Prime Day is Amazon’s biggest sale event of the year. While the annual event is for Prime Members only, smaller discounts are also available for all marketplace users during the two days.
The first Prime Day took place on July 15, 2015, and celebrated Amazon’s 20th birthday. Since then, Amazon Prime Day has grown to be one of the biggest and most important eCommerce events in the world.
Back in 2015, Prime Day lasted just 1 day. It slowly grew from 24 hours to 30, and eventually became a 2-day event.
Historically, Prime Day was scheduled for July the 15th, but due to the pandemic, in 2020 it was pushed back to October 13-14 and in 2021 Prime Day started on the 15th of June.
This was Amazon’s best selling 2-day period for third party sellers, ever. In 2021, users bought more than in any other previous Prime Day events, and got their hands on massively discounted products.
Total product sales went over $11 billion, according to Adobe Analytics.
The best-selling categories during Prime Day 2021 were Health & Beauty, Nutrition, Baby Care, Tools, Electronics and Household products.
Among the best-selling products during the 2021 event we noticed vacuum robots, coffee makers, gummy vitamins and oral care products competing for the top places.
The most popular product during Prime Day 2021 was the Fire TV Stick 4K with Alexa Voice Remote.
Back to School managed to sell over 600,000 backpacks, 1 million laptops, 1 million headphones and over 220,000 Crayola products.
The 2021 Amazon Prime Day show starred Kid Cudi, Billie Eilish and H.E.R. The show was streamed on Amazon Prime Video and it was a 3-part musical show, with each artist having their own episode.
Expectations for Prime Day 2022
2022 Prime Day will be the 8th annual Prime Day, and consumer expectations for this year are higher than ever before!
The new additions to the Advertising side of Amazon will surely make for a very interesting playing field for advertisers this year.
Brands are focusing more and more on their presence on the largest online retailer, and using all the levers that Amazon provides for them. Amazon provided brand reports, tools and analytics are some of the most important places where a seller or an advertiser can find and analyze brand metrics.
If your brand is not enrolled in Amazon’s Brand Registry, the analytics tools provided for brands will not be available for you.
So when can we expect Prime Day to be this year? This is the big question on everyone’s lips right now. The answer, unfortunately, will be revealed to us by Amazon one or two weeks prior to the event’s start date.
Each year, users get the best Prime Day deals on Amazon-branded devices. The retailer always discounts the prices of its most popular devices, like smart speakers, e-readers, security cameras and other devices. The Prime Day prices for these can go as far as being the lowest of the year – although we do sometimes see these low prices return on Black Friday and Cyber Monday sales events.
How to Win on Prime Day in 2022?
Everything and everyone around you are preparing or being prepared for this annual event. Brands are computing their discounts, advertisers are devising their ad strategies and the marketplaces are preparing the “battlefields” for the biggest expected clash of brands in 2022.
We all know that treating Amazon Prime Day as any other regular day when your ads follow a normal strategy is going to make you lose a lot of potential sales. And you want a piece of the Prime Day pie, don’t you? 🙂
So, what kind of advertising strategy should you implement? The best answer to this question is without a doubt a tailored advertising strategy for your brand.
Why shouldn’t you follow every single piece of advice out there that tells you that bringing loads and loads of traffic to your listings is the most important thing to do on Prime day? Because if your product has a naturally low conversion rate and sales are pretty slow throughout the year, then Prime Day won’t be the magic wand that will start making your product sell. And if you don’t understand this and you bet big on getting loads of traffic to your products during Prime Day, you might end up with an advertising bill that will not be covered by your ad sales.
Then how should you do this? Simple. Follow this roadmap and make sure you check off each item:
- Make sure your Amazon listings and store are optimized properly. There are hundreds of articles that explain how to optimize your listing’s title, bullet points and overall content and images.
- Come up with a budget that you are willing to spend to drive extra traffic to your listings during Prime Day 2022.
- Don’t make drastic changes to your ongoing campaigns for Prime Day. Just make sure you have more budget than usual in order to accompany the potential increase in traffic.
- Devise an advertising strategy that follows your product’s strengths and weaknesses. You wouldn’t want to start a bidding war with the dominant competitor from your category or with a much more qualitative product. So why wouldn’t you put together a complementary product advertising strategy?
- Create new campaigns that will bring in additional traffic, on top of your existing campaigns with extended budgets. Try leveraging product targeting and display ads in a way that means you don’t battle with the big boys for the most expensive placements, but still get interested shoppers to click your products from the similar products section or other display placements.
- The last checkpoint would be DSP. Sellers who have access to it can create much more granular display campaigns and thus, make sure they introduce plenty of interested users to their marketing funnel.
- Bonus Tip: Run Sponsored Product ads to get more people in your remarketing audiences during this two-day event. You will use these audiences later throughout the year.
If you have additional questions or want us to help you on your Amazon journey, don’t hesitate to contact the BellaVix Team.
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