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Prime Day & event PPC

Amazon Prime Day and event PPC, planned before the rush

A senior strategist plans your Prime Day, Prime Big Deal Days and Black Friday ads four weeks out, sets budgets that last all day, pushes your deal products, and brings shoppers back after the sale.

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  • For brands spending $10K+/mo
  • Month-to-month
  • 0% of your ad spend

Part of our Amazon PPC management

Plan ready 4 weeks outBudgets, bids and deals
New-to-brand 61%Of event orders

Trusted by 100+ Amazon brands

  • Verified Partner
  • Live-Data Audits
  • PPC Toolstack
  • Market Research
The basics

What is Amazon event PPC?

Event PPC means planning your Amazon ads around big sale events such as Prime Day, Prime Big Deal Days and Black Friday-Cyber Monday. Lead-in ads build views before the sale, raised budgets and bids win the event days, and remarketing brings shoppers back after it.

  • Four phasesLead-in, build, event, after
  • Budgets set per daySo ads never go dark at peak hours
  • Ads built around your dealsDeal products get budget first

The events we plan for

Every year
Usually JulyPrime Day

Amazon’s headline summer sale

Planning starts in June: budgets, bids and deal products agreed, then lead-in ads to build views before the event.

OctoberPrime Big Deal Days

The start of holiday shopping

A second Prime event that opens Q4. Many holiday shoppers start browsing and comparing here.

NovemberBlack Friday-Cyber Monday

The busiest shopping days of the year

Traffic and click costs peak from Black Friday to Cyber Monday, so budgets are set per day to last into the evening.

Any monthYour own peaks

Back-to-school, New Year, Mother’s Day

Your category’s own peak weeks get the same plan, found from your sales history and search data.

Where the money goes

Where event budgets get wasted

Most event campaigns we audit lose sales or money in one of these four ways. Each one is avoidable with a plan made weeks before the sale.

01Leak

Budget gone by noon

Daily caps sized for a normal day run out early on event day, so ads go dark during the busiest hours.

FixEvent-day budgets set per day, with budget rules as a safety net.
02Leak

Planning starts event week

Campaigns built in a rush miss the lead-in weeks, when shoppers browse, compare and clicks cost less.

FixA plan agreed four weeks before the event.
03Leak

Ads that ignore your deals

Budget goes to products with no deal while your deal products get too little traffic.

FixDeal products pushed first, with ads and deals planned together.
04Leak

Nothing after the event

Bids stay high after the sale, and shoppers who viewed but did not buy are never brought back.

FixBids reset the day after, and event viewers remarketed.
Our method

How we run your Amazon sale events

Four phases for every event, from the lead-in weeks to the clean-up after. The plan and the event budget are agreed with you in writing.

  1. 01

    Lead-in

    4 to 2 weeks before

    Keyword, product and audience lists built, and ads run to grow views and brand searches ahead of the sale.

  2. 02

    Build

    The week before

    Event campaigns, budget rules and bid changes set up and checked before the rush.

  3. 03

    Event

    Event days

    Budgets, bids and deal products watched through the day and moved to what sells.

  4. 04

    After

    Two weeks after

    Shoppers who viewed are remarketed, and bids and budgets go back to normal.

Budgets checked through each event daySpend is checked several times a day, so no campaign goes dark while shoppers are buying.
Lessons carried to the next eventEvery event report ends with what to change next time, so each event runs better than the last.
What we manage

Every lever in your event plan

Event calendar, budgets, bids, deals, audiences and the reset after. Pick one to see how we run it.

01 · Event calendar

A plan for every event in your year

We map Prime Day, Prime Big Deal Days, Black Friday-Cyber Monday and your own peak weeks, and agree the budget and goal for each one early.

  • Every event mapped at the start of the year
  • Budget and goal agreed per event
  • Your category’s own peaks added

Event calendar · sample

Planned per event
EventMonthBudget vs normal
Prime DayJuly2.5×
Prime Big Deal DaysOctober2×
Black Friday-Cyber MondayNovember3×
How it works

How we run every sale event

No last-minute scramble. Your plan is agreed four weeks out, everything is built a week before, and your event days are watched from morning to night.

01
Day 1

Free audit

We review your last event: where budget ran out, which keywords won, and what the next one needs.

  • Last event’s results by day
  • Hours your ads went dark
  • Budget and goal for the next event
You getWritten audit and a flat quote
02
4 weeks before

Event plan

Budget, bids, deal products and audiences agreed in writing, and lead-in ads switched on.

  • Budget for every event day
  • Deal products and bid changes
  • Lead-in ads live
You getYour event plan, in writing
03
1 week before

Campaigns built

Event campaigns, budget rules and bid changes set up and checked, ready to go live.

  • Budget rules scheduled
  • Event Store page linked
  • Final check with you
You getEverything ready before the rush
04
Event days

Watched all day

Spend, bids and deal products checked through the day, and budget moved to what sells.

  • Spend checked several times a day
  • Budget moved to best sellers
  • Updates from your strategist
You getNo hours out of budget
05
After

Remarketing & report

Event viewers brought back, bids reset, and a full event report within a week.

