BUILD A FRAMEWORK FOR PRIME DAY Build your Prime Day strategy in phases. The str
By Will Haire · June 4, 2026 · Curated by George's Blog
BUILD A FRAMEWORK FOR PRIME DAY
Build your Prime Day strategy in phases.
The structure we typically recommend:
→ Lead Up: focus on brand awareness and inventory preparation
→ Prime Day: prioritize conversion efficiency and disciplined budget allocation
→ Lead Out: maintain momentum, capture reviews, and extend post-event sales lift
Because Prime Day now spans multiple days, brands should think beyond the event itself.
• For smaller brands, we usually recommend starting demand generation about one week before Prime Day using Sponsored Display to build a remarketing audience ahead of the event.
• For more established brands, a 2–3 week ramp-up is often more effective, ideally leveraging Amazon DSP to build audiences before traffic peaks. A 1-week post-event cooldown period also helps maintain performance while gradually normalizing spend levels.
One mistake we see often:
⤷ brands cutting advertising spend too aggressively right after Prime Day.
Your campaigns are building audience signals and customer engagement that can continue driving performance after the event ends. Full-funnel advertising works best as a long-term growth investment, not just a short-term sales spike.
What's your Lead Up strategy right now?