Amazon Prime Day is Coming Mid July – Ready or Not!
For 2019, the actual date hasn't been set yet. But last year, it was Amazon's second biggest shopping day. For gourmet brands, a "doable" Prime Day plan – and then learning from it, can really give you a nice jump on Q4 planning – including other big one-hit days like Black Friday and Cyber Monday. And then of course there's Christmas.
Wow, there are over 101M Amazon Prime members!
Prime Day is Amazon’s biggest, global shopping event – exclusively for Prime members. Prime Day 2018 was a day and a half of Amazon's best deals that started July 16, 2018. They welcomed more new Prime members that day last year than any previous day in Amazon history.
Amazon customers on Prime Day are looking for deals, steals, sales, and discounts. As you well know, they're shopping with that mindset. So as brand manufacturer, it's time to showcase your top SKUs to people not familiar with your brand, and offer up your best deals with as much value as possible.
Prime Day relies on 2-day Shipping
Amazon FBA fulfillment centers must have product in "Available" status for on-time shipment. If you're a 3rd Party Seller on Seller Central and your SKUs are Prime eligible, that's good going. To get the best possible results from Prime Day, get all your logistics and marketing done well in advance.
5 Prep Tips To Crush It On Amazon Prime Day
1) Prep Your Best-Selling SKUs & Account
Selling bottle-by-bottle or bag-by-bag?
You'd probably fare better if you can create a couple more size variations (consider 2-packs up to 6-packs). If possible, go for a multipack at or around an SRP of $25-$45. And make sure you list them as a child size-variation listing under your base product parent. Don't just create a new SKU and list it separately. Make sure your parentage is done right.
Multipack SRP's should decrease in price as the pack size increases
But for your Prime Day limited-time discounts, don't just lower the SRP and raise it back afterwards. Keep the main SRP intact and instead offer a specific discount off retail. You'll most likely end up making more money, be more profitable, and see better margins. And don't forget Variety Packs. They're awesome trial inducers, and when Prime shoppers see them discounted, it may stimulate more traction.
If your account health isn’t in the best shape
2) Prep Your Product Listing Pages
Capitalize on Prime Day's increased traffic
Drive them to well-crafted product pages that include:• Optimized well-created titles with brand name & keywords
• 5 complete succinct & benefit-driven about-the-product bullets
• High-quality main picture & all additional pictures with catchy infographics
• 200-word well-written product description with html so it's easy-to-read
Engaging product, tabletop pictures & branded infographics sell!
Better looking, well written, and keyword-infused pages are going to convert well.
Have Brand Registry 2.0?
Then make sure you get your Enhanced Brand Content going.
It's free, and it'll typically convert at a higher rate and sing your brand story way better than a single blob of product description text.
3) Prep Your Stock
By late June & early July Amazon fulfillment centers will be insanely busy!
4) Prep Your Prime Day Promos
Target SKUs you’re long on, that you can discount for a more aggressive limited-time promo, and that can handle the promotional bump and increased ad spend. Lightning Deals have already closed on Lightning Deal submissions for this year so that's off the promo table for now.
Social Media Promo Code
Do this if you have your own email list or social media account with a decent following to share deals you’re running for Prime Day. This will help increase traffic to your listings and since the traffic will be highly relevant and lead to conversions, it will help rank your product higher for different relevant search results.
Go for Amazon Coupons also
They’ll be advertised on the Amazon Coupons Page and are visible in search results and in your Amazon ads. You also only pay for coupons that are actually redeemed, instead of an upfront fee. You'll want to control how long and when coupons run. Review margins to see if you can tolerate discounting – especially if your ad costs increase.
You can utilize coupons to give potential customers a discount opportunity that is more visible than volume discounts and BOGO discounts, which aren’t as visible on the detail page. You can also track coupons to see statistics and returns whereas you cannot do that as accurately for promotions.
Doing Amazon Promos is a nice tactic to build long-term traction and Rankability for your products and brand.
5) Prep Your Prime Day Sponsored Advertising
Audit auto & manual campaigns & ad groups
Consider raising budgets and bids for higher-converting SKUs with a lower ACoS. Increase budgets "doubling down" on campaigns that are performing really well and that might be able to sustain lower conversion rates – considering the increased Prime Day frenzied traffic.
Don't let your campaigns run out of budget
We recommend doubling, even tripling your daily budgets of your top-performing campaigns. Some of your competitors can exhaust their budget by late afternoon which can be a huge opportunity to steal their customers at a lower bid!
It's also good practice to pull your advertising report from the previous 30-60 days to see what search terms have been converting in your Auto, Broad, and Phrase matches. Take those search terms and add them to your Exact match (winners) ad groups since they have a proven track record.
Got Your Amazon Prime Day Plan Prepped?
Celebrate your Prime Day specials
But don't just stop at these tips, check out our Free 10 Tips to Amazon Success.
As always, when it comes to specialty food and Amazon, we're here to help.
Book a FREE Strategy Call with me.
Happy Amazon selling!