Sellercast: Amazon Prime Day Preparation



On June 25th, 2019, our Marketing Director, Andrew Maff, and Head of Accounts, Gina Milazzo, sat down to talk about the best practices as we prepare for Amazon Prime Day.



Andrew Maff:  What's up? Episode number 33 of The Seller's Cast. I'm Andrew Maff.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff:  Today we are doing the 2019 Amazon Prime Day prep.

Andrew Maff:  It's here. It's finally here. Yay, it's Prime Day. It's that one day in the middle of the summer where we can all make some sales and then it craps out until Q4. We're going to talk about all the things we can prep, that you could still prep. There's a lot of stuff that if you didn't do it already you're too late and that sucks.

Gina Milazzo:  Sorry.

Andrew Maff:  Eh, we were late with this video. I got stuff to do. Yeah, we're a little late with this one. There's some stuff that you needed to do earlier.

Andrew Maff:  One of which being lightning deals. I believe the deadline ended May 10th, so we're way off on that. However, don't get too upset. There was a lot of ... There's a lot of rules and things about even if you can get accepted, or even if you can get accepted maybe your product can't, or maybe only certain products can.

Gina Milazzo:  Maybe your feedback wasn't high enough. I mean, anything.

Andrew Maff:  There's a bunch of-

Gina Milazzo:  [crosstalk 00:01:11] Maybe you sneezed last Wednesday and you-

Andrew Maff:  Yeah, don't sneeze.

Gina Milazzo:  Don't sneeze. They know.

Andrew Maff:  If you missed out on lightning deals you did. It is what it is, but let's talk about stuff that we can do.

Andrew Maff:  There's two, three, four weeks left. Whatever the math is right now. I'll have to look it up.

Gina Milazzo:  We're not an accounting agency.

Andrew Maff:  Yeah. I'm not a calendar. I'm a person. Anyway.

Andrew Maff:  Stuff you can do. You can ... Let's do listings. Let's stick to listings real quick. We're going to stand by the fact that don't remove anything.

Gina Milazzo:  Don't do it.

Andrew Maff:  Don't take anything away.

Gina Milazzo:  Jesus, don't do it.

Andrew Maff:  Do not change your title, do not change your bullet points, do not change your product description. Don't change any of it. Leave it.

Gina Milazzo:  Do not change images that are live already.

Andrew Maff:  You don't want to run the ... Don't ...

Andrew Maff:  Oh, another one. Don't force new variations, like from parents.

Gina Milazzo:  No.

Andrew Maff:  Don't mix stuff around.

Gina Milazzo:  Bad. Bad.

Andrew Maff:  Basically if everything is fine right now and it's not broken, don't touch it because Amazon everyone's running around like a chicken with their head cut off. Not a rat. I thought it was a rat before.

Andrew Maff:  You're going to-

Gina Milazzo:  Rats without heads.

Andrew Maff:  Yeah, rats without heads. [crosstalk 00:02:21] Just headless rats.

Andrew Maff:  They're going to be ... They're all running around-

Gina Milazzo:  No one's going to fix anything.

Andrew Maff:  Yeah, no one's going to fix anything.

Gina Milazzo:  No one's going to answer your [crosstalk 00:02:29]. Customer service is literally going to be chained to their desks every day. Cut yourself a break.

Andrew Maff:  You're just wasting your time if you make a ticket between now and another-

Gina Milazzo:  Ha, ha. Good one.

Andrew Maff:  ... week or two after Prime.

Andrew Maff:  We are going to suggest that all you do is add. If you had videos of your product. If you have additional images of your product we suggest going ahead and adding those. Now is the time to put them in there. Get a little bit of extra visual stuff that you can.

Andrew Maff:  If you have no EBC, enhanced brand content, and you can add it we suggest adding it. If you have enhanced brand content we do not suggest changing it.

Gina Milazzo:  Just leave it.

Andrew Maff:  Just deal with what you have.

Gina Milazzo:  Just leave it.

Andrew Maff:  It is what it is.

Andrew Maff:  Your storefront, that's the only one where I would say you're probably okay to try to switch out banners if you want to make it Prime Day related.

Gina Milazzo:  Yeah. We've seen two weeks max for a rule for that. If you want to swap out a banner, dude, don't go now. It's like don't make it a week long project to optimize it for one day.

Andrew Maff:  Yeah. It's also none of those things are going to be game changers unless you're adding enhanced brand content, it might help with your conversion rate but if you already have images, you already have everything it's not going to be a big game ... Like mindblower so I would just save it.

Andrew Maff:  What else?

