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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.

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Further Reading

Drive Holiday Sales with Post Engagement Campaigns

Meta’s data reveals that 55% of holiday shoppers were influenced by Meta technologies in their purchasing decisions. Discover how Facebook engagement strategies can turn broad audience reach into meaningful interactions and higher conversions during the holiday season.

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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.

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Further Reading

Expand Your Audience with Google TV and YouTube CTV

As YouTube’s Connected TV inventory grows, media buyers aiming to connect with living room audiences should make Google TV and YouTube TV a core part of their media strategy.

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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.

Explore how Strike Social’s data-driven approach delivers measurable results for your campaigns. Contact us here and find out how our experienced team can help you reach your social media advertising goals.

The post Strategies For Post-Amazon Prime Day Sales Advertising appeared first on Strike Social.

This post was updated in January 2025 to provide you with the latest information.

Winning Ad Campaigns for Amazon Prime Day 2024

Exclusive sale events hold a unique allure for shoppers, and the numbers from the 2023 Amazon Prime Day speak volumes: U.S. sales surged nearly 6% year-over-year to $6.4 billion on the event’s first day alone.

As we approach the 2024 Amazon Prime Day, set to rival even the busiest retail holidays like Christmas and Thanksgiving, anticipation is high for what could be one of the largest e-commerce moments of the year. With retailers gearing up to offer substantial discounts, consumer spending is expected to soar. But where do media buyers fit into this equation?

Amazon Prime Day Trends Across Seasons

Amazon Prime Day debuted on July 15, 2015, commemorating the company’s 20th anniversary. Initially accessible in only 9 countries, including the United States, United Kingdom, Canada, and France, the event has since expanded to over 20 countries and now spans a duration of 48 hours.

Shopping by Household

In 2023, over a third (37%) of US households participated in Prime Day, marking a notable increase from previous years. This surge was accompanied by a slight uptick in spending per household, fueled by increased orders.

Shopping by Preference

82% of Amazon Prime Day shoppers in 2023 knew what they wanted to purchase, with 53% specifically holding out for discounted prices during the event. Additionally, 34% of shoppers availed themselves of Lightning Deals, emphasizing the event’s appeal to bargain hunters.

Shopping by Deals

The satisfaction levels among Prime Day shoppers were high in 2023, with two-thirds expressing extreme or high satisfaction with the deals offered. Notably, data reveals that most deals featured percentage-based discounts, with a significant proportion offering discounts of 60% or more.

How To Promote Amazon Prime Day Products On Social Media

When promoting Amazon Prime Day 2024 products on paid social media, there are a few considerations to remember. While Amazon has its advertising platform, Amazon Ads, which offers opportunities both on and off the platform through the Amazon Demand Side Platform (DSP), leveraging social media advertising can enhance your promotional efforts. However, there are some potential hurdles to navigate.

Platform Policies

One significant obstacle advertisers face is the inability to track events, particularly conversions and purchases, when using Amazon shop links on social media advertising platforms. You cannot install the Meta pixel on Amazon shop links, and thus tracking purchases becomes challenging. Facebook’s Terms of Service categorize Amazon as a third-party advertising website, imposing limitations on advertising within Meta.

What you can do:

Instead of using direct Amazon links, which violate Facebook’s terms, consider using a dedicated landing page for your featured Amazon Prime Day products. Directing traffic to a landing page allows you to bypass the restriction and provide more flexibility in presenting your products.

A dedicated website and landing page enable you to showcase additional product benefits and features that may not be included in your Amazon product descriptions. This presents an opportunity to tailor your messaging to your audience and highlight unique selling points not openly stated in your Amazon product link.

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Further Reading

Accurate Facebook ROAS Tracking for Amazon Prime Day

Learn the mechanics of calculating Return on Ad Spend (ROAS) to better identify your ideal Facebook ROAS benchmarks. Explore the typical issues and discover practical solutions to ensure accurate ROAS reporting.

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Approaching Audiences

As Amazon Prime Day 2024 approaches, competition intensifies, with fierce competition for ad space and user attention. With an estimated 2.5 million reach as early as two months before the event, precision in targeting is crucial to focus your advertising efforts within your brand’s niche. 

What you can do:

While targeting specific audiences may incur higher costs, social media platforms offer the advantage of precise audience targeting. Utilizing custom audiences, lookalike audiences, and retargeting options enhances your ability to reach those interested in your products.

