As Amazon Prime Day approaches on July 16-17, 2024, advertisers are gearing up to capitalize on this significant e-commerce event. With Amazon’s recent unveiling in 2024 of expanded interactive and shoppable ad formats, brands have an unprecedented opportunity to engage customers in innovative ways. 

Amazon’s expanded suite of ad formats for Prime Video goes far beyond traditional ads, incorporating remote-enabled capabilities for all devices. These new formats, announced at the Amazon Upfronts in May are designed to enhance viewer engagement and facilitate seamless shopping experience: 

• Shoppable Carousel Ads

  • Shoppable carousel ads allow customers to browse and shop multiple product variations during ad breaks in Prime Video content. These ads present a sliding lineup of products that customers can explore and add to their cart using their living-room remotes. This format ensures that your products remain front and center, even during entertainment breaks, making it easier for viewers to engage with your brand without interrupting their viewing experience.

• Interactive Pause Ads

  • Interactive pause ads capitalize on moments when viewers pause their shows or movies. When a pause occurs, a translucent ad featuring your brand’s messaging and imagery appears, along with options to add the product to their cart or learn more. This format provides an extended engagement opportunity, allowing customers to interact with your brand at their convenience.

• Brand Trivia Ads

  • Brand trivia ads offer a unique way to engage viewers by combining entertainment with brand storytelling. These ads present fun facts about your brand and products, encouraging viewers to shop, learn more, and even unlock rewards using their remotes. This interactive approach not only entertains but also drives deeper brand engagement.

However, just as it is important to test into the new capabilities it is also important to understand and rely on the established strengths of advertising within the Amazon inventory:

A Refresher: Leveraging Amazon's Advertising Capabilities

Amazon DSP (Demand-Side Platform)

Amazon DSP delivers sophisticated targeting and programmatic advertising functionalities, allowing advertisers to connect with audiences both on Amazon and elsewhere. By harnessing Amazon’s extensive first-party data, DSP facilitates the development of highly precise campaigns designed to optimize reach and effectiveness. The platform's accurate audience segmentation ensures that your ads are displayed to the ideal audience at the optimal time.

Offering full-funnel advertising solutions, Amazon DSP caters to both on and off-Amazon campaigns with flexible options for self-service or managed-service models. Despite Amazon's introduction of off-Amazon Sponsored Products ads in 2023, Amazon DSP continues to provide superior off-Amazon advertising capabilities. This enables brands to engage with shoppers earlier in their purchasing journey, thereby boosting brand awareness and fostering consideration.

Sponsored Ads Options

Sponsored Product Ads

Sponsored Product ads are essential for capturing high-intent shoppers actively searching for specific items. By optimizing your product listings and keywords, you can ensure maximum visibility and relevance. These ads help maintain a strong presence in search results, driving traffic and conversions. Sponsored Products primarily appear on Amazon, where shoppers go to consider a product or make a purchase.

Sponsored Brand Ads

Sponsored Brand ads are designed to drive traffic to your brand’s storefront or a custom landing page. These ads can highlight your Prime Day deals and showcase a curated selection of products. The visual and clickable nature of these ads makes them ideal for attracting attention and generating interest. Like Sponsored Products, Sponsored Brands are a self-service solution targeting a specific area of the advertising funnel and appear primarily on Amazon.

Sponsored Display Ads

Sponsored Display ads retarget shoppers who have previously viewed your products, increasing the likelihood of conversion. These ads can appear both on and off Amazon, following customers across the web and reminding them of their interest in your products. Sponsored Display ads are also a self-service solution, targeting a distinct area of the advertising funnel. While Amazon did start trialing off-Amazon Sponsored Products ads in 2023, Sponsored Display ads provide robust off-Amazon capabilities.

Conclusion: Ready for Prime Day Success

Stay agile during Prime Day by continuously monitoring your sales performance and customer feedback. Use analytics tools to track real-time data and identify trends. Be prepared to adapt your strategy based on what’s working and what’s not. Quick adjustments can help you capitalize on opportunities and address any issues promptly.

Amazon Prime Day offers a unique opportunity to boost your visibility and sales. By leveraging Amazon’s new interactive and shoppable ad formats and staying agile, you can maximize your impact during this high-traffic event. Prepare your strategy, engage your audience, and make this Prime Day your most successful yet!