不確実な時代におけるプライムデーの勝利戦略

概要

ケントン・スナイダー：
Hey everyone, and welcome to this special Intentwise webinar on Prime Day strategy—especially in the context of market uncertainty. I'm Kenton Snyder, and today I’ll be walking you through how brands can still win big this Prime Day, even when budgets are tight, competition is fierce, and consumer behavior feels more unpredictable than ever.

Why Prime Day 2025 Will Be Different

それに直面しよう-Prime Day isn’t what it used to be. The playbook that worked in 2021 or 2022 won’t necessarily hold up today.

私たちが目にしているのは:

• 増加 価格感応度 消費者の間で
• 収縮 広告予算
• Inventory challenges for certain categories
• への推進 incremental measurement over blanket spend

So what does that mean? Brands need to be smarter, faster, and more data-driven.

When to Start Planning for Prime Day

Rule #1: Start early, but not too early.
We recommend locking in your campaign structure 4-6 weeks before Prime Day, but leave room for optimization closer to the event.

　 Amazon マーケティング クラウド (AMC) to look back at last year’s Prime Day and identify your high-performing:

• ASIN
• オーディエンスセグメント
• チャンネル (DSP vs. Sponsored Ads)
  This historical view gives you the clearest path forward.

What Not to Do: Common Prime Day Pitfalls

Here are a few mistakes we see brands making year after year:

• Relying only on Sponsored Products without layering in video, display, and Sponsored Brands
• Copy-pasting last year’s strategy without updating for current market dynamics
• 失敗する account for non-converting traffic that clogs your budget

Prime Day isn’t just about visibility. It’s about efficient acquisition および incremental growth.

Segmenting Your Audience to Improve ROAS

Use your first-party data and AMC insights to segment your shoppers:

1. High-intent return buyers → retarget with Sponsored Display or DSP
2. ウィンドウショッピングをする人々 → show new creatives, highlight reviews or bundles
3. Top-of-funnel shoppers → use video and Sponsored Brands to educate

By customizing your strategy per segment, you increase your chance of 意義深い婚約, not just impressions.

How to Balance Promotional Pricing and Profitability

Yes, discounts matter—but margin still rules.

Use AMC to identify ASINs with high ROAS at lower discounts, and prioritize those. You don’t have to slash prices across the board—focus on value perception, bundle offers, and promotions that still protect your bottom line.

Creative Tips for Prime Day Campaigns

Let’s talk creative. Here’s what’s performing in 2025:

• モーショングラフィックス in Sponsored Brands Video
• Value messaging front-and-center in image creatives
• 社会的証明の要素 like “Amazon’s Choice” or review counts
• モバイルファーストデザイン—60%+ of Prime Day traffic is mobile

Test variations now so your highest performers are running come Prime Day.

Using AMC for Real-Time Optimization

Amazon Marketing Cloud isn’t just a reporting tool. During Prime Day, you can use it to:

• Track campaign impact across audiences and time windows
• Measure halo effects on adjacent products
• 識別する ブランド新規参入者 lift during promotional periods

Even small adjustments based on AMC insights can yield big gains—pause what’s not converting, double down on what is.

Final Checklist for a Successful Prime Day

Here’s your go-to checklist as we approach Prime Day:

✅ Audit your content (images, titles, reviews)
✅ Segment your audiences using AMC
✅ Build campaigns across Sponsored Products, Brands, Display, and DSP
✅ Align your offers with margin goals
✅ Pre-schedule changes but monitor performance in real-time
✅ Have a post-event measurement plan

閉会の辞

Prime Day in 2025 might be more unpredictable—but it’s also more measurable than ever. With the right prep, segmentation, and optimization, you can turn uncertainty into opportunity.

If you’d like help with building your AMC strategy or managing your campaigns more efficiently, get in touch with our team at Intentwise.

Thanks for joining us—and here’s to a Prime Day that delivers results.

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