Advertising Marketing

4 Best Practices for Crafting an Amazon Prime Day Marketing Plan for 2024

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Prime Day, Amazon’s highly anticipated event exclusively for Prime members, presents a remarkable opportunity for brand expansion, product buzz, and increased profits. This year’s Prime Day is expected to bring in somewhere between $12 billion to $13 billion, but if you missed it this year, you can start preparing for next year. However, without a well-crafted strategy, Prime Day can prove to be a costly endeavor, yielding little return on investment. To ensure success during this sales event, it is crucial to develop a comprehensive Prime Day marketing plan for 2024 that elevates your brand’s visibility and captures the attention of potential customers.

The Importance of a Prime Day Marketing Plan: Driving Success and Amplifying Your Brand

Prime Day attracts countless members looking for great deals across various product categories. With high platform traffic, it’s essential to ensure your storefront stands out among the competition.

That’s why developing a well-crafted strategy to make your brand discoverable is crucial for Amazon Prime Day success. Consider these key points:

  • Understand conversion: Different promotions, targeting methods, and messaging impact conversion rates. For brand building, investing in video creatives can be effective, as shoppers find them helpful when learning about new products.
  • Start early: Many stores make the mistake of starting Prime Day preparations too late. Anticipation is key for this popular online event. Begin weeks in advance with activities like discovery, data collection, and awareness building.
  • Expand advertising: Being cautious with ad spending during Prime Day may not yield the desired results. Increase your budget temporarily to leverage profitable tactics, such as optimizing Brand Stores, using A+ content, and leveraging sponsored brand ads.

Prime Day offers an excellent opportunity to convert new customers who have yet to engage with your brand. However, achieving this requires delivering a memorable experience both before and after Prime Day itself.

4 Best Practices for Prime Day Preparation

As you develop your Amazon Prime Day strategy for next year, consider incorporating these best practices into your playbook to effectively raise awareness about your products and drive conversion:

1. Focus on a Targeted Approach

Attempting to cater to everyone or directly challenging your biggest competitors can hinder your progress and lead to higher costs. Instead, identify smaller yet more relevant keywords, competitors, and audience segments to reach engaged customers at a more reasonable cost.

2. Optimize Product Detail Pages

Prioritize optimizing your Product Detail Pages well in advance of Prime Day to captivate customers upon discovery. The fast-paced nature of Prime Day demands immediate attention-grabbing elements, such as visually appealing imagery, compelling product titles, high-quality images and videos, and authentic customer reviews. These optimizations not only enhance your search ranking, but also facilitate seamless conversion when Prime Day arrives.

3. Look Beyond ROAS

While monitoring return on ad spend (ROAS) is important, it shouldn’t be the sole metric guiding your evaluation. Tracking multiple performance indicators, including new customer acquisition, average order value, impressions, and reach, provides a comprehensive view of your paid media’s true impact on Prime Day. Such insights are invaluable for future strategy decisions.

4. Embrace Multiple Touchpoints

To effectively reach new customers during Prime Day, employ a diverse range of ad types and engage multiple touchpoints through tactics like retargeting with Amazon Demand-Side Platform (or DSP) or Sponsored Display. Given the myriad of options available to customers on Prime Day, it’s crucial to maintain top-of-mind awareness during their purchase journey and convert undecided shoppers.

Consider the Prime audience: an expansive group of nearly 200 million customers (in the U.S. alone) seeking deals, displaying loyalty, and remaining receptive to new product ideas. By devising a marketing plan that caters to these explorers, you’ll be well-equipped to seize the full potential of the next Prime Day and captivate this vast audience.

About the author


Colleen Cigliano

Colleen Cigliano oversees Front Row’s Performance Marketing team, managing all paid advertising efforts in the Amazon space for brand partners, particularly Paid Search and Programmatic Display. Colleen started working at Fortress Brand, the global brand accelerator that has now become part of Front Row, in 2020, moving up from Digital Strategist to Senior Digital Strategist to her role today.