July 7, 2022

Primed and Ready: Are you ready for Amazon Prime Day?

Amazon Prime Day Article with woman pointing to speech bubble

Unlock more opportunities on Amazon Prime Day with our top tips.

In a flash, Amazon’s highly anticipated Amazon Prime Day is nearly upon us. With so many retailers striving for a multichannel presence, how much resource and investment should online retailers and brands allocate to the two-day shopping bonanza? We take time to speak with Cloud Seller Pro, a digital growth agency and Verified Amazon Partner, to understand the opportunity this can present for multichannel eCommerce businesses.

What is Prime Day?

One of the biggest shopping events of the year, Amazon Prime Day, is just around the corner. A two-day occasion for online retailers, this year’s event will be held on the 12th and 13th of July 2022. For Amazon Prime members, the incentives are clear, with thousands of deals and discounts across multiple product categories, big-ticket items and gadgets available on Amazon. Much like Black Friday and Cyber Monday, it has become a staple date for the perfect shopping spree with over 250 million items sold in 2021. For Amazon Sellers, who must offer discounted goods to feature, the opportunity might require some further consideration – as any discount can eat away at their precious margins. Yet with so many potential buyers, an increased number of products per order and store visits, there are some clever ways that Amazon Sellers can leverage the event.

So whether you are choosing to expand your presence on to Amazon or deciding how you should discount your products, we can help.

Creating the right kind of offer for Prime Day

So the first thing we would encourage you to remember is that Prime Day is all about customer savings. They’re seeking big discounts on items they need and want. For Amazon sellers, we would suggest selecting your highest margin products, products where you can upsell to encourage multibuys alongside other SKUs (Stock Keeping Units), or current best sellers. We’d recommend this because Prime Day is as much about creating long-term value as it is over short-term profit.  For example, if you are able to significantly increase the volume of sales, product reviews, product rankings and brand loyalty, then these short-term loss leaders may pay dividends with your sales in the long run.  You should keep a close eye on your competitor’s pricing strategies to ensure your offering is competitive but remains affordable for your business.

Key considerations for creating Amazon Ads on Prime Day?

During Amazon Prime Day a big factor is the cost of advertising and your budget. As there are 16 paid results and only 4 organic results on page one of Amazon the majority of listings now require a budget to appear.  You can set your Paid Ads up in three ways: Sponsored Products, Sponsored Brands and Sponsored Display.

Sponsored Products allow you to select which keyword, product or category you would like your product to be visible for. Your Ads will then appear in the search results and on product detail pages. Secondly, you can use Sponsored Brands, which also use a cost-per-click for Key Term and ASIN (Amazon Standard Identification Number) targeting strategy. These methods help customers to discover your store and improve customer awareness by leveraging custom images and videos where available. Finally, Sponsored Display which launched in 2019 is one of the newer options available for advertisers on Amazon and already in 2022 29% of 3rd party sellers are using this targeting type. Sponsored Display targets Amazon users by their shopping behaviour and audience interests along with retargeting based on purchases and product detail page views. These particular ads target customers across Amazon but also on Amazon’s 3rd party websites and apps. We have a dedicated team who would be happy to explain this further and help you set up, optimise and manage your Amazon campaigns.

If you are going solo on Prime Day, we encourage you to pay close attention to your ad budget. With thousands of Amazon Sellers increasing their advertising budget to appear on page one the competition and costs tend to increase significantly. It can be costly to carry on using the same bidding strategy that you use on other days or seasons. Some sellers have even opted to completely disengage from the Paid Ads battle. Other Amazon Sellers have opted to narrow their campaign spending to a limited number of halo products. A few have reallocated their advertising spend to different channels, such as Facebook Advertising, to encourage cross-channel purchases. We’d always recommend testing out a couple of different PPC Strategies to see what works best. Be sure to utilise Amazon’s Attribution insights.

Creating A+ content on Amazon

Content goes hand in hand with your keyword research. You should ensure that your listing is informative and includes the desired keywords your product is aiming to rank for. Crafting great content could bump your listing into one of the 4 organic search results on page one.  Before making any big changes to your listings, content or headers you should take a look at your keyword selection and the performance of your current listings. Ideally, your keyword research should have been carried out before Prime Day. If you previously ran campaigns on Amazon export search terms that customers used to find your store. This can be used to update your product listings. If you’re just starting out or if you’d prefer to cross-check for any missed opportunities you can use Google Keyword Planner for general keyword research. An alternative approach would be to set up a new campaign specifically for Prime Day. Either of these methods will help to reveal specific trends relevant to Prime Day.

We would encourage you to include any new relevant search terms into your headers. One the subject of headers, although it might be tempting to reference Prime Day in headers, be aware this violates Amazon Prime Day and advertising policy. Instead, opt to use more general statements such as ‘Save on…’, ‘Discounts on..’ and ‘Great savings on…’.

Be sure to maximise every opportunity on Amazon Prime Day by optimising Product Details Page. Use Amazon Prime Day as an excuse to review your PDP for the following points:

  • Make a product title that is easy to understand, relevant and clear.
  • Include at least four high-resolution pictures that the viewer can enlarge to get a more detailed view of the product.
  • On the item specification section of your product details page, you should include at least three bullet points.
  • Check to make sure that your items are available and prepared for shipping.

Leveraging Social Media on Prime Day

Amazon Prime Day also presents an opportunity beyond Amazon stores. One clever tactic used by eCommerce businesses is to cross populate channels with content related to offers. Social Media can be particularly useful to build awareness of upcoming promotions to a larger audience at a lower cost. Our clients have seen fantastic results by using engagement campaigns across multiple social channels to increase traffic to promotion pages. This increases their conversion rates on high-interest events. Another tip worth mentioning is to reference a deal within your creatives. You can attract more attention to the content of your posts by including a reference to savings or an offer within your creative. Ultimately this can lead to an increased click-through rate from social media channels to your Amazon store. Just remember that direct references to Prime Day are exclusive to Amazon Sellers with an official Prime Deal running.

Prime Day presents Endless Opportunities

Prime Day is a huge event for many eCommerce brands and businesses. Identifying the best approach to the occasion without taking a substantial upfront cost can be challenging. A key takeaway from Prime Day is the event’s long-term benefits over short-term profits. With expert advice from Amazon experts, you can ensure that you navigate the best route for your business.

If you are looking to expand your presence on Amazon or wish to use paid advertising to grow your revenue streams then please reach out to Cloud Seller Pro. Cloud Seller Pro is always happy to have an open and honest conversion.

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