Overview

Amazon Advertising has introduced two complimentary educational tools to help sellers fine‑tune their ad strategies before the next wave of high‑traffic shopping events. A multi‑day virtual summit and a continuously available learning hub provide step‑by‑step guidance on campaign planning, budget allocation, and full‑funnel tactics. Amazon’s internal analysis shows that ads that remain active for at least three‑quarters of a peak‑day generate roughly 21 % more return on ad spend (ROAS) than those that run out of budget early, making the new resources especially relevant for Prime Day, Black Friday and Cyber Monday.

Key Points

• Virtual Advertising Summit – free, multi‑day online event — Offers live sessions that cover both basic and advanced advertising methods across on‑Amazon and off‑Amazon channels.
• Shopping Events Learning Hub – permanent library — Hosts on‑demand courses, bootcamps and video tutorials that walk sellers through the entire advertising lifecycle for major sales events.
• Budget‑duration insight – 21 % ROAS lift — Campaigns that keep their daily budget live for 75 % or more of a high‑traffic day achieve a 21 % higher ROAS than campaigns that exhaust funds early.
• Full‑funnel focus – beyond search ads — Content includes Sponsored Products, Sponsored Brands, Sponsored Display and Amazon DSP, emphasizing audience building, retargeting and conversion optimization.
• Actionable testing recommendation — Amazon advises sellers to trial budget levels during smaller promotions to build data before committing to aggressive spend during tentpole events.

How the New Advertising Resources Work

1. Register for the Virtual Summit — Sellers sign up on the Amazon Advertising portal, select preferred session tracks (e.g., beginner campaign setup, advanced dayparting), and receive calendar invites. For example, a seller targeting Prime Day can enroll in the “Peak‑Day Budget Pacing” workshop scheduled for the summit’s second day.
2. Access the Learning Hub at any time — After logging in, users navigate to the Shopping Events hub, where modules are organized into pre‑event, in‑event, and post‑event sections. A seller can start the “Pre‑Event Awareness Bootcamp” in March to prepare for the upcoming Black Friday window.