When will Amazon Prime Day 2022 take place and how to prepare?

Amazon Prime Day is announcing its annual event on July 12-13, offering Prime members discounts on products from leading national brands and vendors from all over the world in a variety of categories, from fashion and electronics to toys and household items.

Why take advantage of this event and how to prepare?

According to marketplace statistics, in 2021 during Amazon Prime Day, consumers bought goods for 11.2 billion dollars, which is 7.7% more than in 2020, when sales amounted to 10.4 billion dollars.

 Since 2015, Amazon has been holding a giant sale, Amazon Prime Day, every July. In fact, it is an analogue of the famous “Black Friday”, but not at the end of the year,  in the summer. A huge wave of discounts, from clothing to electronics, and it’s all just for Prime subscribers.

So, here are some basic tips for sellers when preparing for Prime Day:

Evaluate your Amazon FBA (Fulfillment by Amazon) stocks in advance.

Of course, preparation requires covering many aspects, but the main thing we recommend to start with is fulfillment. Availability of goods will affect your rankings and sales. It is necessary to take care of replenishment of balances in advance and calculate the required amount of stocks of products in view of the increased demand for goods to avoid “out of stock”. Also, if you have a wide range, Amazon believes that you are more valuable to marketplace customers.

The categories that were in high demand last year were: clothing, household appliances and jewelry. If you are a brand or retailer in these categories – make sure you have enough stock to meet the needs of your customers.

The growth of sales from external traffic increases the dynamics of organic sales.

How does it work? Due to the high level of competition and the equally large number of offers from all sellers within Prime Day, external traffic can be a useful tool to increase sales. When people start buying products often from links from various external sources (advertising on social networks, recommendations from bloggers, sites that have included the product in their article, links in the comments of social network users) – Amazon also notices this activity.

Such algorithms encourage the marketplace to consider the product interesting for buyers, and Amazon is beginning to promote this product organically.

We also recommend paying attention to Attribution for brand owners. When you start external traffic, you can track it and return 10% of the costs.

Effective external channels:

  •         Facebook Ads,
  •         TikTok Ads,
  •         Google Ads,
  •         Bing Ads,
  •         bloggers,
  •         BrandPush

Optimization

Optimizing product lists plays a huge role in maximizing sales and conversion rates for salespeople. What to do?

Optimize title and description. Write a specific, concise description of the product that is completely true and convincing for a particular product. Optimize texts for the mobile version. Remember to follow the number of characters in the product description recommended by Amazon. Add information about the product, such as: for whom and for what it is used, size, color, type of packaging, etc.

Write “catchy” text. Include in Bullet Points all the benefits and details of your product that will encourage the buyer to choose you. Customers love to read a good story about the brand and the product.

Keywords: Think about using keywords that are relevant to Prime Day. Remember to include similar search terms that your target audience will use to search for a specific product. You can also run additional PPC campaigns to identify new keywords. In addition to Prime Day, it is recommended to do it in advance, 2-3 weeks before the start. Another important point is the additional budget for advertising companies, as the cost of traffic during this period may be more expensive.

Images: check the quality of images, avoid low quality, and follow Amazon standards. Having high quality images will have a positive effect on your click through rate. Develop attractive photo content on the listing. Demonstrate it from different sides, as it is used in life, so the buyer will be easier to imagine yourself with this product. Detailed, “vital” photos work well with buyers who never read the description.

Use A+ Content Manager. This service allows you to add additional text with an image, which can influence the decision to buy your product.

Reviews. Gather feedback. Feedback can affect the indexing and level of trust from the buyer. A significant role in making a decision to buy (especially a new, unfamiliar to the buyer before) the product is the rating and reviews. Customer success is important to the Amazon audience. 

It is also possible that competitors will begin to “fight” and “throw” negative reviews just before Prime. Naturally, this can significantly affect sales performance. Therefore, it is important that outside negative feedback does not prevent you from getting good results.

Internal search terms: Add relevant search terms and do not repeat keywords from your records.

Promotions and discounts. Promotions and special offers play a significant role during Prime Day. For example, special offers such as coupons for goods at a reduced price, a discount on the purchase of 3,4,5 units of goods, the purchase of 1+1 = 3 – all this guarantee an advantage over other sellers.

 Use Prime Exclusive Discount during prime action, listings with such a discount will be displayed with the “Prime Day Deal” badge for prime subscribers (Eligibility Criteria for Prime Day)

Lightning at Amazon Prime Day is a great way to quickly increase sales of your product. Despite the fact that they operate for a limited period of time, they are a powerful tool to increase orders and, consequently, sales.

*Note. Lightning deals may not be useful for new sellers.  You need to build a reputation first.

*Advice. If you are planning to seriously prepare for Amazon Prime Day sales, you should definitely consider offering special offers for several products at competitive prices. Amazon will be full of offers on Prime Day, and it can choose only a few offered by you. So make sure you prepare as many suggestions as possible, do all the research you need, and do your best.

Creating product packages. The influx of buyers is a good opportunity for a “smart” sale of their own stocks. Your main goal in Prime Day can be not only to increase sales, but also to maximize the sale of goods that are already in stock. In addition to the added opportunity for sellers, customers really like packages of goods when they are effectively grouped, this makes them convenient to buy. The best way is to create product packages that complement each other. You can review. Amazon reports to understand how to effectively integrate your products.

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