Prime Day isn’t just a two-day event, it’s a multi-week opportunity. At Ampd, we analyzed offsite campaign data from 2024 to uncover when shoppers begin engaging, where the cost per click (CPCs) are most efficient, and how brands can apply these insights to not just this year’s Prime Day, but to every high-intent tentpole moment on Amazon. Learn when and how to scale your Google Ads and offsite strategy to get ahead of the competition and drive real, attributable results.
Keep reading if you’re:
Takeaway: Shoppers were already browsing and considering purchases two weeks out
Takeaway: This is the sweet spot for scaling offsite media to Amazon
Takeaway: You’ll pay more to compete if you wait to scale until the event starts
Whether you’re planning for Prime Day 2025, Fall Prime, Cyber Week, or even brand-specific launch windows, here’s how to use last year’s data:
By applying Ampd’s approach to last year’s data, brands that scaled early enjoyed:
Lower CPCs (up to 28% less than Prime Day itself)
Higher return on ad spend from earlier funnel capture
Better campaign learnings going into the peak window
Offsite media doesn’t just support performance on Prime Day, it builds momentum that drives halo effect growth for weeks after.
Make sure to expand your learnings to more Amazon and online retail events! This timeline strategy isn’t exclusive to Prime Day. Apply it to the Fall Prime Event, Cyber Week Holiday ramp-up periods, new product launches, and brand tentpole events.
Each of these moments benefits from the same early activation, shopper signal capture, and CPC/ROAS management.
Don’t just read the insights, put them to work. Use the following prompt in your favorite GenAI tool (like ChatGPT or Claude) to build a custom offsite campaign calendar based on last year’s Prime Day performance:
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“Based on 2024 Prime Day data showing a surge in Google search and add-to-cart activity starting two weeks before the event, create a recommended media calendar for running offsite campaigns (e.g., Google Ads to Amazon) that spans the 2 weeks leading into a key Amazon event. Include daily guidance on budget scaling, CPC monitoring, and messaging strategy. Also adapt it for use during Cyber Week and a Fall Prime event.” |
A sample offsite media calendar:
14-Day Campaign Plan
Goal: Launch and scale Google Ads to Amazon (offsite media) before a key event, maximizing CPC efficiency and conversion potential.
Day |
Phase |
Objective |
Budget Guidance |
Messaging Focus |
|
T-14 to T-12 |
Soft Launch |
Warm up the publisher's algorithm; gather early signals |
10-15% |
"Get ready for. big deals", product discovery, and focus |
|
T-11 to T-8 |
Data collection |
Capture early high-intent shoppers |
15-20% |
Educate on value, features, and preview upcoming offers |
|
T-7 to T-4 |
Momentum build |
Ramp into core buying period; lower CPC |
20-30% |
Early access or beat the rush |
|
T-3 to T-1 |
Pre-event push |
Hit peak intent & drive urgency |
25-30% |
Offer-specific language, countdown messaging |
|
T (Event Day) |
Conversion focus |
Maximize conversion; defend brand |
15-20% |
"Today only", builds urgency |
|
T+1 to T+3 |
Halo capture |
Extend ROI as late shoppers convert |
5-10% |
"Missed the event?" or "Still in stock" |
|
T+4 to T+7 |
Review & retarget |
Analyze winners; retarget cart abandoners |
separate budget |
Re-engagement messaging |
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If you want to adapt this plan for different events, try this: “Revise the 14-day offsite ad calendar for a product category with longer consideration (e.g. electronics or wellness). Focus on adjusting budget pacing and messaging tone.” |
Pro Tip: Ampd customers can use our AI-powered platform to build and automate this exact strategy, so your planned calendar becomes a measurable activation.
Want to put these learnings into practice?
Book a strategy session with Ampd. We’ll walk through your offsite media calendar, show you how to scale before it’s crowded, and help you unlock performance before and beyond Prime Day.