Prime Day Planning for Success

Amazon, as one of the largest marketplaces globally, has established several traditions and cultures, with "Prime Day" being one of the most notable since its inception in July 2015. Prime Day was launched to celebrate Amazon's 20th anniversary by offering a day of special discounts. Over the years, this event has evolved into an annual occasion that rivals Black Friday and Cyber Monday in terms of sales volume. With Prime Day fast approaching, businesses must prepare for the surge in traffic and sales. Comprehensive planning across all aspects of your business, including inventory, customer service, advertising, and organic ranking, is crucial for maximizing the benefits of Prime Day.

When is Prime Day?

Prime Day typically occurs in mid to late July. For 2022, the dates have been set for Tuesday, July 12, and Wednesday, July 13. This exclusive shopping event for Amazon Prime members offers over a million deals.

For Advertisers:

Since its inception, Prime Day has seen a significant increase in sales and search volumes, with a 37% higher conversion rate than other times of the year since 2018. A strategic plan, similar to those developed for Black Friday and Boxing Day sales, is essential for success.

5 Ways to Prepare for Prime Day:

1. Start Early Preparations:

Knowing the dates for Prime Day 2022, begin planning your offers and deals now. Decide how long these discounts will be valid—whether just for Prime Day or extending into the following weeks. It's best to avoid setting up new campaigns on Prime Day itself, so early preparation is key. Utilize past data to understand what worked previously and plan accordingly. If you're new to Amazon, expect higher browsing traffic before Prime Day as customers create wish lists and plan their purchases.

2. Ensure Your Inventory is Ready:

Effective inventory planning is crucial for Prime Day. Amazon has set a cut-off date of June 20 for shipments to FBA centers. Given global supply chain disruptions, Amazon has started clearing out FBA storage, removing stock that has been sitting for over 365 days. Make sure your inventory system is updated, and consider integrating Amazon with your ERP system if you haven't already.

3. Promotions and Budgets:

Increase your brand's visibility both on and off Amazon. Use PPC campaigns, off-Amazon ads, social media, and automated review requests to drive traffic. If you have a limited budget, focus on high-converting keywords to minimize costs. With a larger budget, use sponsored products, sponsored brands, sponsored brand videos, and DSPs for a comprehensive strategy to maximize traffic and sales.

4. Update Your Product Information:

First impressions matter, especially on Prime Day. Ensure your product listings are accurate and up-to-date with high-quality images, videos, and 360-degree views. Detailed specifications and warranty information should also be included. Complete and compelling listings not only boost Prime Day sales but also reduce post-Prime Day returns.

5. Review Your Prime Day Plan:

Thoroughly review and refine your Prime Day strategy multiple times. Identify any loopholes and ensure your approach is robust. A multi-channel approach is essential since not all product research happens on Amazon. Verify that your inventory levels are sufficient to avoid frustrating customers with out-of-stock messages. Ensure your fulfillment centers can handle the increased order volume.

Final Thoughts:

Prime Day offers a unique opportunity to boost sales and traffic, improve product rankings, and clear old inventory. Maintaining high standards in customer service, availability, and deliverability is crucial for keeping shoppers and Amazon satisfied. By setting up the right processes and integrations, you can excel as an Amazon Prime seller.

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