Prime Day might be over, but for savvy advertisers, the real opportunity starts now. Even if you didn’t run promotions during Prime Day or other tentpoles, the chance to engage with the sheer volume of in-market shoppers online is irresistible. Whether you’re offering deals during Walmart Deals, or Target Circle Week, Summer Tentpoles are the perfect opportunity to maximize your commerce gains with a post-Prime Day strategy that keeps sales strong, retargets shoppers, and builds customer loyalty. Best practices in post-event advertising and omnichannel strategies will help you ride the wave for longer. With smart optimization, you’ll find your budget goes further, too.
You’re on the right page if you’re thinking about:
- Converting browsers to buyers
- Gaining loyalty from new customers
- Discovering new audiences and better ways to engage them
- Building omnichannel campaigns using Prime Day learnings and Amazon Marketing Cloud (AMC) data
- Optimizing campaigns to include retargeting with Amazon DSP advertising
Why a Post-Prime Day and Omnichannel Strategy Matter for Long-Term Growth
Prime Day brings a flood of traffic and sales you might not otherwise have made. There is still more value to gain in what happens after, along with pitfalls to avoid.
1. The Post-Prime Day Opportunity: Retention vs. Drop-Off
Without a follow-up plan, many new shoppers will simply disappear. With the right customer loyalty strategies, you can turn one-time Amazon shoppers into repeat customers. Now’s the time to act while your brand is fresh in their minds.
2. Understanding the Prime Day “Halo Effect” and Long-Tail Conversions
Tentpoles don’t just drive immediate sales. With the right Amazon ad strategy, you can boost your brand’s visibility, resulting in purchases further down the line. The Amazon “halo effect” can last weeks, even months. Shoppers who landed on your product page, or abandoned their cart, might make the purchase after the event.
3. Five Post-Prime Day Common Advertiser Pitfalls to Avoid
- Scaling back too soon
Many brands make the mistake of pausing Amazon ad campaigns when the event ends. In reality, shoppers are still in Prime Day mode after the event, and you need to remain visible.
- Leaving inventory levels unchecked
Running out of stock is problematic if you’re aiming for repeat purchases from customers who are new-to-brand, so check stock levels before activating your campaigns.
- Losing touch with new-to-brand customers
Now is the time to begin your retention campaign, ensure your after-sales service is on point, and respond immediately to new customer reviews.
- Defaulting to pre-event price
At this point, pricing is key. Keeping a discount running (if you can afford to) might help you shift products that were in low demand; products that are selling well might tolerate an increase. If you keep an eye on competitor pricing, you’ll be aware of the sellers still offering deep discounts. You can respond accordingly.
- Not acting on Prime Day insights
There are valuable lessons to learn from your Prime Day advertising, and your campaign and sales data can help guide smarter strategies heading into Cyber 5.
What Insights Can I Get from My Amazon Advertising Campaign?
Your Amazon ad data should be able to tell you:
- Which Amazon ads worked best and when?
- Which Amazon audiences were most engaged during Prime Day?
- Which channels performed best and yielded the highest ROAS?
- What is my iROAS (Incremental Return on Ad Spend)? This is about identifying the sales that can be solely attributed to your advertising campaign? Understanding incrementality in retail media prevents you from serving expensive Amazon ads to shoppers who would have bought your product anyway.
Omnichannel Strategies: How to Connect the Dots Beyond Amazon
When it comes to sales events like Prime Day, it doesn’t all happen on Amazon. Compared to spend during the lead into Amazon Prime Day 2025, Walmart’s daily spend was up 48% during the event, and Target also saw an increase of 56%. Allocating budgets to other retail media networks makes sense; you will find the Cost Per Click (CPC) is appealing, too.
Here are five simple steps to extend your Amazon audience across other retail platforms:
#1. Use Amazon AMC Audience Insights with Amazon DSP for Omnichannel Strategies
Export audience data from Amazon DSP or Amazon Marketing Cloud, such as:
- In-market segments
- Lifestyle and demographic profiles
- New-to-brand shoppers
Then use these insights to mirror audiences on platforms like Meta, Google, YouTube, TikTok, or Connected TV (via Amazon DSP).
