It’s time to prepare for Amazon’s biggest event of the year! Named Amazon Prime Day 2019, it will be one of the biggest opportunities for brands to increase sales.
Since initiated, Amazon Prime Day has been held in early July. In 2018, Prime Day ran from 3PM ET on Monday, July 16 through Tuesday, July 17. The official date hasn’t been released this year, but it’s rumored to take place on July 8 and last about a day – and a half.
As we almost hit July, if you’re a vendor or seller, you need to set up Prime Day deals now. Senior Paid Search Strategist at Major Tom, Calvin Chan shares some tips for the major event, as below. Don’t miss your potential opportunities!
Phase for the Preparation
Leading up to Prime Day, retailers need to ensure people can easily find your products when the day comes, and have an exceptional advertising strategy in place. Audit your best sellers!
Here’s what you need to do optimize your Amazon listings.
• Write product titles that fully describe the product so the user knows what to expect when they land on the product page after their query.
• Have a minimum of three high-quality images.
• Get customer reviews — at least 15. This can help boost SEO. Reviews act as social proof and help with user experience, which is what Amazon is all about. Reviews are heavily factored in terms of product rankings.
• Aim for a star rating of 3.5 and up.
Ensure inventory prior to launch — so that you don’t sell out too quickly due to the high demand and traffic.
When running Sponsored Product ads, you’re bidding on phrases that relate to your product so that when users are performing queries in the search bar, you show up in the results. If you’re not on the first page, you’re most likely going to lose the sale to a competitor. Prepare to spend more on keywords to win the search on Prime Day!
Tips for Vendors and Sellers
Prime Day for shoppers is all about deals and discounts. So if you want to win the buy box, it’s crucial to have an effective and competitive pricing strategy. Alternatively, sellers can think about bundling products together to stand out amongst the competition. Consider adding coupons to products to entice buyers.
Since Prime Day is geared towards Amazon Prime members, they automatically get free two-day shipping. Ensure you have enough inventory to match the demand, and that there are no hiccups when it’s time to ship out products. It should be as hassle-free as possible. Consider FBA (Fulfillment by Amazon) — Amazon can store all your products in a warehouse and takes care of packing and shipping for you. However, consider the number of products you have and how quickly you can sell your products because storage costs for FBA can add up quickly.
What if you’re not a retailer?
Even if you are not participating in Prime Day, or if you’re not a retailer, there will be a significant increase in traffic and eyeballs. So it’s important to anticipate this demand and leverage this to your advantage.
For brands that do not sell products on Amazon, you can still run display campaigns on Amazon. You can drive users to your Store, a product page, or even your own external website. Create and optimize visual content such as Amazon Stores, A+ Content, and Enhanced Brand Content to give shoppers more info about your brand and your products.
Using Facebook and Instagram to boost Prime Day sales
Consider letting shoppers know about deals by using hashtags like #AmazonPrimeDay and create an Amazon store and direct users to that specific landing page — your own branded URL on Amazon, so you can promote your brand and multiple products.
After Prime Day is over, how do you maintain the momentum?
Shoppers may experience buyers’ remorse or realize they did not need the item they purchased. It’s important to prepare for customer returns/customer service issues. This is where you can win and set yourself apart by offering best in class customer service. If you’re able to address/resolve the issue right away, and the customers are happy, not only will they continue to be a loyal consumer, but they can also help bring in more business by offering honest reviews that most shoppers look at before buying
After the dust has settled, start leveraging the data you’ve gathered. Amazon provides retail insights for your products, and you can also build out audience lists or lookalike audiences to reach net new users. Figure out what sold and what didn’t. Finally, for the products that didn’t perform well, think about how can you improve.