What is Amazon Prime Day and When is it?
Amazon Prime Day 2021 is right around the corner. The epic sale starts in the US on June 21, the first day of summer, and lasts until midnight June 22 – and these two days are significant not only for consumers, but also for the third-party businesses that sell on Amazon.
Why? Amazon incentivizes its Prime customers to shop on Amazon Prime Day by offering discounts that are only redeemable on June 21-22, and it works. According to Jungle Scout, “42% (of US shoppers) plan to shop on Amazon Prime Day 2021, and another 32% say they might participate.”
There are many ways as an Amazon Seller that you can capitalize on Amazon Prime Members eagerness and interest in getting a good deal this year. Although preparation for Amazon Prime Day ideally needs to start a few months beforehand to maximize your profit as a seller, you can keep the following in mind to get the biggest benefit during Amazon Prime Day 2021:
Tips for Taking Advantage of Amazon Prime Day 2021
Market your products in a way that captivates your buyers’ attention. You want customers to be attracted to your listings, so make sure you are using high quality photos that are up to Amazon’s standards. You can do last minute A/B testing by asking friends or clients what they think of two different designs or product descriptions. Then use their feedback to modify your product listings.
Keep in mind that you have character count limits given by Amazon on your title and description, so make sure these are as compelling as possible. You will want to do this for mobile visibility and site optimization.
You can also use keywords to target your audience on Amazon Prime Day 2021. Make sure you are using keywords that are relevant to your products and to your audience.
Make Use of PPC campaigns
Amazon Pay Per Click ads, also known as Sponsored Products, are growing in popularity on the platform. Your competitors are likely sponsoring their products on Amazon (in fact, Amazon ad revenue increased 47% last year alone) and because of this, you should consider doing so as well. Choosing between the three different types of Amazon PPC ads is up to you, but we would suggest spending the bulk of your money on sponsored products.
Reasons to use sponsored posts are twofold:
- Your competitors are using them and ads are becoming a bigger deal on Amazon; and
- Your products will have more visibility and you will see higher sales if you sponsor your products.
Leverage Your Inventory and Offer Competitive Deals
If you can account for it with your inventory, you should consider creating product bundles. Why do customers love bundles so much? Convenience. The more convenience an item has attached to it, the more likely a customer will add it to their cart. You can never go wrong with a 3-for-1 bundle.
Social Media
Piggyback off the trending hashtag #primeday and Amazon Prime Day 2021. Last year, social media posts from brands (not consumers) using #primeday generated 1,997,096 actions (shares, likes, etc.) across Facebook, Instagram and Twitter. In 2020, independent third-party sellers exceeded $3.5B in sales on Amazon Prime Day—a nearly 60% increase over Amazon Prime Day 2019. Our advice? Use organic and paid social ads to target customers so you can capitalize on the #primeday hashtag.
Leverage Amazon’s Resources
Amazon has built-in resources, like Amazon Posts or Amazon Live that you can use to promote your Amazon FBA business. Brian Connolly explained that, “Amazon Posts allows brand-registered sellers to share unique lifestyle images and product-related content through a “feed” that looks similar to other social media platforms. Customers will be able to scroll through your feed and click through directly to your product detail pages. In this way, the program is designed not only to show customers how to use your products, but also to encourage them to browse and discover your brand story.”
Another resource to leverage for Amazon Prime Day 2021 is Amazon Live. Ecomcrew broke it down in a comprehensive guide, “Amazon Live is a live streaming service that allows sellers to “promote discovery” of their products by hosting their own livestreams for customers on Amazon. The videos can be found on Amazon’s main menu in a section called, you got it, Amazon Live.”
Tips to Prepare for Amazon Prime Day 2022
While you are preparing for Amazon Prime Day 2021, it’s also a good idea to look ahead to consider what you can do to strengthen sales on Prime Day 2022.
Evaluate Your Inventory Early
If you haven’t already done so, you will want to make sure you evaluate all your inventory to be aware of what you have in stock. Amazon will think you offer more to your customers if you have a broad inventory. If you want to get a head start on next year’s Amazon Prime Day, prepare early by making sure you get all your inventory in before Amazon’s cutoff date.
Create a Checklist of Important Dates
We suggest preparing in advance by creating a checklist for all the important dates to note, like this list from Sellers Lab.
A/B Testing and Competitive Analysis
For Amazon Prime Day 2022, we suggest starting A/B testing early and doing a competitive analysis a few months beforehand to see where your products stand compared to your competitors in the Amazon FBA space.
Amazon Prime Day 2021: Wrapped Up
Amazon Prime Day is an exciting time for Amazon sellers and Amazon Prime members alike. It is one of the most sought-after sales of the year, and if you haven’t started preparing your Amazon FBA business for June 21 – don’t fret. There’s still plenty you can do to maximize your sales. However, make sure you are also preparing for 2022 so that next year you’re best positioned for success.