If you’re selling on Amazon, mark your calendars: Amazon Prime’s Big Deal Days dates have been announced from the 7th-13th October.
This is the last big promotional window ahead of Black Friday and the gifting season, so understanding how to align your ad strategy with this surge can make all the difference in visibility, ROI, and overall sales velocity.
Here’s what sellers and advertisers need to do to get ahead — and why this mid-October event isn’t just another promotional spike.
Key Implications for Advertisers & Sellers
Promotional Inventory & Deal Participation
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To compete, have your participating ASINs enrolled in the right deal types (Lightning Deals, Prime Exclusive Discounts, etc.) well ahead of October 7. Products without strong deals will struggle to capture attention.
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Ensure inventory levels are sufficient; stockouts during this period not only cost immediate sales but damage momentum and rankings.
Ad Budget & Bid Strategy
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Begin ramping up ad budgets in late September, particularly for ASINs that will be part of promotions during 7-13 October.
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Expect increased CPCs / bid pressure in the lead-up and during the event; budget cap issues can cause your ads to stop when traffic peaks.
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Consider dynamic bid adjustments, especially for top-performing keywords or high visibility placements (top-of-search, etc.).
Campaign Structure & Creative
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Break campaigns into buckets: deal ASINs vs non-deal ASINs. Prioritise deal ASINs with aggressive bids, better creative, and more budget. Non-deal ASINs may need more selective spend.
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Use Sponsored Brands, Display, and Video where possible to stand out. Lifestyle or demo video that highlights the deal can be especially powerful.
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Brand Stores should be updated/optimized: make sure “All Deals” pages or deal banners are visible and well curated for October.
Keyword & Targeting Tactics
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Incorporate high intent keywords that reference deals, savings, or Prime-specific promotions. E.g., “Prime Day deals,” “discounted – brand – product,” etc.
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Retargeting is vital: users researching early or visiting product pages before deals go live are low hanging fruit. Sponsored Display or DSP retargeting can reengage them.
Measurement & Real-Time Optimization
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Closely monitor performance metrics daily (or intra-day) during 7-13 October to adjust bids, budgets, and creative.
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Watch for pacing issues: if your budget is exhausted too early, you’ll miss out on high-volume windows. If it’s being under-spent, scale fast.
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Use Amazon’s reporting tools (detail page views, conversion rates, etc.) plus external data where possible to segment what’s working best.
Post-Event & Long-Term Value
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Don’t treat this as a one-off. Many shoppers acquired during this week will stick around; follow up with customer engagement, reviews, and cross-selling.
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Analyze learnings: Which ASINs overperformed, which ad formats yielded best ROI, what creative messaging resonated. Use these insights to inform Black Friday/Cyber Monday planning.