Overview

Amazon Ads has introduced two free, seller‑focused learning tools aimed at boosting ad performance during high‑traffic shopping events such as Prime Day and Black Friday. The resources target budget pacing, a factor that Amazon’s own data shows can lift return on ad spend (ROAS) by roughly 21 % when campaigns stay active for more than three‑quarters of the day. Sellers who adopt the new guidance can keep their ads visible during peak browsing hours and capture more high‑intent traffic.

Key Points

• Free Virtual Advertising Summit — A live, no‑cost online event that walks sellers through building end‑to‑end ad strategies across the full buyer journey.
• Shopping Events Learning Hub — A permanent, on‑demand library of courses, bootcamps, and videos organized around pre‑event prep, real‑time optimization, and post‑event follow‑up.
• Budget‑Pacing Insight — Amazon’s internal analysis finds campaigns that remain live for >75 % of a peak‑day deliver about 21 % higher ROAS than those that run out of budget early.
• Multi‑Touchpoint Focus — Training emphasizes coordinated ads for awareness, consideration, and conversion, reflecting the reality that most shoppers see a brand several times before buying.
• Year‑Round Applicability — While the summit is a one‑time event, the Learning Hub can be accessed any time, allowing sellers to refine tactics well before the next sales surge.

How the New Resources Work

1. Register for the Virtual Summit — Sellers sign up on the Amazon Ads portal; a confirmation email provides a link to the live session scheduled for the upcoming month. Example: A seller of home‑office furniture registers and receives a calendar invite for a 2‑hour workshop on “Maximizing Prime Day Visibility.”
2. Attend Live Sessions & Access Recordings — During the summit, presenters cover budget pacing, audience segmentation, and cross‑channel storytelling. Recordings are uploaded to the Learning Hub within 24 hours for later review. Example: The same furniture seller watches the recorded segment on “Dynamic Budget Allocation” while planning the next day’s campaign.