Overview

Prime Day grabs all the attention, but the weeks immediately following the event represent one of the most overlooked advertising opportunities on Amazon. Shopper traffic lingers, cost-per-click rates drop as competitors pull back, and purchase intent stays elevated. Sellers who use this window to sharpen their keyword strategy can stretch their ad budgets further while capturing demand that other advertisers leave on the table.

Why the Post-Prime Day Window Matters

During Prime Day, millions of shoppers browse products, build wishlists, and compare options without necessarily completing a purchase. Many return in the days and weeks that follow to finish buying. This extended purchase cycle means well-targeted ads can still reach high-intent shoppers after the event officially ends.

At the same time, many advertisers cut their budgets once Prime Day wraps, which drives down competition in the ad auction. The combination of sustained buyer interest and reduced advertiser pressure creates a window where conversion costs often fall below their Prime Day peaks. Sellers who maintain active, optimized campaigns during this stretch frequently outperform those who scale back prematurely.

Mine Your Search Term Reports First

The starting point for any post-event keyword refresh is the search term and keyword reports available in Amazon's advertising console. These reports reveal which shopper queries triggered your ads, which converted into sales, and which consumed budget without producing results. After a major traffic surge, you will almost always discover new search terms that did not appear in your pre-event data.

Pay close attention to terms with high impressions but low click-through rates, as these often indicate a mismatch between your listing and shopper intent. Queries that generated clicks but zero conversions are prime candidates for negative keyword lists. Conversely, any newly discovered terms that actually drove sales should be promoted into your campaigns as standalone keywords with appropriate bids.

Use Match Types Strategically

Amazon offers three keyword match types, and deploying the right mix is especially important when post-event traffic patterns shift.

• Broad match casts the widest net, showing your ads for searches that include your terms in any order along with synonyms and related phrases. This is useful for uncovering unexpected queries shoppers use after Prime Day, but it requires close monitoring to avoid irrelevant impressions.