Amazon Prime Day 2026 is already underway, running from today (Tuesday 7 July) to Monday 13 July. There’s no more runway for big strategic moves, but there’s still plenty you can do to make sure you perform well across the seven-day event. Here’s what matters most right now.
Why Prime Day Is Worth Your Full Attention
Prime Day is one of the biggest brand discovery moments on the Amazon calendar, and the data from Pattern’s 2025 Consumer Marketplace Report tells you why. 63% of Australian shoppers bought a product on Amazon they’d never considered before, and 38% visited a brand’s website after discovering it on Amazon first.
This isn’t just a sales event. Shoppers are in buy mode at a higher rate than almost any other week of the year, and the customers you win this week can stick around long after the deals end.
First Hours of Prime Day: What to check now
Listing health. Check that your promoted ASINs aren’t suppressed, that you have the Buy Box, and that pricing is correct. Don’t make major listing changes now that the event is live as the suppression risk is real, but catching an obvious issue now is worth a few minutes.
Ad coverage on promoted products. Every ASIN with a deal running should have Sponsored Products, Sponsored Brands, and Sponsored Brand Video campaigns active behind it. A deal without ad support is leaving performance on the table.
Daily budgets. Prime Day traffic spikes significantly. If your campaigns are set to normal daily budgets, they’ll exhaust early and you’ll go dark at peak hours. Increase them today.
Confirm your deals are live. Check that Lightning Deals and Best Deals are showing as scheduled or active in Seller Central. Cross-check your promoted ASIN list against what’s live so there are no surprises.
During Prime Day (July 7-13): What Good Execution Looks Like
Now that the event is underway, the job is disciplined monitoring and smart scaling, not big changes.
Check campaigns every one to two hours. The things that kill Prime Day performance are listing suppression, Buy Box loss, and campaigns running out of budget. None of these announce themselves. Frequent checks mean you catch and fix them quickly.
Protect your branded search terms. Competitors will increase bids against your brand keywords during peak hours. Keep branded keyword defence active throughout the week, particularly in the mornings and evenings.
Scale spend on what’s converting. If a promoted product is performing, scaling daily budget 2x to 3x is reasonable. Pull budget away from upper-funnel awareness campaigns during the event itself and focus it on conversion.
Use DSP to capture mid-funnel intent. Shoppers who view your product detail pages during Prime Day are highly qualified. Retargeting product viewers and cart abandoners with a second touchpoint can lift conversion meaningfully throughout the week.
Search your top keywords two to four times a day. This tells you whether your ads are appearing where you expect, what competitors are doing, and whether any placement issues have crept in.
Don’t make listing changes mid-event without clear reason. If something isn’t working, the instinct to edit the listing is usually wrong during Prime Day. The suppression risk outweighs most potential upside.
After Prime Day (July 14 Onwards): Don’t Stop at Day Seven
The week after Prime Day is where a lot of brands leave value behind. Here’s how to make the most of the momentum.
Retarget the audience you just built. Shoppers who browsed your products but didn’t convert are now a warm audience. Narrow your DSP retargeting to product detail page viewers from the Prime window specifically, and re-engage them.
Nurture new-to-brand customers. Prime Day typically drives a spike in first-time buyers. The lead-out period is the right time to support repeat purchase before those customers drift.
Wind down spend gradually. Don’t cut budgets the day the event ends. Scale back steadily over the following week and reset bid optimisations progressively.
Schedule a post-mortem. One to two weeks after Prime Day, sit down and look at new-to-brand customer volume, organic rank changes, and ad performance by deal type. The learnings you capture here are your advantage heading into the next major event.
It’s Game Time
One event, one shot. The brands that execute well this week will see the results for months. Focus on what you can control: clean execution, consistent monitoring, and smart communication.
At Pattern, we work alongside Australian brands on Amazon year-round. If you want to talk about how to make the most of moments like this, get in touch.
