Thirdly, our measurement tools can help advertisers make the most of their Prime Day investment throughout all phases of the event. For example, for the North American region, we learned that brands who combined sponsored ads and display (whether Amazon DSP and/or Sponsored Display) plus streaming TV ads during the Prime Day event saw a 50% increase in sales versus the two weeks before the Prime Day period. That’s combining multiple Amazon Ads solutions. What we recommend is that brands lean into what we call a “better together” campaign. The second is that there isn’t one product solution that works best. 5 That is the best strategy recommendation I can make for any brand. We saw a 216% increase in awareness and 214% increase in consideration-versus brands who did not advertise in any phase of Prime Day.
From current research we’ve done worldwide, brands who advertised throughout all phases of Prime Day were better able to build their brand presence with shoppers. There’s the lead-up and lead-out of the event. Prime Day is much more than the event itself. I like to recommend what we call an always-on campaign. We caught up with Awilda Hancock, the Global Industry Marketing Team Lead at Amazon Ads, to better understand how Amazon Ads can help brands in the lead-up to, during, and after Prime Day. 3 Given the excitement around Prime Day, the event can be an excellent chance for brands to connect with highly engaged new and existing customers. According to a recent Kantar and Amazon Ads study, 71% of shoppers learn about new brands leading up to Prime Day, and 75% of shoppers are likely to purchase a product during Prime Day that they discovered during the lead-up to the event. 2Īnd while Prime Day is known as one of Amazon’s biggest retail events of the year, it can also be a huge opportunity for businesses to focus on brand building. 1 In 2021, Prime members shopped and saved more than any other Prime Day, purchasing more than 250 million items worldwide. Prime Day offers shopping deals to more than 200 million paid members around the world. Since then, Prime Day has grown into one of Amazon’s biggest shopping events of the year. Back in July 2015, Amazon celebrated its first-ever Prime Day as a way to recognize Prime members.
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