Founder: Prime Big Deal Days ends tonight. We're cutting ad spend tomorrow to ge
By Brandon Fishman · October 8, 2026 · Curated by George's Blog
Founder: Prime Big Deal Days ends tonight. We're cutting ad spend tomorrow to get some margin back.
Me: How much did you spend to win the rank you have right now?
Founder: A lot. That's why we're cutting.
Me: Then why would you give it back?
If you pull back while your competitors keep spending, they take the rank you just paid for. On Prime Day this summer, CPCs were up 16% across the board and 60 to 100% in competitive categories.
You already paid the premium. Don't hand back what you bought.
Founder: So we just keep spending?
Me: Keep it ON. And get more inventory in now.
Every new-to-brand customer you picked up this week is a repeat purchase opportunity for the next 12 months. Go out of stock in the next two weeks and you lose the customer AND the rank.
Founder: Then what?
Me: About 20 to 30 days after the event, turn on DSP and retarget the people who bought.
They already bought from you once. Getting them back costs a fraction of what you paid to acquire them the first time.
Founder: So the event isn't really over tonight.
Me: The deals end tonight. The next 21 days decide whether you actually made money from them.
If your plan tomorrow is to cut spend, figure out exactly what you're giving back first.