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It’s that time of year again, time for brands and online retailers to start prepping for the annual Amazon Prime Day – one of the largest online shopping events in the world. In 2018, the 36-hour shopping event broke all records, with Amazon shoppers spending a record total of 4.2 billion USD. Amazon sellers alone brought in an astonishing one billion in revenue within the first 24 hours of the event.
“We’re absolutely thrilled – our daily sales increased by over 500 times on Prime Day.”
—Victor Chang, Furbo
This July, millions of eager shoppers from all around the world will once again flock to Amazon Marketplace in search of great deals on all types of products. For sellers, the event presents an opportunity to capitalize on a huge influx in traffic. Amazon, however, is crowded with sellers, which means in order to get the most out of Prime Day, you need to have a strong strategy set in place. So what can you do?
Here are five powerful tactics to supercharge your Prime Day strategy and – ultimately – sell more products:
In order to take full advantage of Prime Day traffic, you need to maximize your product visibility. One of the best ways to do this is through leveraging Amazon ads. In particular, Sponsored Products, Sponsored Brands, and Amazon Stores.
One of the best ways to stand out from the crowd on Amazon Prime Day is by running Sponsored Products ads. These keyword-targeted, pay-per-click ads can help skyrocket product visibility by securing your product a prominent placement within search results.
On Prime Day 2017, sellers using Sponsored Products saw a 150-200% boost in ad clicks and a 100-150% increase in sales resulting from ads compared to a normal day.
For brands, another great way to secure Prime Day product visibility is by way of Sponsored Brands. Like Sponsored Products, these PPC ads are keyword-targeted and also appear within search results. However, the added benefit of Sponsored brands is that you’re able to promote multiple product offerings (up to three) within the same ad. In addition, you can also display your brand logo, a custom headline, and a direct link to your Amazon Store.*
*Amazon Stores are brand-specific pages within Amazon.com used by brands to increase visibility and sales and to build brand awareness. They can feature a variety of images, videos, top-selling products, and customized elements.
With Prime Day fast approaching, now is the time to perfect your Amazon Promotions, as each carries its own application deadline. These Amazon deals and discounts are highly sought after by buyers and, thus, are incredibly competitive for sellers. The earlier you submit your application, the more likely you are to secure a spot on one of Amazon’s most trafficked Deals pages. There are three types of promotions to familiarize yourself with.
Lighting Deals are temporary discounts you can offer to Amazon shoppers on the infamous “Today’s Deals” page. On Prime Day, they also appear on the incredibly busy “Prime Day” page. Lightning Deals allow you to offer a discount on a product for a limited time only. They include a real-time countdown of how long the offer will remain available.
Due to their prominent placement and the sense of urgency they can help provide, Lightning Deals are the most sought after promotion for sellers on Prime Day. Keep in mind, on this shopping day especially, Amazon is highly selective as to which products are granted this promotional option. This is why it is recommended to apply with only your best selling products and at the largest discount possible.
Important deadline: For your products to be considered for Lighting Deals on Prime Day, you must apply by May 10, 2019.
Prime Day for Amazon shoppers is all about finding the best deals. This is why it’s smart to offer product discounts. You can do exactly this with Amazon Coupons. These can be created directly in your Seller or Vendor Central account and don’t require as much planning ahead as Lightning Deals.
Coupons are simply a static product discount, like a traditional coupon. Once a Coupon is set up, a bright green tag will appear on the product within search results as well as on the product details page. The Coupon can also be found within the “Coupon” section of the “Today’s Deals” page on Amazon. Shoppers can then add the discount and have it deducted from the total cost at checkout.
Once a coupon is created, it will take a few days for Amazon to process the request. Keep this in mind and be sure to plan ahead so they are up and running well before Prime Day.
Sponsored Products on Amazon are essentially the same as your organic product listing, only with a boost so they can reach more prominent placement. Therefore, in order to make these appear attractive and clickable for shoppers, you’ll want to carefully examine and optimize your product details page.
Moreover, no matter how good the deal, shoppers aren’t likely to purchase a product they don’t understand or can’t see themselves using. Make sure your product details page is full of compelling, easy-to-read, and accurate product information. This also means reexamining your product feed to ensure it is of the highest quality possible. Not only is this great to educate shoppers, but perfect product information can also boost your organic search rank and earn your product better visibility.
Read more on how to optimize your Amazon Product listing here.
Email and social media campaigns are a great way to start stirring up interest amongst your contacts on the days or weeks leading up to Prime Day. Since most Prime Day shoppers are eagerly awaiting any news about deals they can expect, you can use this type of communication as a tool to build up the hype around your product.
Your inventory should be prepared for the likely influx of sales. Do all you can ahead of time to get a clear sales forecast so you can anticipate what kind of stock levels to prepare. You don’t want to run out of products and then be listing out-of-stock products on Prime Day. Also, be sure your stock levels are up-to-date and accurate within your product feed so that Amazon knows the availability of your products.
If your business has participated in previous Prime Days, use those numbers to gauge what this year’s sales could look like. Keep in mind that Prime Day is growing fast. The number of shoppers has increased year over year, so this will need to be considered when forecasting demand.
As Prime Day 2019 is fast approaching, now is the time to make sure your business is set up for success. By including these five tactics into your Prime Day strategy, you are taking steps to ensure high product visibility and sales on one of the biggest shopping days of the year.
Remember that, on Amazon, high-quality product information is key to making the sale. Now is the time to start analyzing your existing product feed and making sure it is clean, complete, current, and accurate.
Want to create a perfect, high-performing, Amazon Prime Day ready product feed? Try Productsup! Request a free demo here.
Want to learn more about listing and advertising your products on Amazon Marketplace? Read our guide to learn everything you need to know as a third-party Amazon Seller.
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