How Balsam Hill Grew Prime Big Deal Days Sales 319%

Nectar and Balsam Hill could hold the planned event budget and protect efficiency, or let spend follow demand as it showed up. Together with the client, we chose to scale on Day 2 under an efficiency cap tighter than the original guardrail.

What We Did

Built premium shopper audiences ahead of the event. We used Amazon Marketing Cloud to build six audiences from five years of tree purchase data, comparing premium buyers with value buyers, and applied them to 12 Sponsored Products campaigns as bid boosts.

Reset bids and budgets the day before. We made 193 budget edits and more than 7,700 bid edits to prepare campaigns for event traffic.

Kept top campaigns running on Day 1. We made 224 budget edits, raising budgets on the strongest campaigns each time they ran out and increasing top-of-search bids.

Scaled on Day 2 inside the cap. At the client's request, we raised spend toward the agreed daily ceiling with 253 budget edits, while staying inside the cap.

Pulled back after the event. We brought budgets down and cut keyword bids by about 55% once event traffic ended.

How We Measured It

We compared Prime Big Deal Days 2026 (Oct. 6–7) with the 2025 event (Oct. 7–8) using Seller Central ordered sales. Ad results cover Sponsored Products during the 2026 event. Total sales include organic sales and deals alongside ads, and most sales in the audience campaigns came from their keyword targeting.

“For Amazon's fall Prime Day, Balsam Hill's Amazon sales grew 319% over last year's event and beat the sales goal more than three times over. We built premium shopper lists ahead of the event, adjusted budgets hundreds of times across both days to keep top campaigns running, and scaled up on Day 2 at the client's request. Across the event, Sponsored Products returned 9.62x ROAS, and spend stayed inside the client's efficiency limit.” Alan Olivera, Advertising Manager

‍