Prime Day in India is a Prime-member-only sale, usually held in July, and it behaves differently from the Great Indian Festival: the window is shorter and the audience is narrower. The ads plan that works is three budgets, not one: a warm-up budget for the week before, an event budget of about 2.5x normal for the sale days, and a post-event hold of 48 to 72 hours before cutting back.
The Great Indian Festival runs for weeks and is open to everyone. Prime Day runs for two to three days and only Prime members see the deals, though everyone sees the ads. That changes the maths: fewer shoppers, but shoppers who already pay for Prime, convert well and buy quickly. Sellers who copy their festival plan to Prime Day over-spend on the ramp and under-spend on the two days that matter.
Blooprint's Prime Day India seller playbook covers deals, inventory and Lightning Deal submissions. This page is the ads plan only.
Raise budgets on your best exact-match campaigns by 20 to 30% and let Amazon's relevance data catch up. Shoppers add to wishlists and carts in this week, and ad clicks now are attributed within the 7-day window, so a sale on Prime Day can still be credited to a warm-up click.
Set the event budget the night before. Agencies in our research quote about 2.5x normal daily budget for Prime Day India and a CPC rise of 40 to 80% during sale events. Split the increase: most goes to exact-match winners and brand terms, a smaller share to a broad or auto campaign to catch new event-driven searches.
Hold bids and budgets for two to three days. Attributed sales from event clicks keep arriving, and shoppers who did not buy during the sale return. Then step budgets down over a week rather than cutting on the morning after.
Check budget utilisation at 10am, 2pm and 6pm. A campaign out of budget by noon on Prime Day is the single most expensive mistake, because the afternoon and evening are the peak. Top up the campaign, not the bid. Check the wallet balance the day before; on Amazon India a wallet that runs dry stops every campaign, and our wallet guide covers top-ups and the GST invoice.
Do not read ACoS during the event. Spend is instant and sales arrive over the attribution window, so the console will show a frightening number on day one that settles a week later. The signal to act on is clicks per campaign and budget utilisation, not ACoS.
A Prime Day plan touches every campaign three times: warm-up, event and step-down. In the console that is a morning of clicking each time. BlooprintAI lets you filter campaigns and keywords by ACoS, conversion rate and budget utilisation, set new budgets and bids on the whole selection, and apply after reviewing a summary. Each batch is logged, so the step-down is a matter of reversing the logged change. Nothing is scheduled or automatic; you run each batch on the day.
Filter every keyword and target by ACoS, CPC, CVR or spend and change bids in one go.
Learn more →Work out the ACoS at which an Amazon ad sale makes zero profit, from price, fees and cost.
Learn more →A week-by-week plan for bids, budgets and wallet top-ups.
Learn more →How to run ads through the Diwali weeks after the Great Indian Festival opens.
Learn more →Usually in July, over two to three days, with dates announced by Amazon a few weeks ahead. Start the ads warm-up seven days before the announced start.
Agencies quoted in our research suggest about 2.5x the normal daily budget for the event days, with a smaller 20 to 30% rise during the warm-up week. Put most of the increase into proven exact-match and brand campaigns.
Yes. The range agencies quote for Indian sale events is 40 to 80% higher than normal, driven by more advertisers bidding on the same terms. Budget for it rather than trying to bid below it.
No. Hold bids and budgets for 48 to 72 hours, because attributed sales keep arriving and shoppers return, then step down over a week. Pausing on the morning after wastes the momentum the event bought.
Yes. Ads serve to everyone searching; only the Prime Day deals are member-only. Non-members still click and can still buy at the regular price.
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