Ten Marketing Tips to Win Amazon Prime Day 2023

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If you’re a digital marketer, you know that Prime Day is not just a shopping event. It’s a marketing opportunity. A chance to showcase your products, acquire new customers, and increase your top-line revenue. But how can you make the most of it? How can you stand out from the crowd, optimize your campaigns, and maximize your return on investment (ROI)? That’s what we’re here to help you with. In this blog post, we’ll share with you our top 10 tips for winning Amazon Prime Day 2023. 

These tips are based on our industry-leading experience, research, and insights from Amazon’s own experts. Whether you are selling on Amazon, your own ecommerce site, or a combination of the two, these strategies will help you plan ahead, target the right audience, and harness the power of human + machine collaboration. Today’s marketer must be able to combine the power and efficiency of artificial intelligence, machine learning, and automated ad tech with their own knowledge and wisdom to create more effective customer-centered marketing campaigns.

Adlucent’s Top 10 Tips for Amazon Prime Day 2023

Winning on Prime Day can mean different things to each business, so we’ve split our top 10 tips into three categories. These strategies will help you outperform when selling on Amazon, selling direct, and when combining the two in an omnichannel strategy.

On-Platform

1. Increase budgets for Sponsored Products and Sponsored Brands in the two weeks before Prime Day to boost your brand. In a recent Kantar survey, they found that 75% of shoppers were likely or highly likely to purchase a product during Prime Day that they’d discovered during the lead-up to Prime Day¹.
2. Leverage the power of Amazon’s automation by combining two or more of Amazon’s ad services (Sponsored Products, Sponsored Brand, and display ads). These algorithms will find and prioritize your customers across the entire buying journey. In fact, Amazon has found that when all 3 campaign types are utilized together, the combined performance is 64% better than baseline².
3. Monitor your campaigns closely and adjust bids, preferably with an AI-driven bidding solution that uses real-time data, as needed to ensure you’re getting the most out of your ad spend.

Off Amazon

1. Build excitement ahead of time for the big day through easy-to-execute tactics like TikTok ads, influencer marketing, storefront optimization, and video campaigns targeted at the segments of your audience most swayed by promotions. This is an ideal time to utilize machine learning (ML) modeled audience segments that have the highest propensity towards savings and promotions but also fit within your brand’s target audience
2. Create a clear and effective Prime Day landing page. Your Prime Day landing page should be prominently displayed on your website, especially during the sale, and should heavily feature the products you are promoting for the sale, along with messaging about why consumers should buy direct.
3. Promote your Prime Day deals on social media and other channels to drive traffic to your Amazon storefront or your own website, depending on your goals.
4. The deadline for Prime Day deals has passed, but all hope is not lost. Create urgency and demand on your own website by offering limited-time discounts and promotions if you missed the window on Amazon.

OmniChannel

5. Review your campaign budgets to make sure there is enough spend available for the event, and decide what kind of automated bidding strategy best fits your business objectives.
6. Make adjustments to this year’s campaigns based on takeaways from previous years. Ideally, you have dashboards and artificial intelligence (AI) enabled automated insights already configured to help clarify those opportunities for your team in less time. These tools should be able to provide the answers to critical questions like: Do you expect certain categories to pop? Are your bids high enough? Were there any other surprises?
7. Offer customer service support. With so many people shopping on Amazon Prime Day, it’s important to be prepared to handle an increase in customer engagement.

BRINGING IT ALL TOGETHER

With these tips, you are ready to crush your Prime Day goals. Whether you’re selling on Amazon, your own website, or both, you have a great opportunity to attract new customers, maximize sales, and grow your brand.

In today’s crowded retail environment, we know that’s no easy feat. And that’s where human + machine collaboration comes in. By using the power of artificial intelligence, machine learning, and automation, you can optimize your campaigns, target your audience, and improve your efficiency. 

But by also using your own knowledge, wisdom, and creativity, you can add value, trust, and emotion to your marketing. That’s the winning formula for Prime Day 2023. Ensure you never miss performance insights like this – subscribe to our digital marketing blog today.

If you need help combining your team’s invaluable insights with today’s machine-learning models, don’t hesitate to contact us. We’re here to help you succeed on Prime Day and beyond!

Citations

1. advertising.amazon.com/blog/advertising-tips-prime-day-2022
2. advertising.amazon.com/blog/how-to-create-your-new-product-launch-strategy

Brad Costella

Brad is a Senior Director of Strategy at Adlucent. He is a strategic, data-driven, solutions-focused marketing leader with 10+ years of experience in omni-channel digital marketing and customer acquisition. He has a passion for turning insights into actionable strategies that improve real world outcomes for advertisers and customers. He believes that success comes from finding and striking the sweet spot where customer's needs intersect with a brand's value and goals.