Mastering Prime Day 2025: Four game-changing AMC Audiences for Sponsored Ads strategies

With the countdown to Prime Day 2025 underway, savvy advertisers are looking beyond traditional advertising approaches to maximize performance. In the evolving Amazon advertising landscape, AMC audience solutions have emerged as powerful tools for driving success during this major shopping event. Let's dive into four impactful audience strategies that can transform your Prime Day performance. 

The Fresh Faces: Your future brand loyalists 

Think of New-to-Brand (NTB) shoppers as first-time guests at your brand's party – they're curious, open to persuasion, and ripe for conversion during Prime Day's shopping frenzy. These shoppers, and their lookalike audiences, represent your brand's growth engine and future loyal customer base. 

The magic of targeting a “New to Brand Purchasers Lookalike” audience lies in targeting shoppers with similar characteristics to those who purchased your products for the first time. A longer lookback window allows for more reach too – so think close to the last 365 days. 

Our first party data from prior deal events reveals that first-time buyers during tentpole events like Prime Day typically show higher lifetime value compared to those acquired during non-event periods. They're more likely to return for future purchases, especially if their first experience with your brand includes a successful Prime Day deal.  

With this in mind, ensure you’re investing in NTB acquisition in the lead up to Prime Day 2025 by applying AMC Audiences to display campaigns to drive awareness and consideration. Then, during the event itself, utilize the “New to Brand Lookalike” AMC Audience for Sponsored Ads to drive conversions. This strategy is all about building your customer base for long-term growth, not just immediate sales. 

The Frequent Shoppers: Your basket-building champions 

Your frequent shoppers are the loyal customers who regularly return to your brand, making them prime candidates for cross-purchasing and basket-building strategies during Prime Day. These shoppers have demonstrated their value by making a certain number of purchases from your brand, highlighting their high consumer long-term value. 

Leverage Perpetua’s "Frequent Shopper" audience to introduce these loyal customers to new or different products in your catalogue. By doing so, you can effectively expand their shopping basket and increase their lifetime value. 

Build a “Frequent Shopper” audience against your Hero ASIN(s) and apply the audience to Sponsored Ads campaigns for complementary products in your catalogue or new item launches. For instance, if a customer frequently purchases a moisturizer from your brand, Prime Day is the perfect opportunity to introduce them to your new facial serum or night cream.  

By advertising new or different products to these frequent shoppers, you not only encourage repeat purchases but also drive incremental sales through cross-purchase strategies. These loyal customers are more likely to explore your product range and increase their basket size, contributing significantly to your overall Prime Day success.  

The Cart Abandoners: Your low-hanging fruit 

Cart abandoners are like window shoppers who've already tried on the outfit - they just need the right motivation to make the purchase. These potential customers have demonstrated clear purchase intent, positioning them to be low hanging fruit for conversion during Prime Day. 

The secret to converting cart abandoners lies in creating a sense of urgency combined with irresistible Prime Day offers. Time-sensitive messaging or exclusive Prime Day pricing can be particularly effective in conjunction with this audience. Encourage these audiences to take the final step by highlighting your value proposition and offering incentives to convert. Our “Add To Cart Targeting” AMC audience can be applied to both display and Sponsored Ads campaigns to easily target this audience and make sure they see your advertisement, reminding them they thought of you first. 

The Persistent Page Viewers: Your hidden gems 

Multiple page views are like digital footprints leading to a potential sale. These shoppers are in research mode, comparing prices, reading reviews, and seriously considering your products. The key is to identify those who've viewed your products multiple times within a recent window (e.g. last 7-14 days) - these are your hot leads for Prime Day. 

The “Repeat Page Viewers” AMC audience in app allows you to maximize the likelihood that you show up strong for these shoppers when they are looking for a good deal during Prime Day itself. Update your lookback window for more recent page viewing behavior to recapture the attention of those who were in research mode pre-peak event and move them further down the funnel to conversion.  

Putting it all together: Your Prime Day game plan 

Success during Prime Day 2025 requires a carefully orchestrated approach. Start building your audiences in advance, as the approval process can take up to 3 days, and the ability to apply the audiences to campaigns can atke up to 4 days. Amazon may also reject your audiences, but there’s no limit to the number of audiences variations you can submit and create. Check out our help article here for more support on getting started. 

Before the deal event: Use awareness audiences to drive visibility of your products to new customers, leveraging lookalike audiences to expand your reach. This sets the stage for converting them during Prime Day. 

During the deal event: Capitalize on audiences with Search Term Targeting, Repeat Page Viewers and Cart Abandoners using a 7-30 day lookback window. This strategy targets customers who were recently browsing, encouraging them to convert now that your products are discounted. 

After the deal event: Focus on audiences such as Subscribe and Save Shoppers, Add to Cart Targeting, and Add to Wishlist Targeting with a lookback window that includes the deal period. These audiences are designed to drive conversions and increase Subscribe & Save rates, turning one-time buyers into repeat customers. 

There is no time like the present to begin audience creation and testing to maximize your outcomes during Prime Day. We recommend conducting AMC audience test and learns now, then scaling your winning strategies in the final push toward Prime Day. During the event itself, stay agile and be ready to adjust your approach based on real-time performance data. 

Allocate your budget thoughtfully across the funnel, shifting allocation between the lead-up and during periods of Prime Day towards cart abandoners and New-to-Brand audiences. These groups typically deliver the highest return on ad spend during major shopping events. Monitor your performance metrics closely, paying particular attention to audience-specific ROAS and new-to-brand purchase rates.  

The road to Prime Day success 

Remember, successful Prime Day advertising isn't about reaching everyone - it's about reaching the right people with the right message at the right time. By focusing on these four high-impact audience strategies, you're positioning your brand for maximum success during one of Amazon's biggest shopping events of the year. 

As you prepare for Prime Day 2025, keep in mind that these audience strategies aren't just about immediate sales - they're about building a foundation for long-term success on Amazon. Start planning early, test thoroughly, and be ready to capitalize on the immense opportunity that Prime Day presents.