Prime Day 2019 advertising guide

Your sponsored ads strategy for one of Amazon's biggest shopping events of the year

Prime Day has become a major shopping event that's highly anticipated each year, and last year's Prime Day was the biggest shopping event ever for Amazon at that time.

Over 100 million products were purchased during Prime Day 2018.*

Over 1 million Prime Day deals were offered worldwide.*

*Source: Amazon Prime Day press release, July 18, 2018.

What sponsored ads can do for your Prime Day

Prime Day 2019 is coming. Start preparing now to turn this year's event into an opportunity to achieve your business goals.

Advertising with sponsored ads can help you drive sales, brand visibility, and reach, amplifying your Prime Day success.

Last year, sponsored ads advertisers observed a 5x increase in ad-attributed sales from their sponsored ads campaigns during Prime Day 2018, compared to their ad-attributed sales in June.*

*Source: Amazon internal US, Prime Day 2018. For this analysis, Prime Day was assumed to be the 24 hour period during 7/17.

Your sponsored ad options

Learn about the ad products that you can use to help increase your Prime Day success.

Sponsored Brands

As shoppers look to discover new favorites on Prime Day, Sponsored Brands can help connect your brand name, selection, and story with a highly engaged audience. Sponsored Brands are cost-per-click ads that appear in search results on Amazon and feature your logo, a custom headline, and up to 3 products.

To be eligible for Sponsored Brands, you must be a vendor or professional seller enrolled in Amazon Brand Registry.

Sponsored Products

Sponsored Products can help you put your products in front of eager Prime Day shoppers who are ready to buy. Sponsored Products are cost-per-click ads that feature individual product listings and appear in search results and product detail pages on Amazon.

To be eligible for Sponsored Products, you must be a vendor or professional seller, and your advertised products must be in one or more eligible categories and be eligible for the Buy Box.


Showcase your brand and portfolio with a free, custom multi-page shopping destination on Amazon. Since creating a Store doesn’t require any website experience, it’s an easy way to help your brand stand out on Prime Day.

To be eligible for Stores, you must be a vendor or professional seller enrolled in Amazon Brand Registry.

Prime Day is worldwide. If there are additional marketplaces where you're eligible to advertise, use Prime Day as an opportunity to start advertising and help grow your business around the globe.

With automatic targeting, you don't need to worry about choosing keywords in a language you may not speak.

Getting started

Not yet advertising? Getting started is easy, and you can create your first ad campaign in minutes.

If you're a seller, sign in to Seller Central. If you're a vendor, sign in to Advertising Console.

No advertising experience is required. Visit our New Advertiser Success Guide for sellers or vendors for step-by-step guidance in creating your first ad campaign using Sponsored Products.

Sellers who are enrolled in Amazon Brand Registry and vendors can use a combination of Sponsored Brands, Sponsored Products, and Stores to help maximize product visibility and reach, making for a powerful advertising strategy that promotes brand awareness and sales.

Visit our educational resources to learn more:

Before Prime Day

Take action before Prime Day by setting up your campaigns. Advertise now to benefit from early traffic and gather insights that will help you optimize during Prime Day.

Check your retail readiness

Make sure your product detail pages have:

  • A title between 50 and 200 characters with relevant keywords and product information, with no promotional messaging, keyword stuffing, or words in ALL CAPS
  • A main image of the product on a white background
  • 2 to 5 alternate, high-resolution images to highlight product features, lifestyle use cases, and other details
  • 3 to 5 bullets under 120 characters each with customer benefits, product uses, and compatibility information
  • A product description under 500 characters that includes major product features and warranty information
  • Targeted keywords in the Generic Keywords field
Create Sponsored Products campaigns with automatic targeting

which lets Amazon automatically match your ads to relevant shopper search terms. Use the best-performing keywords to create campaigns with manual targeting. Set competitive bids for your keywords to win the ad placement.

Set your campaigns to run with no end date

so you can reach post-Prime Day shoppers. After Prime Day 2018, shopper engagement continued with higher category search volume in the 14 days after Prime Day versus the 14 days before.*

*Source: Amazon internal, 2018 US.

