If your Prime Day felt more “meh” than “momentum,” you’re not alone.
Amazon stretched Prime Day into a 4-day marathon this year, and a lot of sellers burned out halfway through. The winners weren’t the loudest, they were the most prepared.
Here’s what our ScaledOn team saw across accounts, and how you can turn that learning into your Black Friday comeback.
If your Prime Big Deal Days didn’t deliver the growth you hoped for, don’t worry - Black Friday and Cyber Monday are right around the corner. These events consistently drive some of the biggest sales surges of the year, and smart advertisers are already preparing to capture that wave.
At ScaledOn, we saw clients achieve up to 85% Year-over-Year growth during this Fall Prime Event.
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⚡ Quick Insight
Prime Day is no longer a 48-hour sprint. It’s an endurance test.
The brands that paced budgets, prioritized FBA, and backed up ad setups crushed it (our top performer hit 80.7% YoY growth).
Those who went all-in on Day 1? Most ended up with tired budgets and flat ACOS by Day 3.
So if your Prime Day wasn’t the win you hoped for, you’ve got one last window before 2025 ends to make it right.
As we helped clients navigate the Fall Prime Event, one message became clear - planning and patience are the real differentiators. The brands that prepared early, managed inventory smartly, and stayed consistent saw results like these:
🧠 Deep Dive: Turning Prime Lessons into BFCM Wins
1️⃣Endurance Beats Aggression
In Amazon’s new 4-day format, Day 4 delivered +33% better performance for advertisers who held budget.
For BFCM, structure campaigns like a marathon, not a burst:
Split spend 40% early / 30% mid / 30% late (don’t empty the tank on Day 1) .
Plan for retargeting in the week after Cyber Monday. Post-event traffic converts surprisingly well.
And if you’re wondering what separated the top performers from the rest, Amazon Ads data backed it up - the biggest gains came from brands using a multi-format strategy across Sponsored Products, Brands, and Display. Here’s what the numbers showed:
🔑 High-Velocity Event (HVE) Takeaways
Straight from Amazon Ads
Advertisers combining Sponsored Products and Sponsored Brands during Prime Big Deal Days saw:
Prime Day
uplift
Prime Big Deal Days
uplift
Black Friday & Cyber Monday
uplift
Average ROAS
ROAS averaged 4.05× for advertisers running multi-format campaigns (Sponsored Products, Brands & Display).
Want to see how our clients hit 85% YoY growth during the Fall Prime Event - and how you can use those wins for Black Friday and Cyber Monday?
2️⃣ FBA > FBM, Always
FBA listings converted 3× higher thanks to fast-delivery badges.
If you were out of stock or missed inbound cutoffs for Prime Day, now’s the time to fix that.
🔑 Pro move: Get your top SKUs inbound by early November to guarantee holiday placement.
3️⃣ Multi-Format Ads = Maximum Uplift
Amazon’s data shows combining Sponsored Products + Brands + Display ads produced:
+64% uplift during Prime Big Deal Days
+62% uplift during BFCM
4.05x average ROAS
That’s not theory, it’s math. Multi-format = multi-moment visibility.
4️⃣ Prep Like It’s Game Day
The smartest sellers did three simple things right before Prime Day:
Backed up ad configurations
Locked in bids and budgets ahead of event launch
Avoided “panic edits” mid-campaign that killed performance
Do the same for Black Friday, or risk watching ACOS spike 300% overnight (we saw it happen).
📞 Want Expert Eyes on Your Plan?
Prime Day was the warm-up.
Black Friday is the main event and the playbook’s already written.
We’ll help you pace, plan, and profit from BFCM before time runs out.
🧭 Final Thought
Prime Day taught us something simple:
Speed burns budgets. Strategy builds profit.
There’s still time to turn this quarter into your strongest yet.
Let’s scale smarter,
-Iulia
🚀 Don’t miss our next Live Q&A on October 30th at 12PM EST on AI Video Strategy.
Bring your toughest questions or just join and listen in. Either way, you’ll walk away with actionable insights.
👉 Register here!
