Amazon Prime Day has evolved into a highly anticipated event on the ecommerce calendar, generating excitement among customers and brands alike. For those participating, success hinges on the meticulous preparation and strategy developed throughout the year. In this guide, we’ll explore essential tactics and insights that can help brands maximize their impact during Prime Day. From optimizing product listings to leveraging promotional strategies, effective planning can transform this event into a significant revenue opportunity.
Amazon Prime Day Strategy
To create a winning Prime Day strategy, brands must focus on both short-term gains and long-term success. Prime Day offers brands the opportunity to boost product rankings by leveraging the surge in traffic. However, smart brands don’t stop there—they continue to build on this momentum, maintaining efforts even on regular traffic days to sustain growth and improve their rankings over time.
An Investment in Prime Day Brings Continued Returns
While the short-term goal of Prime Day is to generate sales and revenue, it should also be viewed as an investment in your brand. The two-day sales lift is just the beginning. By participating in Prime Day, brands can positively impact metrics like Best Seller Rank (BSR) and organic search relevance.
A prime example of the impact of investing in Prime Day comes from one of Spreetail’s brand partners, which offered a remarkable 50% discount. Initially hesitant about this strategy, the brand experienced a dramatic rise in its Amazon category ranking, skyrocketing from #337 to #1 within just 48 hours. This investment on Prime Day not only exceeded their expectations but also provided long-term benefits. By capitalizing on this newfound visibility, they successfully reset their organic search rank and Best Seller Rank (BSR), maintaining the momentum gained from the event.
Build Your Brand Awareness
Amazon has now overtaken Google as the leading search platform for products. This shift means that brands should view Prime Day not only as a revenue opportunity but also as a chance to raise awareness. Even if your brand doesn't steal the spotlight, the exposure gained by being part of the event is invaluable.
On a typical day, when consumers are looking for specific products, they often turn to Amazon first before exploring other websites. This trend amplifies during Prime Day when product searches peak. Therefore, establishing a strong presence on Amazon—especially during this high-traffic period—enhances your product's discoverability.
Align Your Strategy with Specific Outcomes
Building a winning strategy requires a case-by-case approach. It's not simply a matter of cranking up advertising spend or lowering product prices. Brands must carefully evaluate their specific goals and circumstances then work backward from those goals to strike a good balance between enhancing discoverability and driving conversions.
For brands aiming to track metrics with significant long-term effects, focusing on Best Seller Rank (BSR) will reveal how they compare to competitors. If a brand seeks substantial sales growth during the event, key metrics to monitor include redemption rate, conversion rate, and gross merchandise volume (GMV), as these indicators will provide the clearest insights into performance.
Amazon Prime Deal Types
Since its inception, Amazon Prime Day has proven to be a powerful tool for increasing brand visibility, driving sales, and engaging customers. A successful Prime Day strategy hinges on creating exposure while delivering memorable customer experiences, through well-planned deals.
Different deal types offer unique advantages. For example, coupons are effective when Buy Box competition is low and there’s a healthy advertising budget, thanks to their prominent placement on product pages and in search results. On the other hand, direct price discounts work best when fighting for the Buy Box or when strike-through pricing is already visible on the page. Top Deals can yield strong results, but they require meticulous pre-planning, with deadlines typically falling 3-4 months ahead of the promotional event.
Coupons
A coupon offer is a self-service tool that can be leveraged at any time without approval. Customers can discover coupons through the coupons page, search results, and on PDP (Product Detail Page). Please note that running a coupon does NOT assist in taking over buy box.
- Minimum of 5% off
- Maximum of 80% off
- All products are eligible for coupons Exception – Hunting and weapons cannot have a coupon
- Can be SFP (Seller Fulfilled Prime) or FBA (Fulfillment by Amazon)
Top Deals
Top Deals are 24 hour-long deals curated by Amazon through submissions from sellers for specific themed events. These deals are 1-click from the home page and can obtain a home page placement dependent on overall popularity.
- 4 star or better rating
- Minimum 20% off current price
- Submission based: 30 days before the run date
- Can be FBA or SFP
- Must be coupled with advertising
Lightning Deals
Lightning Deals surface a limited-time deal badge that creates a sense of scarcity. Lightning Deals are a good fit for high-value products buyers have been eyeing and waiting to buy at a discount. These deals run from 4 to 24 hours, are self-service and surfaced to sellers by algorithmic suggestions.
- Must be available as Prime nationally
- 3.5 Star Rating minimum
- Agree to selling a set number of units at this price point
- Deal price minimum of 15% off
- Must be coupled with advertising
Seven-Day Deals
Relative to a lightning deal, you have more control over the date and the time your deal appears with the 7-day deal. 7 Day Deals tend to convert a bit lower due to the lack of scarcity. These deals are also self-service and surfaced to sellers by algorithmic suggestions.
- Must be available as Prime nationally
- 3.5 Star Rating minimum
- Agree to selling a set number of units at this price point
- Deal price minimum of 15% off
Prime Exclusive Deals
A Prime Exclusive Discount is a price discount available to Prime members only. Product offers with a Prime Exclusive Discount will show a discounted price with the regular price crossed out and will be displayed on PDP (Product Data Page), in search, etc.
