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Amazon Prime Day 2024: Mastering Ad Types for Full-Funnel Success

Amazon Prime Day 2024: Mastering Ad Types for Full-Funnel Success


In the rapidly evolving world of eCommerce, Amazon Prime Day stands out as one of the most significant opportunities for brands to boost their sales and visibility.

With Prime Day 2024 just around the corner, it’s crucial to understand how to leverage Amazon’s diverse ad formats to engage in a full-funnel advertising strategy.

This comprehensive guide will help you navigate the various ad types available on Amazon and strategically use them at each funnel stage to ensure your Prime Day campaigns’ success on July 16th and 17th.

The Prime Day Funnel 101

Top of the Funnel: Building Brand Awareness

At this stage, the goal is to get your brand noticed by potential customers who may not yet be familiar with it.

Broad-reaching ads that build brand awareness and capture a wide audience’s interest are essential here. The following ad types are particularly effective:

  1. Sponsored Display Ads: These reach customers both on and off Amazon, appearing on product detail pages, within shopping results, and on third-party websites and apps.
Here's A Screenshot Or Illustration Of Sponsored Display Ads On An Amazon Product Page
  1. Video Ads: Capture attention across Amazon Music, Alexa News, and Amazon-owned websites.
  2. Audio Ads: Engage customers through Amazon Music, Alexa News, and podcasts.

Mid-Funnel: Engaging and Educating Customers

At this stage, the objective is to engage and educate customers already aware of your brand. This involves providing detailed information to help potential buyers make informed decisions:

  1. Sponsored Brands Ads: Showcase a selection of products along with your brand logo and headline.
Here's A Visual Representation Of A Sponsored Brands Ad With A Brand Logo Headline And Multiple Products
  1. Amazon Posts: Similar to social media posts, these offer compelling imagery and copy to tell your brand story.
  2. Amazon Live: Engage with audiences in real time, demonstrating products and answering questions.
An Image Showcasing A Live Session With A Host Demonstrating A Product

Bottom of the Funnel: Driving Sales

Here, the focus is on driving sales by reaching customers ready to purchase. Highly relevant ads are key:

  1. Sponsored Products Ads: Capture purchase-ready customers by appearing at the top of search results and on product pages.
  2. Amazon DSP Display Ads: Use advanced strategies to reach customers who have shown interest but haven’t yet converted.

Sponsored Products

These ads are fundamental and appear in organic search results, product pages, and reviews. They operate on a cost-per-click (CPC) model, meaning you pay only when users engage with the ad.

Here’s how to optimize Sponsored Products for Prime Day:

  • Plan budget allocations throughout the day to ensure your campaigns do not run out of budget.
  • Review historical metrics to understand previous Prime Day trends.
  • Monitor performance in real-time and adjust bids and budgets as needed.
  • Utilize negative keywords to avoid wasting budget on irrelevant searches.
  • Optimize product listings to improve ad relevance and conversion likelihood.

Sponsored Brands

Sponsored Brands ads operate on a keyword bidding and CPC model. They appear at the top of search results, showcasing a brand logo, headline, and a selection of products.

Maximize their effectiveness by:

  • Using lifestyle or custom imagery to make your ad stand out.
  • Creating compelling headlines that communicate your value proposition.
  • Conducting A/B testing to find the best combination of images, headlines, and products.
  • Utilizing Amazon’s audience insights to reach the most relevant segments.
  • Continuously tracking performance metrics and optimizing your campaigns.

Sponsored Display

Sponsored Display ads reach customers on Amazon and external websites. They can help drive brand awareness before Prime Day and support your sales efforts during the event. 

Here's An Illustration Or Screenshot Of An Amazon Store Page With Featured Products And High Quality Images

Key strategies include:

  • Starting small to test Sponsored Display capabilities.
  • Shifting your strategy to onsite placements during the event.
  • Experimenting with different creative formats and messages.
  • Utilizing Amazon’s audience insights to refine your reach.

Ad Formats

Amazon offers various ad formats to ensure your message reaches potential customers across different channels and devices. Here’s how to make the most of them:

Sponsored TV and Prime Video Ads

These ads appear on Amazon-owned and third-party publisher websites. Optimize them by:

  • Leveraging offsite ad formats to drive brand awareness leading up to Prime Day.
  • Using engaging content to convey your brand’s message.
  • Testing different video lengths and formats.
  • Including clear calls to action to encourage viewer engagement.

Audio Ads

Reach audiences through Amazon Music, Alexa News, and podcasts. Make your audio ads effective by:

  • Creating high-quality, engaging audio content.
  • Using clear messaging to highlight your Prime Day offers.
  • Taking advantage of Amazon’s reach capabilities.
  • Tracking performance and adjusting content as needed.

Display Ads

Use display ads to drive awareness and create brand reach. Key tactics include:

  • Using display ads for early brand awareness and leveraging remarketing strategies.
  • Creating visually appealing and compelling display ads.
  • Testing different creative variations.
  • Utilizing Amazon’s audience insights for targeted reach.
  • Continuously monitoring and optimizing campaigns.

How Eva Can Help

Eva Commerce is a leading eCommerce technology company dedicated to helping brands achieve profitable growth on Amazon, Walmart, and other marketplaces.

Our unique AI platform, combined with expert support, enables brands to optimize their advertising strategies and make data-driven decisions.

Eva’s AI platform is the only context-aware advertising solution that integrates inventory levels, conversion rates, and profitability metrics across all marketplaces, not just Amazon.

Our experts analyze this data to determine the best actions for your advertising campaigns, ensuring maximum efficiency and ROI.

As an Amazon Advanced Partner and Walmart Strategic Solution Partner, Eva also collaborates with industry giants like TikTok, eBay, Shopify, Google, Meta, Wayfair, Faire, and more.

By focusing on profitability, Eva ensures sustainable growth and helps brands invest in the most effective multimedia mix for their marketing efforts.

Unlock Your eCommerce Potential Today

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What is the best ad type for brand awareness on Amazon?

Sponsored Display ads, Video Ads, and Audio Ads are highly effective for building brand awareness.

How can I maximize my Sponsored Products ads during Prime Day?

Plan budget allocations, monitor performance in real-time, use negative keywords, and optimize product listings.

What is the advantage of using Sponsored Brands ads?

They help drive sales across your entire product catalog by showcasing multiple products and your brand logo.

How can Amazon DSP Display Ads benefit my Prime Day strategy?

They use advanced strategies to reach customers who have shown interest but haven’t yet converted, supporting remarketing efforts.

What role do Video Ads play in a full-funnel strategy?

Video Ads capture attention across multiple solutions, making them effective at building brand awareness and engagement.

How can Amazon Live enhance my Prime Day campaigns?

It allows real-time engagement with audiences, demonstrating products and answering questions to build trust and interest.

What are the benefits of using Audio Ads on Amazon?

They reach audiences through Amazon Music and podcasts, providing another touchpoint to influence potential customers.

How can I optimize my Amazon Store for Prime Day?

Create a separate page for featured ASINs, use high-quality images and videos, and keep content updated.

Why should I use Amazon Posts?

They are visually appealing and help tell your brand story, similar to social media posts, enhancing brand visibility.

What is the importance of a full-funnel advertising strategy?

It ensures that your brand engages customers at every stage of the buying journey, from awareness to conversion.

By mastering Amazon’s ad formats and understanding how each can be strategically employed, you can create a comprehensive advertising strategy that maximizes your impact on Prime Day and sets the foundation for continued success throughout the year.

Ready to take your Amazon business to the next level? Book a free consultation with Eva Commerce.


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