May 30, 2024
SEATTLE – The date is not set, but it’s likely that the first Amazon Prime Day of 2024 will land in mid-July, as it has in past years. The good news is that there is still time to strategize and prepare. We asked Prosper exhibitors to share some tools, tips, and tactics as the time grows near.
“As Amazon Prime Day approaches, brands and sellers should be laser-focused on optimizing their main hero images. Why? Because a killer hero image is your secret weapon to boosting click-through rates and making your products stand out in the search results like a diamond in the rough. Using PickFu to split test your images can help you nail down the perfect attention-grabber that’ll have shoppers flocking to your listings come mid-July.” — John Aspinall, brand evangelist and resident Amazon pro, PickFu
“May and June are the homestretch for a successful Prime, and no time to break pace. Finalize your FBA inbound shipments and monitor carrier progress closely to ensure that you are appropriately stocked. On the ads side, make sure your off-Amazon campaigns are launched with enough time to boost your rank (usually 60-90 days out) and convert on Amazon’s Brand Referral Bonus so you can make the most of your ad spend between now and July.
“And remember – Prime Day doesn’t end after Prime Day. Make sure that you’re also set up with an FBA reimbursement solution ahead of Prime so that when you’re inevitably faced with issues like Customer Returns and Lost or Damaged Shipments, you are quickly able to recoup losses and protect your profitability. For a more detailed breakdown of Prime Prep strategies month over month, download this free Prime Day Playbook and Calendar. — Shannon Curley (pictured right at Prosper Show 2024), director of Marketing at Carbon6 Technologies
“If sellers have not already done so, it’s essential to define focused goals and determine what products they plan to put at the forefront of their Prime Day efforts. Online sellers should begin preparing their advertising strategy now, ensuring it aligns with their product-level strategy. Additionally, implementing a cohesive DSP strategy will help target the right audience segments—enhancing visibility and accelerating sales. Taking the time now to prepare for Prime Day 2024 will position sellers to maximize their visibility and profitability. Check out our Complete Prime Day 2024 Checklist for more information.” — Laura Pattison, senior director – Strategy & Insights, Teikametrics
“To make the most out of Amazon Prime Big Deal Days, think of it as preparing for a big party. First, make sure you’ve got plenty of stock ready. You don’t want to run out of your best items just when everyone’s looking to buy. If you’re well-stocked, you’ll not only maximize your sales but also keep your customers happy and coming back for more. Amazon’s FBA (Fulfillment by Amazon) can be a valuable ally in handling inventory during such peak periods.
“Focus on pricing and how you present your products. Since Prime Day is all about deals, setting the right price is key to grabbing attention. You’ll want your prices to be attractive without cutting too much into your profits. Also, make sure your product listings shine – use great photos, catchy descriptions, and the right keywords so shoppers can easily find and fall in love with your products.
“Finally, don’t forget about advertising and special promotions. Using Amazon’s advertising tools can help you reach more people and drive traffic to your listings. If you join in on Lightning Deals, you can create a buzz and a sense of urgency around your products. Pair all this with smooth order processing and fast shipping, and you’ll not only boost your sales but also build a loyal customer base. Happy selling.” — Matt Manzanella, customer success manager, Store Automator
“Take Prime Day as an opportunity to think about your listing and how you can make it extra special for what it offers and not just for the price. Of course people turn to Prime Day for good deals, but that doesn’t just mean the lowest price—it means a great value. This can mean bundles or extra value added to the deal. If you’re selling hedge clippers, consider bundling it with a pair of gloves to prevent those nasty blisters people can get when doing outside work.
“If you’re selling a cutting board, pair it with a digital guide to ten amazing fruit and cheese plate combinations you can create to wow your friends with the board as the centerpiece. Don’t just go for cheap and hope to make it up with volume. Use it as an opportunity to do volume because you have created an enticing offer at an attractive price. Then keep that going well past Prime Day and keep your products standing out and selling well year-round.” — Serra Gibbs, Co-CEO of CapForge
“From what I’ve seen, day-of planning is generally pretty solid. Being ready to adapt day-of is different. In terms of preparation right now, there is still opportunity to build brand recognition through Amazon’s Demand Side Platform (DSP) before the event, and more so to retarget those customers through the platform after the event to make sure your Prime Day spend goes as far as possible.” — Marcus Gverzdys, Perpetua, Toronto
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