With Amazon Prime membership continuing to see double-digit growth, its annual Amazon Prime Day, held every July, is due to set new records for online sales.
The event is a huge opportunity for any companies currently selling on Amazon. Traffic to Amazon increases exponentially over the two days, with Amazon Prime and regular Amazon customers all searching for great deals.
As a seller, how can you make the most out of Amazon Prime Day?
Here are our top tips:
Check your listing title includes a generic product description
Prime Day customers are experienced buyers and know that not all the products they want will be in Prime Day Deals. Buyers often fill up their shopping carts with a variety of deal and non-deal items throughout the event.
With this in mind, making sure your product is as visible as possible in searches needs to be your first priority (visibility within Prime Day deals comes later). Make sure you include a generic product description of what your product is within the title. Even if people haven’t heard of your brand, they will know what type of product they are looking for!
Use the bullet points to sell
The five bullet points are arguably the most important feature of an Amazon listing. Make the most of them by telling your customers the benefits they’ll get from the key attributes of the product.
And remember: simply listing product features is not enough. You need to sell the product. This is why Amazon places the customer buy-box next to the bullet points – more often than not, it’s the bullet points that close the deal.
Participate in Amazon Prime Day Lightning Deals
The concept of Amazon Prime Day is to offer Amazon Prime customers hundreds of exclusive discount deals on popular, quality products. To be able to do so, your product(s) need to have a certain number of positive reviews and a three-star rating or higher. You must also reduce the price of the item by at least 40%.
If you meet the criteria, you can then choose the quantity of stock you want to sell and submit the deal in advance of Prime Day to Amazon. Amazon then reviews the deal and decides when to schedule it during the sales event.
Increase keyword bid strategy throughout Prime Day promotion
If you already use Amazon’s display and brand keyword advertising tools in seller central, make sure you allocate extra budget for the two-day duration to ensure your products are promoted above organic search results.
You’ll reap the benefits of a low advertising cost of sale (ACOS) as customer intention will be to buy, not browse, during Prime Day.
Use vendor powered money-off coupons to attract Prime and non-Prime customers
Regular Amazon and Prime Day customers use the wish list to keep track of products they’ll be looking to buy at discount during Prime Day. As an alternative to Prime Day deals, sellers can make their products more attractive during the sale by buy adding a money off coupon onto the listing. A glance at the wish list will display the discount on offer to the customer.
Couponed listings stand out in search results making them a great way for non-Prime day customers to take advantage of discounted products. As a seller, you are in control of offering a % discount or a flat £5, £10, £20 etc off the list price, making this a very useful sales strategy.
Utilise Enhanced Brand Content to improve the buyer experience
Registering your brand with Amazon unlocks a range of Amazon Marketing Service tools. One of these is the ability to publish your own customised content in your listing.
If you’ve ever scrolled down an Amazon listing and seen polished, detailed, aspirational imagery of a product with detailed text, you’re looking at Enhanced Brand Content. Expanded marketing reinforces the sales messages outlined in the bullet points further up on your listing. You can build and publish your own content in Amazon seller central.
Use online channels to drive sales
Amazon’s massive marketing campaign for Prime Day has a ripple effect that stimulates online shopping in general. Other online retailers are now running their own versions of Amazon Prime Day. For instance, eBay now runs hugely discounted deals during Amazon Prime Day.
Other online retailers are joining in too, so make sure you don’t miss out by driving demand to Amazon and eBay during the promotions using your social media channels.
Alternatively, if you sell directly to consumers, prepare and promote your own website sales event during Amazon Prime Day.