  • Remarketing to event viewers
  • Bids and budgets back to normal
  • What to change next time
You getYour event report
  • 4 weeksPlan ready before
  • 0 hrsOut of budget
  • 24hStrategist replies
Start with a free audit
Strategists watching event-day campaigns on their screens
Event daysWatched from morning to night
Event reportPrime Day · sample
Event sales+186%vs normal week
Spend vs plan97%on budget
Hours out of budget0all event days
ACoS27%target 30%
New-to-brand orders61%+13 pts
Reporting

Event reporting you can act on

After every event you see sales and spend by day, how your budget held up, and exactly what to change before the next one.

  • Sales, spend and ACoS for every event day
  • Budget pacing and any hours out of budget
  • New-to-brand orders from the event
  • What to change next time
Results

Results from brands we manage

Real accounts, measured on sales and TACoS, not clicks.

Pet brand owner working on a laptop with her dog beside her
Case study · US pet brand

How one pet brand grew sales 140% in 90 days

ACoS was 38%. We rebuilt campaigns around buyer intent, cut 312 wasted search terms and moved spend to peak hours.

38%24%ACoS
+140%Monthly sales
312Negative keywords
90Days
See all case studies
We've been working with Amplivus for over a year. Sales increased, ACoS improved noticeably, and their experience really shows.
Lauren GreenAmazon Marketing Manager
100+Amazon brands managed
$50M+Ad spend managed
20%+Year-over-year sales growth
Approaches compared

Planned event vs last-minute vs switched off

Three ways brands handle Prime Day and holiday sales, and what each one does to your sales and your spend.

A planned sale event compared with a last-minute event and switching ads off
CompareHow we run itPlanned eventLast-minute eventAds switched off
Planning starts
Four weeks before
The week of the event
Never
Budgets
Set per day, last all day
Normal caps, gone by noon
None
Bids
Raised where event shoppers buy
Raised everywhere, or not at all
None
After the event
Viewers remarketed, bids reset
Bids left high
Nothing
Result
More sales at a planned cost
Missed sales and wasted spend
Rivals take the event traffic
Main risk
Low: budget and bids agreed in writing
Ads go dark at peak hours
Lost rank and share after the event
Pricing

Prime Day and event PPC pricing

Event PPC is part of our flat monthly fee for Amazon PPC management, set by your ASINs, marketplaces and ad types. Your event ad budget is separate, agreed with you in writing, and paid to Amazon, not to us.

See full pricing See Amazon PPC management
Flat monthly feeMonth-to-month
$1,000-$5,000per month

Your exact fee is in writing before you sign.

  • Senior strategist, 1 per 8 brands
  • Sponsored Products, Brands and Display
  • A plan for every sale event in your year
  • Event-day checks and a full event report
  • No setup fee, 30 days’ notice
  • 0% of your ad spend, ever
Get my quote with a free audit
1:8strategist to brands
24hreplies from your strategist
0%of your ad spend, ever
4×senior reviews a year
Freewritten audit before you sign
Free · No obligation

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Tell us about your account. A senior strategist reviews it and sends you a written audit with a flat monthly quote.

  1. 01We review your accountSpend, structure and your share against your top 3 rivals.
  2. 02You get it in writingWasted spend, the fixes and a flat monthly quote. Yours to keep.
  3. 03Walk through it togetherA short call to go over the findings. No obligation.
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FAQ

Prime Day and event PPC FAQs

Straight answers, no sales spin.

What is Amazon event PPC?
Planning your Amazon ads around big sale events such as Prime Day, Prime Big Deal Days and Black Friday-Cyber Monday: lead-in ads before the event, raised budgets and bids on the event days, and remarketing after it.
When should Prime Day planning start?
About four to six weeks before the event. That leaves time to agree budgets and deal products, build campaigns, and run lead-in ads while clicks cost less.
How much should I raise my budget for an event?
It depends on your category, deals and goals. Many brands need two to four times a normal daily budget on event days. We set it per day from your past event results, so it lasts from morning to night.
Do clicks cost more during Prime Day?
Usually, yes. More brands bid during big events, so cost per click tends to rise. Conversion rates often rise too, which is why we raise bids only where event shoppers buy.
Should I run ads if I do not have a deal?
Often, yes. Event traffic is high across the whole category and shoppers still compare. We check where you can win without a deal and keep bids tighter on those products.
Which events do you plan for?
Prime Day (usually in July), Prime Big Deal Days in October, Black Friday to Cyber Monday in November, and your own peak weeks, such as back-to-school, New Year or Mother’s Day.
What happens after the event?
Bids and budgets go back to normal, Sponsored Display brings back shoppers who viewed but did not buy, and you get a full event report within a week.
Can you help if the event is only days away?
Yes. With a short runway we focus on what matters most: budgets that last all day, your best sellers and deal products, and a clean reset after.
Is event PPC a separate service?
No. It is part of our Amazon PPC management at the same flat monthly fee. Your event ad budget is separate and paid to Amazon.
Is there a long-term contract?
No. Management runs month-to-month with 30 days’ notice and no setup fee.
Free Market Share Audit

Plan your next event before your rivals do

Where your budget ran out last time, what the next event needs, and a day-by-day plan, in writing, with a flat monthly quote.

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