Gina Milazzo:  Review emails.

Andrew Maff:  Review emails. Yes. Make sure review emails are set up. Now is definitely the time to have them.

Gina Milazzo:  You're going to get a ton of reviews from Prime Day if you do. If by some off chance you have a bad egg product, that you know you get bad reviews on, you're just trying to sell the inventory, do not leave it on for that. That will just nuke your listing in a day.

Andrew Maff:  We will probably plug a review email person at the end of this one but most of them, if not all of them, have the ability to exclude certain nascents. Just exclude the crappy products.

Gina Milazzo:  [crosstalk 00:04:10] ... that guy. Yeah.

Andrew Maff:  We do order, out for ... Sorry. Order shipped.

Gina Milazzo:  Some of them we ship during out for deliver, depending.

Andrew Maff:  Yeah. Order shipped, order delivered and then a review request. Order shipped, don't ask for anything just let them know. Order delivered, then be like, "Hey the order's there. I hope you enjoy it." Then at the end be like, "If you get a second and you like it right away, here's a review." Don't bother them. Then wait like a week or so, and this is going to be a little dependent on your product, you're going to want to adjust accordingly, but then you ask for a review. Then you never email them again.

Gina Milazzo:  Leave them be.

Andrew Maff:  Don't bother them. Don't mess them up.

Andrew Maff:  Amazon will actually flag you, I think, if you email them more than three times. Least I'm starting to hear that. I don't know if it's true but I've heard it.

Gina Milazzo:  Myths.

Andrew Maff:  Coupons. Coups.

Gina Milazzo:  Yay. Gotta have those baby.

Andrew Maff:  Have some coups.

Gina Milazzo:  Gotta have coups.

Andrew Maff:  Got those coups.

Gina Milazzo:  Woo.

Andrew Maff:  Woo.

Gina Milazzo:  Woo.

Andrew Maff: 

Gina Milazzo:  You can still offer coupons.

Andrew Maff:  This show is sponsored by Red Bull.

Gina Milazzo:  Woo hoo!

Andrew Maff:  It's not. That'd be great though.

Gina Milazzo:  Can we work on that? All right, next time guys, we're going to have Red Bull swag on.

Andrew Maff:  I'll call Mr. Bull. I assume that's his name.

Andrew Maff:  Coupons. If you can add a coupon I always suggest adding coupon. I know it sounds weird but when you add a coupon it has that little red flag that says how much the coupon is.

Gina Milazzo:  Aw, it's cute.

Andrew Maff:  For some people ... People like that little red thing.

Gina Milazzo:  Like me.

Andrew Maff:  It stands out.

Andrew Maff:  If you're doing PPC or anything, even if it's $1 off-

Gina Milazzo:  It's flashy.

Andrew Maff:  ... it's amazing how many people are like, "Oh all right. It's $1 off. We'll take it." It actually stands out.

Gina Milazzo:  It does.

Andrew Maff:  We've found it actually helps with the conversion rate.

Andrew Maff:  We can do off Amazon stuff. Here's the thing, I don't suggest spending a butt ton of money driving traffic to Amazon because a majority of the traffic is going to be on Amazon-

Gina Milazzo:  Already.

Andrew Maff:  ... for Prime Day.

Gina Milazzo:  It's just going to be there.

Andrew Maff:  My suggestion is that if you have an existing community, so an existing newsletter ... Or sorry, an existing email list or maybe an existing social following, maybe you want to let them know that you're having a big Prime Day deal and drive all the traffic to Amazon.

Gina Milazzo:  Exactly.

Andrew Maff:  Even if you have your own website, it's just for the one day. Just let them know-

Gina Milazzo:  Hop on the bandwagon.

Andrew Maff:  Yeah.

Gina Milazzo:  Be cool.

Andrew Maff:  Just go with it.

Gina Milazzo:  Be in with the times. It's okay.

Andrew Maff:  Yes. Exactly. Thank you. Accept what it is. Stop fighting Amazon all the time.

Gina Milazzo:  You're not going to be Prime Day with your shop on-

Andrew Maff:  [crosstalk 00:06:29] No.

Gina Milazzo:  I'm sorry. You're not.

Andrew Maff:  If anything you're probably going to drive a ton of traffic to your website, like you normally do, and everyone's going to leave and go to Amazon. It's probably even better to maybe even pause your social ads and just drive the traffic straight to Amazon that day. Just let them know, "Go ahead and go there."

Gina Milazzo:  Go.

Andrew Maff:  "We know you're going anyway."

Gina Milazzo:  Free rein.

