Amazon officially announced a second Prime Shopping Event that will take place October 11–12, 2022.
This two-day event is open to Amazon Prime subscribers and will kick off the holiday shopping season, dubbed the “Prime Early Access Sale”.
The sellers have a very short runway to work with, with the event taking place in less than two weeks, so we’ve prepared five key strategies that can be actioned quickly to drive performance during the event.
1. Ensure promoted products are fully stocked
When determining which products to promote, consider current weeks of coverage and eliminate items that do not have sufficient stock to support increased demand during the event.
The Prime Early Access Sale kicks off soon, leaving brands with few options for increasing inventory on low coverage or out-of-stock items. It is desirable that the products be in remain in stock a month before and a month after Prime Day.
The first things shoppers see when searching via desktop or mobile are your product title and main image, make sure they are optimized: products should have fully optimized titles, bullet points, and product descriptions, at least five high-quality images, and a minimum of 15 reviews with an average star rating of 3.5 or more. Additional optimizations that drive increased conversion include product or brand videos and A+ content, both of which can increase sales by up to 15%.
You should focus on promoted products and detail page enhancements that can be implemented quickly, such as optimized titles, images and video uploads.
2. Highlight featured deals
Ahead of Prime Day, update your Amazon Brand Store to showcase products on promotion for the event. It’s better positioning this page directly after the homepage for increased visibility.
This can be as simple as creating a “Featured Products” page with a product grid displaying all discounted items.
3. Prepare and submit special promotions
The deadline for submitting deals has already passed (Spotlight Deals, Best Deals, and Lightning Deals), but sellers interested in running a Prime Day promotion still have solid options and could submit:
- Vendor Powered Coupon offering a discount of their choice on some or all of their products,
- Percentage Off,
- Buy One Get One offers,
- Prime Exclusive Discount (PED).
PEDs are price discounts available to Prime members and are within search results and on the Today’s Deals page and merchandized with strike-through pricing on the product detail page.
We suggest you to offer at least 20% discount for promoted products to entice shoppers,
4. Update advertising strategy
- Review your Sponsored Ads strategy to ensure that all campaign types are live, including Sponsored Product, Sponsored Brand, and Sponsored Display,
- Create new Prime Day-specific Sponsored Brand campaigns that drive to your new “Featured Products” brand store page. These campaigns should feature your promoted products and have start and end dates that align with your offer,
- Implement more competitive budgets and bids during the Prime Day lead-up period,
- Monitor performance during the 48-hour event so you can adjust to remain competitive.
5. Drive external traffic to Amazon
If your brand plans on promoting Prime Day via, social, email, press, or PR, drive external traffic directly to the “Featured Products” brand store page using Amazon-generated source tags. These allow you to track key metrics like views, orders, and sales.
The Prime Early Access Sale will be here soon. Tackle what you could ahead of this event, and use these strategies to focus your efforts where they’ll have the biggest impact on driving a winning Prime Day Event.
If you need help driving your Amazon product sales, market analysis, and product development, we’re here to advise you, prepare your growth strategy, and implement it.