Maximize your Prime Day impact with

Amazon Attribution (beta)

Learn how Amazon Attribution can help optimize
your cross-channel advertising strategy to guide
customers as they discover, shop, and reconnect
with your brand this Prime Day.

Supercharge your Prime Day strategy:

take a multi-channel approach
Are you planning a cross-channel marketing strategy for Prime Day? We recommend taking a multi-channel
approach to engaging customers before, during, and after the event, as research shows that engaging shoppers
across 3 or more channels can lead to higher purchase rates.

250%
Single- vs. multi- channel
Omnichannel purchase rate2

Single-channel
campaigns 3.21%
higher purchase rates for advertisers using Multi-channel 12.43%
multi-channel vs. single-channel campaigns.1 campaigns
0% 3% 6% 9% 12% 15%

Uncover cross-channel insights

with Amazon Attribution
Discover how your non-Amazon strategies—including channels such
as email, social media, paid search, affiliate websites, and blog posts—
impact shopping activity on Amazon. Then, use these insights to
optimize your cross-channel campaigns in time for Prime Day.

During Prime Day 2020, we looked at performance across all non-Amazon channels measured using Amazon Attribution,
including email, search, social, video, and display, and identified a few key trends. to help you plan.3

Paid search Email outperformed Email, followed

outperformed the the average add-to- closely by paid search,
average detail page cart rate across all outperformed the
view rate across all campaigns by: average purchase rate
campaigns by: across all campaigns by:

1.7X 2.0X 2.1X

6 insights to guide your Prime Day strategy

(and a few tips for advertising success)

#1 Prime Day shoppers tend to plan their

lists ahead of time. You should too.

Pro tips:

75%
of Prime Day shoppers
•

•
Start early: Drive awareness
of your promotions 2-3 weeks
before Prime Day.

Trying to save budget? Use

planned their purchases organic channels such as email
or social to highlight coming
in advance in 2019.4 promotions. Learn more >

• Measure consideration: Review

metrics such as detail pageviews
and add-to-carts to understand
how shoppers are researching
and inform how you optimize
the week of Prime Day.

#2 Build awareness among new shoppers

before the event.

3.1X
Pro tips:
• Explore new channels: Ensure you’re
reaching potential customers with a multi-
channel engagement strategy.
median increase in new-to-brand
• Test and optimize: Based on early shoppers in the US the week
performance and new-to-brand metrics, of Prime Day compared to the
you can optimize your strategy the week before.5
week of Prime Day to focus your budget
towards the channels receiving the highest
engagement.

#3 Discounts and deals can be motivating, but

ensure your message resonates.

87%
of US shoppers agree that a
Pro tip:
discount offer will most strongly Test and optimize: Test messaging and creatives
to help you understand whether elements such
motivate them to complete a
as time-bound vs. deal-based messaging or
transaction after adding an item lifestyle imagery vs. product-specific images
to their digital cart.6 drive higher engagement with your products,
promotions, and deals on Amazon.

#4 Don’t forget to review performance for

products that aren’t advertised too.

22%
Pro tip:
Products Report: Use the new Products
Report to learn which products shoppers are
engaging with after clicking through your ads.
It’s possible that products you’re not currently increase in median sales for non-
advertising are receiving higher engagement. promoted products during the
Consider launching new ads to promote,
week of Prime Day compared to
cross-sell, or re-market these products.
Learn more about the Products Report > the week before.7

#5 Affiliate websites can be important touchpoints—

for your customers and your brand.

Affiliate sites, including coupon and rebate sites, Pro tip:

have been growing sources of traffic during Prime
Day for the past two years. Reminder: affiliate marketing
refers to using third-party
websites or programs you use
Percent of traffic to Amazon by category8
US, Desktop, July 2019 vs. October 2020, Top 100 Referrers only
to promote your products. This
includes influencer marketing
Coupon and rebate sites across social media.
News and media sites
Other sites Don’t forget to use Amazon
80% Attribution to tag these links so
you can measure the impact of
26% your affiliate marketing.
60% 26%

40% 27%
27%

20%
16%
12%

2019 2020

#6 The momentum continues weeks

after Prime Day ends.

