Maximizing Your Success After Prime Day 2024: What you should do for next 30 days

Prime Day 2024 is done, but now’s when the real work starts. You’ve got a window of opportunity to turn that Prime Day boost into a long-term win. Here’s how to take control and set yourself up for a successful holiday season—and beyond.

1. Analyze Your Prime Day Performance—Like a Shark

If you’re not digging into your Prime Day data, you’re leaving money on the table. Here’s how you figure out what worked and where you can improve:

• Best Sellers: Identify your top performers. What drove those sales? Was it the price, the promotion, or something else? Find the formula and repeat it.
• Traffic and Conversions: Where did your customers come from—Amazon ads, organic search, email campaigns, influencers, or social media? Focus on the channels that brought in the most revenue and double down on those.
• Sales Rankings: Did your Best Sellers Rank (BSR) improve? BSR should’ve spiked during Prime Day, but the real question is, has it settled higher than before? If not, adjust your strategy.
• Keyword Rankings: Are you ranking better for key terms? If you’re not seeing sustained improvement, it’s time to make changes.

2. Crank Up Your ASIN Velocity—No Excuses

Amazon rewards speed. If your products aren’t moving fast enough, you won’t make the cut for Q4’s top deals. Here’s how to ensure your ASINs are in the game:

Deadline: August 31: You’ve got until August 31 to ramp up your sales velocity. If your product qualifies for a Lightning Deal but not a Best Deal, focus on maximizing that Lightning Deal.

Velocity Boosters:

• Emails and SMS: Use Amazon Attribution links to bring customers back to your Lightning Deal. Make it irresistible.
• Affiliates: Leverage networks like Levanta or Archer to drive traffic, especially during your Lightning Deal. More eyes mean more sales.
• Influencers: Get influencers on board. Platforms like Stackfluence or JoinBrands can help you create buzz and drive traffic.
• Amazon Ads: If you’re not optimizing your Amazon ads, you’re missing out. Focus on what works and push it hard.
• Google Traffic: Use Ampd or do it yourself, but make sure to send traffic from Google to your Amazon listings.
• Brand Tailored Promotions: At the very least run evergreen Brand Cart Abandoners promotions.

3. Manage Your Inventory Wisely

After Prime Day, keeping the right amount of inventory is crucial. You don’t want to run out of stock or end up with too much. It is hard to make a sale if you have no inventory. Factor in every possible delay. Factories will be late with shipments, 3PL facilities will lose power, trucks will get lost. Amazon will mix up receiving. Build in time for these inevitable force majors.

4. Fine-Tune Your Marketing and Ads

• After Prime Day, it’s important to keep the momentum going with smart marketing and advertising strategies.
• Retarget Customers: Use Sponsored Display ads to reach people who visited your product pages but didn’t buy. Combine this with DSP ads to reach them across other websites too.
• Optimize Your Ad Spend: Increase budgets for campaigns that worked well and cut back on those that didn’t. Use Amazon’s tools to find new opportunities for growth.
• Follow Up with Emails: If you are using product inserts, put those lists to good use. Now that shopper fatigue is over, time to reach out. Especially if you are selling consumables.

5. Optimize for COSMO and RUFUS

Now is the time to update your product listings with the insights you gained from Prime Day.

• Main Image - go over CTRs to see which images need improvement.
• Copy - keywords staffing is a thing of the past. Make sure your listings are written in clear customer facing way.
• Premium A+ and Brand Story. Take advantage of both to create more engaging product pages with detailed images and videos.
• A/B test. Always.

Conclusion

Prime Day 2024 was more than just a sales event—it was a chance to set yourself up for long-term success. By analyzing your performance, boosting sales velocity, managing inventory, and refining your marketing strategies, you can build on the momentum from Prime Day and get ready for a successful holiday season. With these strategies, you’ll be well-positioned to continue growing and thriving in the competitive Amazon marketplace.