Hand using amazon marketing cloud to prep for Prime Day

Amazon Prime Day is not just another sale; it’s one of the biggest shopping events of the year, driving unprecedented traffic and sales. For brands, it’s a golden opportunity to boost visibility and revenue. With Prime Day 2024 announced for July 16th and 17th, now is the time for brands to prepare. So, what will be the key to priming your brand for success during 2024 Amazon Prime Day? A forward-thinking strategy backed by data insights from the Amazon Marketing Cloud.

Last year, the first day of Amazon Prime Day was the single largest revenue-grossing day in the company’s history, with over 375 million items sold worldwide. Prime members saved more than $2.5 billion on deals they found during the sale, and independent brands saw success like never before.

With the influx of traffic during Amazon Prime Day, brands will be increasing their ad spend to get in front of shoppers. As marketing teams prepare to increase ad budgets, it becomes more important than ever to know how customers shop on Amazon and how to reach other similar shoppers during peak events like these. This is where the Amazon Marketing Cloud comes in.

What is Amazon Marketing Cloud?

Amazon Marketing Cloud (AMC) is a secure, privacy-safe, cloud-based clean room solution, in which advertisers can easily perform analytics and build audiences across pseudonymized signals, including Amazon Ads signals as well as their own inputs.” It allows brands to view customized analytics and gain insights into their customers’ shopping habits on Amazon. It also allows brands to upload their own customer data to merge that with Amazon Ad campaign signals. This opens the door for accurate, holistic targeting and the implementation of some of the most effective advertising strategies ever seen on Amazon.

How to use Amazon Marketing Cloud to prep for Prime Day

Increase Customer Insights

Ahead of Amazon Prime Day 2024, you should utilize Amazon Marketing Cloud to increase the value of your customer data and to supplement what you know about your customers. With more data comes more power. There is never a better time than during a peak selling event to have the most knowledge about how to reach your existing customers and where to acquire new ones.

There is an abundance of queries available in Amazon Marketing Cloud, but the data points below will be the most important to have a strong grasp on as you head into Prime Day:

  • Impacts of different ad types on purchase rate
  • Common paths to conversion
  • Hourly traffic and conversion performance
  • Which ASINs bring in the most new customers for your brand

After Prime Day 2024, be sure to reevaluate these queries to understand where there were major differences in customer behavior during the event. This will help your brand better prepare for future tentpole events like Prime Big Deal Days and Black Friday and Cyber Monday.

Build Custom Audiences

Amazon Marketing Cloud also allows you to create custom audiences to target through Amazon DSP. These include audiences to support remarketing efforts, like reengaging shoppers that have viewed multiple detail pages, past high-value customers, and cart abandoners.

Additionally, you can build lookalike audiences based on these audiences to acquire new customers. The value of this can be especially significant during sale periods where prices are lower and customers are more willing to try something new for a deal. If you are not using AMC to build lookalikes during Prime Day, your brand is missing out on a huge opportunity to grow your customer base.

As Prime Day 2024 approaches, leveraging tools like Amazon Marketing Cloud can make a significant difference in your brand’s advertising success. Ensure you’re ready to capitalize on this opportunity.

Not sure where to start when it comes to using Amazon Marketing Cloud for Prime Day 2024?

Reach out to our retail media team. Our experts are uniquely equipped to bring your Amazon marketing strategy to the next level.

Perks of working with ROI Revolution

We are one of only a handful of agencies with direct integration into the Amazon Marketing Cloud. Our dedicated retail media and analytics teams can support your brand in custom query building. These custom queries are often elaborate and require SQL experience, and our experts are exceptionally qualified to support these custom reports.

Our team at ROI Revolution is here to help you navigate and succeed this Prime Day. Contact us today to supercharge your retail media strategy!

Additional Prime Day Resources