The highly anticipated shopping event of the summer, Prime Day (July 11th & 12th), is quickly approaching. As the global leader in ecommerce, Amazon holds immense influence over consumer trends and industry standards. Prime Day, along with the Prime Early Access Sale, has become a crucial barometer for understanding consumer behavior and effective marketing strategies. These events offer valuable insights into the products and content categories that businesses should focus on promoting, not just on Amazon, but on their own platforms. Despite the volatile market, we’ve seen brands experience success when they employ our marketing strategies.
Leverage Your Resources
If you operate a small business, it’s especially crucial to leverage all available resources to drive awareness. Consider the following options to increase consumer awareness leading up to Prime Day:
- Amazon Live: Run an Amazon Live event featuring products you are selling on Prime Day to increase detail page traffic.
- Amazon Posts: Repurpose your social media content on Amazon through Amazon Posts. These posts appear on your product detail pages as well as on comparable competitor products.
- Social Media: Social media can be a powerful tool to maximize reach. Optimize your content and provide links to your Brand Store and specific product detail pages (PDPs).
Work Within Your Budget
If you have a limited budget, shift your search strategy to focus on higher-converting, refined keywords that can help minimize costs.
If you have a high budget, there are a variety of advertising tools at your disposal.
- Sponsored Product: Focus on high-converting ad types.
- Sponsored Brand: Utilize all three available options with standard images, lifestyle images, and videos.
- Sponsored Brands Video: Test multiple videos for multiple products to increase ad placements.
- Demand-Side Platform (DSP): Develop a full-funnel strategy before, during, and after Prime Day. Target upper funnel audiences/placements for consideration before engaging with lower-funnel DSP or remarketing segments.
Start Planning Your Inventory
Inventory planning is a must to have a successful Prime Day. Here are seven inventory planning tips that will impact expectations and outcome.
- Analyze changes in shopping habits from year to year.
- Think tactically and specifically to make accurate predictions.
- Schedule your supplier orders properly to ensure on-time delivery.
- Order sooner rather than later to avoid stock shortages.
- Take into account non-Amazon inventory and adjust your orders accordingly.
- Choose an advertising strategy in advance to align with your inventory plans.
- Utilize email marketing to direct customers to your own site and encourage conversions.
Familiarize yourself with the different advertising tools on Amazon, and choose the strategy or combination of strategies that best aligns with your goals:
- Sponsored Brand: Drive traffic to a specific brand store subpage or custom landing page.
- Sponsored Product: Maintain an always-on approach to remain relevant and efficient even after Prime Day.
- Sponsored Brands Video: Use eye-catching video ads to stand out in search results.
Maximize your Amazon presence by optimizing key areas of your store. Consider the following aspects:
- Brand Store: Create an eye-catching and memorable brand store that hones in on your brand colors, ethos, and style.
- Product Display Page (PDP): Pay attention to three vital aspects of your PDP:
- Copy: Update your keyword strategy, make titles descriptive and informative, and optimize for Amazon SEO.
- Images & Video: Capitalize on all available image slots to showcase your products effectively.
- A+ Content: Blend copy and design to create attention-grabbing content using the Creative Asset Library.
- Posts & Follows: Generate buzz and increase brand awareness using Amazon Posts and Amazon Follow before and after Prime Day.
What You Can Do Right Now to Prepare
- Launch new Sponsored Product, Sponsored Brand, or Sponsored Brands Video campaigns at least two weeks before the event to build relevancy and competitiveness.
- Increase bids on branded keywords to defend your ad placements against competitors.
- Increase campaign budgets to capitalize on the high volume of shoppers during the event.
- Run branded-keyword Sponsored Brand ads to protect your ad placements and capitalize on the event’s traffic.
If you’d like to develop a comprehensive marketing and analytics strategy for your Amazon storefront and everywhere else you sell, reach out to see how Mindgruve can help.