Pro tip: Shoppers across categories continued to shop on

Amazon during the 4 weeks after Prime Day 2019.9
Maintain your Prime Day (Percent increase in purchase intent benchmarked against the 2-week
momentum after the period prior to Prime Day.)
event by continuing to
engage shoppers across Health and +27%
personal care
channels in the weeks that
follow. Home +35%

Use Sponsored Display Toys +28%

campaigns to re-market to
audiences that visited your Apparel +24%
detail pages but haven’t
yet purchased. Kitchen +36%

Electronics +24%

Prime Day 2021:

your advertising checklist
Follow the below timeline to help you plan, execute, and
optimize your cross-channel advertising strategy this Prime Day.

May: Plan

Start planning your multi-channel advertising

strategy. If you’re going to promote your products
and deals across non-Amazon channels, be sure
to register for Amazon Attribution.

June: Execute
Prepare your cross-channel campaign tests, so you
can learn which strategies work best going into
Prime Day. A few tests to try include: Aim to launch your Prime Day campaigns
2-3 weeks in advance of the event in order
• Channels and publishers: learn which to give yourself time to:
engagement channels drive the highest product
consideration • Drive awareness of your participation in
• Creatives and messaging: review impact of Prime Day
elements, such as deal-specific vs. time-bound • Let existing customers know about
messaging or product-focused vs. lifestyle imagery upcoming promotions
• Products: find out which products benefit most • Engage new shoppers across channels to
from advertising or deal promotion build brand familiarity
• Landing pages: get insight into how shopping • Begin testing your cross-channel strategies
activity changes when directing shoppers to your to understand what works
Store vs. product detail pages

The week before Prime Day, review

reporting to understand which tactics drove
the highest consideration rates with your
June - July: Optimize products on Amazon. Use these insights to
plan your optimization strategy.

Execute your optimization strategies as traffic

coming to Amazon begins to spike the week of
Prime Day.
July - August: Plan
Simultaneously, launch your re-marketing strategy.
You can use Sponsored Display campaigns to
engage audiences that visit your product detail
Review Prime Day performance from before,
pages but don’t make a purchase.
during, and after the event to inform how
you plan advertising strategies for future
peak period events, including Back-to-
School and Holiday.

Sources: 1) The 2020 Marketing Automation Statistics Report, Omnisend, 2020. 2)The 2020 Marketing Automation Statistics Report, Omnisend, 2020. 3) Amazon
internal, Q3 2020. 4) The Amazon Prime Day 2019 Halo Effect, eMarketer, August 2019. 5) Amazon internal 2019 US: Based on a study of 16 fashion, toys, consumer
electronics, home, and kitchen advertisers. Study looked at median increase in new customers across all of the advertiser’s products by comparing the median number
of new customers during the week of Prime Day (7/15/19 to 7/21/19) vs. the median number of new customers the week before (7/8/19-7/14/19). 6) Types of
Messages that Will Most Strongly Motivate US Internet Users to Comlete a Transaction after Placing a Product in their Digital Cart, eMarketer, October 2019. 7)
Amazon internal 2019 US: Based on a study of 16 fashion, toys, consumer electronics, home, and kitchen advertisers. Study looked at increases in non-promoted
product sales across all of the advertiser’s products by comparing the total sales value during Prime Day week (7/15/19-7/21/2019) vs. the week before (7/8/19-
7/14/19) to the week. 8) 2020 Amazon Prime Day: Digital Publishers, SimilarWeb, October 2020. 9) Amazon internal, 2019 for the following US categories: Health
and personal care, home, toys, apparel, kitchen, consumer electronics. Benchmark for the observed percent increase was the 2-week period prior to Prime Day. Bar
graphs are illustrative only.

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