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Want to make the most of Prime Day? Read our tips for boosting ad performance
Actions to take
Throughout the lead-up to Prime Day, Prime members engage with Amazon to browse and shop for items across multiple categories. This highly anticipated global shopping event is a time when you, as an advertiser, can partake in one of the biggest brand-building opportunities on Amazon, helping shoppers across the world discover your products and deals. During Prime Day 2022, customers spent over $3 billion on more than 100 million small-business products, and Prime members worldwide saved over $1.7 billion—more than any previous Prime Day event.1
See how our Prime Day offerings can help your brand make the most of this event.
Is this the right guide for you? See our other resources for Prime Day
1 Source: Amazon press release, 2022
Chapters
Actions to take before Prime Day
The lead-up to a global shopping event may sometimes be just as important as the event itself. Ensure you are building brand awareness by leveraging static and video creative for new-to-brand customers prior to Prime Day. Shoppers are using this time to discover brands and compare products; engage them as they shop by featuring product deals and your top sellers in both your ad creative and Store. Understand ad policies to avoid moderation issues with your creative during the different phases of the event. Finally, optimize product detail pages to drive engagement and product readiness for Prime Day itself.
1. Static and video best practices for pre-event awareness
Take note of static and video creative best practices to build awareness pre-event.
For static creative, focus on clarity and getting your brand messaging across. Follow these three tips:
- Creative insights repository: Visit the creative insights repository for more audience-specific static image insights.
- General Creative Guidelines: We apply a high creative bar to all ad content to ensure a consistent, high-quality customer experience. Learn about our policies in our General Creative Guidelines to ensure a minimum quality bar.
Follow these two tips to optimize Amazon DSP online video and Streaming TV creatives before Prime Day
- Visit our online video (OLV) guide for more Amazon DSP OLV insights
- Learn more about Streaming TV and online video ads
- Learn more about Connected TV advertising
Need support with creative production for Prime Day?
2. Boosting engagement with deals before Prime Day
Featuring a deal within your creative can help boost engagement with your products before Prime Day
Which creative copy is more likely to help boost engagement with the product?
3. Optimizing Product Detail Pages
Optimize your product detail pages (PDPs) before Prime Day to drive further conversions
Product detail page (PDP) best practices:
- Create a strong product title
- Feature four or more high-quality, zoomable images
- Include at least three bullet points on your PDP, and list item specifications
- Ensure your products with Prime Day deals are in stock leading up to and on the event date
Learn more techniques to optimize your PDPs here.
4. Taking care of ad policy during setup
Pay attention to Prime Day creative and ad policy during your setup
Understanding common blockers will help support your Prime Day setup and creative optimization opportunities. Implementing these best practices ahead of time will help you achieve your campaign objectives and avoid creative rejections during the event.
Use of Prime Day messaging (applicable for all ad products)
Remember that Prime Day messaging can’t be included in copy if ads are running on-site. If running off-site on Amazon DSP, Prime Day messaging will be allowed only if you have an official Prime Day deal linking back to Amazon. However, the Prime Day logo can never be used.
Policy per ad type:
| Amazon DSP off-site | Prime Day mentions are permitted in off-site Amazon DSP ads, provided the advertiser has an official Prime Day deal linking back to Amazon. |
| Amazon DSP on-site | Prime Day mentions are not permitted. |
| Stores | Prime Day mentions are not permitted. |
| Self-service | Prime Day mentions are not permitted. |
Top 5 most common blockers for Prime Day creative
1. Price deal mismatch
- Issue: The price or savings included on the creative is not found on the landing page.
- Guideline: All prices or savings must be in the same format as the creative and easy to find on the landing page. Either the creative or landing page will need to be adjusted if this is not the case.
2. Product deal mismatch
- Issue: The product version or image included on the creative does not match the product on the landing page.
- Guideline: The product type and version included on the creative must match what is shown on the landing page. Either the creative or landing page will need to be adjusted.
3. Prime Day violation
- Issue: Prime Day messaging is included in copy of ads running on-site.
- Guideline: If running off-site on Amazon DSP, Prime Day messaging will be allowed only if you have an official Prime Day deal linking back to Amazon. However, the Prime Day logo can never be used. Review the requirements above, and adjust your creative to Prime Day best practices.
4. Restricted product violation
- Issue: The product advertised is restricted and therefore has required audience and placement restrictions that have not been adhered to for this creative.
