Inventory Health
Define Assets & Channels
Budget Allocation
Define Clear Goals for Your Prime Day Strategy
• Audit your inventory in advance: consider
inventory health and availability
• Verify ASINs have sufficient views, purchases,
and lookback activity for retargeting
audience segments
• Pre-build segments that you intend to target
on Prime Day to ensure scale and
performance
• Work with your partners across Amazon,
3rd-party offsite suppliers, and measurement
partners to make sure you have a support
system in place
• There is a common misconception that you
should only run retargeting – as Inventory
becomes competitive so you'll want to
diversify your buys
• Use deals and 3rd party party supply to reach
users offsite and drive them back to Amazon
• Capitalize on upper funnel for brand
awareness and new-to-brand strategy to drum
up interest before, during, and after prime day
starts
• Clarify goals across funnel stages and align
inventory to meet each part effectively
• Test & learn with audiences and creative assets
ahead of time to ensure you are set up for
success
• Get a head start in influencing your
customers with an aggressive lead-in
strategy
• Be flexible and a reserve budget for the day
of the event to adapt to fluctuating KPIs
• Utilize historical data and market trends to
inform your campaign planning and
retargeting strategies
• Opt for quality publishers so that you are
able to drive real sales and not just KPIs on
MFA-like sites
