Prime Day saw over 100 million products purchased by 89 million visitors in 2018. And 2019 is shaping up to be even bigger. It kicks off just after midnight on July 15th and runs through the end of July 16th. Yep, Prime Day is actually two full days this year. Get your products ready now so you can rake in the cash then.
1. The Benefits of Prime Day Last All Week
Although Prime Day is officially only two days, Amazon sees extra traffic beginning several days before Prime Day and lasting through several days later. Since Amazon often stretches big shopping days out (for example, week-long lightning deals for Black Friday), shoppers will be on the lookout for great deals throughout the week.
2. How to Price Your Ads
Promoting your products on one of the biggest online shopping days of the year can be pricey. There’s fierce competition, so advertising bids often see up to a 100% increase.
If you decide to run ads, consider activating “Dynamic Bids – Up and Down”. This will increase/decrease your bid by up to 100% based on advanced algorithms to ensure you’re bids are effective throughout your campaign. This setting can be too volatile to use year-round, but it’s a useful trick for Prime Day.
3. Lightning Deals May Have to Wait for Next Year
One of the biggest Prime Day promotions is Lightning Deals. Unfortunately, the deadline to sign up for Prime Day Lightning Deals has passed. Be on the lookout for the deadline around April next year.
But don’t worry if you missed the deadline this year. There are other promotions you can use to get your products in front of all those hungry shoppers.
4. Deal of the Day Promos Are for Vendors
This is a great promotion opportunity, but it’s limited only to vendors. If you’re not a vendor, coupons will likely be your best bet.
5. Coupons for the Win
Coupons are big attention getters since they tag each product with a big ol’ discount label. Plus, if you add a coupon to a Sponsored Product ad, the bright orange coupon label will appear in the ad. Plaster those discounts all over the place and get them in people’s faces! But be aware that coupons typically become active two days after you create them. So get on it NOW!
6. Which Products You Should Promote
Prime Day is not magically going to clear the shelves of all your old, dusty non-selling products. While it might be a good idea to reduce prices on those products, your main focus should be on your high performers. Spend your ad dollars on those to get more visibility, which will improve your sales rank on Amazon while increasing your return on investment.
7. How to Optimize Your Listings
Since Prime Day will bring so many more eyeballs to your products, make sure they’re fully optimized. Go over your titles, images and descriptions with a fine-tooth comb. Take care of any negative reviews and answer any customer questions. Be sure that your prices are competitive and your keywords are on point.
Remember, the positive effects of these changes will go far beyond just products purchased on Prime Day. Many sellers see a resulting “halo effect” that ultimately leads to more positive reviews, better sales rankings, long-term brand supporters and more.
8. Stay on Top of Things on Prime Day
Watch your ad spend on Prime Day to make sure your bids are competitive. Check how quickly your products are selling. Too fast and you may need to increase prices. Slower moving items may need to be priced lower. If you sell out of a product, be sure to reallocate ad spend to other in-stock products.
Prime Day is one of the biggest ecommerce events of the year. Make sure you’re prepared for it by optimizing your listings and getting your promos ready to go now.
About the Author
Gennifer is the Marketing Manager at ByteStand, where she lives and breathes customer service education while sipping coffee in her pajamas.
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