Amazon’s Fall Prime Day – set for Oct. 7-8 – is a major retail event that floods the platform with traffic, steals attention across the web, and can crush the performance of sellers who rely on Google alone.
If you’re not on Amazon, this can feel like a frustrating time. Traffic dips. Conversion rates drop. Shoppers vanish into Amazon’s deal machine.
But that doesn’t mean you have to lose.
Here’s how Google-first, non-Amazon sellers can prepare, compete, and even turn Prime Day into a strategic win.
The Challenge: Competing with the Noise of Amazon
During Prime events, millions of shoppers bypass Google entirely and head straight to Amazon.
Even shoppers who start on Google are often lured away by Amazon ads or redirected through Shopping results. If your product category overlaps with major Prime Day verticals (electronics, home, beauty, fitness), you’ll likely see:
- Drop in CTRs
- Higher CPCs as Amazon bids aggressively
- Lower conversion rates as consumers wait for deals
It’s not personal – it’s just physics. But you can mitigate the damage.
Anticipate the Dip and Adjust Expectations
First, know that the traffic dip is temporary. Prime Day typically lasts 2 days, with some halo effects before and after. Adjust short-term KPIs:
- Accept that your CPCs may rise
- Don’t panic if your conversion rate drops
- Look at weekly or monthly metrics, not just daily ones
By expecting the shift, you can respond more strategically – not emotionally.
Double Down on Retention & Owned Audiences
Your email list and loyal customers are your biggest asset when Amazon is dominating the wider market. In the week leading into Prime Day:
- Send personalized emails with value-based messaging
Offer exclusives, bundles, or free shipping – not discounts alone
Remind customers why your brand is better than a marketplace - Use language like: “Amazon doesn’t know you. We do.” or “No memberships, no gimmicks, just great products, direct from us.”
- Make it about experience, not just pricing.
Optimize Google Campaigns for Loyalty & Intent
During Prime Day, your brand traffic becomes more valuable than ever. Tactics include:
- Increase bids on branded keywords to protect your name
- Focus on high-intent search terms (long-tail, problem-solving queries)
- Use remarketing lists to focus spend on returning or cart-abandoning users
- Consider dayparting (reduce spend during Prime Day peak hours, shift to pre/post-event windows)
Avoid wasting budget on generic terms Amazon is dominating – stick to searches where your brand or value proposition has a better shot.
Use Creative to Differentiate from Amazon
On your website, ads, and emails, make it clear you’re not Amazon, and that’s a good thing.
- Update your ad copy and landing pages. Use language like: “No Prime membership needed.” “Fast shipping, no platform fees.” “Speak to a real person, not a chatbot.” “Designed by us. Delivered to you.”
- Lean into your brand story, product quality, or customer service.
Launch Your Own (Smarter) Promotion
If you want to stay competitive, but don’t want to race Amazon to the bottom, you can run your own sale with better positioning.
- Offer value bundles (higher AOV without heavy discounting)
- Run a “Shop Direct” sale with 10-15% off for email subscribers
- Give early access to VIPs or loyal customers
- Create limited drops or seasonal exclusives
The goal is to offer something compelling without compromising your margins.
Ride the Post-Prime Bounce
The moment Prime Day ends, many shoppers who didn’t find what they were looking for – or who are done price hunting – return to Google. That’s your moment.
- Ramp budgets 24-48 hours after Prime Day
- Retarget users who visited your site but didn’t convert
- Highlight what’s back in stock or still available
- Use messaging like “Missed Prime Day? We’ve got you covered.”
Being ready after Amazon’s hype dies down can give you the edge when shoppers are back in research mode.
Most small brands try to “wait it out” during Prime Day. But smart sellers treat Amazon as background noise, not a death sentence. You may not be on Amazon, but you’re not invisible. With the right prep, Fall Prime Day can actually help you strengthen your relationship with your audience while others fight in the discount trenches.
Tips for Google Sellers
- Expect a temporary dip; adjust daily expectations
- Focus on retention; email, loyalty, and returning customers
- Protect your brand traffic; increase branded bids
- Don’t discount blindly; offer smarter value
- Ride the post-event wave; follow up strong
- Stay calm, this is just a 2-day storm
Need help building a campaign timeline or promotion plan for your site during Prime Day or any time? Contact us today!