Efficiency, against the grain

Only four months prior to Amazon Prime Day 2026, A multi-category consumer brand was going through a restructure and needed to completely rebuild their campaign structure across more than 20 global accounts and marketplaces. To make matters more complicated, Prime Day was earlier this year, shifting the event weeks earlier and decoupling it from the client’s traditional Back-to-School sales period. The brand needed an agile retail media partner to execute a strategy that drove profitable growth across distinct product categories without overpaying for traffic. 

With client alignment, Profitero’s Retail Media Managed Services team stabilized media performance and built a dedicated framework for Prime Day. The team executed a strategy tailored to individual category mandates across Personal Care goods, and Household Essentials. 

1. DETECT
   
   • We modeled prior-peak demand, impression volume, and competitor share of voice to forecast where the auction would tighten — and pinpointed the categories that would face the steepest cost pressure.
   • The team correctly identified Personal Care Goods as the most vulnerable category to peak CPC inflation (+76% spike) and mapped category demand curves into a structured Lead-In, Peak, and Lead-Out campaign lifecycle.
2. DECIDE
   
   • We allocated budgets based on distinct category objectives and differential peak spend uplifts:
     
     1. Personal Care Goods - Maximize total sales while winning market share across contested terms 
     2. Office Supplies - Efficiently expanding new-to-brand (NTB) reach)
     3. Household Essentials -  Scale efficient incremental revenue 
3. ACT 
   
   • During the live event, Profitero operated a two-channel command center—pairing an Intelligence Hub for macro signal monitoring with an Execution Channel for bi-hourly pacing checks, live bid adjustments, and real-time budget reallocations toward high-ROAS assets. As peak spend surged up to 6X baseline levels, the team opted for deliberate control over automation, choosing to pause bid adjustments during temporary Amazon reporting lags rather than chasing data noise.