How to Prepare for Amazon Prime Day 2022
- AUTHOR: Roisin McGrath
- CATEGORY: Amazon Brand Strategy
- DATE: 16/06/2022
Amazon Prime Day came to life for online consumers on July 15, 2015, as a way to celebrate Prime members on Amazon’s 20th birthday and now the event falls on a different date every year. The platform continues to grow and improve Prime Day year on year, to provide shoppers and brands with ample opportunity to gain the best shopping bargains and boost sales alike.
Prime Day is the prime (excuse the pun) opportunity for brands to hone their strategies to amplify sales during one of the biggest online sales events of the year. This year’s Prime day will take place on July 12 and 13 so we recommend that you prepare ahead of time to ensure everything is in place to leverage the platform for growth and dominance!
Here are some tips to help make your brand sparkle and propel you towards revenue goals:
First and one of the most important steps, ensure your inventory is in check and that you are meeting Amazon’s deadlines in terms of stock. Without the adequate amount of products in the warehouse by these deadlines, you will miss out on potential sales.
Promos, promos, promos!
If you want to run lightning deals, be sure to submit them in time! Increase bids or push budgets for those products within your ad campaigns but also, be sure to run your own deals! Tidy up any promotions, coupons & vouchers, and make sure you’re pushing up-sell & cross-sell sales for your brand.
Review product listings…
We wouldn’t suggest changing anything drastic just before prime day, but with a few weeks to go and Prime Day traffic driving more customers to product pages, there are a few things to keep in mind. To start with, make sure all of your product listing content is in line with Amazon’s guidelines you dont want to have any listings suppressed during this busy time. You can also ensure that all of your listings have fresh imagery, copy & A+ content to maintain shoppers’ attention and lure them into making purchases by trusting your brand.
Optimize your ad campaigns
Many sellers religiously follow Amazon’s Prime Day guidelines and spend large amounts of budget to try and boost their sales rank in advance of Prime Day. However, consumers actually customers tend to just browse pre-Prime Day, so you could end up paying more for clicks that ultimately don’t convert to a sale. We recommend focusing your ad strategy on the few days surrounding the Prime Day window.
Before Prime Day lands, ensure all campaigns are structured correctly, ads are optimized and increase your bids on your top-performing keywords. When increasing your ad budgets don’t just put a significant budget into your ads at the start of Prime Day. Instead, to encourage even spend, set an account-level budget to make sure that you don’t end up overspending budget and also increase budgets regularly throughout the day. If in doubt, follow the 80/20 rule, and focus on your top-revenue performers!
Drive Traffic to Store
Don’t forget to optimize your storefront too. Be Prime Day ready! Test sponsored brand creatives that lead to your storefront, and if you have lightning deals, adjust the layout to include these in the front and centre of the store!
Are you struggling with the Prime Day hype & aren’t sure how to leverage the opportunity to boost sales? Don’t worry, we’d be happy to help! Get in touch.
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