4 Tips for Taking Advantage of Amazon Prime Day

November 4, 2020

For the first time ever, Amazon expanded Prime Day over two days on July 15th and July 16th, 2019. Fast forward to 2023, Amazon Prime Day has continued to grow exponentially, with the event generating over $12.9 billion in sales. This was a significant increase from $4.19 billion in 2018 and $2.41 billion in 2017 (Retail Dive).

Since Prime Day began 9 years ago, Amazon US Prime Day shoppers have grown by 20.5% year-over-year, with sales now approaching those of Black Friday and Cyber Monday (Digital Commerce 360). By 2023, Prime Day sales have showcased the event’s exponential growth and importance in the e-commerce calendar, solidifying its status as a major shopping event alongside traditional holidays.

Prime Day has become such an important e-commerce “holiday” that it should be part of any brand’s Amazon strategy. Here’s how you can take advantage of Amazon Prime Day to boost sales on the platform:

1 – Product Pages

Ensure that your product pages are optimized for top-performing keywords. If your product page is not optimized with top keywords, your products will be less likely to show up in organic searches (BigCommerce).

Get professional images if you don’t already have them – product image quality directly affects conversion rates (Shopify). Having a good product page is the fundamental necessity required to position your business for success on Amazon.

2 – Prime Exclusive Discounts

Amazon has introduced a new Prime Exclusive Discounts program. Sellers who participate in this program will be able to display a special Prime Day Deals badge during Prime Day, in addition to having their old price crossed out and replaced with the new offer (Amazon Seller Central).

Putting your product in this program is a great way to stand out during one of the busiest shopping days. Sellers can only participate if they sell through FBA and must register before July 5th, so hurry!

3 – Coupons & Promotions

If you are not able to be featured on Amazon’s Lightning Deals, you should run coupons or promotions. Offer a hefty discount of at least 25-40% off and run a substantial advertising campaign (at least 50% of your normal monthly budget). Your coupons and discounts will be displayed when you run your campaign and will attract more interest from customers (EcomEngine).

4 – Focus on Best-Selling Products

Don’t use Amazon Prime Day as a way to liquidate inventory that doesn’t sell well. Focus on promoting your best products. The sales velocity that you gain during Prime Day will stick with you for days and weeks to come.

This can improve your organic ranking for your keywords, which in turn can increase your sales, resulting in better keyword ranking and so on, creating a positive cycle to grow your sales (Helium 10).

5 – Leverage Amazon’s New Features

In 2024, Amazon introduced several new features aimed at helping businesses maximize their Prime Day success:

  • Amazon Live: Engage with customers in real-time through live streaming. Demonstrate your products, answer questions, and offer special Prime Day promotions to boost engagement and sales (Amazon Live).
  • Amazon Posts: Use Amazon’s social media-like feature to create engaging posts that can drive traffic to your product listings (Amazon Advertising).
  • Sponsored Display Ads: Take advantage of Amazon’s self-service display advertising to retarget shoppers both on and off Amazon, increasing visibility and conversions (Amazon Advertising).
  • Brand Analytics: Utilize enhanced data and insights to understand customer behavior and optimize your strategies before, during, and after Prime Day (Amazon Seller Central).

By integrating these new features and best practices into your Prime Day strategy, you can enhance your visibility, engagement, and sales, ensuring a successful Prime Day event.