Prime Day is one of Amazon’s largest shopping days, typically sending traffic, clicks, and conversions skyrocketing. But what about after the dust settles?
For most sellers, the days following Prime Day are equally valuable as the event itself. Your adjustment of your Amazon PPC campaigns following Prime Day can either contribute directly to your momentum, profitability, and long-term ranking or take it away.
Beyond the Boom: 6 Savvy Strategies for Your Amazon Ads Following Prime Day
Here’s what you should expect and what you should do to maximize outcomes following Prime Day.
Expect a Decline in Traffic (and Don’t Freak Out)
As soon as Prime Day finishes, traffic and sales will naturally fall. Consumers who capitalized on offers have already procured their products, and the urgency that fuels Prime Day conversions is removed.
What to Do:
- Stop demanding aggressive bids if your campaigns were programmed to “Prime Day mode” (i.e., high bids, increased targeting).
- Keep an eye on ACoS. Post-event traffic can convert at a lower level, so your cost-per-click might not be as effective.
Examine Campaign Performance
Before you make any significant changes, examine the facts.
Take a look at:
- Which campaigns generated the most conversions?
- Which keywords performed well on ROAS?
- Which ASINs hit or lagged behind?
What to Do:
- Use this knowledge to determine winning plays and cut waste.
- Consider making a report breaking down performance by date range (pre-, during, and after Prime Day).
Retarget Interested Shoppers
A lot of shoppers shopped during Prime Day but didn’t purchase. You can still convert them.
What to Do:
- Run Sponsored Display campaigns to retarget product viewers.
- Use DSP or remarketing if you have it in your toolkit to re-engage potential buyers.
Tip: Drive limited-time offers or bundles to incentivize post-Prime Day shoppers who are still undecided.
Tweak Your Budget and Bids
Since there is less demand, you need to tweak your ad spend accordingly. Don’t throw the budget after cold traffic.
What to Do:
- Gradually reduce your budget, not drastically.
- Lower bids on expensive, low-performing keywords are temporarily warranted during Prime Day.
- Reallocate your budget toward campaigns and keyword segments that showed strong performance during Prime Day, while pausing or refining underperforming ad groups to maintain efficiency.
Optimize Listings After the Event
Shoppers who viewed your product during Prime Day will likely return.
What to Do:
- Ensure that your product listing is highly optimized, such as images, bullet points, and A+ content.
- Include social proof from new reviews collected during Prime Day.
- Consider adding badges such as “Amazon’s Choice” or “Best Seller” where relevant.
Prepare for the Next Sale Event
The next major sale is just around the corner, whether it’s Labor Day, Q4 holidays, or Back-to-School.
What to Do:
- Save Prime Day performance metrics to inform future strategy.
- Start preparing for inventory, ad spend, and creatives for the next peak season.
- Test new campaign types or targeting approaches during the downtime.
Final Thoughts
Prime Day success doesn’t stop when the sale is over. The real success stories are the sellers who know how to review their performance, adjust their strategy, and carry momentum forward.
Whether recalibrating your bids, starting retargeting campaigns, or preparing for the next big sale, having a solid post-sale PPC strategy is the key to long-term profit on Amazon.
Here at PPC Center, we assist Amazon sellers not only during major events like Prime Day, but also in the final weeks afterward and throughout the entire year. From data-driven performance reviews to tailored campaign optimization, our experts make sure that your ads are working smarter, every day.
Having difficulty managing your post-Prime Day campaigns?
Let PPC Center eliminate the guesswork from your advertising campaign and get your account ready for whatever lies ahead. Visit our website PPCCenter.com or Book a call with PPCenter and start your journey to success with our team!