22 Must Know Prime Day Stats & How to Prep Your Ads for PD 2022

?? Every Brand Owner Should Skim These 22 Charts Before PD'22.

After sorting through hundreds of Prime Day articles, studies, and charts we selected the most recent, relevant, and insightful data to share with you all. Below are our 22 favorite bullet points, followed by our three-phase PD playbook at the end. Check it out.

??

??

??

0??1?? Starting at the top - Prime Day sales are correcting their course after slowed YOY growth, inevitably returning to the pre-COVID trajectory observed back in 2019.

0??2???Roughly 28% of the total U.S. population is expected to visit Amazon.com for Prime Day.

0??3?? Last year a whopping 63% of?Prime members?said they didn’t plan to participate in the holiday at all.?

0??4?? 26% of Prime Day consumers flocked to Amazon.com looking for deals, only to end up buying from another e-tailer. Consumers are shopping for themselves, deals, and gifts for loved ones.?

0??5???In the midst of this decade's recession, consumers are surprisingly expected to grow in confidence...

0??6??...but "just for fun" spending is expected to slow for a while.

0??7?? Men are more likely to pre-meditate Prime Day purchases.?

0??8???In 2021, men were buying electronics & home goods, while women purchased clothing, books & games.?

0??9?? Millennials and Boomers shared an affinity for home goods last year.

1??0???The older the demo, the more likely it is that they’re planning Holiday or routine Amazon purchases on Prime Day as opposed to anticipating various impulse purchases.?

1??1?? Your Prime Day customer is also your Cyber Five customer…Also,?Southerners?with kids in school.

1??2???People are looking for deep discounts, routine items, gifts, and back-to-school gear on Prime Day.

1??3???Specifically, over 40% of customers ended up buying a Holiday gift on Prime Day last year.

1??4?? Health & beauty won the "Best Category Badge" on last year's Prime Day.

1??5?? These are the categories that are experiencing accelerated growth online since January 2022.

1??6???Overall, sentiment towards Amazon is waning…???

1??7?? CPC is rising every year & Prime Day is the #2 most expensive day for advertisers.

1??8?? Brands are allocating more and more to their Amazon Ad budgets... 2022 may get expensive.

1??9???Customers ? Sponsored Brand Campaigns. SBV will win the day in 2022.

2??0???These categories saw significant increases in Advertising saturation last year.

2??1???These are the most common supply chain challenges brands are facing this year.

2??2???More Sellers are trusting Amazon’s fulfillment network this year. Fees will get...icky.

?? Incrementum's PD 2022 Prep Playbook:

Our Prime Day planning comprises three phases - Lead-in, Day-of, and Lead-out. Here's what we do during each one. Assuming that the lead-in started today, here's what you can still do to make sure your brand is prepared to maximize your PPC return this Prime Day.

LEAD INTO PRIME DAY | Drive Awareness

Posts - Create one new post for each of your deals. Schedule posts with promotional messaging ahead of time, aiming to bring awareness to the deals running for PD.

Sponsored Ads?- Increase budgets by 50% - to increase overall awareness before the day itself. Prioritize products with Prime Day Deals. Automate whatever you can before Prime Day arrives - budget increases, notifications, campaign pause thresholds... etc

What to expect:?

• Increases in ACoS, decreases in Conv. rate.?
• If you don’t have deals running, beware of the dip in conversion rates that precede Prime Day.?

DURING PRIME DAY | Drive Conversion

At a minimum, double your daily budgets on products with deals running. If you don't have deals running, expect decreases in performance. Use dayparting software if necessary (especially if your budget is limited) to prioritize peak hours, and don’t promote products with low stock.

What to expect:

• Higher ROAS, CTR, and CONV
• Higher CPC

AFTER PRIME DAY | Reengage & Remind

Whether or not you were aware, Amazon spent Prime Day placing cookies on every single person's browser who visited one of your listings. This presents a huge retargeting opportunity for sellers (especially those selling consumable products) with budgets to support DSP or even Sponsored Display campaign initiatives following the holiday. Reengage with your audiences through loyalty, in-market, cross-promotion, and upsell campaigns using Amazon's programmatic offering. Be sure to bring budgets back down as traffic and CPCs settle down.

What to expect:

• High ACoS for a few days
• Inflated CPCs
• Some lagging sales attribution - remember that Amazon's sponsored ads have a 14-day attribution window, so TRUE PD performance won't be clear until early August.

That's all! Tell us in the comments - what are you doing to prep your campaigns for PD2022?