Question: You’re an advertiser preparing for Amazon’s Prime Day event. You’re currently in the Event Lead-in stage, which is 2-4 weeks before the actual event. What should be your primary focus during this stage to maximize your advertising impact?
- Create a campaign around conversion goals and wait to run any campaigns, until the sale is active on Prime Day
- Define specific awareness objectives and focus on only awareness goals until Prime day arrives
- Define specific objectives, identify high performers, and leverage awareness and consideration campaign goals to generate interest
Explanation
The Event Lead-in stage is used to build momentum before peak Prime Day traffic arrives. Setting clear objectives helps align campaign setup to the intended role of each Amazon DSP tactic. Identifying high performers before the event supports stronger budget allocation during the higher-traffic period. Awareness and consideration goals are appropriate because they generate shopper interest before shoppers reach the conversion-heavy event window.
Why the other options are incorrect
Conversion goals only is incorrect because waiting until Prime Day misses the opportunity to build demand before the event.
Awareness goals only is incorrect because the lead-in stage should also support consideration and preparation for later conversion activity.
Source for verification
https://advertising.amazon.com/help/GAWXDT8YQRG7JGCY
https://advertising.amazon.com/library/guides/prime-day-guide-advanced-strategies
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