Prime Day July 16 and 17, 2024: Your Ad Plan

Amazon has confirmed Prime Day 2024 for July 16 and 17. This is the first Prime Day under the new 2024 fee rules, including the inbound placement fee and the low inventory level fee. That makes stock planning a bigger part of the ad plan than ever.

Here is how we are preparing with our clients.

Three weeks out: stock and fees

• Check days of supply for every product you plan to push. Stay above the low inventory threshold before, during and after the event. Our guide on the low inventory level fee explains how.
• Plan inbound shipments with the placement fee in mind. Compare total cost, not just the fee. See our post on the inbound placement fee.
• Check capacity limits for July and leave room for event stock.

Two weeks out: listings and campaigns

• Refresh main images, titles and bullets on top products.
• Make sure listings answer common questions clearly. With Rufus rolling out, clear answers matter more.
• Clean up campaigns. Add negatives, harvest winners into exact match.
• Confirm deals, coupons and Prime exclusive discounts are approved.

One week out: the lead-in

• Raise budgets gradually on proven campaigns.
• Run Sponsored Brands video on category keywords.
• Build remarketing audiences with Sponsored Display.
• Note baseline numbers for comparison.

July 16 and 17

• Raise daily budgets on your best campaigns so they never run out.
• Bid up on high converting exact match keywords.
• Fully fund branded and defensive campaigns.
• Check stock and budgets several times a day.
• Pause ads on products close to running out.

After the event

• Lower budgets over one to two weeks.
• Retarget shoppers who viewed but did not buy.
• Restock quickly to avoid the low inventory fee after the spike.
• Harvest new search terms and add negatives.
• Review total sales, TACoS, new-to-brand orders and organic rank.

Watch the competition

Low price platforms are running their own summer sales this year. Shoppers have more choice than ever. Lean on what Amazon does well: fast delivery, trusted reviews and easy returns. We covered how to compete in our post on Temu, Shein and TikTok Shop.

The bottom line

Prime Day 2024 rewards brands that plan stock around the new fees and then push hard on proven keywords. Prepare early, spend smart during the event and keep momentum afterwards. If you want help, see our Amazon PPC management service or request a free audit.

FAQs

When is Prime Day 2024?

Prime Day 2024 runs on July 16 and 17.

How do the 2024 fees affect Prime Day?

You need steady stock to avoid the low inventory level fee, and well planned shipments to keep the inbound placement fee low.

Should I raise bids on Prime Day?

Raise bids on keywords that already convert well. Conversion is higher during the event, so proven keywords are worth more.