Prime Day Tips to Boost Your Brand Presence

Summer Prime Day is a peak day of traffic that sellers can use to attract new customers, but is your brand ready to be seen by thousands of shoppers in a single day? Is your brand presence strong, memorable, trustworthy, and aligned with your category and product price point? It’s important to start implementing Prime Day prepping strategies as early as you can instead of rushing, so here are a few tips to consider when planning your brand presence around any deals you’re offering.??

Crystal-Clear Introductions

Showcase your products with professional, high-resolution photos and high-ranking, easy-to-read titles that help people quickly find what they need in the search results.?

• Try to place your brand name at the beginning of the title, and make sure any important features are easy to find to help customers identify the right product and encourage them to click on your listing.?
• Make your main image incredibly easy to identify with clear, high-quality product photos. Avoid cluttered visuals that distract from the core product offering, and adhere to Amazon’s image guidelines for your category to avoid rejections.

Readable, Mobile-First Design

Make sure your branding style, tone, and design are easy to take in on your listings, especially on a mobile device, and ensure that they welcome the audience you’re trying to reach.?

• Use easy-to-read fonts and sizes to ensure clear, concise information reaches mobile viewers who are dominating Prime Day traffic.
• Leverage universal icons to overcome language barriers and cater to diverse audiences. Prioritize key product details up front to minimize returns and ensure a smooth buying experience.

A+ Content & Brand Story Visibility

A+ pages and brand stories are ideal visual real estate to showcase not only what your brand stands for but also the kind of products return customers can expect. Maintain the concise design elements used in your infographics and craft a compelling narrative that matches the quality of your product. Forge a deeper bond with customers by aligning your brand values with theirs, and showcase how your brand is more “human” with thought-out descriptions and visuals that build trust and loyalty.?

• Use high-quality lifestyle images to paint the story of your brand and strategic callouts that quickly resonate with customers weighing your brand against competitors. Highlight unique product selling points for high-end items that require more decision-making, and use clear callouts to support quick decisions on mid-priced products. Additionally, ensure a seamless buying experience by grouping similar variations and filling out all category-specific details for optimal search results.

• Demonstrate brand reliability by displaying in-stock products in your brand story showcase tiles or A+ page comparison charts. These should prominently include any products with available Prime Day deals.

Storefront & Category Organization

In addition to clearly listing your brand name and unique traits on a fleshed-out storefront to demonstrate legitimacy and quality, you also need to check the organization of your products on your storefront and in your category to support your customers’ journeys. The easier it is to find all your wares, the easier it will be for shoppers to buy and return.?

• Create a dedicated section for best-selling products on your storefront LL homepage, including the items you plan to feature on Prime Day, so they are easily accessible and recognizable.?

• For a smooth customer journey, group similar product variations together and meticulously fill out all category-specific details to enhance search visibility.

Ads Drive Awareness and Consideration for Purchase

Brands usually notice lower traffic and conversion rates about 4 weeks before Prime Day. Purchasers are usually in “Discovery Mode” during this period while they plan their purchases for Prime Day. This is a great time for brands to capture user attention with pre-Prime Day ad tactics and drive customers to their brand stores and listing pages, building awareness 21–30 days before the Prime Day event.?

• Utilize engaging creatives on Amazon DSP (Demand-Side Platform) Ads to target new customers, and leverage Sponsored Brand ads featuring lifestyle imagery and videos to build more brand awareness beforehand. This will help make your brand visible to “Active Category” browsers and purchasers. It will also influence “New to Category” audiences as you drive them to your store and product detail pages.?
• Don’t just compete—dominate! Utilize strategic targeting by advertising on competitor listings alongside your own ASINs for brand protection. Then, leverage Sponsored Display ads on your listings to showcase complementary products to your Prime Day deals, enticing customers to add more to their cart on the same day.

Competitive SEO

Keep your “deal” listings and other top-selling listings in peak SEO form with relevant keyword research so that the algorithm is already working in your favor on Prime Day. Lifestyle-relevant keywords in your descriptions can be just as important as product-relevant keywords for your brand, since they can help reach your niche audience and assure them that you understand their specific needs when they arrive.?

• Stay informed about SEO trends within your product category, and breathe new life into your top-selling listings with periodic SEO updates (every 90 days is recommended).
• Allow ample time for Amazon to crawl and index your listing changes before Prime Day. A quick change on an already fleshed-out listing the night before the event may hurt more than help your indexing prospects.

By implementing these visual cues and actionable steps, you can craft Amazon listings that captivate Prime Day shoppers and propel your brand to new heights. History also makes a great teacher as you learn from past Prime Days. If nothing else, take a moment to analyze which products performed well last time. Consider how you can increase that success or use ads and visual features on those listings to cross-sell across your catalog and elevate your results this Prime Day.

AMAZON NEWS AND NOTES?

Find Amazon strategic tips, optimization advice, and event highlights in our monthly Amazon Marketplace Insights newsletter!?

Amazon Prime Day Reminders?

• Make sure your FBA inventory arrives at Amazon fulfillment centers by June 20, 2024.
• Keep an eye on the new coupon policies that have restrictions around new items, and leverage new audience-targeting coupons and brand-tailored promotions.

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.