One of the summer’s biggest digital marketing opportunities is just around the corner.

Amazon Prime Day is back for 48 hours this year, running from July 11-12.

If you’re a digital marketer, you know that Prime Day is not just a shopping event. It’s a marketing opportunity — a chance to showcase your products, acquire new customers and increase your top-line revenue. But how can you make the most of it? How can you stand out from the crowd, optimize your campaigns and maximize your return on investment? With those questions in mind, Adlucent, an Advantage Solutions company, presents its top 10 tips for winning Amazon Prime Day 2023.

These tips are based on Adlucent’s industry-leading experience as well as research and insights from Amazon’s own experts. Whether you are selling on Amazon, your own e-commerce site or a combination of the two, these strategies will help you plan ahead, target the right audience and harness the power of human + machine collaboration.

Today’s marketers must be able to combine the power and efficiency of artificial intelligence (AI), machine learning and automated ad tech with their own knowledge and wisdom to create more effective customer-centered marketing campaigns.

Winning on Prime Day can mean different things to each business, so we’ve split our top 10 tips into three categories. These strategies will help you outperform when selling on Amazon, selling direct and when combining the two in an omnichannel strategy.


  1. Increase budgets for Sponsored Products and Sponsored Brands in the two weeks before Prime Day to boost your brand. A recent Kantar survey found that 75% of shoppers were likely or highly likely to purchase a product during Prime Day that they’d discovered during the lead-up to the event.
  2. Leverage the power of Amazon’s automation by combining two or more of Amazon’s ad services (Sponsored Products, Sponsored Brand and display ads). These algorithms will find and prioritize your customers across the entire buying journey. In fact, Amazon has found that when all three campaign types are used together, they combine to perform 64% better.
  3. Monitor your campaigns closely and adjust bids, preferably with an AI-driven bidding solution that uses real-time data to ensure you’re getting the most bang for your advertising buck.


  1. Build excitement ahead of time for the big day through easy-to-execute tactics like TikTok ads, influencer marketing, storefront optimization and video campaigns targeted at the segments of your audience most swayed by promotions. This is an ideal time to deploy machine learning-modeled audience segments that have the highest propensity toward savings and promotions but also fit within your brand’s target audience.
  2. Create a clear and effective Prime Day landing page. Your Prime Day landing page should be prominently displayed on your website, especially during the sale, and should heavily feature the products you are promoting for the sale, along with messaging about why consumers should buy direct.
  3. Promote your Prime Day deals on social media and other channels to drive traffic to your Amazon storefront or your own website, depending on your goals.
  4. The deadline for Prime Day deals has passed, but all hope is not lost. Create urgency and demand on your own website by offering limited-time discounts and promotions if you missed the window on Amazon.


  1. Review your campaign budgets to make sure you’ve set enough aside for the event and decide what kind of automated bidding strategy best fits your business objectives.
  2. Make adjustments to this year’s campaigns based on takeaways from previous years. Ideally, you have dashboards and AI-enabled automated insights already configured to help clarify opportunities. These tools should be able to provide the answers to critical questions like: Do you expect certain categories to pop? Are your bids high enough? Were there any other surprises?
  3. Offer customer service support. With so many people shopping on Amazon Prime Day, it’s important to be prepared to handle an increase in customer engagement.

Bringing it all together

With these tips, you are ready to crush your Prime Day goals. Whether you’re selling on Amazon, your own website or both, you have a great opportunity to attract new customers, maximize sales and grow your brand.

In today’s crowded retail environment, we know that’s no easy feat. And that’s where human + machine collaboration comes in. By using the power of AI, machine learning and automation, you can optimize your campaigns, better target your audience and improve efficiency.

If you need help combining your team’s invaluable insights with today’s machine-learning models, don’t hesitate to contact us. We at Adlucent are here to help you succeed on Prime Day and beyond!

Brad Costella
Senior Director of Strategy

A marketing leader with 10-plus years of experience in omnichannel digital marketing and customer acquisition, Brad Costella has a passion for turning insights into actionable strategies that improve real-world outcomes for advertisers and customers.