Toucan’s Tips Presented at Global Vendor Summit 2025

Sam Adams, one of Toucan’s Client Partners, presented at the Global Vendor Summit! Sam spoke about how peak periods can make or break your Amazon sales and the importance of tentpole events and deal preparation alongside a panel of experts over the two days!

Prime Day = Discovery Engine

Tentpole Events aren’t just about discounts. 1 in 3 shoppers discovered a new product or brand during Prime Day 2024, making it one of the strongest acquisition opportunities on Amazon’s calendar.

Amazon Events Shape Shopping Behaviour

Amazon-led deal events influence more than short-term sales. They drive:

• Promotion expectations
• Prime member loyalty
• Global shopping habits
• Repeat purchasing behaviour

These moments now create predictable sales peaks throughout the year.

Demand Starts Before the Deal

Customer interest builds well before deals go live. The pre-event window is critical for:

• PDP optimisation
• Awareness and consideration advertising
• Educating shoppers ahead of conversion
  Early visibility directly impacts deal-day success

The “Ramp-Up, Phase-Out” Playbook

High-performing brands follow a phased approach:

• Pre-event: Ramp up awareness and bids as CPCs rise
• Event live: Shift spend to conversion and remarketing
• Post-event: Capture loyalty and residual demand without overspending
  This structure helps brands maximise momentum while protecting efficiency