The stakes were high for brands participating in this year’s record-breaking Amazon Prime Day. Globally more than 100 million products were sold during the 36-hour shopping event. Sellers were hard-pressed to stand out from the bevy of deals, leading some brands to take out large display ads that increased their visibility on highly-trafficked pages.

The list of the largest advertisers on Amazon during Prime Day reads like a who’s who of consumer brands:

  • Koninklijke Philips was the largest advertiser, capturing 13% of display impressions on Amazon.com between July 16-18. The enterprise ran promotions for both its Sonicare line of electric toothbrushes and Norelco’s line of electric razors.
  • CPG enterprises Procter & Gamble and Reckitt Benckiser were the second- and third-largest advertisers, capturing 8% and 7% of display impressions, respectively.
  • Other categories such as baby formula, supplements, and fashion were also well-represented in major display ad slots.
Amazon ads

Prime Day is seen as an indicator of what to expect from Amazon during the holiday season. These results signal that national brands will increase their Amazon ad budgets for Black Friday and Cyber Monday. 

Overall, Amazon’s ad business remains relatively small compared to Google and Facebook. But it is growing at a breakneck pace. In Q1 2018, Amazon reported that its “Other” revenue segment—which is primarily comprised of advertising—increased 139% year-over-year to $2 billion for the quarter.

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