Amazon Prime Day is an annual shopping event exclusively for Amazon Prime members. It typically lasts two days and features various deals and discounts across different product categories. It is one of Amazon’s most significant sales events of the year.

Not only is Prime Day fantastic for consumers, but it’s also quite advantageous for brands. This is because more buyers than usual visited Amazon at this time due to the significant bargains, which increased sales for numerous third-party brands. If your customer service and general brand resonate with these specific Amazon buyers, they may become repeat customers. This is a terrific opportunity to enhance your Amazon storefront and other aspects of your brand.

Amazon Prime Day usually occurs in mid-July, but the dates can vary yearly. Amazon typically announces the dates a few weeks before. 

However, in recent years, Amazon has introduced a second Prime Day event, often called “Prime Early Access Sale” or “Prime Day Part 2.” This typically occurs in the fall, around October, and is designed to offer early holiday shopping deals for Prime members. The second Prime Day event features discounts and promotions similar to the summer Prime Day, giving shoppers another opportunity to score deals before the busy holiday season. Keep an eye on Amazon’s announcements for the confirmed dates!

1. Provide Saving Options

Offering a wide range of alluring discounts, promotions, and deals on your listings is a terrific approach to persuading potential buyers to buy your products during Amazon Prime Day.

Recall that some third-party vendors experience increased sales even when they do not run any Amazon advertisements. The primary cause of this is more traffic. Though it’s still feasible to see an increase in sales on Prime Day, it’s a good idea to make sure that’s the case by providing deals and similar incentives like:

• Prime Day Events Deals

During Prime Day, Amazon experiences a significant surge in customers who are in the mood for and anticipate offers. Providing some can greatly enhance securing two lucrative days. Customers can accomplish this by visiting Amazon Seller Central’s “Deals” area and perusing the offerings open for submission during this event.

Deals you run on your items now will cost more than usual. Amazon feels that the little increase in seller fees is more than offset by the increased traffic to third-party brands during this event. 

For example, lightning deals will cost more than average, but depending on your product, they can still be worthwhile. It’s valuable if your item has a high conversion rate or has been listed for an extended period.

• Prime Exclusive Discounts

Lightning Deals are the only promotion you can give on Amazon on Prime Day, as previously explained. Also, a lot of vendors choose to use a Prime Exclusive Discount. This is a limited-time discount available only to Amazon Prime members. It displays a discounted price and a percentage of what those buyers can save, with the regular, more expensive price marked off.

Go to Amazon Seller Central’s “Advertising” page and select “Prime Exclusive Discounts” to set up a Prime Exclusive Discount.

You can usually set these specific reductions throughout the week of Prime Day, so keep checking Seller Central to ensure you take advantage of your opportunity.

• Coupons

A coupon is one of the finest methods to advertise your reduced costs to clients. A green tag representing an Amazon coupon will be shown on your product detail page next to the list price.

• Start a Campaign in Seller Central

Sellers like you can establish a variety of specials on Amazon, such as “buy one, get one free” and “buy one, get 50% off.” Additionally, you can generate promo codes for social media that you may distribute to your audience or an Amazon influencer. If you select this option, you will receive a link to a personalized marketing page to share with prospective clients.

2. Optimize Product Listings

Optimizing your product listings is crucial for Prime Day and any significant e-commerce event or sale. While discounted prices may draw customers in, the quality of your product listing can significantly influence whether they ultimately purchase.

To optimize your Amazon listings effectively:

• Enhance Your Title, Bullet Points, Images, and Descriptions: Ensure every aspect of your listing is current, SEO-optimized, and persuasive. This includes using relevant keywords and highlighting your product’s key features and benefits. 
• Increase Review Count: Actively engage with customers and encourage them to leave reviews. While customer service is essential for this, you can also use Helium 10’s Seller Assistant tool to improve your chances of receiving positive feedback. More reviews can significantly enhance your product’s credibility and visibility.
• A/B Test Your A+ Content: Use Amazon’s A/B testing tool to experiment with different versions of your enhanced content. This will help you identify what resonates best with your audience, boosting your listing’s conversion rate.

