The Solution

First, Prime Exclusive Discounts ranging from 20-30% were applied to most products, accompanied by a 94% surge in advertising expenditure compared to the preceding week.

This was achieved through raising bids and placement modifiers by 25-35% due to increased competition from other brands, as a result budgets for campaigns were also increased 50-75% to ensure that campaigns did not run out of budget during over the two days of increased traffic on Amazon.

Sponsored Brands campaigns were implemented with heightened bidding in a brand protection tactic, as competing brands frequently target Chia Charge's branded keywords. This approach aimed to secure top search placement for Chia Charge products, ensuring that shoppers seeking these items could readily locate them ahead of competitors promoting their own Prime Day offers.

Additionally, Sponsored Display retargeting campaigns were utilised to display advertisements to customers who had visited product detail pages during the 7-day timeframe surrounding Prime Day but had not completed a purchase. This strategy led to a sustained increase in conversions in the days following the Prime Day event.

As a result, by effectively utilising Sponsored Products, Sponsored Brands, and Sponsored Display campaigns to capture demand over the Prime Day event, advertising sales revenue increased by 64% compared to the preceding week.