgium, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, Poland, Spain, Sweden, United Kingdom, and United States.

⁷ Results are based on a closed beta of managed advertiser accounts, Sep 2024 - Dec 2024, US, EU5, and JP.