By focusing on these critical elements well before Prime Day, you can position your products to stand out and become top sellers on Amazon, which can significantly boost sales.

3. Order Inventory

Order inventory as soon as possible to guarantee adequate stock on Prime Day. Alternatively, haggle with your manufacturer or supplier on Amazon to agree on an amicable schedule.

Ensure your inventory is ready to go as you put yourself and your brand in the best possible position. Furthermore, you must also be sure that your FBA capacity limits will cover the additional supply you will order if you fulfill orders through Amazon FBA.

Since both can significantly impact Amazon’s inventory restrictions, you’ll need to raise your sell-through rate while decreasing surplus inventory if your capacity limits are too low.

4. Set Up FBM Offers

If your current Amazon inventory capacity is limited for the amount you plan to stock for Prime Day, consider using Amazon FBM (Fulfilled by Merchant) offers on affected listings to ensure you can meet the increased customer demand.

Amazon sellers can offer FBA (Fulfilled by Amazon) and FBM options under a single ASIN. To add an FBM option, follow these steps:

• Go to ‘Add Products’ in Seller Central
• Enter your ASIN
• Click ‘Sell this product.’
• Create a new SKU to identify the FBM offer
• Select ‘I will ship this item myself’ as the fulfillment method

If your FBA inventory runs out, the FBM offer you set up will take over in the Buy Box, provided you have available FBM stock.

5. Elevate Your Marketing Strategy

By revamping your marketing strategy, give your potential Amazon customers the nudge they need to discover your irresistible listings on Prime Day.

So, what makes a marketing strategy genuinely effective? Here are three tactics used by top-performing Amazon brands:

• Advertise Beyond Amazon: While it might seem unconventional, running ads on platforms outside of Amazon can drive significant external traffic to your listings, especially during Prime Day. Explore advertising options like Google and Facebook ads to attract a broader audience and guide them to your Amazon store.
• Leverage PPC Campaigns: Focus on pay-per-click (PPC) campaigns and bid aggressively on your product’s most crucial SEO keywords. This approach can rapidly boost your product’s organic ranking, increasing its visibility to a larger audience. Consider concentrating on Sponsored Brands, Sponsored Brands Video, and Sponsored Display ads to maximize your reach.
• Harness the Power of Social Media: Use your social media presence to amplify your sales. Platforms like Facebook, TikTok, YouTube, and Instagram are excellent for engaging with new audiences through posts, stories, and short videos. Highlight your upcoming sales events, and don’t forget to repurpose this content for Amazon Posts, giving you even more visibility.

Implementing these strategies ensures your products are front and center, attracting more customers and boosting your sales during Prime Day and beyond.

Yes, Amazon has started holding Prime Day events twice a year. The first Prime Day typically occurs in mid-July, a tradition since the event’s inception in 2015. Recently, Amazon introduced a second Prime Day event, often called the “Prime Early Access Sale,” which usually occurs in October. This second event is an early holiday shopping opportunity, offering deals similar to those during the main Prime Day.

These events are exclusive to Amazon Prime members and feature significant discounts on various products across categories.

As of 2024, the cost of an Amazon Prime membership in the United States is:

• Annual Membership: $139 per year
• Monthly Membership: $14.99 per month

Discounts:

• Prime Student: $69 per year or $7.49 monthly for eligible students.
• Prime EBT/Medicaid Discount: $6.99 monthly for qualifying individuals with an Electronic Benefits Transfer (EBT) or Medicaid card.

These prices give members access to benefits such as free two-day shipping, Prime Video, Prime Music, Prime Reading, and more.

Amazon Prime is worth it if you frequently shop on Amazon and can take advantage of its diverse benefits, including free two-day shipping, access to Prime Video, Prime Music, and Prime Reading, discounts at Whole Foods, and early access to deals. The membership cost is justified if you regularly use these services, making it a good value for those who shop online often or use multiple Prime features. However, you might find better value elsewhere if you rarely use Amazon or prefer other streaming services.

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