- Lowest price L30 - Minimum 5% less than list price (MSRP - Manufacturer's Suggested Retail Price)
- 3 Star Rating OR no rating
- Minimum 10% Maximum 80%
- Must have a reference price (was or list price)
- Counts towards winning buy box
Amazon Success Story: Bear Mountain BBQ
Bear Mountain decided to provide customers with a 48 hour 50% off discount with a clear goal in mind - obtaining the top BSR (Best Seller Rank) spot in grilling pellets on Amazon. The brand began this strategy in October 2022 and ranked #467 in Patio, Lawn, and Garden. In the time since going live with the deal, their average BSR has maintained in the top 200 and they have held steady at #2 in grilling pellets.
- 1,036% GMV (Gross Merchandising Volume) lift
- 15% of Bear Mountain sales came via an attribution link used through social media, 30% of sales from overall ad revue
- 7.6% increase in ACoS (Advertising Cost of Sales)
Amazon Success Story: Hauck
Hauck had the goal in mind to increase rank and traffic by offering a 30% off Top Deals placement, specifically during the Amazon Cyber 5 event. During marquee events such as this, offerings appear on the Deals Page as it becomes the most shopped page on Amazon.
- 3,814% GMV lift
- 4,729% incremental increase
- Rank increase from #179 to #59 (highchairs)
- GMV continued to rise an average of 100% weekly following the end of the deal event
Prime Day Listing Optimization
Getting the fundamentals of conversion optimization right is more crucial than ever, especially with today’s well-informed consumers. Brands have less room for error. Lowering retail prices while investing heavily in advertising can quickly become a costly mistake if your product listings aren’t fully optimized. Without proper optimization, you're wasting ad spend, as potential customers are less likely to convert on unappealing or incomplete listings, no matter the discount.
Make Marketplace Listings an Early Priority
For brands looking to make the most of Prime Day, prioritize the listings that are going to anchor your Prime Day strategy as early as possible to make the most of the increased traffic.
Then, follow this sequence to prepare:
Completing this work early is essential because driving traffic to a poorly optimized or outdated listing will significantly reduce your conversion potential.
Focus on Overall Account Health
Amazon's expectations for sellers continue to rise, making it crucial to stay on top of notifications and violations that can affect account health. Throughout the year, brands should keep a close watch on who is selling their products on Amazon, focusing on competition for the Buy Box, particularly for items that will be featured prominently during Prime Day. Losing the Buy Box on such a key day can undermine months of preparation.
If you notice you've lost the Buy Box to an unauthorized seller, it’s important to question how they acquired your products in the first place. Rogue sellers can undercut prices and damage a brand’s reputation if left unchecked. Partnering with a brand protection service can be vital in maintaining control of your listings, pricing, and overall customer experience.
At Spreetail, we collaborate with Vorys eControl to help brands regain control over their Amazon business, protecting pricing integrity and ensuring high listing quality.
Amazon Prime Day Marketing
While slashing prices was once sufficient to drive Prime Day success, today's landscape demands more. Brands must now navigate Prime Day armed with robust advertising strategies to compete effectively.
Emphasize Competitiveness
Consumers today are more research-driven, seeking genuine value rather than being swayed by superficial discounts. This means brands must focus on competitive pricing and carefully crafted promotions that stand out not just against other brands but also across multiple marketplaces.
The shift in promotional activity emphasizes that it's no longer enough to simply apply a coupon or discount. Brands need to assess how competitive their listing is within the broader marketplace. Even significant discounts, like 50% off, may not drive sales if they don’t offer a compelling value compared to comparable products on the market. Customers arrive prepared, equipped with research, and are increasingly selective about the deals they choose to act on.
Target Relevant Keywords
When developing advertising campaigns for Prime Day, it's essential to conduct comprehensive research on search terms, consumer behavior, and competitive price points. Strategically selecting keywords and targeting the right audience will help drive relevant traffic to your product listings. As Prime Day progresses, be prepared to make quick adjustments. Monitoring key advertising metrics, particularly clickthrough rates (CTR), is vital, as cost-per-click (CPC) tends to spike during this time. Staying vigilant will help you avoid being outbid on high-traffic search terms, ensuring that your ads reach the right customers and maximize conversions.
Instead of focusing solely on high-volume search terms, begin with targeted campaigns that align with your product's unique value proposition. Once you gain traction, gradually expand your advertising efforts. Understanding the type of traffic, relevant search terms, and competitive price points is key to building effective campaigns that will drive meaningful traffic to your product listings. Think like a consumer: if you're seeing items priced at $150 in a search, but your product is priced at $700, that may not be the right space to compete in.
Capitalize on Offsite Opportunities
While Amazon is the focal point of Prime Day, brands should also capitalize on offsite placements to attract deal-hunting audiences. Collaborating with publishers and affiliates to feature your products in articles and deal sites can help you reach potential customers who may not be actively searching on Amazon but are eagerly looking for Prime Day bargains.
With many consumers browsing for deals rather than specific products, curated articles summarizing the best offers provide a convenient way for shoppers to discover great finds. By tapping into offsite traffic, brands can extend their reach beyond Amazon, making Prime Day the perfect time to maximize exposure.
Making Amazon Prime Day Successful
A successful Prime Day strategy requires a tailored approach that aligns with your brand’s specific goals, whether it's increasing discoverability, launching new products, or driving long-term growth. By collaborating with experts like Spreetail’s Amazon Marketplace Team, you can effectively navigate Prime Day's complexities and achieve your objectives.
If your aim is to create a buzz over two exciting days, we have the expertise to guide you. If your focus is on boosting the visibility of a product launch or enhancing your Best Seller Rank (BSR) over the long term, we’re here to help you get there as well.
To start building your Prime Day strategy with Spreetail, connect with our team of experts today.
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