Get in on the Prime Day Halo Effect

Jun 11, 2024
Written by CJ

In the spectrum of shopping holidays, Amazon Prime Day is a relatively young one. Created in 2015 to celebrate Amazon's 20th birthday, the shopping event was launched as an effort to boost both sales and Prime subscriptions, and well…it worked.

Now in its tenth year, we’ve accepted Prime Day as a full-on ecommerce bonanza—a rising tide that lifts all boats for retailers across diverse categories. This year's event falls on Tuesday, July 16, and Wednesday, July 17.


What is the Prime Day halo effect?

The "Prime Day halo effect" refers to the boost in sales and traffic that other retailers experience around Amazon's Prime Day. This effect occurs because the shopping event creates a general surge in consumer interest and spending, benefiting not just Amazon but also other online and offline retailers. Retailers capitalize on the increased consumer activity by offering their own promotions and deals, thus riding the wave of heightened shopping enthusiasm. In other words, Prime Day sets the mood for consumers, priming the opportunity for retailers to draw shoppers to their sites.


Tips to Create a Solid Prime Day-Adjacent Affiliate Strategy

There’s a reason why shoppers love Prime Day so much: Prime members get access to thousands of deals across categories, free and fast shipping, and free returns.

The best way to take advantage of the Prime Day halo effect? Play to the benefits of Prime Day and draw shoppers in with free shipping, competitive pricing, and deep discounts. Any additional perks you can add to the shopping experience will only sweeten the pot further.

Start early: CJ network data has shown that it's important to kick off promotions early before Prime Day begins, especially in the US market where the shopping event has more history. Once Prime Day starts, many shoppers shift their focus to scouring Amazon’s limited-time offerings. (In Europe, we've seen the halo effect linger throughout the Prime Day event.)

Bring the deals: Promote competitive offers to mirror Amazon’s coveted deals and increase footprint during this high-consideration timeframe.

Stay competitive: When it comes to Prime Day adjacent promotions, free shipping should be a given. Getting creative with additional promotional perks like a gift with purchase may help your brand win the sale.

Omnichannel is in: A brick-and-mortar presence may give your brand an edge during Prime Day. Make sure to play up the buy online, pick-up in-store (BOPIS) offers in your affiliate program.

Customize your creative: Spark publisher and consumer interest by leveraging event-specific offer copy in your affiliate program.

Tap into mobile: Capitalize on consumer trends and achieve a stronger share of voice by recruiting and investing in mobile partners in your affiliate program.

Buyer’s guides: Content commerce plays a considerable part in helping shoppers navigate all the deals, so gaining a presence on sites participating in Prime Day chatter can keep your brand top of mind. Keep in mind that these partners are looking for best of web deals and that your offers and shopping experience will need to be competitive enough with Amazon to be featured.


Prime Day is a disruptive retail event and the affiliate channel contributes to this event in a big way due to publishers’ promotional effort and reach. Make sure you make the most of this important shopping peak!

This article was originally published in June 2022 and was updated in June 2024.

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