Amazon Prime Day 2023 is just around the corner! The eCommerce giant has confirmed the dates of July 11th and 12th, opting for the traditional two-day schedule vs. extending to four days as some proposed. This year more than ever, it’s crucial for brands to seize this opportunity and develop a comprehensive strategy that ensures maximum exposure and increases rankings, sales, and customer engagement. Let’s dive into some tentpole strategies that will help you conquer Prime Day.

Invest Wisely & Segment Your Marketing Budgets

To make the most of Prime Day, it’s essential to segment your marketing budgets into three distinct phases: pre-event, during the event, and post-event. While it’s tempting to allocate the majority of your budget to the event itself, consider leaning heavier into the lead-in period before Prime Day. By investing in marketing efforts during this time, you can boost your best seller rankings, creating momentum and increased visibility for the main event.

Conquest Competitors & Optimize Content on Product Detail Pages

When it comes to advertising, a strategic cost-conscious approach is key. While Top of Search placements are prized real estate and should always be a priority, consider conquesting your competitors on their product detail pages with relevant discounted products. By running targeted ads on these pages, you can lower your cost-per-click (CPC), extend your advertising budget further, and attract customers who are already considering similar products. Additionally, make sure to optimize your content on product detail pages with trending keywords. This optimization will improve your organic ranking and increase the visibility of your products.

Create a Dedicated Deals Page on Your Storefront

A dedicated deals page on your storefront is a powerful tool to attract Prime Day shoppers. Showcase your discounted products in one central location, making it easy for customers to browse and discover your best deals. Optimize this page with compelling imagery, clear product descriptions, and enticing calls-to-action. By creating a seamless shopping experience, you can boost conversions and capitalize on the increased traffic during Prime Day.

Don’t Forget Organic Optimization for Increased Visibility

In addition to advertising strategies, organic optimization plays a vital role in driving sales during Prime Day. Prioritize optimizing your content before the event by incorporating trending keywords relevant to your products. This optimization will enhance your organic rank, increasing the likelihood of your products appearing in relevant search results. Don’t underestimate the power of organic visibility, as it can significantly impact your brand’s success during the event.

Drive Offline Traffic (& Pay Yourself) With Brand Referral Bonus

Amazon’s Brand Referral Bonus program rewards you for directing traffic from off-Amazon marketing sources to Amazon with a 10% bonus of the sale of the promoted product. Social Media and Amazon DSP can help amplify your brand’s message and generate buzz around your Prime Day offerings, with the added benefit of fee credits from Amazon by doing so. Create engaging content, teasers, and countdown posts on platforms like Facebook, Instagram, and Twitter to build anticipation, and with DSP, Amazon’s buyer data to enhance your own 1st party data sets, and target those consumers across the greater web and drive new customer awareness.


By implementing these proven strategies, including smart investment planning, conquesting competitors, organic optimization, and leveraging offline sources, you can position your brand for exceptional success on Prime Day 2023. 

To learn how the Direct Agents’ team can refine your Prime Day strategy, please contact [email protected].


Nicholas Galante, VP of eCommerce, Direct Agents