#2. Build Lookalike Audiences and Begin Retargeting
Your CRM data blended with Amazon AMC audience data will help you create lookalike audiences on other channels. You can retarget Prime Day purchasers or product page visitors.
#3. Retarget Across Retail Media Networks (RMNs)
Use learnings from your Amazon ads performance data to inform campaigns on other RMNs like Walmart Connect, Target Roundel, and Instacart. Focus on overlapping audience traits (e.g. beauty enthusiasts, pet owners, parents).
#4. Sync Your Amazon Ad Creatives Across Channels
Use Prime Day-tested headlines and offers. You will need to tailor your assets for each platform, however if you can keep hooks and imagery consistent, your offer will be more memorable.
#5. Centralize Reporting to Spot Cross-Channel Wins
Platforms like Pacvue unify your omnichannel campaign data, offer comparison reports, and benchmark performance across channels or retail media networks. Once you’ve identified which audience segments and messages convert best, you can replicate the successful elements across your mix.
How to Use Amazon Ad Insights from AMC and Prime Day Data
Querying Amazon Marketing Cloud will show what worked and what didn’t during Prime Day by audience, channel, creative, or time of day. You can analyze full-funnel engagement, from awareness to repeat purchase. This helps refine your strategy and avoid wasting spend on underperforming tactics in your Amazon ads and wider omnichannel strategies.
What is Amazon Marketing Cloud (AMC)?
Amazon Marketing Cloud (AMC) is a secure data clean room that lets Amazon advertisers analyze campaign and customer data. It pulls in signals from across Amazon’s ecosystem, including retail, media, and shopper behavior. Using SQL-based queries, marketers can uncover patterns, measure performance, and identify high-value audiences.
Pacvue’s Amazon advertising platform is fully integrated with AMC. This means you can tap into Amazon Marketing Cloud to get the insights you need, easily and quickly.
Identifying New-to-Brand and High-Value Audiences in Amazon AMC
In Amazon Marketing Cloud, you can isolate new-to-brand shoppers and high-value audience segments. From these audiences, you can build retargeting pools, loyalty campaigns, and audience lookalikes. Using Pacvue’s AMC integration, there’s no need to jump between platforms or datasets to set these campaigns in motion.
Turning Amazon AMC Data Into Post-Event Insights
With Pacvue, there’s no need for custom SQL queries. Access the AMC insights that matter most—fast. Instead, you can use a range of pre-built AMC templates to analyze performance across full-funnel campaigns, then visualize those insights in intuitive dashboards. You can quickly identify which campaigns drove consideration, conversion, or long-tail sales.
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Real-World Examples: Three Leading Brands that Use Pacvue with AMC Data to Boost Sales, Improve ROAS and Increase Share
Clothing Brand Uses Pacvue’s AMC Insights to Boost Sales +244%
A leading clothing brand, partnering with agency Buy Box Experts, used Pacvue’s Amazon Marketing Cloud insights to map full‑funnel shopper journeys. They implemented day‑parting, audience segmentation and path‑to‑purchase analysis to target ads at optimal times.
The result: a 244% surge in sales, and 79% boost in ROAS, justifying a 92% rise in ad spend. New‑to‑brand ROAS climbed 238% and category market share grew by 6%.
Essentia Water Lifts Purchase Rate Tenfold with AMC Data Powered by Pacvue
OneStone, an e‑commerce agency, helped Essentia Water shift from a search-heavy Amazon strategy to a unified full‑funnel approach using Pacvue and Amazon Marketing Cloud. They leveraged AMC’s path-to-purchase, ad overlap and segmentation insights to justify boosting Amazon DSP advertising spend from 15% to 55%, while increasing total ad budget by 42%.
