How to Prepare for Amazon Prime Day 2023

Shivam Kumar

27 Jun 2023

It is no longer a secret that Amazon Prime Day is one of the biggest global e-commerce events that attracts millions of customers around the world.

Furthermore, it is getting bigger and bigger with each passing year. In the previous year alone, Prime members purchased more than 300 million items worldwide and saved over $1.7 billion, surpassing the savings of any previous Prime Day event. At this event, sales worldwide reached an estimated $12 billion, establishing it as the most successful shopping occasion in Amazon’s history.

While it is undoubtedly beneficial for customers, it also brings significant advantages for Amazon sellers in terms of increased product visibility, high traffic, and more sales for your products.

So, how can you ensure that you are prepared for such a big sales event?

Well, here is a list of the top 10 Amazon Prime Day tips to ensure that you achieve your sales event targets and make the most of this event:

1. Define your Goal

Clearly define what you want to achieve during Prime Day. It could be expanding your customer base, boosting sales, promoting a new product line, or increasing brand visibility. Having a specific goal will help you create focused strategies and measure the success of your Prime Day campaigns.

2. Select Products to Focus On

Choose products that are popular and have a high demand among Prime Day shoppers. Consider offering discounts on items that are already selling well or that align with the deals and promotions associated with the event. This will attract more customers and increase the likelihood of generating sales.

3. Make sure you have enough inventory

Proper inventory management is essential for a successful Prime Day. Ensure you have enough stock of popular products for seamless international shipping and delivery. Plan ahead, utilize FBA, monitor inventory levels, and expedite replenishment to meet increased demand and minimize stockouts.

4. Optimize your Amazon Product Listings

Ensure that your product listings are optimized to maximize visibility and conversion rates. Start with keyword research to identify relevant search terms that customers might use. Incorporate these keywords into your product titles, bullet points, and product descriptions to improve your chances of appearing in search results. Use high-quality images and compelling A+ content to showcase your products effectively and engage potential buyers.

5. Offer Competitive Prime Day Deals and Discounts

Prime Exclusive Deals

Prime Exclusive Deals are exclusive discounts offered on Amazon that are specifically available to Prime members. These deals do not require any additional charges, and customers can enjoy the discounts without the need to clip or redeem any offers as they are automatically applied.

In order to be eligible for Prime Exclusive Deals, Amazon has more stringent requirements compared to coupons. To access Prime Exclusive Discounts, simply navigate to your Amazon Seller Central page and click on the “Advertising” drop-down menu and select “prime exclusive discount” option.

Coupon Deal

If certain products are not eligible for Prime Day discounts, you can offer exclusive coupons for those items. Coupons provide a percentage or fixed amount off the regular price, allowing you to encourage customers to make a purchase. By promoting these coupon deals during the event, you can attract shoppers who may have an interest in your products but are hesitant to buy as they are actively seeking deals on Amazon.

Lightning Deals

Amazon’s Lightning Deals are limited-time offers that feature discounted prices on a specific quantity of units. These deals are available for a set period, usually lasting between 4 to 12 hours as determined by Amazon, or until the entire inventory is sold.

A strategic approach involves scheduling Lightning Deals following Prime Day week, as this can generate excitement and capture the attention of customers who are still in a shopping mindset. Please note that as a brand, you can choose just the appropriate week or event for scheduling your deals, and Amazon will ultimately determine the specific day and time for running the deal.

6. Create a dedicated subcategory page in your Amazon Store exclusively for Prime offerings

To make it easier for potential shoppers to browse and discover all your Prime deals and discounts, create a dedicated subpage in your Amazon store and list all products with running deals.

Utilize Amazon Store-linked Sponsored Brands Ads to advertise your Prime exclusive deals and direct shoppers to the Prime-specific subpage on your store. Furthermore, if you’re running off-Amazon ads, driving traffic to the deal-specific page can increase the likelihood of conversion from that traffic.

7. Adjust Bids for Prime Day

Given the increased competition during Prime Day, it’s crucial to adjust your bids accordingly to maintain visibility. Amazon provides bid range recommendations specifically for Prime Day. Consider setting your bids to the maximum amount you can afford to pay for a click to remain competitive.

Adbrew’s Bid Automation allows you to automate bid adjustments based on the performance metrics such spends, ACOS, sales, Top of Search Impression Share, unlocking granular campaign optimization and driving superior results.

8. Review Your Daily Budget for Higher Traffic

Prepare for a spike in impressions and clicks on your Amazon Prime Day ads, which may exhaust your budget quicker than usual. Make sure to allocate a significantly higher budget to your campaigns during this high-traffic event to ensure optimal visibility and reach.

Get ready for the surge in traffic! Use Adbrew to set up campaign budget automation. Increase your campaign budgets during Prime Day based on dynamics of vital metrics tracked using Amazon Marketing Stream. Keep your campaigns active and capitalize on the influx of potential customers.

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We can talk about your requirements, problems that you want Adbrew to solve, go through our demo, talk about pricing or just catch up in general!

9. Ensure early setup and testing of your Amazon advertising Deal Specific campaigns

To maximize the visibility of prime exclusive deals products, it is advisable to create new campaigns. Utilize the tactics and successes of previous sales event campaigns as a guide in creating these new campaigns.

Additionally, it is important to create these campaigns at least one or two weeks prior to the event. This is because certain campaign types, such as Sponsored Brand and Sponsored Brand Video Ads, may require approval from the Amazon ads team. Furthermore, some new campaigns may take time to get impressions, so creating them in advance allows for ample preparation.

10. Setup Remarketing Campaign for Post Prime Day

Setting up a remarketing campaign for the post-Prime Day period is a smart strategy to re-engage potential customers who showed interest in your products during the event. By creating a remarketing campaign, you encourage users to revisit your listings and reconsider their purchase.

Conclusion

Amazon Prime Day has emerged as one of the most significant shopping events of the year, generating substantial sales. Last year, Prime Day amassed approximately $11.8 billion in sales, and this figure is projected to rise even higher this year.

For Amazon sellers, Prime Day presents an incredible opportunity to boost product sales. With the event just a few weeks away, there is still time to adequately prepare. In this blog post, we have shared some valuable tips to help you get ready for this massive shopping extravaganza.