Overview

Amazon has released its advanced advertising strategy guide for Prime Day 2025, detailing how sellers can coordinate multiple ad formats across the entire customer journey to maximize event performance. With data showing that multi-format advertisers saw 139% higher sales growth than category averages during Prime Day 2024, the guide makes a strong case for moving beyond single-channel campaigns.

What's New

• Full-funnel framework — A coordinated approach combining display, Sponsored Brands, Sponsored Products, and retargeting into a unified campaign architecture
• AI creative tools — New AI-powered video and image generators built into the advertising console to lower production barriers
• Video performance data — Adding video to campaigns delivers a 24% uplift in ad-attributed sales
• Brand Store enhancements — Automatic Prime Day deals pages and dynamic promotional banners added to seller storefronts
• Store landing page advantage — Campaigns directing traffic to Brand Stores generate 28% higher ad-attributed sales versus other landing pages

The Full-Funnel Approach

Rather than treating each ad format independently, Amazon's framework connects them across the customer journey. Display ads with video handle top-of-funnel brand discovery, reaching potential buyers before they start actively shopping. Sponsored Brands campaigns then drive consideration-stage traffic to your Brand Store, where shoppers can browse your full catalog. At the bottom of the funnel, Sponsored Products capture high-intent searches, while display retargeting brings back shoppers who viewed your products but didn't purchase. The strategy treats Prime Day not as a single moment but as a multi-week cycle where early awareness campaigns set up conversion opportunities during the event itself.

Sponsored Products During the Event

The guide gives particular attention to Sponsored Products optimization during the 48-hour window. Sellers should create dedicated campaigns for products running Lightning Deals or Best Deals, with real-time bid monitoring throughout peak hours. Traffic patterns can shift dramatically during the event, making frequent performance checks essential. Placement modifiers deserve special attention — optimizing for positions beyond top-of-search can capture incremental traffic from category browsers and product detail page visitors. Amazon's data suggests these placements are especially effective for reaching new-to-brand shoppers, making them valuable for both immediate sales and long-term customer acquisition.