Four Easy Ways Retailers Can Make the Most of Amazon Prime Day 2022

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Amazon Prime Day 2022 is a little over two weeks away, and if you are a retailer you know how important this event is for your brand, your customers, and your future customers. While we pride ourselves on our advertising services that accelerate retailer Amazon ads performance, we also know a thing or two about quick and easy digital marketing strategies that you can implement on your own in the days leading up to Prime Day 2022. Most Amazon seller deadlines for the big day have passed, but don’t fret, there are still ways you can boost your brand awareness to get the most out of July 12th-13th.

TikTok Ads

48% of Amazon Prime members use TikTok at least once a week,¹ and even though most of Amazon’s retailer advertising deadlines have passed for Prime Day 2022, there is still time to tap into the advertising power of TikTok to funnel consumers to your Amazon Storefront. It is an excellent platform for gaining new customers and increasing brand awareness through organic, snack-sized content, that provides a visual of your product in action.

The power of TikTok’s influence on ecommerce trends is impressive and far-reaching. In fact, with over 1 billion monthly users worldwide, 74% of TikTok users say TikTok has inspired them to find out more about a product or brand online.² If you haven’t taken advantage of this platform for your retail business, you are missing out on rich opportunities to strengthen your integrated strategy through TikTok’s immersive user experience.

Avoid over-producing your ads to create a more organic-personable feel. If your advertisement feels overly polished, it will likely miss the mark. Content that feels user-generated resonates better with TikTok’s audience, so lean into current trends to ensure your performance creative stops your target audience mid-scroll to click through to your Amazon products. Utilize popular hashtags like #TikTokMadeMeBuyIt to keep your TikTok advertisement visible and relevant in organic searches too. And last but not least, consider how your brand might benefit from influencer marketing to spread brand awareness and recognition among your target audience on and off the TikTok platform.

Influencer Marketing

According to Amazon, 63% of shoppers surveyed have no idea what to buy but need more inspiration.³ This is where the strength of influencer marketing shines. With the help of influencers, your customers have the opportunity to visualize what your products could do for them from an individual they already trust. And, it’s a two-way street; as a retailer, you can help build the influencer’s following with your customer base, and they can help build your customer base from their following. It’s a win-win relationship.

Not only can you carry-out influencer takeover campaigns on most social media platforms, but Amazon has also made a way for influencers to take the stage on Amazon itself. With Amazon Live, you have the ability to feature live influencer reviews within your own storefront to increase engagement and help your customers convert. Amazon Live is a great way to create a truly interactive shopping experience that increases engagement and conversion. Make sure your influencers tangibly show your products in action so your customers can visualize how and why they need the products for themselves.

Lastly, lean into influencer marketing sooner rather than later. 75% of shoppers are likely to purchase a product during Prime Day that they discovered during the lead-up to the event.⁴

Organize Your Amazon Storefront

It is especially important on a day like Prime Day that your brand presence on Amazon is in its best form. And there is no better way to do this than by refining and polishing your storefront with the big event in mind. Consumers are constantly challenged with decision fatigue, especially on a day like Prime Day where they are being bombarded from every direction with flashy deals. If a consumer finds their way to your Amazon Storefront, you want to make it as easy and painless as possible for them to find what they are looking for and convert.

Head to your storefront and conduct a run-through yourself or invite third parties to do a trial run to flag any hiccups in the experience. Take note of any navigation issues that create friction in the customer journey. Utilize clear and concise categories to highlight products that you would like to promote for the big event, and if your brand chooses to utilize influencer marketing, then an Amazon Live feed can live on your storefront for the two-day event.

Don’t forget to ensure consistent brand messaging. Remember, the momentum for Prime Day doesn’t stop on July 13th. It’s important to take advantage of this higher traffic to increase brand awareness and gain lifetime customers. 53% of shoppers surveyed are likely or highly likely to repurchase again after Prime Day.⁵ So, double down on your storefront branding to leave consumers with a clear and lasting impression of your brand. The more enjoyable their experience is with your brand, the more likely they will return. Regardless of whether or not they purchased during Prime Day.

Audit Your Listings

Are your product listings customer ready? How digestible your listing is can either make or break your customer conversion. The clearer a listing is, the more trust and loyalty you will gain from the consumer. We’ve all had at least one Amazon experience where a product image draws us into a listing, but after clicking through we are left to our own devices with very little product information. And if you’re like us, you likely exited out of the listing to find another product that provides easier and better information. Here are a few suggestions to optimize your listings for Prime Day 2022 and beyond to ensure consumers stick around.

Gone are the days where SEO optimization is only important on Google. It’s also vital to ensure that your Amazon listings are search engine optimized so they appear at the top of the search results. So, let’s go over a few of the ways you can make sure your listings are optimized and easy to find with minimal effort from the customer.

Product Titles

• Amazon suggests the following structure – [Brand] + [Sub-Brand] + [Model Number] + [Size] + [Product Description] + [Defining Features]
• This title structure allows for easy brand recognition while scrolling through Amazon search results as well as a brief understanding of what the consumer can expect from the product.

Bullet Points to Highlight Key Features

• We’ve said it once, and we will say it again. Simplicity is key, and it is imperative to create clear and concise bullet points to highlight the key features of your product.
• Consumers are moving quickly, and you want to make it as easy as possible for them to skim and understand your product in a snap.

Product Descriptions

• Once a consumer is hooked by the Product Title and Key Features, they might want a little more substance.
• Product Descriptions are the best place to settle in and list out the lengthier information regarding your product benefits. But don’t get too in the weeds. It is still important to be as concise as possible. 

In the end, always put yourself in the consumer’s shoes so you can see the shopping journey through their eyes. Which keyword searches would you use to find your product? What information would you want to know before converting? And how much effort are you willing to invest into finding the right product during a fast-paced shopping event like Prime Day?

Conclusion

After July 13th, the effects of Amazon Prime Day 2022 will continue its influence on your brand and consumer trends. This is the best time to take your insights to skillfully inform your 2022 holiday strategy. Want to learn more about how you can take advantage of these consumer metrics and work towards marketing maturity within your brand? As the original search agency of record for Amazon, our experienced account managers know the ins and outs of Amazon like the back of their hands. Reach out to us today for all your performance marketing needs.

Citations

1. https://www.statista.com
2. https://getstarted.tiktok.com
3. https://advertising.amazon.com
4. https://advertising.amazon.com
5. https://advertising.amazon.com

Eden Pierson