Mac Ossowski, COO, GetResponse
“Prime Day is incredibly effective at creating a short-term spike in sales, but the bigger opportunity for retailers is what happens afterwards. A customer acquired through a promotion is only really valuable if you can give them a reason to come back when the discounts disappear.
“Our research found that 67% of consumers believe brands value new customers more than existing ones, despite 69% of brands saying they split budgets evenly between acquisition and retention. Prime Day is a good example of why that matters: retailers invest heavily in attracting new shoppers, but need to put just as much thought into what happens after that first purchase.
“Using data around Prime Day purchases to inform future communications with customers can encourage long-term loyalty and help drive future sales. This can be just as important, if not more so, than immediately chasing the next new customer.
“To this point, success shouldn’t be judged only on purchases generated during Prime Day. Repeat sales, retention and continuing customer value give retailers a much better indication of whether those promotional customers have turned into genuinely valuable ones.”
Tom Ridges, CEO & Founder, Herdify
“Prime Day is brilliant for Amazon, and for offloading old stock, but it’s a trap for most brands. If you’re a brand going head-to-head on price for 48 hours, you’re training customers to wait for the next discount and paying more than ever for that attention. Worse, indiscriminate discounts often go to people who were happy to pay full price anyway.
“Imagine you ran a restaurant. You wouldn’t hand discount coupons to the people already queuing outside.
“Discounts can help seed a new market, but only if you’re tracking where they land. Influence spreads locally, through real places and real communities. Know where your advocates already are, and you’ll know who’s in the queue and who isn’t. Your discounting strategy should be driven by that, not by a date in Amazon’s calendar.”
Maor Sadra, CEO & Co-founder, INCRMNTAL
“Prime Day is a great time to make a lot of money. It’s also a great time to waste a lot of money very quickly.
“When everyone is increasing budgets at the same time, the temptation is to keep pouring money into whatever looks like it’s working. But every channel has a ceiling. Once you hit it, the next dollar can become dramatically more expensive, while your average CPA still tells you everything is fine.
“That’s the trap. Marketers shouldn’t be asking, ‘How much more can I spend?’ They should be asking, ‘What will my next dollar add?’ Attribution will happily tell brands which channel got credit for the sale. Incrementality tells you whether it was your advertising that actually drove it.”
Thomas Ives, Co-founder, RAAS LAB
“Prime Day is saturated with discounts, so simply shouting about price isn’t enough to stand out. The brands that win will be the ones that make their offer feel relevant to what the consumer is actually interested in at that moment.
“If someone is reading about running, travelling or upgrading their home, the creative should recognise that context and surface the product, message or benefit that naturally fits it. That is where relevance becomes powerful: instead of serving the same generic promotion to everyone, brands can make every impression feel more useful and more connected to the consumer’s mindset.
“A discount might create urgency, but relevance gives people a reason to care about it. During Prime Day, when every advertiser is competing on price, relevance is what turns an offer into something worth noticing.”
Steven Bedwell, Head of Sales – Media Agencies, Bauer Media Outdoor
“Prime Day has become an important moment for brands and agencies, demonstrating the role OOH can play as part of a full-funnel media strategy. It’s a standout opportunity to show how scale, location, and audience insight can work together to build awareness, drive consideration and support brands around key retail moments.
“What makes OOH particularly interesting as a channel during Prime Day is its ability to complement online channels. Rather than simply announcing an offer, campaigns can build a journey around the event, create awareness, and reach audiences when they are digitally present to connect with them closer to purchase.
“Prime Day has therefore become a strong example of how OOH can add value to major retail moments and help brands turn increased consumer attention into action.”
Phil Acton, Country Manager UK, Adform
“Prime Day is a great proving ground for where agentic advertising can add real value. Consumer behaviour shifts quickly as shoppers compare offers, research products and respond to changing prices – usually jumping across different devices.
“Agentic advertising can analyse performance, audience behaviour, inventory and pricing as they change, helping advertisers respond faster, optimise campaigns and move budgets towards what’s working. Whether that’s a DOOH placement in Farringdon station or a CTV campaign among tech-lovers. It also reduces the manual work involved in monitoring and adjusting campaigns, giving media buyers more time to focus on strategy.
“As digital media becomes more complex, bringing those signals together becomes increasingly important. During a high-intensity moment like Prime Day, the ability to connect the data, identify what is changing and act quickly can help advertisers respond to demand and drive better outcomes from their media investment.”
Julie Selman, SVP, Head of EMEA at Magnite
“Major shopping events like Prime Day highlight the growing convergence of CTV and retail media, and the opportunity for advertisers to turn commerce signals into smarter audience strategies.
“Commerce signals derived from retailers’ first-party data can provide insight into shopping intent and help identify relevant audiences to inform CTV campaign strategy before and during key shopping moments. The real value comes from being able to close the loop, connecting streaming exposure with transaction data to better understand whether those audiences ultimately went on to purchase.
“This ability to connect audience insights, media exposure and commerce outcomes is expanding CTV’s role beyond brand building. Moments like Prime Day illustrate how CTV can increasingly work as a performance channel, connecting streaming advertising more directly to tangible business outcomes.”
Matt Bahr, co-founder and CEO, Fairing:
“Prime Day compresses weeks or even months of consideration into a very short buying window. Someone might have been following a creator, hearing podcast ads or seeing a brand on TV for weeks, but wait until Prime Day to finally make the purchase.
“That makes it very easy for marketers to over-credit the promotion itself. A discount might be what gets someone over the line, but it doesn’t necessarily explain why that brand was already on their shopping list.
“The useful insight for marketers comes from understanding which channels introduced customers to the brand in the first place, and which simply helped close a sale that was already likely to happen. Without that, brands can come away from a record sales day with completely the wrong idea about what drove it.”
Oliver Leigh, Founder and CEO, Portal
“Prime Day creates a huge surge in consumer intent, but CPG brands shouldn’t assume Amazon is automatically the best place to send every shopper. Brands are spending heavily across social, search and other channels to drive traffic, yet too often the click is where their visibility ends.
“We regularly see more than 90% of paid traffic leave retailer sites without meaningful engagement, which makes optimising towards clicks a pretty blunt measure of success. During Prime Day, brands need to look beyond how much traffic they’re generating and understand what happens once shoppers reach the retailer. Are they engaging with the product, adding it to their basket, or simply leaving?
“That gives brands a much better idea of which retailers are performing and where their media spend is best directed, rather than defaulting to the destinations that are easiest to measure.”
The companies included above are clients of Bluestripe Communications, owned by Bluestripe Group, the publisher of New Digital Age.
