Prime Day is one of the most important events of the year on Amazon. Digital Commerce 360 estimates Amazon’s sales on Prime Day hit $12.09 billion globally during the manufactured retail holiday, which spanned July 12 and 13. That’s up 8.1% from the same shopping period in 2021, which ran from June 21 through 22. In 2021, Prime Day sales reached $11.19 billion and represented a 7.7% increase over Amazon’s 2020 event.
Due to Prime Day’s popularity increasing year-over-year, the eCommerce giant has been teasing a Prime Day Fall Event set in October 2022.
With such a close deadline, a drastic increase in traffic, and the possibility of listing visibility and exposure, it’s crucial that you take preparation measures in time to make the most of one of the most profitable events in the eCommerce industry.
Prepping for Second Prime Day 2022
- Ensure any stranded or suppressed issues are resolved.
Stranded or suppressed listings are not visible to the customers, hence not purchasable. A promotion strategy, as well as an advertising budget for listings with such issues, is a waste of time and money. Plan accordingly to resolve these issues before Prime Day.
- Check your inventory levels.
Running out of inventory is the worst thing an Amazon seller can do. You must check your inventory levels before Prime Day. Look at your historical data and see how your best-selling products have performed in the past—especially during peak shopping times. If you forecast correctly, you’ll have enough inventory for Prime Day and the rest of the month.
- Offer customers multiple ways to save.
Customers expect discounts. Have a promotional strategy in place.
Some of the promotions you can create are:
- Use Amazon Coupons.
- Offer Lightning Deals or 7-Day Deals.
- Create a Promotion, such as “buy one get one free” or “buy one get one 50% off.”
- Adjust your list price.
- Prime Exclusive Discount.
- Invest in listing optimization.
Optimization increases your organic growth and conversation rates. Including relevant, high-valued keywords will help rank your listings on Amazon’s search results pages. Like Google, shoppers only view the highest and most relevant search results first.
- Audit your listings: Check your title, bullet points, images, and descriptions to ensure they’re up to date.
- Split test your A+ content: If you are brand-registered, consider using Amazon’s split-testing feature to maximize your listing’s conversion potential.
- Leverage influencer marketing.
Influencers are highly valuable for brands, as they can influence a new audience to embrace your business. Typically, customers are more likely to purchase something if one of their favorite influencers has promoted it online. Amazon makes it easy for you to get started, as it has the Amazon Influencer Program, where you can find a range of social influencers to connect with.
- Prepare your advertising budget for higher traffic.
During peak shopping events like Prime Day, your ads may receive more traffic and clicks than normal, so you may go out of budget quicker than expected. When you go out of budget, your ads pause until midnight the next day. One way to prepare for extra traffic and keep your campaigns active is to increase your budget.
- Boost your marketing strategy
Make sure customers find your listings on Prime Day by boosting your brand’s visibility on and off Amazon.
- Review your PPC (pay-per-click) campaigns. Consider bidding more aggressively for your product’s most important keywords. Take advantage of Amazon’s advanced PPC advertising solutions. These include Sponsored Brands, Sponsored Brands Video, and Sponsored Display ads.
- Run off-Amazon ads: Drive external traffic to your Prime Day deals to increase sales, such as Facebook and Google ads. Track your off-Amazon traffic and conversions with Amazon Attribution.
- Use social media to alert customers to your upcoming Prime Day deals. Utilize Facebook, Instagram, and TikTok to notify your customers that Prime Day is happening and they can expect discounts.
- Create a Prime Day version of your store
Lastly, create a Prime Day page on your storefront, and ensure you list all the discounted products, so customers can easily find what they are looking for.
Publish your Prime Day page at least 2 weeks in advance to have enough time to address any issues that might arise or make any changes needed.
Prepping for Prime Day is surely challenging. To make sure that you plan accordingly and that your strategies are the best fit for your brand, reach out to our team for questions or guidance.
Keep up with the latest Amazon and Walmart news updates and subscribe to our BellaVix newsletter 👇👇👇