Just a few days after the big event, how can advertisers continue driving post-Amazon Prime Day sales? This event holds significant importance for retailers and consumers, as it generated approximately $1.8M in purchases on average within the first day of its two-day duration.

Now that you’ve successfully shipped off many orders and achieved substantial sales during Amazon Prime Day, it’s time to reassess your inventory stocks and strategize how to push the excess stock using paid social media advertising. Whether you have high inventory levels remaining or simply want to maintain the momentum from Amazon Prime Day, we’ve compiled these tips to extend your post-Amazon Prime Day sales well beyond the event.

5 Tips to Maximize Your Sales After Amazon Prime Day Ends

Retaining interest and keeping Amazon shopping purchases flowing can be a significant challenge after major retail events like Halloween, Thanksgiving, or the 4th of July. Consumers typically tighten their purse strings and wait for big discount events like Amazon Prime Day in the summer, the back-to-school season, and Black Friday and Cyber Monday. 

According to Salesforce’s data, 23% of all online holiday sales occur during Cyber Week, with average discounts reaching up to 27% of unit prices. However, sales remain steady seven weeks before the peak retail holiday and even four weeks afterward.

Here are five tips to keep up the momentum, secure Amazon shopping cart checkouts, and seal the deal on those Prime Day sales.

1. Analyze Your Amazon Prime Day Sales Data

Once Amazon Prime Day concludes, the first step is to evaluate the performance of your sales campaigns during the 48-hour event.

❓ Determine which ad or ad group received the most link clicks.

❓ Identify which ad or ad group generated the highest engagements.

❓ Evaluate which ad format was most effective for each product or collection.

Understanding the success of your top Amazon Prime Day ads will guide your strategy for effectively marketing the remaining inventory.

Let’s convert this data analysis into a visual to offer a clearer view:

Based on this data, here are quick insights and recommendations to improve your post-Amazon Prime Day sales campaigns:

• Refine Targeting:
  • Luxury: Expand targeting beyond the top 10-20% HHI bracket. Consider broader income brackets or interests like art and travel that align with luxury watch buyers.
  • Sport: Test different interests within the “outdoor activities” category (e.g., running, hiking, swimming).

• Bidding & Budget Adjustments:
  • Classic: Given the high VR and CTR for several Classic Collection ads, consider increasing bids to capture more impressions and potential sales.
  • For ads with consistently low CTR and engagement (e.g., Diamond-Studded Watches, All Sport Collection Watches), consider reallocating budget to better-performing ads or ad groups.

To further evaluate the effectiveness of your Amazon Prime Day ads, collaborate closely with your sales team to gather metrics such as:

• Items added to cart;
• Items purchased

These metrics provide insights into customer behavior post-Amazon Prime Day, helping refine strategies to maximize sales after the event. It’s crucial to correlate your ad performance with actual sales numbers to develop strategies that effectively boost your post-Amazon Prime Day sales.

2. Keep Your Amazon Prime Day Campaigns Active

Don’t slam the brakes on your Amazon Prime Day advertising campaigns. With the Amazon shopping data you gather after the two-day event closes, you should be able to make informed decisions about optimizing your campaigns to attract audiences for post-Prime Day deals. 

Ad messaging and creative tip:

During Day 1 of Amazon Prime Day, 56% of shoppers waited for items to go on sale. Offer exclusive post-Prime Day deals or limited-time discounts to capitalize on lingering purchase intent. 

Combine your in-demand products with your listed Amazon Prime Day products, which have ample inventory. This strategy allows you to engage individuals who expressed interest in your, for instance, high-priced items but were seeking complementary deals.

Audience targeting tip:

54% of customers doing their Amazon shopping will likely complete their purchase when they see a discounted price for items left in their abandoned shopping carts. To capitalize on this, focus on retargeting audiences who showed interest during the event but didn’t make a purchase. During your Amazon Prime Day campaign, gather enough data to create an audience list for remarketing immediately after the event.

For instance, if you used a landing page for your Amazon product links, ensure your platform pixel (e.g., Meta pixel) is installed to capture website visit data. This allows you to retarget users who clicked on your landing page and find similar customer profiles who are likely to choose you for their Amazon shopping.

