Prime Day is upon us. Last week, Techradar reported that the date—July 17th—had been leaked by Amazon, with deals starting at noon the day before. If you haven’t already made a plan to take advantage of the second-largest online shopping day of the year, do it now.
Amazon has reported that in 2017, Prime Day was surpassed only by Cyber Monday as Amazon’s largest shopping day of the year, growing 60% over 2016, with the number of mobile customers more than doubling. In advertising, ad-attributed sales grew by 250%–300%, clicks increased by 100% to 150%, and impressions rose by 150% to 200%.
This is not a day you can afford to ignore. Amazon has reported that sales growth by small business was larger than 60%. Even if you are not running promotions, there will be a dramatic increase in traffic to the Amazon site, and you need to be prepared.
There are a few things we recommend brands and sellers do to get ready for the big day:
1. Inventory - Make sure you are stocked up not only for Prime Day, but for the entire month of July. Running out of stock during this peak period will result in lost sales.
2. Promotions - While it is too late to submit Lightning Deals for Prime week, you can still run % or $ off promotions or even coupons, which are more visible in search and are included on Amazon’s coupon page. Customers will be searching for deals during Prime week and may pass you over for a competitor if you are selling at full price.
You can run promotions on all your products or strategically choose products that you would like to give more visibility. At the very least, consider promoting new products and products that need a sales boost.
3. Product page review - Review your product pages and make sure they are ready for the increased traffic. Do you have the best images, titles, and bullets, and are you using Enhanced Brand Content? Make sure you have a compelling product page that will convince a customer to buy.
4. Advertising - With increased traffic, there will be increased clicks and spend in your advertising campaigns. Review your campaigns and consider doubling your budgets on well-optimized campaigns. Make sure your bids are competitive, but not more than you can afford.
If you are not running advertising, now is the time to get campaigns launched. You want time to be able to optimize your keywords and bids before the influx of traffic so that your spend is not wasted. Run across all platforms, Sponsored Products, Headline Search, and Product Display (if you have access to AMS).
5. Off-Amazon advertising - Consider promoting your Prime day deals to your customers outside of Amazon using email and social media. You can even run a storewide sale on your own website during Prime week to boost your own traffic.
Prime day can provide a nice boost in sales during an otherwise slow summer sales season. Amazon pours a ton of marketing and promotions into their shopping holiday, so be prepared for the dramatic increase in traffic, and remember that these customers will be keeping an eye out for a good deal on products. Plan now and think strategically about how you can best take advantage of the second-biggest online shopping day of the year.
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