Prime Day vs Black Friday: same niche, different playbook

Prime Day vs Black Friday: same niche, different playbook
Comparing two peak windows, n=2 years blended:
— Prime Day (July): traffic +180%, but conversion only +20% — lots of browsers, Amazon-native intent
— Black Friday/Cyber Monday: traffic +120%, conversion +65% — buyers arrive pre-decided
Prime Day rewards breadth (capture deal-hunters across many ASINs). BFCM rewards depth (your top-converting evergreen pages, pre-ranked).
Commission rates don't change on either, so EPC swings come purely from intent mix.
So what: for Prime Day, publish wide round-ups a week early. For BFCM, don't chase new pages — refresh and internally link your existing winners so they're ranked before the buyers show up.