Campaign optimization tip:

Maintain consistent campaign pacing throughout the entire campaign duration. Start your campaign before Amazon Prime Day 2024 and ensure it continues smoothly after the event concludes. 

Allocate peak budget specifically for the 16th and 17th, with higher auction bids during Prime Day week. Afterward, adjust your bids to regular levels for consistent campaign delivery.

3. Sustain Brand Recall Post-Prime Day

After Amazon Prime Day concludes, leverage your campaign insights to drive future awareness and consideration-focused campaigns. If you’ve achieved your sales goals during this period, now is the time to ensure your brand remains prominent outside peak Amazon shopping seasons.

Awareness and consideration campaigns:

Aim for an effective frequency of ‘three-plus’ exposures. This means your ads should be seen by each audience member at least three times to ensure they leave an impact and are remembered. One effective approach is using a Video Reach Campaign with targeted frequency settings, allowing your Amazon shopping ads to be shown up to 4 times weekly or 8 times monthly to the same viewer.

Sales campaign:

Did you know that after a customer’s first purchase, there’s a 27% chance they will buy again? This likelihood increases to 49% after their second purchase and jumps to 62% after their third. Don’t halt your sales efforts just yet — capitalize on post-Amazon Prime Day sales to clear excess inventory and retain customer loyalty.

Temptations, a cat treat brand, effectively utilized Amazon Prime Day to boost customer loyalty. During the 2023 event, they secured 74% of direct purchases, with the remaining 26% made through their Amazon store. Additionally, 28% of all purchases were from repeat buyers, showcasing the effectiveness of their promotional strategies.

4. Re-identify your Targeting Segments

A social media advertising team that optimizes your campaigns around the clock allows you to shift from broad to highly specific targeting once you identify successful market segments or demographic audiences. Conversely, you can broaden your audience to increase impressions or views.

Eliminate Irrelevant Placements, Boost Effective Ones

When running YouTube ads, analyze which topics and channel placements yield the best results for your Amazon shopping ads. Pause or remove placements that underperform during your post-Amazon Prime Day sales push. Conversely, optimize bids for YouTube channel placements, driving clicks and conversions to maintain top ad spots.

Which Household Device Worked Best?

Besides assessing keyword effectiveness and ad placements, you must evaluate which device targeting yielded the best results for your ads. Did mobile ads generate more traction, or did Connected TV viewers contribute to higher click-through rates and views?

Our Q2 2024 YouTube benchmarks reveal that ads delivered on Connected TV garnered 55% more impressions than ads delivered on other devices. Mobile devices followed closely, with a 38.2% share of impressions.

As the Connected TV (CTV) market expands, it demonstrates that targeting large-screen devices remains a viable and effective strategy. However, mobile devices continue to excel due to their accessibility and user-friendly nature.

Furthermore, Amazon Prime Day data from the event’s second day indicates that over 60% of average household spending fell within the $100 to >$200 range, with each order averaging $10 to $40. This suggests that consumers shop via mobiles and place multiple orders after discovering better deals or offers on different devices.

Understanding your top-performing devices enables strategic decisions post-Amazon Prime Day. Whether expanding to Google TV or focusing on mobiles, align your strategy with campaign data to maximize post-event sales before the next retail cycle.

5. Coordinate your Post-Amazon Prime Day Sales Strategy with The Team

Once you’ve gathered all campaign data and identified successful and unsuccessful strategies, you can convene with your client or agency to strategize for post-Amazon Prime Day sales. 

Aligning your media buying team’s strategy with your target Amazon shopping sales is essential for maximizing your brand’s ROAS (return on ad spend) and achieving optimal results from your paid social media ad campaigns. This alignment ensures that both teams are on the same page. In contrast, the media buying team optimizes Amazon shopping ad performance using machine learning and AI; the sales team can provide insights and direction to enhance overall effectiveness.

A significant advantage is having a responsive media buying team capable of 24/7 optimization. At Strike Social, our teams leverage advanced technology and media buying expertise to achieve desired KPIs while optimizing costs. This approach ensures that your Amazon Prime Day advertising campaigns perform well even after the event, maintaining strong brand visibility and audience engagement.