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The Ultimate Checklist for a Successful 2021 Prime Day

Prime Day has grown to become the biggest shopping event of the year. Its humble beginning back on the 15th of July 2015 had one purpose – celebrating the company’s 20th anniversary. According to Amazon’s blog, it is said that Amazon is investing $18 billion in efforts to help small and medium-sized businesses succeed. If you are an Amazon seller, you are most likely ready for the big event, but having everything checked again can’t hurt. 

In our efforts to maximize the success of our clients, we created an ultimate checklist we believe will raise your advertising to the next level.

Last year was a huge success for small and medium-sized businesses that accumulated $3.5 billion in sales, surpassing 2019 Prime Day by 60%. That being said, it is safe to assume that 2021 Prime Day will be even bigger. We are sharing some estimates on this year’s Prime Day.


We also created a checklist that will help you shape up your advertising for the biggest shopping event of the year.

If your campaigns are performing well without reaching their daily budget – increase them by 30-40%

If your campaigns are performing well while reaching their daily budget – increase them by 50-60% with a close monitoring

  • If you are happy with the campaign’s performance and don’t have any budget caps – increase your budget by 100-200%
  • If you have a complex structure with thousands of keywords – use bulk files to update your bids
  • If bulk files are not your strongest suit, remember to increase placements bid adjustments and save hours of work
  • Lastly, remember to make sure you are not using Daily Budget Cap for Sponsored Product Ads


  • Campaign Bidding Strategy change days before Prime Day – a big NO. This may have been recommended to you, but transitioning to Dynamic Bids up and down while simultaneously increasing bids and budgets by over 30% can bring more harm than good. Stick to the safe bidding strategy you trust
  • Use multiple match types – at least 2
  • Make sure to have good coverage with Auto campaigns
  • Harvest well-performing keywords to their own campaigns
  • Make sure your backend keywords are optimized for Prime Day
  • If you are not running any deals, we advise you to create coupons. Even the smallest amount discounted that is aligned with your margins will increase your conversion rate and brand awareness
  • Make sure to highlight your Prime Day deals in Sponsored Brands. Include both videos and storefront views
  • Optimize your Storefront for Prime Day
  • Sponsored Display campaigns – This is a tricky one. If you’ve had success with DSP campaigns, make sure to increase visibility through Sponsored Display Ads. A huge advantage is the increase of brand awareness, but you should expect higher ACoS. Have special attention paid to this campaign type if you created it this week as it can run wild. 
  • Invest in your Off of Amazon advertising. It pays off


If you make sure to check each box, you are set for success. After a close research, we do believe that this year’s Prime Day will be memorable. The increased consumer demand will most likely create extensive traffic volume you can funnel to your listings. Invest your resources smartly and timely. Happy and successful Prime Day from the Elemerce team.





What is Prime Day?

Amazon Prime Day was introduced to the world in 2015 as a celebration of Amazon’s 20th anniversary and serves as an annual deal event, exclusively for Prime members. During Prime Day (or days, as was the case in 2019), Prime members have access to special savings that often rival what retailers offer on other savings-driven days like Black Friday. Members see huge discounts – sometimes the lowest prices on popular products from categories like tech, beauty, home, and more. 

Because of the COVID-19 pandemic, Amazon hasn’t announced Prime Day dates for 2020 yet, but if past Prime days are any indicator, there’s a lot to look forward to. 

The Prime Day Facts:

  • In 2019, members bought a record-breaking 175 million products.
  • The name “Prime Day” is a bit of a misnomer, since each sale event tends to last longer than the one previously; Prime Day 2019 was two full days. 2020 will mark Amazon’s 25th anniversary, so it wouldn’t be surprising if they celebrated with a longer stretch of discounts.
  • Deals aren’t usually announced ahead of time and are subject to change throughout the day. Some businesses choose to participate, sometimes at a loss, to make sure that they can be found alongside other retailers on a day they know that traffic and shopping will be significantly increased. 
  • Amazon Prime Day, unsurprisingly, does usually feature steep discounts on Amazon products like the Echo Dot, Fire TV, Fire tablet, Kindle products, and even discounts on services and subscriptions like Kindle Unlimited, Audible, and Prime Video. 
  • There are more ways to shop on Prime Day than just via web browser. Users can ask Alexa, Amazon’s personal assistant technology, to add stuff to your Amazon cart and in the past, Amazon has offered voice-exclusive Prime Day deals. 
  • Because Amazon owns Whole Foods, Prime members can expect discounts on certain products from Whole Foods Market.  

Why participate in Prime Day?

Prime Day helps customers save, but it benefits businesses too. Companies on the Amazon marketplace can take advantage of Prime Day to engage with audiences and find new customers. It can help some businesses scale quickly and drive significant sales. Combined with strategic advertising, Prime Day deals can help grow an organization’s audience by either introducing them to the brand for the first time or helping to expand awareness of the product line.