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Amazon Prime Day Series: What Should You Do Once Prime Day Is Over?
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The Amazon Prime Day series will run throughout the month of July and focus on relevant Prime Day news as well as specific strategies you can implement to effectively navigate the period of time before, during, and after Prime Day.
The physical two days of Prime Day may be over, but your Prime Day momentum should not be. Do not think about Prime Day as a just a two-day period but rather as an entire month. This period of time after the global shopping holiday, known as the lead-out, is just as important as the actual two days.
Leverage the two to three weeks immediately following Prime Day to re-engage your target audiences at scale with resells, upsells, and cross-sells. By promoting the value of your deals and brands across your advertising mix, you can focus on optimizing impressions, clicks, and sales with Sponsored Products, Sponsored Brands, and Amazon Stores.
Amazon recommends implementing the following targeting strategies for your Sponsored ads during the Prime Day lead-out:
- Manual product attribute targeting for your ASIN, brand, and category keywords
- Automatic targeting for your substitute and complementary products
- Automatic targeting for your close and loose match keywords
Advertisers who have utilized this methodology have successfully been able to keep customers engaged and ready to shop even after Prime Day ends. In fact, Amazon stated that shoppers generated higher category search volume in the 14 days after Prime Day 2018 versus the 14 days before.
If you run display ads on and off Amazon, you can use the lead-out period to re-engage your brand’s existing audience to drive loyalty and in-market audiences who may not have purchased your products. Here, you can leverage the Amazon DSP and remarketing audiences to optimize your new-to-brand metrics, sales, and detail page view rate. New-to-brand metrics will be especially impactful when analyzing which Prime Day campaigns drove the highest percentage of new customers.
Lastly, with video, you can reach new device owners to once again re-engage both your existing audience and audiences that did not purchase your products. With both in-stream and out-stream video, you can capitalize on relevant branded searches and carry them through to conversion. Branded search metrics will give you insights into how your Prime Day campaigns impacted searches for your brand.
Taking the time to establish a plan for after Prime Day carries just as much weight as preparing for the event itself. By continuing to run advertising campaigns in the weeks immediately following Prime Day, you will be able to generate incremental sales and capitalize on the brand exposure you received during the high-traffic event.
With a comprehensive Amazon Advertising strategy in place now, you are effectively setting yourself up for success during the next significant moment in time on Amazon — the holiday season.