It’s that time of year again. Amazon Prime Day is upon us: The Cyber Monday of the summer, if you will. That e-commerce extravaganza that’s set to drive major sales for brands, deals for customers, and affiliate traffic for publishers.

What is Prime Day, exactly? Started in 2015, it’s a two-day event during which Amazon Prime members are invited to shop exclusive deals and discounts from Amazon retailers. And if last year’s numbers prove anything, 2023 should be another big blowout.

Spending from Amazon Prime Day 2022 reached a record high, with small- and medium-sized businesses alone driving $3 billion in sales. Also, remember the Prime Day Halo Effect: Many competing marketplaces and brands use this opportunity to launch their own deals outside of Amazon — harnessing engagement from the event and offering “anti-Prime Day” alternatives.


Amazon Prime Day will return on July 11 and 12. Brands and publishers prepare their strategies ahead of time and start getting those Prime Day offers ready.

Let’s take a look.

How Publishers Can Make the Most of Amazon Prime Day 2023

For publishers, Amazon Prime Day is a huge opportunity to drive affiliate traffic and sales. They just have to publish timely content about deals on Amazon and other platforms.

As data from the Taboola network shows, readership around Amazon Prime Day is already spiking in June. And it’s only expected to increase as the event draws closer:

Highlight alternative Prime Day deals and houseware brands

Last year, content about Amazon Prime Day drove 13 million pageviews in 30 days, starting on July 3. So, what did people want to read about specifically?

As Skimlinks found, top-performing publisher content highlighted alternative Prime Day sales from specific retailers like Wayfair, Target, Macy’s, and Walmart. Just look at this post from The Strategist:


Meanwhile, articles featuring kitchen and homeware products drove over $27K in order value:


And this year, publishers are already getting started by promoting early Amazon Prime Day deals before the rush:


Don’t forget about tech

Now, it wouldn’t be an Amazon Prime Day without deals on products from top tech brands like Apple, Samsung, and GoPro. Last year, for instance, popular tech products included the HP 14″ FHD laptop, Lenovo Ideapad 3, and Acer 3 laptop.

And, naturally, top-performing articles emerged with headlines like this:


How Retailers Can Drive Sales for Amazon Prime Day 2023

For retailers, Amazon Prime Day isn’t just a great time to run deals on, well…Amazon. More importantly, it gives them an opportunity to ride the Prime Day wave, swoop in, and hook customers with their own deals. Also, they could look to run deals on competitor marketplaces like Walmart and Nordstrom.

After all, anti-Prime Day sentiments grew last year as Amazon raised its membership prices — causing shoppers to look elsewhere for their favorite products. As a result, Prime Day-adjacent sales increased 47% year-over-year and order value even saw a 59% jump. And, as with Amazon Prime, competitors saw high engagement around home goods and tech products

Back to actual Amazon sales, here’s a look at some of the best-selling categories and brands worldwide during Prime Day 2022:

  • Consumer electronics: Fire TV, Amazon Echo, Apple Watch
  • Premium beauty: LANEIGE, NuFace
  • Home: Rachael Ray, Le Creuset, Hamilton Beach
  • Health and wellness: Vital Proteins, Collagen Whey
  • Kids: Pampers and The Honest Company, VTech, LeapFrog

Prepare for Prime Day with Taboola

With Amazon Prime Day coming up, publishers and brands must be prepared to get in on the action. As customers crawl the web for deals and discounts, you want to be sure you’re ready to meet them with the right content and messaging. Otherwise, you risk missing out on valuable engagement and sales.

As always, Taboola is here to help. When building your Prime Day campaigns, use Taboola Trends to access real-time insights about which images, videos, and keywords are driving clicks across our vast network of publishers. And test your headlines in our Title Analyzer to find the most attention-grabbing copy for your ads.

Done right, Amazon Prime Day campaigns won’t just set you up for summer success. It’ll also help you hook new customers in for upcoming events like Labor Day and back to school — so you can keep building that momentum for the rest of the year.

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