Prime Day success requires a granular advertising structure that segments campaigns by specific goals—such as awareness, ranking, and efficiency—to maintain control over budget and bid management. Destaney Wishon, co-founder of Better Media, emphasizes that relying solely on bottom-of-funnel keyword targeting is insufficient in today's competitive landscape. Instead, brands should leverage Amazon Marketing Cloud (AMC) audiences to significantly improve conversion rates by targeting high-intent shoppers. Integrating upper-funnel initiatives like streaming TV and sponsored video ads creates demand before customers encounter the crowded digital shelf. Furthermore, because modern shoppers often conduct extensive due diligence, conversions frequently occur days after the initial click. Consequently, advertisers must resist the urge to over-optimize bids based on hourly performance, focusing instead on ad frequency and consistent brand presence across multiple formats to drive long-term profitability.
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