Prime Day is the biggest traffic event of the summer—it’s essentially Christmas in July. People will be shopping for all sorts of products, just like when they go to Target or Walmart. Prime Day is a deal-focused event, plain and simple. Here are 6 tips to help your Amazon brand get the most out of Amazon’s lucrative Prime Day traffic.
1. Take advantage of unofficial deals
Amazon will start ramping up its advertisements for Prime Day, weeks—if not months—before the event. Assuming you’re fully optimized and you’re not running a Prime Day deal, there are several ways you can take advantage of the uptick in traffic.
- Price vs coupons: shoppers will always buy to price. Offer 10% off the price instead of a buy-one, get-one deal. A discount is always better than a deal.
- Price competitively if you want to win the Buy Box more. This isn’t a long-term strategy, but it could pay off during the Prime Day shopping frenzy.
- Price will usually beat coupons and on-page promotions. The exception here is people buy from Amazon brands they know and love regardless of a better deal.
2. Optimize your Amazon detail page prior to Prime Day
First and foremost, you need to optimize your product detail pages to reflect the product and not the offer. On Amazon, everyone’s offer is combined onto a single product detail page, which is what makes it a product-focused marketplace.
To this end, sellers can’t add any content to an Amazon product detail page that’s focused on how they ship, price, how amazing their company is, or how authorized their company is to sell a product. Detail pages must be directly related to that product. And as a note, sellers can’t add anything to their product detail pages that mention Prime Day specials, deals, etc. as this is a violation of Amazon’s Terms of Services.
Make sure you optimize your product images for conversion. Study the product images of any top-selling product and you’ll notice the images aren’t just of the product- they are more like magazine ads. Obviously, the first image has to be on a white background. But all of the other images should explain the key features.
Assume shoppers will look at images before reading the bullet points. Update your product images based on what you find. Remember, don’t copy but be inspired and make your images their own thing.
3. Don’t raise your retail price to show a greater discount
Shoppers are savvier than ever. They look at CamelCamelCamel and track pricing. Manipulating your list price in order to get a percentage off is a gray area and it’s legally questionable, too. Just don’t do it.
Customers usually know what a product costs. Inflating your sales price will prevent potential sales. Besides, the winners in most categories on Amazon aren’t the lowest price. If you can’t discount, then make sure your product demonstrates all of the right reasons as to why someone would pay more for it.
4. Run Amazon Sponsored Products and Sponsored Brands campaigns
Make sure you’ve fully executed on Tip #2 (optimizing your detail page) before you put any money into Sponsored Products and Sponsored Brands advertising. You want to make sure that your page is as conversion-focused as possible. The same can be said about your organic search. Make sure you’ve optimized your detail page for the keywords that will bring shoppers to your page.
There will be a lot of spending leading up to Prime Day. Amazon knows this. To get a full return on your ad spend on Prime Day, you need to be extremely vigilant and look at your bid maximums throughout the day leading up to Prime Day—this isn’t the time to set it and forget it. Think about all of the traffic Amazon is going to receive. How quickly will you burn through your advertising budget before you know the actual performance? This is why running ads leading up to Prime Day is important. Reference back to what you spent last Prime Day or even on Black Friday and Cyber Monday to give you an idea of what you’ll spend this year.
5. Run off-Amazon promotions
You should be driving off-Amazon traffic to your deals. One of the best indicators for sales rank and search rank are the additions of items to wish lists, off-Amazon traffic to Amazon, and affiliates. You need to understand who the influencers are in your space.
You can find a way to add affiliate links to sites that drive traffic to your Amazon products. Mommy blogs and fan groups on Facebook are great affiliate resources. The number one thing sellers want is to help their earned, or organic, search. You want people linking to your items and you want to drive people to your deals the morning of Prime Day.
If you have an audience outside of Amazon, invite them to come partake in your deals. This strategy is only useful if you have an affinity group set up. Facebook ads will help sellers who don’t have a group or audience. But remember that Facebook ads will be difficult to attribute into your products’ profits and losses report in a short amount of time. If you’re not doing this, start. This will pay off big during Prime Day and later in Q4.
6. Take advantage of the Halo Effect
The sales you generate on Prime Day are going to generate additional sales throughout the rest of the year. This could be a launching pad into Q4. Prime Day has the ability to raise a company’s market share.
You can boost your non-Prime Day deals by running targeted ads for high-traffic keywords to move all of your products up—essentially a ratchet growth effect. One of the easiest things you can do is identify if your product is linked to another product in the “Frequently purchased together” section. This works two ways because if you want to generate sales for a key product you can bid on it knowing that your lesser product is getting free spillover traffic from the key product’s detail page.
As the saying goes, “a rising tide lifts all ships.” The success of one product can grow your sales if you know where to look and what keywords to target.
Driving traffic to your products this Prime Day isn’t your number one goal. Your goal is to generate as many sales as possible and build your Amazon brand’s reputation. The best way to convert browsers into buyers is with a compelling Amazon detail page, so make sure its ready to receive the vast amount of traffic on Prime Day.
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