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Best Ad Types Breakdown from Prime Day 2022
Whether your advertising budget is big or small, we have seen the importance of advertising on Amazon, especially during critical events like Prime Day.
During Prime Day 2022, sales from ads increased 1,073% compared to 2021, according to Feedvisor data. On top of sales, we’ve seen ads increase impressions for brand awareness by 246% compared to 2021.
So, we know that ads can help support your sales and impressions, especially during Prime Day, but what ad types work best, and how can you replicate successful Prime Day ads for your future campaigns?
Continue reading to learn more about Prime Day 2022 ad results, including the most impactful ad types and how you can use them to hit your sales goals during turn-key events like Prime Day.
Prime Day 2022 Advertising Results
During Prime Day 2022, Amazon announced over 300 million items were purchased globally, making it the biggest Prime Day event ever, totaling $11.9 billion in sales. But let’s dig into these numbers a bit more.
Ad Spend for Prime Day 2022
According to Feedvisor data, total Ad Spend increased 381% compared to 2021, and while ad spend is rising, sales are also growing.
Ad Sales for Prime Day 2022
Our data shows total Ad Sales increased 1,073% compared to 2021, with the Clothing, Shoes, Jewelry & Watches category having the highest percentages of sales from ads (84%) and the highest ad spend.
Advertising Cost of Sale (ACoS) and Return on Ad Spend (RoAS) Prime Day 2022
Total ACoS decreased 47% compared to 2021, which is enough to keep up with ad spend and resulted in a positive RoAS. Total RoAS increased 92% compared to 2021.
CPC on Prime Day 2022
Total CPC increased 123% across all categories compared to 2021, with an average of $.96 during Prime Day.
But while the cost is rising, impressions are higher, especially during the first 24 hours of Prime Day.
Stay on top of the latest e-commerce and marketplace trends.
The 3 Best Ad Types from Prime Day 2022
Sellers and brands weren’t the only ones running ads for Prime Day. Amazon ran a vast advertising campaign to bring awareness to the event. Many believe this promotion was used to combat inflation, inventory, and supply chain concerns.
During the lead-up to Prime Day, Amazon put in a lot of effort to support the early promotion of deals, influencer marketing, and livestreaming, with the effort paying off. Amazon announced that this year’s Prime Day was the biggest yet.
Their advertising across Amazon and social media sites showed images of influencers like Chrishell Stause of Selling Sunset promoting their livestreams during the Prime Day deals event.
Along with promoting influencers, Amazon doubled down on their Amazon Live shopping livestreaming to promote deals before and during Prime Day. Amazon Live was promoted throughout their website and was even seen on TikTok ads.
Unlike Amazon corporation, many brands and sellers did not have the luxury of a humongous advertising budget for Prime Day due to the highest inflation rates in history, impacting both businesses and consumers.
Those that did invest in advertisements chose to diversify their ad efforts to get the best returns. But which advertising type had the biggest payoff, and what are some examples of ads that worked well? Prime Day’s top three ad types were Sponsored Products, Sponsored Brands, and Sponsored Display.
1. Sponsored Products
Let’s start with the best performing ad type, Sponsored Product ads. According to our data, Sponsored Product ads were the best performing when measured by ad sales.
70% of Prime Day Sales came through Sponsored Product Ads.
Why do Sponsored Product ads perform well? They are in prime locations on Amazon.com. You can find this ad type on the right side of search results, at the bottom of search results, and on product detail pages.
Sponsored Product ads are a great ad type to engage later-stage shoppers to take the final step to purchase your product, especially combined with a coupon or deal during Prime Day.
For example, check out the Sponsored Product ad from Samsung above. Because they combined a Sponsored ad with a deal during Prime Day, they got the blue Prime Day Deal badge. Combining a Sponsored Product ad and a deal or coupon has shown to be the most successful as consumers look for deals, especially during times of inflation.
Sponsored Product ads are one of the most accessible ad types you can pick because you don’t have to craft copy or create graphics since your ad is your listing image and product information. It’s as simple as that!
Further Reading: 4 Ways to Maximize ROI on Your Sponsored Product Ads
2. Sponsored Brands
Sponsored Brand ads were the next best-performing ad type during Prime Day, with 26% of sales coming from the ad type.
Sponsored Brand ads are typically the second most popular Amazon ad types, which doesn’t make it surprising that it produced the same results for Prime Day. These ad types are usually seen as large banner ads at the top of your Amazon search results. You can see an example from Olay below.
Unlike a Sponsored Product ad, Sponsored Brand ads focus on your brand and typically link to a custom landing page or your Amazon Store, giving you much more control over what products you want to feature on your page without competing for product space.
Although the example above is a great way to showcase Sponsored Brand ads, we have seen great success utilizing Sponsored Brand video ads.
Why do videos perform better? Video ads play automatically and take up 50% or more of the screen that the ad is playing on. The movement of the video attracts attention, builds brand awareness, and is relevant to your consumers if you are targeting the right audience or keywords.
Further Reading: Learn How to Showcase Your Brand with Amazon Stores
3. Sponsored Display
The last ad type we will discuss today is Sponsored Display ads. 3% of Prime Day sales came from Sponsored Display ads.
Sponsored Display ads are typically not as popular for an event like Prime Day because the main goal of the ad type is to bring consumers off Amazon to their product detail pages on Amazon.
We saw much more use of Sponsored Display ads during the lead-up to Prime Day to create a greater brand awareness rather than being used during the 48-hour event.
This ad type is essential for your long-term advertising strategy but is best used leading up to big holidays. On average, advertisers who use Sponsored Display audiences see up to 82% of their sales driven by new-to-brand customers.
FYI: Sponsored Display ads are not the same as DSP. DSP allows much more custom audience building and custom display ad creative. If you want to learn more about the differences between the two, save your spot in our upcoming webinar diving into the DSP basics.
The highly anticipated Prime Day has once again come and passed, but lessons learned from Prime Day can be directly applied to other significant sales events like your back-to-school and holiday campaigns.
You can read our complete analysis for a deeper dive into Prime Day 2022 results.