Advertisers Take Precautions Amid Glitches in Amazon’s Ad Platform During Prime Day
As Amazon’s highly anticipated two-day Prime Day sales event kicks off, advertisers are being extra cautious due to glitches in the company’s ad platform. Advertisers have experienced issues with misreported metrics and spending discrepancies, causing them to overspend or miss out on sales. In November 2022, a glitch cost advertisers hundreds of thousands of dollars, with partial credits issued months later. A similar glitch occurred in June, underreporting ad spending. In response, some advertisers are building tools to track ad spend and are moving away from using Amazon’s ad console for data analysis. Advertisers are also setting locked budgets ahead of time to avoid overspending and are ramping up ad spend after Prime Day to take advantage of post-event deals. These glitches come at a time when Amazon is aggressively expanding its ad business.