- Guideline: Review the requirements, and amend audiences and placements for this creative.
5. Responsive e-commerce (REC) ad headline violation
- Issue: The custom headline must be grammatically correct and cannot contain a price or deal.
- Guideline: Headline will need to be adjusted based on these requirements.
5. Before Prime Day checklist
Your Prime Day checklist
Static ads
- The brand logo is present and visible
- Shoppers can immediately tell what’s being advertised
- Copy is simple and concise
- Creative features a deal
- Product detail pages are optimized
Video ads
- Brand is introduced early on
- Logo is present
Ad policy
- All prices or savings are in the same format (percent vs. numerical value) as the creative and easy to find on the landing page.
- The product type and version included on the creative matches what is present on the landing page.
- Prime Day is not mentioned unless running off-site ads with an official Prime Day deal linking back to Amazon.
- Prime Day logo cannot be used.
- If the product being advertised is restricted, it meets the required audience and placement restrictions.
- The responsive e-commerce creative (REC) ad custom headline is grammatically correct and does not contain a price or deal.
Actions to take during Prime Day
On Prime Day itself, optimize your ad placements by featuring top-selling products and deal items through REC. Finally, optimize your Stores experience by highlighting deal products prominently in your Stores homepage.
1. Optimizing for click-through
Optimize your executions for click-through and engagement on big event dates by:
- Enhancing product legibility by selecting high-quality, larger-size product snapshots that make it immediately clear for customers on what’s being promoted.
- Single-product creative should feature simple and neat composition, as well as product snapshots rather than lifestyle imagery.
Which creative is better suited for Prime Day?
- Writing simple, readable copy will help to clarify promoted products.
- Including sharp, vivid visual elements will help your creative pop. For example, color product images, logos designed on colored frames, and high background-to-foreground contrast can make the creative more noticeable.
Which creative is better suited for Prime Day?
- Help improve brand recognizability by displaying a distinct logo that is familiar to customers. Brands can also be mentioned in the ad copy; however, make sure to avoid redundancy and use well-balanced composition.
Which creative is better suited for Prime Day?
2. Promoting top deals through e-commerce ads
During the event, promote your top deals and products through responsive e-commerce creative (REC), which have the following five benefits:
1. Multiple products
Auto-generates ads with up to 20 associated ASINs and auto-optimizes by picking the best-performing ones.
2. Out-of-stock awareness
Automatically skips rendering of products while they are out of stock until they come back in stock. If all products are out of stock, ads will automatically pause until at least one ASIN is back in stock.
3. Responsive auto-resize
Reduces the average time spent building creative by 90% which efficiently allows automatic creation across 10 sizes.
4. Deals-enabled
Automatically pulls products’ prices and information from detail pages and displays associated deals badges (including a Prime Day badge) for selected deal types.
5. Conversion focus
Drives customers to product detail pages or lets them add products to cart, enabling a two-click purchase experience.
Additionally, Prime Day badges will be available on REC ads with approved deal types during the event. Discount messaging will also be dynamic and update automatically if the deal changes.
REC ad with Prime Day deal badge and percentage savings message
REC ad with Prime Day deal badge and “Shop now” button
3. Ensuring your Store is ready
Ensure your Store is ready for Prime Day
Top 5 considerations for your Store during Prime Day
1. Promotional messaging
Make sure your Store’s Prime Day promotional messaging adheres to ad policy.
In your brand’s Store, promotional messaging is only permitted when used with the Featured Deals widget (FDW).
Stores FDW
Ensure that Prime Day is not referenced in any creative headers. Instead, it should read “Save on… [brand or category].” Below you can find promotional copy that is approved for the event:
| Allowed |
|---|
| “Explore our savings/discounts” |
| “Great savings/discounts” |
| “See our savings/discounts” |
| “[Brand Name] or [Product Name] savings/discounts” |
| Not allowed |
|---|
| “Today only,” “Hurry,” or other additions intended to create urgency or promote a limited time restriction |
| Numerical pricing references (e.g., “20% off” or “sSave $10”) |
| References to “Amazon Deals” or “Prime Day” |
| Exclamation points, unless they are part of a brand name |
2. Store layout
Correctly set up your Store layout
When driving creative with deals messaging to a Store, the Store or page must be appropriately titled if created exclusively to promote deals (for example, “sale,” “discounts,” “deals,” or other terms that imply a promotion). “Prime Day” cannot be used in the tab name. It should also contain the FDW as the first product selection tile on the page.
