Shoppers showed up, but they didn’t splurge. They clicked, browsed, and compared, but largely held off on major purchases. While Amazon positioned PBDD as a major tentpole event, this year’s data tells a different story: it’s the start of the season, not the main event.
By the Numbers: What Code3's Data Says
PBDD delivered solid engagement, but Code3’s metrics paint a clear picture of rising costs and more cautious consumer behavior.
- +43% CPCs: Cost-per-clicks rose $0.77 year-over-year, up from $0.52 during Summer Prime. The competition for premium ad placements and top-of-search real estate was fierce, resulting in brands paying more to stay visible.
- +105% CTR: Click-through rates more than doubled year-over-year, increasing from 0.20% to 0.42%. Engagement was high, indicating that shoppers were active browsing, exploring, and comparing. CTRs were nearly on par with Summer Prime’s 0.45%.
- -15% Conversions: But despite all that browsing, conversions dipped nearly 13K year-over-year. The average daily conversion rate dropped from 53K during Summer Prime to just 36K for PBDD. Shoppers are in discovery mode, not purchase mode.
- +27% Cost per Conversion: With conversions down and CPCs up, cost per conversion averaged $18, a 27% increase from last year’s $14. It’s costing more to convert fewer customers, and that’s a critical signal for how brands should adjust heading into the holidays.
The Takeaway: Shoppers Are Engaged, But Cautious
PBDD wasn’t a flop, it was different.
This event showcased strong traffic and browsing activity, but shoppers clearly held back from bigger purchases. Instead of splurging on premium items, many gravitated toward day-to-day essentials and lower-priced goods.
The critical takeaway for brands as we head into the holidays? Consumers are price-conscious and deliberate right now. They’re adding to cart, comparing across listings, and waiting for deeper discounts later in Q4. PBDD became a moment for research and reconnaissance, not necessarily conversion.
In short: interest is there, but intent is delayed.
What Brands Should Do Now
With PBDD acting as the opening act to the holiday season, brands need to pivot from blanket awareness campaigns to precision strategies that focus on efficiency and conversion.
Here’s how to adapt:
1. Anticipate a Softer Q4: Industry-wide projections point to a slower Q4 overall, and PBDD data backs that up. Plan for a longer purchase window and more conservative spending.
2. Focus on Efficiency and Cutting Wasted Spend: With CPCs climbing, brands can’t afford to spread budgets thin. Tighten your focus on high-performing ASINs, top keywords, and ad placements that consistently deliver ROI. Every dollar should work harder.
3. Prioritize Key Products and Placements: Lean into select products that convert, rather than blanketing your entire catalog. Consumers are laser-focused on value, so highlight your best deals, bundle offers, and value-driven messaging. Shoppers are looking for reassurance that they’re getting the best price. Make it easy for them to see that they are.
4. Re-Engage Early Browsers: Think of PBDD as a lead-in for the holidays, not the finish line. Retarget shoppers who browsed or clicked during the event. Use audience data from PBDD to fuel retargeting and sponsored ad campaigns as you approach Cyber Week. Stay visible. Those early browsers can become your holiday converters.
Code3 POV: This Season Is About Strategy, Not Scale
Prime Big Deal Days didn’t miss the mark: it revealed it.
This year’s event underscored how the retail landscape is shifting: higher costs, cautious consumers, and an evolving definition of success. It’s no longer about generating the biggest spike in sales over two days, it’s about building momentum that carries through Q4.
Brands that find ways to balance competitive pricing, high-intent placements, and efficient ad spend will be the ones who win this season. The shoppers are out there, they’re just being more thoughtful.
PBDD has officially become the starting line for the holiday shopping season. The shoppers you reached this October are the same ones you’ll convert come Black Friday, Cyber Monday, and beyond: if you stay in front of them.
The strategy now is clear:
- Be intentional with spend.
- Lead with value.
- Keep your best products visible.
- Retarget the browsers you’ve already engaged.
This holiday season won’t reward volume, it will reward strategy. And that starts with knowing that PBDD wasn’t the endgame; it was the warm-up.