Hi sellers,

Prime Day returns this June, and we're dedicating the entire month of May to helping you prepare. Our Ask Amazon series this month is focused entirely on Prime Day readiness, covering the topics you've told us matter most.

🗓️ Save the Date: Join our Ask Amazon session on 27 May - Amazon partner teams will be answering your Prime Day readiness questions across Ads, Listings, Returns, and more.

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Prime Day is one of the biggest shopping moments of the year. Whether you sell home goods, beauty, electronics, or everyday essentials, the right advertising strategy before the event can significantly impact your results. This post walks you through how to prepare your campaigns before Prime Day, which starts now!

📊 Quick Poll: Are your campaigns ready for Prime Day? Comment on the post!

• Already prepared → Click 👍
• Still planning → Click 👎

Preparation is everything, so before running ads on Prime Day, we want to make sure you are set up for success with the following best practices:

🛍️ Optimize Your Product Pages

Strong product pages help shoppers find relevant information fast and influence purchase decisions. Here's how to strengthen yours:

• Create clear and focused titles and bullets: Have concise titles to help shoppers quickly understand your product. Additionally, aim for three plus bullet points that focus on key benefits that matter most to shoppers.
• Feature high-quality images: Include at least four photos showing your product from multiple angles to help shoppers make confident purchase decisions. Use lifestyle images to demonstrate your product in real-world settings.
• Add A+ content: Available to brands enrolled in Amazon Brand Registry, A+ content lets you describe your product features with enhanced images, text placements, and stories.
• Prioritize products with deals or coupons: Combining deals with advertising helps shoppers discover and purchase your products more easily.
• Highlight strong performers: Review recent sales to identify products with consistent results. Items showing strong engagement leading up to Prime Day may continue to resonate during the event.
• Plan for inventory and profitability: Consider advertising products with excess inventory while maintaining focus on items with healthy ACOS (advertising cost of sales — the percentage of sales spent on ads).

🎯 Build Your Campaign Strategy

Combining multiple targeting types creates a balanced strategy for Prime Day and year-round.

• Start automatic targeting early: Launch Sponsored Products automatic campaigns at least 6 weeks before Prime Day to discover new shopping patterns and keywords.
• Build manual targeting campaigns: Use high-performing search terms from your automatic campaigns and bid on them competitively as exact match (ads show only for that specific search term).
• Add negative keywords: Review your search term reports and add negative keywords (terms you don't want your ads to appear for) to focus spend on the most relevant searches.

Explore Amazon Ads targeting strategies for more details.

💰 Set Your Bids and Budget

With your product selection and targeting in place, bid optimization becomes essential for high-traffic events.

• Use schedule-based bid and budget rules: Automatically adjust your bids and budgets during peak shopping hours when conversion rates may be higher.
• Shift budgets to top performers: Move spend from lower-performing campaigns to your best-performing ones for maximum impact.

Visit the bids and budgets guide to learn more.

💡 Key Insight

Advertisers saw a 16% increase in sales using Sponsored Ads during Prime Day, compared to average category growth.*

🤝 Let's Talk

What's your Prime Day advertising strategy this year? Share your tips or questions in the comments. Your insights could help a fellow seller. 👇

*Amazon internal data, worldwide. Results are based on past observations and may not indicate future performance.