Last year, I shared the specific changes and the buildup from Amazon for Prime Day. If you compare that to this year, it's completely revamped ad types.

All ad types have many new features available this year which can help you tackle the 4-day upcoming event. I will talk in detail about SP campaigns as they generally are the most important ones for every advertiser.

SP campaigns now have the Sites option to target B2B audiences. Business customers are growing, and PD is a great opportunity for them to buy products at big discounts. So, if you have even a small % of B2B sales every month, try to create a separate campaign targeting these customers and also increase the placement % for these campaigns.

Another major update is the availability of AMC Custom Audience targeting and you can easily create a targeting list for PD and utilize your spend in a better way with these customized audiences. SP also gives the option to create automated rules so you will not run OOB during the sale. These rules are standard across the account; you can customize them according to your need.

As it’s a 4-day event this year, you need to focus slightly more on the dayparting trends, as last time we saw that most of the brands were seeing a trend where dayparting rules were hurting the campaign performance because of an increase in new audience segments. We saw that a few of the accounts were showing over a 5% increase in Gen Z shopping audiences.

It’s really important to understand your audiences to decode and strategize the overall campaign structure and budget allocations. Run Day 1 as usual without any dayparting rules and analyze those Day 1 trends at the EOD and make changes based on that.