Get ready for Prime Day 2018 with Amazon Advertising

Your guide to maximise sales during one of Amazon's biggest shopping events of the year

How impactful Prime Day can be to your business:

Advertisers investing in advertising for Prime Day have the opportunity to take advantage of significant traffic and sales opportunities.

 
Tens of millions of purchases
Tens of millions of purchases
Tens of millions of customers
Tens of millions of customers

             *Source: Amazon Press Release, July 2017 

Optimise your campaigns today

Prime Day Specific Tips

Now is the time to optimise your ad campaigns so you don’t miss a minute of potential sales.

Sign-in to your account to make adjustments to your campaigns as you go through our Prime Day tips for optimising your campaigns

 

Overall Strategy
Overall Strategy
  • Use Sponsored Products, Headline Search Ads, and Amazon Stores (only available for brand owners) all together to help maximise your visibility.
  • Launch Prime Day campaigns at least 2 weeks in advance, download your performance reports and adjust your campaigns as needed.
  • Advertise all products with 3.5+ stars to continue driving sales of your highest rated ASINs.
Don't miss these opportunities:
Review your performance reports at least once every 2 weeks. Gather new insights and use that data to optimise your campaigns.
Save your reports after Prime Day and leverage this year's learnings for next year's event.
Maximise your impressions. Make sure you're set up to win the Buy Box, your keywords are relevant, and your bids are high enough.
 
Keyword Strategy
Keyword Strategy
  • Group similar products together so you can align your keywords to those ASINs. Don't forget that keywords/products relevancy is a key aspect in your campaign's success.
  • Use a mix of keyword match types to improve keyword coverage—broad match provides the widest traffic exposure while phrase and exact match are more restrictive but will drive highly relevant traffic.
  • Add negative keywords to ensure your ad is not triggered for certain keywords and to help prevent irrelevant traffic.

Don't miss these opportunities:

Harvest search terms from your auto campaigns. After your automatic campaigns are running for at least 2 weeks, review your search term report for successful search terms and add them as keywords to manual campaigns.
Segment your products into separate campaigns. The more you segment your products, the more targeted you can make your keywords. Highly relevant keywords will increase your ads' chances of winning auctions and appearing in better search result placements.
 
Budget & Bidding Strategy
Budget & Bidding Strategy
  • Increase your daily budgets so you don't risk running out of budget throughout the day. You can read just your budgets at any time after Prime Day.
  • Increase your bids to maintain visibility in prominent placements during peak traffic and to help capture the lift in impressions.
  • Turn on Bid+ for manual Sponsored Products campaigns to optimise your bids for top of search results. This feature helps your ads be more competitive, resulting in more impressions, clicks, and sales.

Don't miss these opportunities:

Be sure your budget can accommodate your bids. If your keyword bids are greater than your campaign budget, you might not serve an impression. You can monitor your ad spend in Campaign Manager, and adjust your bids or budget at any time.

Get your product detail pages retail-ready

Get your product detail pages retail-ready:

You’re investing in advertising to drive customers to your product detail pages, so help maximize conversions once they get there by ensuring your pages are set up for success. 

 

Follow our retail readiness checklist below to optimise your product detail pages or watch a short video here.

 

Title

Create a title between 50 and 100 characters with your most relevant keywords and product information. Don't include promotional messaging, keyword stuffing, or words in ALL CAPs.

Bullets

Feature 3 to 5 bullets under 120 characters each with customer benefits, product uses, and compatibility information.

Keywords

Include targeted keywords in the Generic Keywords field. Consider how frequently customers are searching for these keywords and which pages are currently ranking highest for the searches.

Images

In addition to your main images of the product on a white background, add 2 to 5 alternate, high-resolution images to highlight product features, lifestyle use cases, and other details.

Product description

Write a product description with major product features and warranty information that's under 500 characters.

For more campaign tips and best practices, access our optimisation resources all year long:
Optimise your campaigns today
 
 
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