Andrew Maff:  Then what else, what else, what else?

Andrew Maff:  All right PPC.

Gina Milazzo:  Oh geez. Here we go.

Andrew Maff:  Here's the deal.

Gina Milazzo:  Kid gloves coming off.

Andrew Maff:  Here this is ... Listen to me. Amazon PPC, here's what you do. Start to slowly increase your PPC spends about a week prior to Prime Day. Get it to a point where you are comfortable and then don't touch it on Prime Day. Don't touch it.

Gina Milazzo:  Don't do it.

Andrew Maff:  Just let it go. Let it do its thing.

Gina Milazzo:  I can't even tell you. Every year people call me in the morning and they're like, "What do we do on Prime Day?"

Andrew Maff:  It's so annoying.

Gina Milazzo:  We're like, "It's done. We set it up." You set it and forget it. Then you don't look at it all day. Fulfill your orders, answer customer service, answer customer questions. Focus on those things.

Andrew Maff:  Exactly.

Gina Milazzo:  Don't worry about your PPC.

Andrew Maff:  There is a 24, 48 hour delay in the data so you go and look at your ads at noon the results-

Gina Milazzo:  It's meaningless.

Andrew Maff:  ... you're going to get are crap.

Gina Milazzo:  It's meaningless.

Andrew Maff:  You can get accurate sale ... I'm sorry. You can get accurate cost. Then you can go to your business reports and get accurate sales but you can't get accurate PPC sales. You can get your, what we call your total A cost. Your PPC spend versus total overall sales. You can get that number and maybe make a small adjustment but usually I say just let it go, let it sit. It's all done. At this point it's too late. Accept what it is.

Andrew Maff:  I know everyone's a control freak and they want to feel like they're still involved but in reality-

Gina Milazzo: 
It's not.

Andrew Maff:  ... there's nothing you can do at this point.

Gina Milazzo:  It's like a tornado.

Andrew Maff:  The next day turn them down a little bit. Not too, too much because there is that-

Gina Milazzo:  People are still shopping.

Andrew Maff:  ... weird residual shopping thing. It's become a Prime-

Gina Milazzo:  It's a thing.

Andrew Maff:  ... week now sort of thing.

Gina Milazzo:  Yeah.

Andrew Maff:  But then two days later cut it back to where it was because you are now, most likely, in the slump of your season. Even if you're not-

Gina Milazzo:  It's going to be the darkest time.

Andrew Maff:  ... just get it back to where it was. Exactly.

Gina Milazzo:  We hate that time.

Andrew Maff:  It's boring.

Gina Milazzo:  It's boring.

Andrew Maff:  That's what I'm going to say. Slow increases for a week, then just shut up and let them sit.

Gina Milazzo:  Just relax.

Andrew Maff:  It is what it is.

Gina Milazzo:  Chill. Pop a Zan. If you-

Andrew Maff:  It's one ...

Gina Milazzo:  ... want.

Andrew Maff:  It's one day.

Gina Milazzo:  Whatever gets you to chill because it's out of your hands. It's out of your hands. It's Prime Day.

Andrew Maff:  Accept the fact that-

Gina Milazzo:  [crosstalk 00:09:04] The Amazon overlord has taken our destinies into his hands.

Andrew Maff:  If you can look at what it is you did specifically last year, how much you increased bids by, how much you may have done social, or newsletters, or anything like that, you can adjust accordingly based on past years data but otherwise I would say just let it ride. It is what it is.

Andrew Maff:  Anything else?

Gina Milazzo:  On that zen note.

Andrew Maff:  Good luck. God speed.

Gina Milazzo:  Good luck.

Andrew Maff:  May Prime Day and Jeff Bezos be with you.

Gina Milazzo:  And in your favor always.

Andrew Maff:  Yes.

Andrew Maff:  But if you have any questions comment below or I'm going to go ahead and say shoot us an email.

Gina Milazzo:  We're here.

Andrew Maff:  We'll try to help you through Prime Day-

Gina Milazzo:  It sucks.

Andrew Maff:  ... so you're not panicking. You can email us at Someone will get to you as fast as possible.

Gina Milazzo:  It might be us!

Andrew Maff:  It could be me.

Gina Milazzo:  It's a me!

Andrew Maff:  Yay!

Andrew Maff:  But if not comment below, let us know if you have any questions or feel free to shoot us an email like I said. I think you can message us now too.

Gina Milazzo:  Whoa!

Andrew Maff:  But subscribe and then we will see you all next week.

Andrew Maff:  Good luck with Prime Day.

Gina Milazzo:  Good luck.New call-to-action




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