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Amazon Prime Day is approaching. Here’s how sellers can increase sales




Amazon Prime Day isn’t here yet, but sellers need to act now to achieve optimal results for the highly anticipated summer sales event.

Although no official date has been released by Amazon, it is widely reported that the popular two-day event will most likely return next month. Last year it took place on July 12th and July 13th (and was announced by Amazon in mid-June.) That makes mid-July, on or around July 11th and July 12th, a logical bet.

There is a lot at stake for sellers. Amazon has more than 200 million paid Prime members globally. Last year, Prime members bought more than 300 million items worldwide during Prime Day — a record, according to company data. Additionally, sales traffic tends to be higher in the days leading up to and immediately following the two-day event, so it’s more like a week-long sales opportunity for sellers.

Of course, some of the biggest purchases go to retail giants, from Apple products to Shark vacuum cleaners, which in the past year have been among the most popular items purchased. The economy has also softened, and demand is down in the retail trade. Still, this year is expected to be another big year, with 68% of consumers likely to shop on Prime Day, according to a report from Jungle Scout, which provides software and research to Amazon sellers.

Sellers can start preparing by getting information straight from the horse’s mouth. Amazon offers videos from Seller University on how to maximize your profits on Prime Day. For example, it talks about the importance of concise, relevant titles, product listings with rich details and keywords that are likely to appeal to customers.

Here are some additional actions that Amazon’s e-commerce platform consultants say sellers should take now to proactively prepare:

Keep up to date on stock deadlines and available stock

Amazon recently asked sellers to have their Prime Day inventory in U.S. fulfillment centers by June 15, according to Chris Compean, co-founder and CEO of Mayan, a provider of inventory and advertising automation technology to Amazon sellers. Sellers may also consider fulfilling some of the orders themselves.

If possible, sellers should use data from previous years to determine the ideal amount of inventory. Absent data, a general rule of thumb is to plan to sell at least twice as much as usual over the two days, Compean said. Inventory is challenging to get just right in the current economic environment—even the largest retailers have struggled post-pandemic boom, inflation, and consumer weakness in 2023—but generally speaking, sellers should always have 60 to 90 days of product in stock. “As long as you’re well equipped in general, you’ll be fine for Prime Day,” Compean said.

Start your Prime Day marketing two weeks early

At least two weeks before Prime Day, sellers should start building their visibility, said David Hutchinson, vice president of marketplaces at NP Digital, a digital marketing agency. As part of the initial effort, sellers also need to decide how to compete, whether by lowering prices, offering Lightning deals — a discount over a short period of time — or coupons on Prime Day, or running these types of promotions, possibly for a few days before and after the two-day event, he said. Lightning Deals, for example, can improve brand awareness and increase sales, but they can also flop. Couponing, meanwhile, can increase sellers’ visibility, but they must have enough inventory to handle the potential increase in sales.

Use Instagram, TikTok, YouTube, Facebook and URL links provided by Amazon

Sellers should promote deals they plan to offer on their various social media sites and their dedicated Amazon Store page.

“You want to give customers prime time to be ready to look for your brand on Prime Day,” Compean said.

Amazon allows sellers to create URLs to include in their Prime Day social media posts, so be sure to do this. “You want customers to be able to click directly on your Instagram post, go to Amazon and buy the product right then,” said Mike Scheschuk, president of small and medium businesses at Jungle Scout. “It’s the same with TikTok, YouTube or Facebook, or whatever social media platform you want to post on,” he said.

Using Amazon URLs ensures that your sales analysis includes a sufficient level of detail. “You’re not just tracking that you got three hundred clicks as a result of a post. You can actually see what they bought as a result,” Hutchinson said.

Don’t be stingy – make offers on all products

Some of the best-selling items in the US on Prime Day in past years have included beauty, pet products, kitchenware, children’s clothing, toys, electric toothbrushes, electronics, and outdoor gear and apparel. Of course, small businesses compete with some of the biggest brands for consumer dollars as well, with Apple products, Shark vacuum cleaners and premium beauty brands also among the top Prime Day sellers. Compean recommends that merchants offer Prime Day deals on all of their products to maximize potential sales.

Don’t forget to advertise before and after Prime Day

Sellers should plan to spend more on advertising in the days ahead and immediately after Prime Day, when traffic tends to be higher. Last year, average ad spend per brand increased 320% over “typical days” and rose 11% from Prime Day 2021, according to Jungle Scout’s e-commerce data.

Budgeting can be difficult, especially for sellers who don’t have previous years’ data to compare, said Dan LeBlanc, co-founder and CEO of Daasity, an e-commerce analytics platform. In this case, sellers should budget enough so that if the ads don’t return, they won’t feel pinched. A general rule of thumb can be twice as much as a normal day. “You don’t want to throw your entire marketing budget into this week,” he said.

Review customer reviews and product listings beforehand

Sellers should use the weeks leading up to Prime Day to pay extra attention to reviews and ensure their products are easy to find. This can include using paid keyword research tools that help businesses find out which keywords are popular on Amazon, or which were popular on Prime Day last year.

Popular keywords aren’t always obvious, even if they fall into categories that are known to be Prime Day winners. Examples that were popular last year on Prime Day included “gel nail polish,” “baby clothes,” “wall clock” and “routers,” according to data from Feedvisor, a merchant intelligence platform.

Sellers can also test to see which product images resonate most with customers, Scheschuk said. That’s typically done by performing A/B testing to see what content, including product images, resonates most with customers using an Amazon-provided service, he said. Using A/B testing, one group of customers views one version of the content, while another group views the other. Sellers can then evaluate which version produced the best results and use it going forward.

It’s not possible to give exact advice on images – that’s what case-specific A/B testing is for – but generally advice to Amazon sellers suggests that the images used are clear and either product or lifestyle focused. It’s also best to keep the product as identifiable as possible too – will customers be able to immediately tell what’s being advertised when they see the ad?

Get a small business brand to stand out

Many small businesses have not applied for a small business mark, which identifies products from US-based small business brands.

“A lot of people want to support small businesses,” Hutchinson said. “All things being equal and there’s a few cents difference, you as a consumer are likely to side with a small business versus a big company. It’s another way to stand out on Prime Day.”

The Small Business Brand is free, but there are certain Amazon-imposed restrictions, which sellers can learn more about by visiting Seller Central, Amazon’s third-party seller management portal.

Amazon uses Gartner’s definition of small business to determine which sellers qualify. That means they must have fewer than 100 employees and less than $50 million in annual revenue. In addition, a brand must register with the Amazon Brand Registry or participate in the company’s handcrafted artisan program, according to eComEngine, which offers software to support Amazon sellers.

Remember, this is not Black Friday – keep your focus on Amazon

For Prime Day specifically, don’t try to drive traffic to other shopping sites you may be listed on, such as Shopify or Walmart, because that’s not where most people are going to look for deals. “It’s not Black Friday,” Hutchinson said.

Already starting to think about next year’s deadlines

Amazon is offering certain Prime Day promotional benefits to eligible businesses that meet the requirements, LeBlanc said. But the deadlines for these benefits are months in advance. Thinking ahead for next year can help sellers take advantage of these special promotional opportunities, he said.



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