Following a successful Prime Early Access Sale last fall, Amazon is once again getting a headstart on the holidays with a new savings event—Prime Big Deal Days. With shoppers being given an opportunity to secure holiday deals a month before the Thanksgiving stuffing hits their plates, it’s key for advertisers to prepare for the event in a similar fashion to their Prime Day and holiday approach.

In this article, we’ll focus on preparing your audience targeting and media strategy for Prime Big Deal Days—also commonly referred to as Fall Prime Day.

How to Prepare for Prime Big Deal Days (and the Holidays)

Prime Big Deal Days banner


While the official dates haven’t yet been released, Amazon has officially announced that Prime Big Deal Days will occur in October, well ahead of Black Friday, which falls on November 24 in 2023. This helps shoppers save money on holiday essentials and gifts, with sellers and vendors having the most obvious benefit from the increased sales.

But the increased visibility and conversions are not the only advantage for advertisers.

The successes (and issues) you experience during Prime Big Deal Days can help inform or tighten up your Black Friday and overall holiday strategy, serving as a practice run of sorts.

Tinuiti recently held a two-day virtual event featuring 6 information-packed sessions led by 15 digital advertising experts. Many of the recommendations in this post were informed by the Conquering Amazon in Q4: Winning Strategies for Maximizing Search, Display, and Sponsored Products session, available on-demand with the other 5 sessions of the day here: 2023 Playbook for Q4 and Holiday Success.

Leading this session were three Tinuiti Marketplaces experts: Joe O’Connor, Nicole Cooper, and Joseph Elmquist.

Conquering Amazon in Q4 Tinuiti session speakers headshots

Let your most important business goal drive the KPI you want to achieve

The session kicked off by reminding attendees that like all marketing campaigns, your…

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