Katie Friedson

Director, Account Management

Preparing for Amazon Prime Day

Amazon Prime Day, Amazon’s all-day online deals event, is around the corner. The event will likely fall sometime during the week of July 9, 2018. In 2017, Prime Day was the second biggest sales day in Amazon history -- just behind Cyber Monday 2017. To maximize the benefit of an influx of Prime Day traffic, it goes without saying that brands selling on Amazon must have a strategy in place for this important event. Even for brands not selling on Amazon, read on for our recommendations how to capitalize on this shopping day and put a competitive plan in place.

First, a few things to note:

  • 2018 will be the fourth annual Amazon Prime customer appreciation day. Each year, we have seen the sale duration expand slightly, up from 24 hours in 2016 to 30 hours in 2018. We should expect and plan for increases for 2-3 days surrounding the event.
  • Prime Day has become a shopping event in America, and even beyond Amazon.com, brands are feeling the benefit. Expect and plan for an uptick in performance those days.

Recommendations for how to play on the day:

1. Add promotions to your site to remain competitive and avoid customers turning to Amazon.

  • Consider a free shipping day
  • Prioritize product categories with overlap in Amazon
  • If you also sell product on Amazon, match or beat Prime Day prices on your site
  • Ensure you have ample inventory for increased sales that day

2. Open up ad budgets on and around Prime Day to capitalize on increased demand.

3. While this is a great time to jump on the Prime Day bandwagon, avoid using the words “Amazon” or “Prime” in your messaging. Amazon branded terms in messaging from brands that are not Amazon can be flagged and taken down. We recommend sticking to alternatives such as “Customer Appreciation Sale.”

4. Consider pushing your own loyalty program that day, helping customers better understand value in joining. Amazon Prime is essentially a loyalty program, after all.

5. Be nimble. At the beginning of Prime Day, there are always spotlight products. If you sell a competitive product and can move quickly, mark that product down in line with Amazon pricing and quickly promote the offer.

If you want to learn more about building a successful Amazon Prime Day strategy for your brand, contact Rise today.

05/29/2018 at 08:41

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