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During most of the year, a good rule of thumb for Amazon advertisers to target ads is using customer intent: previous search, browsing and purchase behavior.
The reason is simple: Amazon has a heck of a lot of shopper data. This is true 365 days a year, but Prime Day is not just any day—or, for the first time, two days. This 48-hour window is a frenzy of deals, so consumers’ prior (and future) intent on the site is a less effective targeting tactic.