Prime Day Boosts Ad Spend on Other Retail Media Networks

The event spurs more than just copycat sales

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Six years after the first Prime Day, Amazon’s annual summer sale spurs brand marketers to spend more on the platform to get in front of shoppers looking for deals, but its influence is growing.

In addition to driving copycat sales, Prime Day is also now impacting ad spend on other retail media networks.

Amazon, the pioneer

Brands typically begin to ramp up their Amazon ad spend by about 10%-15% a few days prior to Prime Day and then really turn on the gas for the days in question, said David Dweck, vp of paid media at digital marketing agency Wpromote.

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