Amazon Prime Day, like the Super Bowl, happens one day a year. This one day is the most important shopping event of the year. More online sales are booked during Amazon Prime Day than Black Friday and Cyber Monday. What started out as a 24-hour online shopping boom for Amazon merchants is expected to last 36 hours in 2019!
So, how are you preparing for the Super Bowl of Amazon shopping? Just like in any big game, winning requires a solid strategy, meticulous preparation, and relentless execution. Before we get into the bulk of it, let’s go over the basics.
What is Amazon Prime Day?
Amazon Prime Day has been a staple for online shoppers since Amazon created its own global holiday in 2015 to celebrate the anniversary of the web-based retail giant’s founding.
For those we don’t know, the day is an opportunity for consumers who pay for an Amazon Prime membership to take advantage of exclusive deals offered by retailers that sell on the Amazon platform. It is 36 hours that can help your company take off in a global market.
Amazon Prime Day is dynamic day-and-a-half filled with products that are discounted throughout the made-up holiday, as well as sporadic lightning deals that only last for a short period of time. Some companies, including Amazon, leverage shoppers’ fixation on the event to offer discounts leading up to it in order to build hype.
We have collected 8 of the best Amazon Prime Day marketing tips and strategies we could find.
Tip #1 - Past results predict future performance
Four years of data give online retailers a good basis to establish some trending both for your industry and for your own sales if you have been in the game. There are a lot of metrics available, so be sure you start by assembling your data and understand the story it is telling you.
In 2015 and 2016, Amazon Prime Day lasted 24 hours. However, it grew to 30 hours in 2017 and expanded again in 2018 to 36 hours. So be sure to standardize any metrics so that you are able to make an apples to apples comparison.
Some predict the most popular deals offered in 2018 will carry forward again in 2019.
Tip #2 - Use FBA
As we already established, Amazon Prime Day is a members-only affair. Because of this, it generates its largest spike in membership enrollments than any other point during the year.
Other than the deals, the main differentiator of an Amazon Prime membership is free two-day shipping. If your product doesn’t carry the Amazon Prime logo, chances are consumers will move on the same or similar product offered by your competitor so they can have it in their hot little hands in about 48 hours.
Using Fulfillment by Amazon (FBA) is the most important tip we have for you today. It automatically earns you the Amazon Prime badge and means Amazon will handle the warehousing, picking, and packaging of your goods. FBA also offloads most handling of customer service after you send them your inventory.
If you are apprehensive about using FBA, you can offer Prime status with the Seller Fulfilled Prime (SFP) service. We already did a detailed breakdown of the difference between FBA and SFP in a previous post.
Tip #3 - Automate email review generation
Fully taking advantage of the increase in traffic generated by Amazon Prime Day gives retailers a once a year opportunity to spike the quantity and quality of your ratings. And, just like making a sale, a review only happens when you ask for it.
Setting up an automated email campaign that thanks customer for their purchase right after a sale is made let’s them know you value them. While there are restrictions on what can be said in the email via Amazon, anything (within those limits) to get a review would help your business.
Investing in the setup and testing of your automated email response well before Amazon Prime Day will help make sure you are ready for the big day! And, whether you’ve planned ahead or are a procrastinator, we have email marketing solutions to help get your ready.
Tip #4 - Optimize for mobile
Customers are putting down their laptops and clicking to you on their tablet and smartphone devices more than ever. Dynamic videos and effective advertising will not be able to help you if you are not optimized for mobile. Utilizing this tip can skyrocket your earnings.
Do not forget that consumers browse on your website and take advantage of your coupons. Both need to be optimized for mobile.
Tip #5 - Check your images
You will not be able to take advantage of Amazon Prime Day’s Lightning Deals if your images do not meet ALL of their image guidelines. If you try to pull a fast one, they will take your deal down.
Beyond that, images and videos are the number one asset of your sales pitch, so invest time and get help maximizing your product imagery.
To make sure your visuals are effective:
- Use high-resolution photos
- Use all 9 photo spots on your listing
- Shoot for a variety of angles
- Only include what comes with the purchase
- Show your product in action
Tip #6 - Create coupons
Amazon Prime Day is a digital sensory overload for shoppers and it is easy for your products to get lost in the glaze of backlight excitement. Releasing a coupon leading up to Amazon Prime Day helps cut through the noise and create anticipation with the consumer. Regardless of whether you are offering a Deal of the Day, discount code or Lightening Deal, making a mobile-friendly coupon that you can distribute via your email marketing and social media channels will help improve your exposure on Amazon Prime Day.
Tip #7 - Prepare social media ads
Social media sponsored ads can help you connect with your target market segment and boost your search engine optimization at the same time. Developing a social media ad budget that builds up to Amazon Prime Day is a highly effective tool to maximize your conversion rate.
Tip #8 - Have ample inventory
There are very few times where we recommend you carry a surplus of inventory. Amazon Prime Day is one of them. Amazon will penalize you if you run a Lightning Deal and do not have enough inventory to fulfill your orders.
If sinking additional money into your inventory has you worried about your carrying costs - don’t be. It is important to remember that, unlike the winter holidays where sales peak and then drop precipitously, Amazon Prime Day is in the summer when sales tend to be consistent.
Making sure you have enough inventory in stock to keep both Amazon and your customers happy in 2019 will help launch you into Amazon Prime Day in 2020.
The Bottom Line
If you have not started planning for Amazon Prime Day 2019, it is time to get moving! There is still time to craft an effective strategy, especially by maximizing on these Amazon Prime Day marketing tips and strategies. Launching into Amazon Prime Day 2019 can help grow your sales and your brand forward into next year.
Good luck to you, and we wish you all the earnings during this “holiday season.”