Overview

Prime Day isn't just a shopping event — it’s a logistical war zone. Every minute counts, every product page matters, and every influencer post has a window of impact measured in seconds. In preparation for their largest Prime Day cycle to date, Amazon’s DTC and creator teams needed a system that could activate, track, and scale UGC at a volume never previously executed.

What they didn’t have was infrastructure. Most creators were sending content late, submitting the wrong formats, or missing performance windows entirely. Product teams were guessing which videos moved the needle — and the window to fix it was shrinking fast.

Approach

We were engaged to build what became known internally as the “Creator Blitz Funnel” — a tactical execution pipeline for scaling UGC from brief to cart in under 72 hours.

We started by building pre-launch heatmaps of historically high-converting creator types per product category (wellness, home tech, lifestyle), reverse-engineering past campaigns to identify what formats actually moved product. We used this to match Amazon’s 1,000+ influencer targets with optimal hooks, angles, and content lengths.

Next, we engineered a 3-part rapid deployment stack:

• A briefing engine that generated product-specific instructions and real-time callouts
• A compliance gate that instantly flagged content with low-frame-rate intros or banned track usage
• And a rollout tracker linked directly to Amazon Brand Video and storefront API endpoints

The average creator went from first contact to content approval in under 48 hours — a 76% improvement over previous cycles.

By the time Prime Day launched, Amazon had over 1,000 creator video units live across 240 products — all tagged, tracked, and tested with unique visual variants.

Compared to the previous Prime Day, the campaign saw a 3.8× increase in attributed conversion rate from creator-led UGC content.

Our funnel didn’t just win the day — it got absorbed into Amazon’s Q4 holiday playbook for Black Friday and New Year launches.