Amazon Prime Day 2023 starts tomorrow! The highly anticipated shopping event is almost here, and this year more than ever, it’s crucial for brands to have a comprehensive approach that ensures optimal exposure and sales generation. To help your brand conquer Prime Day, we’re sharing our game day strategy for maximizing this year’s event.

Diversify to Win

With increased competition for ad placements during Prime Day, advertisers need to think creatively when the bidding war starts on Page 1. We advise that they go beyond Sponsored Products with a diverse mix of ad types, including Sponsored Brand, Sponsored Brand Video, and Sponsored Display. By diversifying placements across Amazon, advertisers create the opportunity to stand out from their competitors through custom creative both on and off Amazon.

Drive Traffic to Your Dedicated Deals Page on Your Storefront

The opportunity to show your dedicated Prime Day deals page on your storefront is finally here. Direct Agents suggests setting aside an additional portion of your advertising budget to increase awareness of your deal page. Utilize Sponsored Brands Ads for on-Amazon traffic, Social Media and DSP for off-Amazon traffic, and optimize campaigns towards low CPC and high Click Thru Rate during Day 1.

Monitor & Update Budgets Multiple Times Per Day

No advertiser wants to find an out-of-budget, top-performing campaign in the middle of the day. With an increase in traffic, we recommend raising your daily budgets by at least 400% and updating campaign budgets 2-3 times per day. This strategy will allow you to react to market conditions as they shift, rather than exhausting your budget early and losing potential revenue. Additionally, advertisers can expect sharp rises in CPCs as competition increases on Page 1, so they should monitor and increase their bids tactically during the event.

Double Check To Ensure You Appear On PDPs & SERPs

Searching branded and non-branded terms related to your brand will allow you to see where your products appear on their own respective search engine results page and product detail pages. If you cannot see your Sponsored Advertisements on the pages, consider gradually increasing the bids of the searched branded and non-branded terms until they appear to ensure your products don’t go unnoticed during this high traffic period.

Final Prime Day Checklist

To sum it all up and ensure you make the most out of Prime Day, we recommend that you:

1. Prepare Accordingly: Slowly increase campaign budgets and bids leading up to the 2-day event to make the most of increased traffic during this time period.

2. Observe & Adapt: Monitor campaign performance morning, midday, and night in order to ensure budgets are efficiently spent throughout the day.

3. Recollect & Analyze: Slowly walk down your budgets and bids in the days after Prime Day. With the increase in traffic, running remarketing campaigns to retarget consumers that viewed your products is likely to be advantageous.

To learn how the Direct Agents’ team can optimize your Prime Day strategy, please contact marketing@directagents.com.

Nicholas Galante, VP of eCommerce, Direct Agents