Get Your Heroes Ready for Prime Day

The arrival of spring brings sellers the prep period for Amazon’s summer Prime Day. History shows that 2024 Prime Day should occur during the early weeks of July, and sellers are often well prepared months before then with the perfect hero product picked out and optimized for Prime Day deals.?

If you’re still narrowing down your bestsellers, here are a few points to help you make or confirm your selection before heading to the Prime Day races.

Pick a Hero That’s Already a Heavy Hitter

The products that work the best on Prime Day are items that already sell well and have a solid conversion rate. This is not the most dependable time to launch a new product because many potential customers can come into Prime Day with a wish list of popular items in mind. It’s also a benefit if your hero is available in different color or size variations that all have discounts applied. This will increase appeal to customers who want the same thing in function but something different in style.

Make Sure Your Product Inventory is Ready and Waiting

A strong hero product is only an effective choice if you have enough high-volume inventory to meet demand. Plan ahead and send enough products at least a month in advance to avoid running out of stock. You also want to get inventory to Amazon to avoid having to fill orders from your warehouse the day after Prime Day and ensure that products can get into the hands of your customers quickly.

Pick Products with High-Flying Profit Margins that Support Discounts

Prime Day is about discounts, which is why it’s better to focus on best-selling items with healthy profit margins instead of clearing out old stock or stagnant inventory. These products will offer enough room to add 20% off or other coupon discounts to elevate their success even more.

Have a Promotion Plan of Attack Already in Place

Make sure you understand whether regular ad promotions, coupons, or a Prime Day exclusive badge will be the best strategy for your product, and then plan for it. Everyone will be pushing for this badge, so you must sign up for the promotion early in the Prime Day exclusive section of Seller Central or Vendor Central. This goes for submitting regular discounts on those days as well.

Keep Multiphase Buying Power behind Your Prime Day Ads Budget

Start by building anticipation with ads a week or two beforehand to get eyes on your product. Then, on Prime Day itself, be prepared to significantly ramp up your ad budget due to high-traffic competition. Finally, keep the momentum going by running ads for a week or two after the event to capture lingering interest and remind viewers who browsed but didn’t buy. You can also utilize DSP (demand-side platform) ads to specifically retarget those who interacted with your product on Prime Day.

Suit Up Your ASINs with Early Optimization

Early creative and SEO optimization for your hero ASIN is the final point of its success. Updating your images or listing title and bullet points with relevant keywords a month in advance will help support a strong organic search ranking. This also gives Amazon’s search engine enough time to index the changes before Prime Day arrives.

Remember to avoid making major tweaks right before the event—SEO changes take time to register, and a last-minute overhaul could hurt your listing’s visibility. Consider using targeted ads to capture trending terms not already included in your product descriptions.

Make May Your Deadline

With this list in mind and the clock ticking for Prime Day, it’s time to show your hero ASINs some attention! If possible, aim to have everything in place by the end of May to ensure a smooth and successful selling season. By getting ahead of the game, you’ll be well-positioned to capitalize on the surge in traffic and maximize the sales of your most important products during Prime Day.

AMAZON NEWS AND NOTES?

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Amazon Prime Day Reminders

• Make sure your FBA inventory arrives at Amazon fulfillment centers by June 20, 2024.
• Submissions for Prime Day exclusive deals are now open, so plan ahead to ensure that promos are submitted without suppression issues.
• Keep an eye on the new coupon policies that have restrictions around new items, and leverage new audience targeting coupons and brand-tailored promotions.
• Utilize SB ads to storefronts and brand stories to drive traffic and educate consumers on the discounts you are running for hero ASINs.

Provide Customized Discounts with Brand-Tailored Coupons

• Brand-tailored coupons allow brand owners with at least 5,000 customers in a specific audience to offer percentage-off or flat-rate discounts on select products. These coupons help facilitate engagement with loyal customers, promote new items, and enhance customer retention. The standard coupon redemption fee applies.