Approved Stores layout for Prime Day: FDW on top, text banner in the middle, Product Grid at the bottom
Header
- Promotional messaging is only permitted here when used with the FDW below.
Featured Deals widget (FDW)
- Must appear immediately under the header with no other elements in between.
- Use “curated set of products” mode to show products featured in your display creative in the first position.
Banner to separate deal widget section from other sections within the tab
- Any additional section besides FDW must be clearly separated to avoid confusion.
- The copy of this banner cannot use the world “offer,” as it would be misleading for customers.
Product Grid
- Including a Product Grid in the tab is required to ensure you will always have products shown in case there are no active deals displayed in the FDW.
- The Stores page must make clear to customers that the items within the Product Grid do not have deals associated with them by separating the FDW and Product Grid by a text tile. This text tile must indicate that the below products are not deals and use general messaging to describe the product selection.
- See the existing policy surrounding Product Grids here.
Product Grid
QUIZ
What is the correct layout when driving Prime Day creatives with deals messaging to a Store?
3. Placement of deal ASINs
The Featured Deals widget (FDW) must be used for all deals.
The FDW will show products with active promotions (including Subscribe & Save). Make sure to use a curated product list when adding the ASINs to the FDW, paying attention to the following:
- ASINs featured in the creative must be entered first.
- The ASINs will appear in the order as entered.
- At least four ASINs need to be added to activate the FDW.
- The widget will only show ASINs if they are deals.
- The products will automatically appear in the title for as long as the promotions last. When a promotion ends or products go out of stock, they will be removed automatically.
4. Scheduling a separate Store version
Choose a launch date for a new or existing Store without canceling the original through scheduling.
New Stores or versions should be scheduled according to ad creative launch times. The publish date and time of a Store can be selected when submitting to publish and must be at least 72 hours prior to launch to allow for review and approval of the Store. Stores must also be scheduled for the duration of the promotion period.
5. Multi-brand Stores
Stores considerations for multi-brand advertisers
Multi-brand advertisers that lead with multi-brand deals in Store creative, such as “Shop our skin care deals,” may create a Stores deals page that contains product category image tiles with text. For example, it could say “Shop [brand x] for deals for her,” or “Shop [brand x] for deals for him” as the first component on the Store page above the FDW. The titles must click through to the correct corresponding deal pages within the same Store. These corresponding pages must also contain the FDW with full selection of deals for customers who wish to continue exploring and shopping for products on that page.
4. During Prime Day checklist
Your Prime Day checklist:
Optimize your executions for engagement
- Select high-quality, larger-size product snapshots that make it immediately clear for customers on what’s being promoted.
- Use single-product creative that features simple and neat composition.
- Use simple, easy-to-read copy to help clarify promoted products.
- Include sharp, vivid visual elements to help your creative pop. For example, color product images, logos designed on colored frames, and high background-to-foreground contrast can make creative more noticeable.
- Improve brand recognizability by displaying a distinct logo that is familiar to customers.
- Avoid redundancy (do not repeat the brand name in the copy if logo is included), and use well-balanced composition.
- Promote your top deals and products through responsive e-commerce creative (REC).
Ensure your Store is ready
- Make sure your Store’s Prime Day promotional messaging adheres to ad policy: In your brand’s Store, promotional messaging is only permitted when used with the Featured Deals Store widget.
- Ensure that Prime Day is not referenced in any creative headers. Instead, it should read “Save on… [brand or category].” Ensure your promotional copy is approved for the event.
- Use the approved Stores layout for Prime Day: Featured Deals widget on top, text banner in the middle, Product Grid at the bottom.
- Schedule a separate Store version for Prime Day if needed.
Actions to take after Prime Day
After Prime Day tips
4 actions to take after Prime Day (2+ weeks):
Shopping habits during high-traffic events don’t end abruptly. Ensure your brand is present even after Prime Day by remarketing featured products to re-engage audiences who browsed or viewed your products during the event but didn’t end up purchasing.
You can also reach shoppers who continue to visit Amazon by promoting complementary products to existing or new customers.
Next, engage with your new and existing customers by promoting complementary products through further campaigns post-event.
Finally, review your Prime Day performance and identify your top-selling products to better understand audience engagement for future events.
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Want to make the most of Prime Day? Read our tips for boosting ad performance