Why the real work begins after the sale
Prime Day created a surge of exposure and first touch visits that you can compound for months if you work the funnel deliberately. Many brands leaned into higher ad spend and treated the event as a brand building stage, not just a flash sale, which set up a larger pool of shoppers who browsed but did not buy. The opportunity now is to convert those high intent window shoppers with smarter sequencing rather than blanket discounts.
What changed in 2025 and why your playbook must shift
Amazon’s ad stack matured with richer audience building and video forward placements, and advertisers leaned on data to navigate crowded events. Tools that stitch together upper funnel exposure with bottom funnel conversion became essential, especially for new to brand acquisition. If your plan still treats events as isolated moments, you will keep paying to reacquire the same attention instead of graduating visitors into customers and customers into repeat buyers. For a deeper primer on current formats and tactics worth funding, read our take on Amazon advertising in 2025 from the XENA team.
Link: https://xenaintelligence.com/blog/amazon-advertising-in-2025-strategies-that-actually-deliver-roi XENA Intelligence
Build intent based audiences with AMC and sequence your creative
Amazon Marketing Cloud lets you assemble audiences around behavioral signals such as product views, ad engagement, and recency. Start by carving segments like viewed product multiple times without purchase, engaged with video but did not add to cart, and purchased complementary category within the last 30 days. These become your primed pools for Sponsored Display, Sponsored Brands video, and off Amazon retargeting that brings them back when your offer and inventory are ready. This is how you scale new to brand efficiently after a tentpole event.
Target complements, not just competitors
Most advertisers obsess over conquesting near substitutes. You will often win more profitably by targeting items that are frequently bought together. Sponsored Display product targeting against complementary ASINs catches shoppers at the exact moment they assemble a use case, which drives higher basket building and better click quality. Think bottle warmers next to newborn care kits or wall mount kits next to small TVs. Leaning into complements expands reach without diluting relevance.
Turn Prime Day browsers into email reachable audiences
If you are Brand Registered, use customer engagement in Seller Central to send campaigns to tailored audiences such as recent customers, high spend customers, and brand followers. This is a consent based way to lift repeat rate and to warm cold visitors with education before a replenishment or seasonal push. Your objective is to shift a portion of remarketing into owned channels while keeping Amazon compliant.
Guard your digital shelf every single day
Event traffic exposes weak points in search rank stability, price integrity, and stock depth. Brands that track the digital shelf in real time tend to hold their gains longer because they catch suppressed listings, price drift, and out of stocks before the algorithm penalizes them. Treat rank, availability, reviews, and price position as a single system you manage continuously rather than scattered metrics you check weekly.
Upgrade the listing before you scale the bid
After a spike in traffic, conversion rate becomes the lever that compounds every ad dollar. Tighten titles, clarify image sequencing, and strengthen feature benefit copy with wording that matches the search terms that actually converted. If you are launching new variations off the back of event demand, follow a disciplined 30, 60, 90 day launch cadence that blends indexing, controlled PPC, and review generation. We break down that cadence in detail here.
Link: https://xenaintelligence.com/blog/the-30-60-90-day-amazon-launch-blueprint-for-2025 XENA Intelligence
Budgeting for the long tail of event traffic
Sellers increased event period spend to stay visible during Prime Day and hedge against rising costs. The mistake now is to withdraw budgets too sharply and lose the halo effect that carries for weeks. Shift from peak bids to always on coverage, keep a measured presence on your top three converting keywords, and allocate incremental budget to the complementary placements that generated the most assisted conversions.
Reality check on competition and why consistency wins
The pool of sellers keeps expanding, which raises the bar for operational consistency. Treat the next eight weeks as a retention sprint where your goals are repeat purchase rate, review velocity, and steady glance views. A calm, rules based approach to audience building, creative rotation, and inventory planning will outcompete sporadic bursts of spend. If you need a refresher on the broader challenges and how to navigate them, start with this guide from our team.
Link: https://xenaintelligence.com/blog/the-10-biggest-challenges-of-selling-on-amazon
How XENA makes this plan practical
XENA Intelligence combines hourly campaign optimization, predictive analytics, and always available expert support so you can keep audiences fresh, bids aligned with contribution margin, and listings conversion ready without living inside dashboards. Use XENA’s hourly optimization to automate downbid logic on keywords that are slipping in conversion rate, and lean on our predictive models to forecast when to rotate offers for your AMC segments. If you sell B2B as well, layer these plays with a focused Amazon Business approach using our dedicated guide.
Link: https://xenaintelligence.com/blog/how-to-sell-on-amazon-business-a-complete-guide
Your next three moves
Build AMC segments from Prime Day browsers who did not purchase and line up creative that answers their objections. Launch complementary targeting to join shoppers while they assemble their cart. Refresh your listing and keep an always on budget on the keywords and placements that proved their worth during the event. Do this consistently and your Prime Day spike becomes a new baseline, not a once a year anomaly.
