Most Amazon sellers will walk into Prime Day cold.
Here's the ramp strategy I'm running.
Prime Day is June 23–26.
That's about 2 weeks away.
What you do with your ad spend in the next 2 weeks matters more than what you do on June 23rd.
Here's the framework I'm using across accounts:
Phase 1 — Now through June 22nd:
Goal: Arrive at Prime Day at a controlled TACOS (2% below goal), not at the ceiling.
Why?
Because on Prime Day, conversion rates go up but so does competition and cost-per-click.
If you arrive already at your max TACOS, you have no room to push.
You'll be throttled exactly when you need to accelerate.
If I need an 18% TACOS ceiling for Prime Day, I want to arrive 2% below going in.
That gives me room to spend.
During this time set aside dedicated Prime Day campaigns targeting keywords you want to win on - this will build momentum, improves sponsored rank ahead of the event, and signals to the algorithm that your product is gaining velocity — which affects organic rank, too.
Phase 2 — Prime Day itself (June 23–26):
Ramp to 1.5x baseline spend to capture Prime Day traffic.
Invest the ad spend into your deal ASINs.
Secondly, invest in targets/campaigns where you're converting/have strong ROAS heading into the event.
Not everywhere.
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