Amazon Prime Day is just around the corner and it is expected to be bigger and better than ever! As an Amazon seller, you know this means one thing: prime yourself now and benefit from the influx of consumers flocking to Amazon getting the best deals of the year.
This year’s two-day mega event is scheduled for July. It is the ultimate online shopping extravaganza dedicated to summer buyers. Last year’s Prime Day sales surpassed a whopping US$11 billion. With over 150 million Prime members and more than 300 million active Amazon customers, you can leverage these numbers to enhance the success of your business.
As the event inches closer, it is important to make sure that your eCommerce business is well-optimized. Whether you’re new to Amazon or a seasoned merchandiser, our ultimate checklist will help you prepare for the big day and ensure you hit the right targets.
Tips to make the most of Amazon Prime Day
Amazon Prime Day 2024 is expected to generate millions in traffic to Amazon. This is an opportunity to grow your organization and ensure that you have maximized the day to help generate sufficient revenue for your company. However, to help with the task here is an Amazon Prime Day checklist.
1. Run always-on advertising campaigns
Over the years, Amazon Prime Day has been much more than the two days when consumers make their purchases. The two-day event asks marketing teams to build awareness and momentum beforehand and to set up their campaigns for effective analysis after the fact. According to a new survey, 75% of shoppers were likely to buy a product on Prime Day that they discovered before the event. Therefore, sellers should concentrate on investing their resources, strategies, skills, and human resources on the actual days. A more holistic approach will enable you to create a formidable campaign strategy to give you an edge over your competitors.
That’s why it’s essential to consider running always-on advertising campaigns before Prime Day. Splitting your campaigns into two different phases will allow you to understand what most customers want to purchase beforehand and to prepare your messaging and keywords in advance.
To prepare even more effectively, automation can go a long way to managing the details while you concentrate on the logistics of the actual days. Automating your advertising campaigns with a platform like Trellis ensures a quick and thorough turnaround on harvesting and evaluating keywords. This process is simple, quick, and well-tested giving you the most up-to-date data on keywords while your competitors attempt to manually harvest theirs a few nights before.
Amazon’s data suggests that brands that advertised during all phases of Prime Day witnessed more than a 2x increase in awareness and consideration compared to brands that did not advertise during any phase of Prime Day. Remember, there’s more to Prime Day than the event itself. That’s why sellers need to advertise before, during, and after the event to augment their brand presence with always-on campaigns.
2. Build your brand presence with video ads, sponsored brand ads, and custom creatives
In a fast-paced Prime Day environment, shoppers searching for the best deals can easily overlook Sponsored Product ads, which resemble organic search results. Sponsored Brands Video ads usually appear halfway down the first page of Amazon search results and are designed to catch attention! Research shows that Sponsored Brand videos win over static ads with higher conversions and click-through rates (CTR).
Using Sponsored Brands Videos when marketing multiple products during Amazon Prime Day has the potential to offer the following benefits:
Engaging customers
Video ads on Amazon have consistently proven to be the best when it comes to capturing the attention of customers. You want to capture the imagination and the attention of most potential customers in the weeks leading to Prime Day. You must build a brand image and story that resonates with your target customers. Sponsored Brands Video ads are better suited to engaging customers than static images and plain text.
Reaching your target niche
Reaching out to your target niche in the Amazon advertising platform is not always easy and you might end up attracting customers who are not interested in your products. Such an approach will make your Amazon ad campaign ineffective. However, video marketing can be a game-changer in reaching your target niche. Through the use of the right mix of branded and generic keywords, you can reach the right target audience and convert them into customers.
3. Analyze purchase behavior to retain New-to-Brand customers
Amazon Prime Day probably stands out as one of the best days for new Amazon businesses. These businesses get an opportunity to attract new-to-brand customers who convert into long-term customers.
So how can eCommerce brands find and retain new-to-brand customers? This is where Post-Prime Day purchase behavior analysis comes in.
Simply put, reflecting back on your Prime Day performance helps highlight what worked and what failed. This practice allows businesses to evaluate their strategies with the hope of learning from their mistakes and boosting future sales.
While conducting Post-Prime Day analysis, businesses should focus on understanding the effectiveness of their campaigns and whether their PPC ads performed in line with the designated objectives.
We understand, going through spreadsheets of data sounds like a rigorous and daunting task but this is where powerful third-party analytics tools can help streamline your reporting and decision-making.
Analyzing shopper insights & purchase behavior Post-Prime Day
Developing post-event reports using manual approaches might not deliver the most accurate results. It is a challenge for sellers to manually analyze massive data generated during Prime Day. Businesses that undertake manual data analysis struggle to identify critical trends that can inform them about the best approaches to optimize their Amazon brand.
This is where using tools such as Trellis can prove to be effective in handling extensive data while enabling sellers to get accurate information that can allow them to make immediate decisions. Our tool’s automation is directly integrated with our analytics. This means that our algorithm takes this information and makes it actionable in many of the same ways that advertisers try to do it manually. Yet, Trellis does it quicker and more reliably as we pivot as soon as the algorithm’s tests reach statistical significance.
Powerful automation platforms such as Trellis go one step further by mapping your keywords against different buying behavior. This enables sellers to make full-funnel marketing decisions without digging through their data and manually attributing behaviors to certain events. A platform like Trellis makes it easier to balance bidding on generic terms (to get more new-to-brand customers), long tail keywords (high-intent customers) and branded terms (to encourage repeat business).
The key to Prime Day success is to not only prepare before and on the day of but to keep the momentum going. According to Amazon, 82% of shoppers are likely to find out about a new brand on Prime Day. Analyzing shopping behavior post-Prime Day can uncover insights for curating shopping experiences for these new-to-brand customers and setting retargeting campaigns that promote repeat purchase behavior.
Key takeaway
As an Amazon seller, your ultimate goal is to make the most of Prime Day 2024. This is an opportunity to attract new customers and convert them into repeat customers, which will enhance your reputation and increase your sales in the future.
That’s why you need to automate your advertising campaigns for Prime Day and focus on meeting your customers’ expectations without distraction. With Trellis’ intelligent Amazon Advertising software, you’ll leverage the power of an AI-driven automation and analytics software that will optimize your Amazon campaigns in seconds. Our software handles all your advertising needs as you focus on what matters most – serving your customers.
Book a demo today and get an Amazon advertising software to increase your sales just in time for Prime Day!