Modern Retail

How to Make a Success of Amazon Prime Day 2019

Amazon Prime Day

The 15th and 16th July see the return of Amazon Prime Day, which last year proved to be the biggest shopping event in history, with more than 100 million items purchased worldwide. With Amazon Prime membership continuing to see double-digit growth, Amazon expects to sell even more products this year.

The event is a huge opportunity for any companies currently selling on Amazon. Traffic to Amazon increases exponentially over the two days, with Amazon Prime members and others all searching for great deals. As a seller, how can you make the most out of Amazon Prime Day? Here are some tips:

1. Check Your Listing Title Includes a Generic Product Description

Prime Day customers are experienced buyers and know that not all the products they want will be in Prime Day Deals. Buyers often fill up their shopping carts with a variety of deal and non-deal items throughout the event.

With this in mind, making sure your product is as visible as possible in searches needs to be your first priority. Make sure you include a generic product description of what your product is within the title. Even if people haven’t heard of your brand, they will know what type of product they are looking for!

2. Use the Bullet Points to Sell

The five bullet points are arguably the most important feature of an Amazon listing. Make the most of them by telling your customers the benefits they’ll get from the key attributes of the product.

And remember, simply listing product features is not enough. You need to sell the product. This is why Amazon places the customer buy-box next to the bullet points – more often than not, it’s the bullet points that close the deal.

3. Participate in Amazon Prime Day Lightning Deals

The overall idea behind Amazon Prime Day is to offer Amazon Prime customers hundreds of exclusive discount deals on popular, quality products. To be able to do so, your product(s) need to have a certain number of positive reviews and a three-star rating or higher. You must also reduce the price of the item by at least 40%.

If you meet the criteria, you can then choose the quantity of stock you want to sell and submit the deal in advance of Prime Day to Amazon. Amazon then reviews the deal and decides when to schedule it during the sales event.

4. Increase Keyword Bid Strategy Throughout Prime Day Promotion

If you already use Amazon’s display and brand keyword advertising tools in seller central, make sure you allocate extra budget for the two-day duration to ensure your products are promoted above organic search results.

You’ll reap the benefits of a low advertising cost of sale (ACOS) as customer intentions will be to buy, not browse, during Prime Day.

5. Use Amazon Money-Off Coupons to Attract Prime and Non-Prime Customers

Regular Amazon and Prime Day customers use the wish list to keep track of products they’ll be looking to buy at discount during Prime Day. As an alternative to Prime Day deals, sellers can make their products more attractive during the sale by buy adding a money off coupon onto the listing. A glance at the wish list will display the discount on offer to the customer.

Couponed listings also stand out in search rankings, making them a great way for non-Prime Day customers to take advantage of discounted products. As a seller, you are in control of offering a % discount or a flat £5, £10, £20 etc. off the list price, making this a very useful sales strategy.

6. Utilise Enhanced Brand Content to Improve the Buyer Experience

Registering your brand with Amazon unlocks a range of Amazon Marketing Service tools. One of these is the ability to publish your own customised content in your listing. 

If you’ve ever scrolled down an Amazon listing and seen polished, detailed, aspirational imagery of a product, you’re looking at Enhanced Brand Content. Expanded marketing reinforces the content outlined in the bullet points further up on your listing. You can build and publish your own content in Amazon seller central.

7. Use Online Channels to Drive Sales

Amazon’s massive marketing campaign for Prime Day has a ripple effect that stimulates online shopping in general. For the first time this year, eBay is running hugely discounted deals during Amazon Prime Day. 

Other online retailers are joining in too, so make sure you don’t miss out, by driving demand to Amazon and eBay during the promotions using your social media channels. Alternatively, if you sell directly to consumers, prepare and get promoting your own online sales event during Amazon Prime Day.

For more information on driving sales on Amazon, visit https://brookscomm.com/what-we-do-for-you/amazon-marketing/

By Michael Bull, Head of Digital Marketing at brookscomm.

Holly Worthington

Holly Worthington

Holly brings a wealth of experience in both print and digital publishing. As Modern Retail's Content Editor, Holly is passionate about helping independent retailers to thrive in today's ever-changing market.