The Post-Prime Big Deal Days PPC Strategy Amazon Sellers Should Not Skip

Prime Big Deal Days is over. And if you're like most sellers, you spent the last 48 hours watching dashboards, adjusting bids, and hoping your stock held up.

Now comes the part most sellers skip, and it's where a significant portion of your Prime Big Deal Days value is still sitting, uncollected.

The data your campaigns generated during the event is some of the most valuable advertising data you'll collect this year. Most sellers glance at their total sales, feel good or feel frustrated, and go back to running the same campaigns they were running before. Meanwhile, the sellers who actually pull ahead after events like this are the ones who treat the data as an asset and act on it immediately.

Here's what to do this week.

Start With Your Discovery Campaigns

If you ran automatic or broad match campaigns during Prime Big Deal Days, those campaigns just generated a large batch of search term data under unusual but highly informative conditions.

Discovery campaigns are designed to cast a wide net. During Prime Big Deal Days, that net caught thousands of searches from motivated, deal-hunting buyers across your category. Some of those searches converted, many didn't. Both outcomes are useful.

Your first task is to separate them.

How to pull the data:

In Amazon Ads, go to Measurement & Reporting → Sponsored Ads Reports (or Reporting if your account has the new Unified Reporting interface) and create a report. Select Sponsored Products and Search term as the report type, then set the date range to cover the Prime Big Deal Days period specifically.

You want the event data isolated so you can compare what shoppers searched for and how those terms performed during the event, rather than mixing it with normal traffic patterns.

Download the report and open it in a spreadsheet. What you're looking at is a record of every search term that triggered your ads during the event, along with impressions, clicks, spend, and orders for each.

Now you're going to build two lists.

List One: Keywords Worth Promoting

These are the search terms that converted during Prime Big Deal Days — terms where real, motivated buyers found your ad, clicked it, and bought.

How to identify them:

Calculate conversion rate for each search term by dividing the orders column by the clicks column. To avoid misleading results from low-volume terms, only work with search terms that had at least 20–30 clicks during the event. 

Focus on search terms that meet all of the following:

• At least 20–30 clicks, as mentioned above
• Conversion rate of 8% or higher
• ACoS at or below your break-even threshold
• Terms you are not already targeting in dedicated exact match campaigns

These are your winners. They converted during one of the most competitive, highest-CPC periods of the year. If they performed under those conditions, they'll perform during normal traffic too — often more profitably, because CPCs will be lower.

What to do with them:

Don't leave these terms buried in a broad match or automatic campaign where they compete for budget against dozens of weaker terms. 

Create dedicated exact match Sponsored Products campaigns for your top converters. Give each one its own campaign with its own daily budget and a bid based on the conversion data you just collected. Name them clearly so you know where they came from — something like "Exact — Harvested PBDD Oct 2026 — [Product Name]."

This does three things: it concentrates your bid on terms you know convert, it gives you clean performance data going forward, and it ensures these keywords never lose impressions because budget ran out on weaker terms in a shared campaign.

Also consider:

If any of these converting search terms aren't currently in your listing title, bullet points, or backend keywords — add them. A keyword that converts through paid traffic is the kind of term that should be in your listing copy. 

List Two: Keywords to Block

These are the search terms that consumed budget during Prime Big Deal Days without producing sales. There may be irrelevant searches, browsing behavior, and terms that attracted clicks but no conversions.

During a high-traffic event, your discovery campaigns were exposed to a much broader range of search behavior than usual. Deal-hunting shoppers browsed widely. Some searched for categories adjacent to yours. Some used search terms that sound related to your product but aren't actually relevant. You paid for those clicks.

If you don't add these terms as negative keywords now, you'll keep paying for the same irrelevant traffic.

How to identify them:

From the same Search Term Report, filter for search terms with:

• 10 or more clicks and zero orders
• ACoS over 2x your break-even threshold
• Terms that clearly don't match your product: wrong category, wrong use case, wrong customer intent

What to do with them:

Add them as negative keywords to your discovery campaigns.

Use negative exact when you want to block a specific phrase while still allowing related searches. For example, blocking "yoga mat bag" while still showing for "yoga mat."

Use negative phrase when you want to block any search containing a specific word. For example, adding "free" as a negative phrase blocks "free yoga mat," "yoga mat free shipping offer," and any other variation containing that word.

Work through your list systematically. For a well-run event campaign, this process typically surfaces 20–40 terms worth adding as negatives. That's 20–40 search patterns that will no longer drain your budget going forward.

After You've Done Both: Check the Overlap

Once you've built your two lists, do one more check before implementing anything.

Look for search terms that appear in a gray area — terms that converted a small number of times but also had a significant amount of wasted spend around them. 

For example, a term with 3 conversions and 80 clicks at a high ACoS might be worth keeping in a controlled exact match campaign while being blocked in your broader discovery campaigns. 

Adjust Budgets Before You Walk Away

One more thing to handle this week: your PPC budgets.

If you increased daily budgets for Prime Big Deal Days, those increases are still active. Running event-level bids and budgets during normal traffic conditions means you're paying elevated CPCs for a lower-intent audience.

Go through every campaign where you made budget or bid changes for the event and return them to appropriate levels based on your normal performance data. The exception is any newly created exact match campaign from your harvesting work above — set those at a reasonable starting budget and let them build their own performance history.

Need Help Going Through Your Data?

If you're managing a large catalog, or if you want a professional eye on your Search Term Report before making structural changes, we're here to help.

At intelliRANK, post-event campaign analysis is a core part of what we do. We pull the data, separate the winners from the waste, build new exact match campaigns, clean up negative keyword lists, and adjust budget structure — so the history your Prime Big Deal Days campaigns generated doesn't sit unused.

If you'd like us to do this for your account, the best starting point is a free PPC audit. We'll go through your current campaign structure, identify what the event data is telling us, and map out exactly what to change.

👉 Claim your free PPC audit from intelliRANK!