Add at least 50 keywords

across your Sponsored Products campaigns and at least 25 keywords across your Sponsored Brands campaigns. This can increase your reach and help you engage more shoppers. Remember to include branded keywords if applicable, and add complementary keywords for products that are used with yours.

Organize your campaigns

to make it easier for you to keep track of performance. Use ad groups to group together products that will share the same bids or keywords. Use portfolios to organize related campaigns together and set a single portfolio-level budget, making it easier to control your spend without manually monitoring individual campaigns. If you have a large number of campaigns, use bulk operations to save time while making changes—simply download your campaign information to a .csv or .xlsx file, make changes or add new campaign information, and upload your updated campaign information for processing.

Use product targeting, the new manual targeting option

for Sponsored Products campaigns, which allows you to target your ads to specific ASINs or categories. You can refine by price, brand, and star ratings, making it easier to reach shoppers as they browse detail pages and filter search results for specific products similar to yours.

Use the 4 new targeting defaults

for Sponsored Products campaigns with automatic targeting. Close match and loose match enable your ad to be shown to shoppers whose search terms are either closely related or loosely related to your products. Substitutes and complements enable your ad to be shown to shoppers who view the detail pages of products that are either similar to yours or complement your product.

Start testing different ad elements now

so you can apply your learnings to your campaigns during Prime Day. Try targeting different keywords for both Sponsored Products and Sponsored Brands. For Sponsored Products, you can also target your ads to specific products or categories. For Sponsored Brands, test different headlines and product combinations. Test one element at a time, and give each of your tests at least 2 weeks to generate results.

Build your Store now before Prime Day

If you are a brand owner enrolled in Amazon Brand Registry and have not yet created a Store, build your Store now before Prime Day. Take advantage of the variety of features available, such as background videos that autoplay and loop silently when your Store page loads, or custom source tags that help you categorize traffic to determine how shoppers come to your Store. The Stores dashboard lets you track everything from visitor traffic to aggregated order metrics.

Your Sponsored Brands campaigns can direct shoppers to your Store

We observed an average 17% increase in ROAS from linking Sponsored Brands to your Store compared to a product detail page.* Whatever you choose as your landing page, make sure that the shopper experience—from the products they find to your visual branding—is consistent between your ad and the page.

*Source: Amazon internal, 2019.

During Prime Day

Advertise all products with 3.5+ stars

to continue driving sales of your highest-rated ASINs.

Use sponsored ads to promote your Spotlight Deals and Lightning Deals

Your ad will automatically feature the deal badge in search results placements. Products displayed in your Store will also automatically feature information for deals and coupons.

Stay competitive during peak traffic by increasing your bids

to the maximum amount you're willing to pay for a click.

Set your budgets at least 200% higher

Increased Prime Day traffic means that your campaigns may exhaust their daily budgets more quickly, so set your budgets at least 200% higher. Remember that you can readjust your budgets at any time after Prime Day.

Optimize your bids by using dynamic bidding for Sponsored Products

which allows Amazon to automatically increase your bid when an ad impression is more likely to result in a conversion, and decrease it when conversion is less likely. Use custom bid adjustments for Sponsored Brands to increase or decrease your bids by an amount you choose for placements below top of search.

Use negative keywords

to ensure your ad isn't triggered for keywords that are irrelevant or don't perform well for you.

Monitor your campaigns regularly

during the event to ensure your budget and bids are high enough, identify relevant keywords and increase bids on top performers, use negative keywords for low-performing keywords, and check for any missing eligible ASINs that should be added to your campaigns.

After Prime Day

Keep your success going after Prime Day ends.

Customers stay engaged and ready to shop even after Prime Day ends. In fact, shoppers generated higher category search volume in the 14 days after Prime Day versus the 14 days before.*

By continuing to advertise in the weeks after Prime Day, you can drive incremental sales and build on the brand awareness you gained during the event.

Advertise continuously to stay discoverable and help grow your customer base, setting yourself up for success for the next major shopping event and year-round on Amazon.

*Source: Amazon internal, 2018 US.

Make this your best Prime Day yet.