The result: combined search + DSP exposure lifted purchase rates to 10.35% (versus 0.67% DSP‑only and 0.30% search‑only).
Reckitt Refines Ad Mix to Improve ROAS +91%
Reckitt (Enfamil®) used Pacvue’s Amazon Marketing Cloud attribution to refine its ad mix on Amazon. They ran Sponsored Search and Display campaigns concurrently, using AMC data to identify optimal conversion timing within a 90‑day window. This enabled more effective remarketing and loyalty outreach and helped Reckitt confidently test full‑funnel DSP campaigns for new product launches.
The result: a 91% increase in ROAS
How AMC Activate From Pacvue Supports Post-Prime Day Campaigns
AMC Activate from Pacvue is an advanced AMC tool that helps you design your own AMC dashboards using simple drag and drop moves. It offers a level of customization above the standard AMC templates in Pacvue. Also, it allows you to automatically push high-performing AMC audiences into Amazon DSP advertising campaigns. You don’t need to manually export data.
Top Ten Pacvue User Hacks for Amazon Advertising Optimization and Omnichannel Strategies
Blending post-sales insights with AMC audience analytics and real-time inventory data multiplies your ability to act—not just react. You can launch laser-focused remarketing, shift budgets to proven winners, and automate price adjustments easily using Pacvue. Here are our top ten user hacks to optimize your post-event advertising campaigns, on Amazon and beyond:
#1. Audience Retargeting with AMC
Identify and retarget high-value, new-to-brand shoppers using Amazon Marketing Cloud audience insights.
#2. Sequencing Ads Across Amazon DSP, Sponsored Ads, and Off-Amazon Channels
Pacvue’s performance insights help you plan and automate ad sequencing across touchpoints, guiding shoppers from awareness to purchase.
#3. Activate Omnichannel Strategies
Extend your Prime Day audiences across retail media networks by managing Amazon DSP and Sponsored Ads campaigns from one platform.
#4. Amazon Ad Budget Reallocation
Shift spend to high-performing products and keywords using Pacvue’s real-time performance dashboards. You can also set automated rules to lower or raise budgets based on a range of performance criteria.
#5. Inventory-Aware Automation
Pause or scale campaigns when inventory is low. Alerts can be triggered from Pacvue’s integrated digital shelf automation platform.
#6. Optimized Dayparting
Schedule ads for times when shoppers are most likely to convert using Pacvue’s automated dayparting tools.
#7. Share of Voice Tracking
Monitor your product’s visibility in the category vs. competitor activity and adjust your bids accordingly.
#8. Automated Customer Journeys: Upsell, Cross-Sell, and Subscription Activation
Pacvue’s targeting and rules-based automation sends tailored messages that drive repeat purchases, upgrades, subscription sign-ups and more.
#9. Dynamic Keyword Harvesting
Identify new converting search terms from Prime Day traffic and integrate them into PPC campaigns.
#10. Unified Reporting and Omnichannel Attribution
Pacvue consolidates retail media performance across Amazon and other channels, helping you attribute sales more accurately and make better budgeting decisions.
Final Checklist for Brands: Post-Prime Day Must-Dos
- Analyze Amazon ad campaign data to identify high-performing strategies and new audience segments.
- Restock and promote bestsellers. Manage inventory based on Prime Day results.
- Retarget engaged shoppers using Amazon Marketing Cloud insights, Amazon DSP, and roll out omnichannel strategies.
- Apply these learnings to back-to-school and holiday campaigns, building on Prime Day’s momentum.
Keep the Prime Day Momentum Going with Amazon Ads and Omnichannel Strategies
Prime Day may be over, but the data and exposure it generates are just the beginning. With the right platforms—like Pacvue and Amazon Marketing Cloud—you can turn one-off sales into long-term growth. Use your insights to retarget smartly, extend your reach across channels, and optimize every ad dollar. If you’d like some one-to-one advice on refining your post-event strategy, just reach out to one of our experts. We’re here to help.
