2024 Summer Prime Day Review: PPC Ads Strategies for Success

Without fail, and with every tentpole cycle, we perform a mountain of work and analysis as we prepare our brand partners for Prime Day. Over the past several cycles, the Buy Box Experts PPC Ad team has learned that every post-Prime and post–tentpole event period is filled with new opportunities for learning, discovery, and growth.??

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As we approach Fall Prime and Cyber 5 this year, our teams will be more informed, better prepared, and ready to build on our 2024 summer successes.?

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As a team, our July 2024 Prime experience was unique. We saw the standard slowdowns during the lead-in period and the huge swell in performance on July 16 and 17, but this year we saw more of a split in performance between Prime Day 1 and Prime Day 2. Here’s what we observed.

PPC ADS TRENDS DURING AMAZON SUMMER PRIME DAY 2024:

• Some large enterprise brands experienced stronger performance on day 2 than on day 1.?
• As always, day 1 was HUGE for small- and medium-sized brands.?
• For us, the average CPC on July 16 and 17 decreased overall by 27% YoY, showing us just how well we can perform on Prime Day without overallocating daily budgets and bids.??
• We saw increased activity from other online retailers, including Walmart and Target, during the tentpole and lead-in periods.
• Ad sales increased YoY by 28% for active brands.?
• ROAS increased 13% YoY.

NEXT STEPS

Planning begins anew, but the significant new insights from our performance will help us elevate our approach even more.?

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Armed with a ton of data and an acknowledgment of competitive elements entering the space, we are now mapping out a new approach to winning before Fall Prime and Q4 arrive and are developing new processes for managing Amazon retail events.