How Your Brand Can Win on Prime Day

It’s that time of year again. Jeff Bezos Day Amazon Prime Day(s) are back, running July 12-13 with deals on everything you didn’t know you needed until you saw it on sale for 20% off. While it remains to be seen how ongoing logistics backlogs for Amazon merchants will impact sales, there’s ample opportunity for eCommerce brands next month, even if they’re not participating in Prime Day- or in Amazon’s ecosystem at all.

According to Adobe, retailers with less than $10 million in annual sales increased their revenue by 21% during Amazon’s 2021 Prime Day over a control day in the same month. Bigger retailers fared even better, experiencing a 29% bump last year.

Regardless of the size of your eCommerce operation and whether or not you have a storefront on Amazon, there are a few ways you can get a leg up on the competition and take advantage of Prime Day:

Level up your Search Marketing. All of it. Perhaps the easiest way to take advantage of Prime Day is to level up branded, competitor, and non-branded search marketing budgets as you play both offense and defense during the manufactured eCommerce holiday.

On the organic side of things, make sure that all of your pages with top-10 keyword rankings have appropriate calls to action on them. This is a standard best practice, but if there were ever a time to test out a more aggressive call to action, next month is it.

Sync up your Prime Day strategy with your influencers. Prime Day is the perfect time to whitelist some ad budget and run coordinated promotions while people are already spending time shopping.

Most marketing for actual Prime Day promotions is limited to Amazon and paid social ads, so in the market for attention putting some budget behind the amplification of your brand’s influencer roster is a nice “buy low” opportunity at a time when CPM rates will resemble Black Friday / Cyber Monday across many paid channels.

Upsell, upsell, upsell.

A strong retention marketing game will present great opportunities to increase your AOV via your welcome, abandoned cart, browse abandonment, and post purchase flows. Limited-time bundles akin to what some merchants will offer on Amazon during Prime Day will play well via email and SMS campaigns, too.

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