The time for Amazon’s Prime Big Deal Days is here, and shoppers and sellers alike are bracing themselves for the event. This momentous occasion is a make-or-break situation for many brands on the platform. Amazon expends a great deal of resources in order to promote the event, and every year, there are success stories from companies like Instant Pot and the Echo Dot. Even though Amazon Prime Big Deal Days (Fall Prime Days) have returned for the second consecutive year Amazon has set a trend for offering sales deals during the fall season that Walmart and Target are following.
During every Prime event, Amazon sellers should be prepared to capitalize on the heightened awareness and sales potential. To maximize success, it is important to know how shoppers search for products before, during, and after the event. Understanding these practices is key.
Every year the announcements for the Prime event have a short period for preparation. With the close deadline, a drastic increase in traffic, and the possibility of listing visibility and exposure, it’s crucial that the sellers take preparation measures in time to make the most of one of the most profitable events in the eCommerce industry.
There are several key fundamental steps, a checklist, that every Amazon seller should check off to ensure better sales and growth during those Prime events.
In this article will go over the best guidelines and the last checklist of tasks that you need to be doing to ensure smooth Prime Big Deal Days. This checklist contains the must-do’s for all brands that are participating in the event.
Upgrade the storefront
Design a fun and captivating homepage banner that effectively showcases what you’re offering at the event. Just keep in mind Amazon’s content rules, and let your creativity shine!
Create a list of important SKU
This is the time to create a list of the most important SKU that you and your team need to pay attention to during the event. In this way you can create a daily workflow and ensure that these products have proper listings, prices, Buy Box, images, that any issues are resolved, and running ads.
Discus price adjustment in case of losing the BuyBox
Whether your brand’s Amazon is handled by an in-house eCommerce team or a marketing agency, it’s crucial to have a price adjustment strategy in place before any major event. This ensures that your team can safeguard the brand’s sales if the need arises.
Double-check the inventory levels
Running out of inventory is the worst thing an Amazon seller can do. You must check your inventory levels before Prime Day. Look at your historical data and see how your best-selling products have performed in the past—especially during peak shopping times. If you forecast correctly, you’ll have enough inventory for Prime Day and the rest of the month.
Create a deal’s page on the storefront
Prime Day page on your storefront, and ensure you list all the discounted products so customers can easily find what they want. Publish your Prime Day page at least two weeks in advance to have enough time to address any issues that might arise or make any changes needed. Prepping for Prime Day is undoubtedly challenging. Ensure that you plan accordingly and that your strategies fit your brand best.
Resolve any stranded or suppressed issues
Stranded or suppressed listings are not visible to the customers and, hence, not purchasable. A promotion strategy and an advertising budget for listings with such issues are a waste of time and money. Plan accordingly to resolve these issues before Prime Day.
Start communication on social media
Use social media to alert customers to your upcoming Prime Day deals. Utilize Facebook, Instagram, and TikTok to notify your customers that Prime Day is happening and they can expect discounts.
During peak shopping events like Prime Day, your ads may receive more traffic and clicks than average, so you may go out of budget quicker than expected. When you go out of budget, your ads pause until midnight the next day. Increasing your budget is one way to prepare for extra traffic and keep your campaigns active. In addition to preparing of your advertising budget for higher traffic, we gathered an additional checklist for you to go through the week prior to the big event:
Increase bids for high-performing targets
Many independent contractors and small businesses are operating on tight budgets. When advertising on Prime Day, many businesses are at a disadvantage when competing with more prominent brands. If your campaign budgets are running out early during the event, you miss out on sales and exposure. Make sure to adjust the budgets of the historically good-performing ads. Keep in mind that due to the traffic increase during the event, most ads will be spending more than usual.
Also, you should increase bids for your important keywords/ASINs. These could be any you want to get a good amount of top-of-search impression share. Based on experience, we can tell that CPC increases during Prime Day. If the bids aren’t adjusted, you might not get as many placements as you hoped.
Leverage Brand Tailored Promotions to create promotion campaigns
Instead of making coupons or deals open to everyone, you can now specifically target the groups of shoppers you want with the Brand Tailored Promotions tool. This allows you to focus promotions on these key groups:
- Cart abandoners
- Repeat customers
- Recent customers
- High-spend customers
- Potential new customers
- Brand followers
DSP: Create retargeting campaigns and DSP: Adjust budgets on top-performing line orders items
If your brand has DSP in its advertising strategy, then waiting for the days before the event is the best time to create these retargeting campaigns with which you will create a strategy of communication with the “window” shoppers who were preparing for the offers. Having a sufficient budget for DSP campaigns, especially the top-performing line items, is crucial.
Launch event-themed campaigns on products that are being promoted
Take advantage of all ad types, especially Sponsored Dyspley and Sponsored Brands. This will help you attract more customers and create bigger brand awareness to your brand and products.
Create attribution tags for Off-Amazon Traffic
The best way of utilizing social media communication, as well as influencer communication, is through attribution tags. Be sure that you have event-dedicated tags that you can measure in post-event results and applay the best communication in the following events.
Utilize bulk sheets to return bids to original positions prior to Prime Day
The best strategy to “return” your account in the pre-event state is to download a bids bulk sheet before every change is made in the account. After the event, you can bulk upload and then perform the needed optimization in the campaigns.
Summary
Prepping for Prime Day is challenging, and make sure that you plan accordingly and that your strategies best fit your brand. Advertising is becoming ever more critical amongst Amazon sellers – this is reflected in the YoY increase in advertisement spending, causing sellers to increasingly turn to dedicated Amazon advertising professionals to employ a strategy to achieve specific goals within their remit.
If you have any further queries or require assistance on your Amazon journey, feel free to reach out to the BellaVix Team. We are always here to help.
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