2 minutes

Amazon Prime Day 2022 - Are you ready?

Amazon Prime Day 2022 is on the horizon. The 12th and 13th July to be exact! We say this every year, but this year in particular is FLYING by so those dates are going to creep up on you quicker than you may anticipate. We’re keen to make sure you’re prepared to capitalise on the expected uplift in traffic from those bargain hunting users..

According to a recent Kantar and Amazon Ads study, 71% of shoppers learn about new brands leading up to Prime Day, and 75% of shoppers are likely to purchase a product during Prime Day that they discovered during the lead-up to the event. Given the excitement around Prime Day, the event can be an excellent chance for your brand to connect with highly engaged new and existing customers. 

However, the event isn't just for those advertising or selling directly on Amazon. You may have heard of the Amazon Prime Halo effect before and it's knock on effect of increasing high intent to purchase traffic online, leading to an average 14% uplift in CvR for European retailers in 2021 according to a recent study by Criteo. Criteo also reported that "Each year, our data shows that retailers that hold their own promotions at the same time as Amazon Prime Day see a bigger halo effect". 

  • European retailers who ran their own promotions in this period saw a 14% uplift on conversion rates.

  • In Europe, Fashion retailers (+50%) and home goods (+53%) were some of the categories that saw the biggest increases in sales.

  • Across the world, sales increased for participating retailers by an average of 45% and traffic by 19% compared to non-participating retailer sales decreasing by 14% and traffic dropping by 9%.


We’ve witnessed these results first hand when testing the theory with our footwear client, Moda in Pelle who saw a whopping 70% increase in revenue and 57% increase in ROAS, so we thought we’d share our top tips for getting the most out of this year's sales event!


    • Ramp up traffic and build up your audiences.

      Start increasing your spend now to make sure all those early bird deal hunters are landing on your site. These are the people you want to be able to retarget to later down the line for a quick sale and utilise their user behaviour for prospecting new users.

    • Shout about your deals.

      Add a merchant promotion for your discount code and create a scheduled promotion extension across your search campaigns. If possible, offer next day delivery / free delivery across these 2 days. This will help you to compete against the delivery offering Amazon has in place as standard.

    • It’s for a limited time only.

      Update your ad copy to reflect the offer too, we suggest using countdown ads to create urgency to purchase!


    • Do some housekeeping.

      When was the last time you audited your product feed to make sure your products are as visible as possible? Shopping ads drive 85% of all clicks on Google Ads and search queries are 100% matched with product titles and descriptions so you can’t afford to not have a fully optimised feed.


    • Keep Google informed.

      Remember to let Google know of anticipated uplifts in conversion rates through seasonality adjustments to support the smart bidding algorithm. 

If you’re keen to discuss your current PPC efforts with the experts you can learn more about our offering and access a free audit using the button below!


Learn about our PPC expertise!