For example, platforms like TikTok allow the creation of custom audiences based on landing page visits or engagement with your profile.

Since Amazon Prime Day 2024 is expected to occur from July 10th to 11th, consider uploading your custom audience list from previous retail seasons, such as Mother’s Day and the 4th of July.

Furthermore, if your landing page remains active year-round, ensure you embed the TikTok pixel to target a lookalike audience of your landing page visits from the last 30 days.

Technicalities and Backend

Tracking the effectiveness of your social media ad campaigns requires the proper setup of backend analytics to determine whether sales originate from your campaigns. Establishing connections between your ads and landing pages is essential for accurately measuring campaign performance.

What you can do:

Utilize UTM parameters in your landing page URLs to track traffic sources. For instance, if YouTube video ads drive traffic to your Amazon Prime Day 2024 landing page, create URLs with UTM parameters indicating the traffic source.

By tracking these links through Google Analytics, you can assess the impact of your social media advertising efforts and optimize accordingly.

Here’s an example:

https://yourbrand-amazonprimeday.com?utm_source=bumperads&utm_medium=videoads&utm_campaign=amazonprimeday2024&utm_id=youtube

You can obtain this using an online UTM builder. Tracking the link through GA4 lets you determine if you’re gaining landing page traffic from your YouTube ads.

Effective Ad Formats For Your Amazon Prime Day Strategy

When advertising your products on social media for Amazon Prime Day 2024, you must choose ad formats that effectively showcase your offerings. While Amazon ads are straightforward, featuring product images, prices, and details, transitioning these ads to social media can be tricky.

Fortunately, several ad formats are available on social media platforms that can help boost your Prime Day marketing efforts.

Meta Collection Ads

The Collection ad format lets you showcase large cover images or videos and smaller product images from your catalog. Users who tap on the cover image or video are directed to a full-screen Instant Experience to explore your products.

Tapping on the smaller product images leads users to your nominated landing page for your Amazon Prime Day featured products.

Meta Carousel Ads

Like Collection ads, Carousel ads enable you to display multiple images or videos within a single ad. Users can scroll through the carousel and select items that interest them, eventually directing them to your dedicated landing page.

The fun thing about Carousel ads is you can take them through a journey. Create a continuous creative (see a sample below) or simply list down the Prime Day products you want to feature.

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Further Reading

Optimizing Your Meta Ads for Prime Day Promotion

The Meta platform feeds offer many opportunities to promote for Amazon Prime Day. It’s important to stay updated on the latest Meta ad sizes and specs to maximize engagement and relevance with audiences.

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YouTube Shopping Ads

Despite Amazon and Google Merchant Center being separate platforms, you can link them to make the most of Google and YouTube’s reach. You can export your Amazon shop catalog to the Google Merchant Center using various external tools.

From there, YouTube Shopping Ads will feature your products on the platform through search partners and suggested products.

TikTok Interactive Add-Ons

To enhance your Prime Day marketing strategy, utilize TikTok’s interactive add-ons to showcase your exclusive 2024 offers effectively. These interactive ad campaigns take on a shorter flight, thus complementing seamlessly with your ongoing brand awareness TikTok campaign. 

Engage with users who have previously interacted with your awareness campaigns through retargeting, gradually building anticipation towards Prime Day. These engaged audiences will be specifically targeted with the gift code sticker ad, enticing them to explore your Amazon Prime Day deals further through the interactive campaign.

During Amazon Prime Days 1 and 2, integrate the gift code sticker interactive add-ons into your video campaigns. As the gift code sticker appears in your ad, viewers can effortlessly click “Redeem Code” to copy it to their phone’s clipboard and redeem the code when purchasing from your Amazon shop.

Prime Your Ads for Amazon Prime Day Sales

E-commerce platforms hold immense power, often underutilized. With Amazon Prime Day 2024 approaching, there’s still time to optimize your listings and social media ads for the platforms we’ve discussed.

While participation in the Amazon Prime Day event promises gains for Amazon sellers, integrating strategic social media campaigns can significantly amplify your results. Curious about how to maximize this opportunity? Contact us today or schedule a meeting with our team. Let’s make it happen.

The post How Advertisers Should Prepare for Amazon Prime Day 2024 appeared first on Strike Social.