Earlier this week, Amazon announced that this year’s Prime Day will take place on July 12th and 13th – returning to its traditional summer home after bouncing around over the past 2 years.
We know that Prime Day presents a huge opportunity for brands selling on Amazon. In 2021, Total Worldwide Prime Day sales amounted to $11.2 billion1. However, persistent supply chain challenges and raw material price increases might make it more difficult than in years past for sellers to capitalise on the biggest shopping event of the summer.
If you want to make the most of Amazon Prime Day in 2022, there are a few things you can do to start preparing right now.
Check Inventory Levels
To avoid going out of stock as the event approaches, FBA sellers need to ensure that all new stock arrives at the fulfilment center by June 20th. Staying in stock over the entire Prime Day period is vital. Without stock, ads can’t run, customers can’t purchase, and you’ll likely lose the sale to a competitor. Take a look at products that have done well in prior peak periods and be sure to dedicate some extra warehouse space to those products with deeper discounts.
Double Down on Discounts
Prime Day shoppers are there to save money, this year more than any other. While increased traffic to the site might provide a boost regardless of the price on the day, to entice customers, Amazon encourages sellers to create listing offers, discounts, and promotions. Price discounts can increase conversion rates, giving buyers yet another reason why they should purchase now.
There are several ways to create price discounts:
- Amazon Coupons: Coupons are a great way to let your customers know that there are discounted prices on Prime Day. The voucher is displayed on both the product detail page and the Amazon vouchers page. Customers simply click on a voucher and it will be added to their basket (2022 submission dates have now passed).
- Lightning Deals: Lightning Deals run for several hours on the event page. These are limited quantity deals that allow you to set a maximum quantity of units (2022 submission dates have now passed).
- Promotions: Seller Central allows Amazon sellers to create a variety of promotions such as “Buy One, Get One Free.” You can also create custom social media promotion codes to share with off-Amazon audiences and influencers.
- Sale Pricing: While Amazon doesn’t recommend you simply lower your price, if you’ve missed the deadline for other types of promotions, manually adding a temporary sale price can be useful.
Conversion Rate Optimisation
Pricing and promotions will only get you so far. Sellers also need to focus on listing optimisation in order to drive conversions. Products pages and Stores need to be as attractive as possible to close the purchase.
- Check the list: Make sure your titles, bullets, images, and descriptions are up to date, accurate, seasonally enticing, and the best you have to offer. If you’ve been flooding your socials with great imagery, make sure to bring those over to your Amazon listings.
Making changes to copy might affect your short-term Amazon rankings. Try to make copy changes well in advance to reduce any adverse effects the changes may have. Similarly, if changes need Amazon approval (such as A+ Content and Stores), allow plenty of time for revisions.
Start Making Noise Now
You’ll need to increase brand awareness both on and off-Amazon to help your customers find Prime Day deals. Don’t be afraid to leverage your off-Amazon audience to drive traffic to your listings. The boost in sales can help your organic ranking and you’ll likely feel the positive impact long after Prime Day ends.
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- Statista, 2021: Global Amazon Prime Day sales from 2015 to 2021