7 Tips Brands and Sellers Can Use to Prepare for Amazon Prime Day 2021
Amazon Prime Day, also referred to as Christmas in July, is back on track for summer 2021. It will take place on Monday, June 21st and Tuesday, June 22nd. During the Prime Day event last year, Amazon sold $10.4 billion worth of goods, up 45.2% from 2019’s Prime Day figure of $7.16 billion.
Adlucent’s YoY performance data also revealed staggering growth with Amazon Q3 & Q4 revenue growing 1,065% along with a 16% increase in ROAS. Curious about how you can strengthen your Amazon marketplace strategy for your brand? We’re bringing you our insights and tips on preparing and taking advantage of Prime Day, even if you don’t plan to run a deal at the event this year.
Brief Amazon Prime Day 2020 Performance Recap
Amazon Prime Day is one of the e-commerce company’s largest events that has been taking place since 2015. In 2020, Prime Day was different because of the pandemic and moved from taking place in the summer to the middle of fall in October. What were people looking to shop for during this time? With Prime Day occurring during the holiday season, over 62% of shoppers purchased a holiday gift.
Consumers also supported small and medium-sized businesses across the world, generating over $3.5 billion in revenue.
According to Amazon, shoppers purchased from the following popular product categories last year from small business to top brands:
Nutrition & Wellness
Arts, Crafts & Sewing
Adlucent Prime Day 2020 Advertising Insights
In 2020, we observed YoY growth during Prime Day with a +193% increase in revenue across our clients with significant increases in client spend YoY. However, CTR remained similar, and overall CPC increased by an average of 49% per client during the two-day holiday period.
How to Prepare for Amazon Prime Day 2021
Amazon will start ramping up advertisements and promotions for Prime Day weeks before the event. There are several ways you can take advantage of the uptick in traffic during and after Prime Day.
Get your listings retail-ready. Be sure your titles, images, and descriptions are optimized. Use high-quality images that showcase your product from several angles. Give your product descriptions the same level of attention by staying concise and descriptive.
Be competitive with your prices. Add discounts you want to offer at least one week before Prime Day. Many customers will browse and fill their carts prior to Prime Day. Price will usually beat coupons, and on-page promotions, so be competitive to get the most traffic to your listing. Competition to win the Buy Box will only increase before Prime Day.
Launch new products. Use this increased traffic period to get customers to new listings in order to build their organic rank and sales velocity.
Test headlines and creative through Amazon Post to see what resonates with your customer before launching new campaigns. This will stretch your advertising budget further.
Optimize your campaigns knowing traffic will increase +30% the week leading up to Prime Day fine-tune your bids and targets.
Evaluate your budget. If you have any additional budget this is the time to use it. Be sure you are not running out of budget during this period, especially for top-performing campaigns.
Take advantage of the Halo effect after Prime Day ends. The increased sales velocity you generate on Prime Day is going to help your organic ranking. You can boost your non-Prime Day deals by running targeted ads for high-traffic keywords to move all of your products up by momentum.
How Google Ad Solutions Can Drive Awareness to Your Prime Day Sales
With 30% of US adults planning to purchase during the Amazon Prime Day event this year, it’s essential to plan out how you can attract shoppers not just on Amazon but through Google. Consumers may have an idea of what they are planning to buy or will begin researching soon – and this starts with a quick Google search. To stay top-of-mind, use Google Ad solutions to attract buyers and drive consideration across the funnel through the use of:
Using Social to Drive New Customer Acquisition for Amazon Prime Day
In addition to Google, another area to capture your customers’ attention is through Facebook’s suite of apps. The Facebook auction can help you maximize audience reach and new customer growth so you can promote your Prime Day sales, as well as give your website traffic and email list a boost leading up to your promotion. Although a lot has changed recently for Facebook advertisers due to the recent iOS 14.5 update, Reach campaigns can assist in building brand awareness and optimizing your ads to show to as many people in your target audience. If you want more people to become aware of your Amazon products, using the strategy outlined in our linked blog above can help attract new customers and boost your Prime Day sales.
STEVE BONINO, ADLUCENT ASSOCIATE ACCOUNT DIRECTOR
Out-Perform This Prime Day with Deep Search™
Deep Search™ was built for brands and retailers to optimize paid advertising programs. For Amazon specifically, we utilize Deep Search™ to optimize bids, set up dayparting, and set and monitor budgets going into Prime Day. Historical data from previous years is used to understand opportunities and predict customer interest. Our proprietary platform can also make rapid bulk changes that you can’t do efficiently through the Amazon UI. In addition, Deep Search™ is capable of creating budget utilization reports to ensure you’re spending all of your budget or if you need to adjust it.
STEVE BONINO, ADLUCENT ASSOCIATE ACCOUNT DIRECTOR
An Adlucent client saw a significant improvement in their program’s efficiency through the use of Deep Search™. The client had several Vendor Central Accounts, 10k+ SKUs, 12 different brands, and budget that needed to split between 2 categories. Amazon’s native platform does not provide the segmentation, budgeting options, or reporting views to see this information or manage at scale.
Deep Search™ improved performance across each account by segment, category, and brand and improved revenue YoY by 329%, and saved the client over 48 hours in reporting and analysis per month. To learn more about how you can get started with Deep Search™, contact us for a free consultation.
Amazon Prime Day is predicted to be in June, so begin preparing your strategy now with our seven tips.
Leverage Google’s ad solutions and social to drive brand awareness and lead consumers to your Prime Day sales.
Adlucent’s Deep Search™ technology can help brands and sellers improve the efficiency of their program by optimizing bids with automated bidding technology, dayparting, and thorough reporting.
Prime Day 2021 is coming up quickly. For brands and sellers to see success this year, they must begin preparing their strategy now. Don’t let the time get away from you; ensure that you can handle the selling day by following the tips we’ve outlined. Are you searching for a partner to work with to improve the performance of your Amazon advertising program for Prime Day? Reach out to our team of experts today!