If you are running ads on Amazon and planning for Prime Day or any major sales event, here is something important you should think about.

After handling multiple accounts across various categories over the years, one things I have learned is that the best results often come from the right campaign setup, not just higher budgets. when your account is structured well before the sale starts, performance is smoother, cost is better controlled, and results speak for themselves.

Across all accounts, regardless of the brand, these campaigns are a must have in your ad strategy:

1. Top Performer Focus Campaigns- Pull out your best selling, high converting ASINs into separate campaigns. This gives you better control over budget and lets you scale without dragging low performers with them.

2. Defensive Campaigns- Protect your brand. During sales, competitors bid more aggressively on branded terms. Having strong focus on defense campaigns helps you stay on top of your own name.

3. Retargeting Campaigns- Retarget visitors who viewed your product but did not buy. With the right creative, this campaign helps a lot bringing them back during the sale window.

4. Video Campaigns for Top ASINs- If you have videos which clearly show benefits then you should focus on SBV as these drive high engagement at lower CPC.

5. Separate Deal Campaigns- Create separate campaigns for deal based ASINs and try to focus more on those.

Most brands wait until the last moment, then rush to adjust bids and budgets. But since you still have time, it’s highly recommended to do it in advance as this gives Amazon’s algorithm enough time to learn, optimise, and deliver better results when it matters the most.