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Originally published on May 29, 2019, updated June 25, 2024
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Amazon's Prime Day event often leads to increased sales. In this Prime Day guide, we'll explain how you can take prime advantage of increased traffic to boost your profits.
Prime Day 2024 will take place on July 16-17th!
Like Cyber Monday and other major online shopping events, many Amazon sellers report an increase in sales in the days surrounding Prime Day. As a seller, you should be prepared for even higher demand during the event.
With proper planning, your Amazon Prime Day revenue can soar. However, remember that even a minor snafu can have huge consequences. Key areas to refine before the event begins are detailed below.
Shoppers rely on your Amazon listing since they can't physically evaluate your products. Every detail counts! Your connection with each shopper begins on the product detail page. Set the right tone by ensuring your listings provide the details shoppers need, from sizing information to product images. Misleading or incorrect product details can lead to negative reviews and a poor customer experience.
Include relevant keywords and details to help shoppers find your product through your ads and organic search. Update A+ Content and add product videos. According to Amazon, listings with videos get an 9.7% higher conversion rate on average compared to listings without videos.
Related reading: Amazon Listing Guide and Best Practices
View your listings on mobile to see if you need to make any changes for a better shopping experience.
In the weeks leading up to Amazon Prime Day, ensure you have enough inventory in stock to meet increased demand. Amazon recently added the Minimum Inventory Level metric for FBA sellers, which can lead to a low-inventory-level fee if supply is not maintained over time. FBA sellers are encouraged to keep between one and six months of inventory in stock at Amazon's fulfillment centers.
Inventory for Prime Day 2024 needed to arrive at FBA
by June 20, 2024.
Need help knowing what to restock and when? RestockPro by eComEngine is an FBA inventory management platform that helps you forecast inventory needs, monitor profits, identify aging inventory, and stay in stock. RestockPro also offers a free integration with Aura's AI-powered repricer!
You may need to purchase additional FBA capacity or be prepared to fulfill orders from your warehouse or a 3PL if you're running Prime Day promotions or anticipating increased sales for a trending product. If you fulfill orders through Seller Fulfilled Prime, be sure to build in plenty of bandwidth for you and your team to get orders out on time.
Prime Day can also be a great time to test new products and sell items you no longer wish to stock quickly before Q4. Check out these Prime Day inventory management tips to learn more!
We anticipate that Prime Day and the days surrounding it will continue to be a very successful time for Amazon sellers worldwide. Being prepared by having enough inventory in stock and a strategic plan for promoting products can help sellers maximize profits during this high-volume sales window.Jay Lagarde
When it comes to Prime Day advertising, this is the time to boost your budget. Amazon recommends setting campaigns before Prime Day and allowing them to run for at least two weeks. This is a good time to be competitive and strategic with your bids.
Brands will need to make sure they are getting as much visibility as possible and converting that traffic at a high rate to have the best performance during Prime Day and Prime Day week.
From a product discoverability standpoint, Amazon's suite of advertising products are the most powerful tools in a brand's arsenal during the Prime Day period."
-Pat Petriello, Head of Marketplace Strategy, Tinuiti
You can also create coupons or offer special promotions such as a percentage off to generate interest in your products. In 2019, Amazon announced Prime Exclusive Discounts. Your product will be displayed to Prime members at a discounted price exclusive to the program.
On Prime Day, Prime Exclusive Discounts items will display a special Prime Day Deals badge. To be eligible for Prime Exclusive Discounts, products must have an average product review rating that is a minimum of three stars (or zero stars for brand new products). Additionally, sellers must have an average seller feedback rating of four or higher. Traditionally, you can create discounts for Prime Day up to a few weeks before the event.
Lightning Deals are another advertising opportunity. These discounts are offered on eligible items for a short time. While Lightning Deals can normally be found throughout the marketplace, on Prime Day they're exclusive only to Prime members. Fees can be steep, but these deals are often effective for clearing out inventory and boosting brand visibility.
Seller feedback and product reviews are important parts of your overall Amazon seller reputation. Great ratings can help you stand out from the crowd during a busy sales period, but negative ratings can cause significant damage to your sales.
Proactive reputation management is key to year-round success on Amazon, but having great ratings is even more crucial during a competitive time such as the weeks surrounding Prime Day and Cyber Monday. Seller feedback ratings can affect your Buy Box eligibility.Louis Mizzell
Having too few product reviews (or too many negative reviews) could mean the difference between a great conversion rate and poor sales during what should be a very successful selling period. Establishing regular reputation management practices can help you keep your seller account healthy during Prime Day and beyond.
Since you'll likely see an increase in order volume thanks to Prime Day, have a strategy to request Amazon reviews and feedback. In 2020, we saw a 32% increase in reviews received by a random sample of FeedbackFive customers in the week after Prime Day.
Need more feedback and reviews? You can use FeedbackFive to send automated Amazon-compliant requests, get alerts for negative feedback, and more. (Click here to start your free trial!)
Watch the video below to get our Prime Day tips for Amazon reviews.
Amazon is a very competitive marketplace. High-traffic events like Prime Day can make your listings a target for hijacking. Other issues such as search suppression or a suppressed Buy Box could mean that shoppers don't even see your products in search.
But monitoring your listings during the big event doesn't have to be time-consuming! SellerPulse by eComEngine alerts you when there's an issue such as a listing change, search suppression, or Buy Box change. Try it free to protect your listings this Prime Day!
Amazon Prime Day began in 2015 to celebrate Amazon’s 20th birthday. It has significantly grown each year. In 2018, despite some technical glitches, it was Amazon’s biggest sales day ever — at least for a little while.
Prime Day 2019 soon stole the crown as the largest shopping event in Amazon history with sales surpassing the previous Black Friday and Cyber Monday combined.
The global marketplace was gearing up for an even more grandiose affair in 2020 until the COVID-19 outbreak brought everything to a halt. The annual shopping event, traditionally held in July, was delayed several times due to the pandemic before finally happening on October 13-14, 2020.
Then, for the first time, Prime Day 2021 took place in June. Customers didn't seem to mind its earlier-than-expected arrival—it was the most successful two-day period ever for Amazon’s third-party sellers, most of which are small and medium-sized businesses. In the promotional period leading up to the event, customers spent over $1.9 billion on more than 70 million small business products. Total sales were estimated to be around $11.2 billion.
Despite rising inflation and ongoing supply chain issues, Amazon managed yet another record in 2022 with more than 300 million products being purchased worldwide. Then, in the first-ever Amazon Prime Early Access Sale in October, Prime members ordered over 100 million items, most of which came from small and medium-sized businesses. 2023 Prime Day sales surpassed $12.9 billion globally. The Prime Big Deals Day event in October 2023 saw more than 150 million items purchased from third-party sellers.
Over the years, other retailers have jumped on the bandwagon to offer similar deals around Prime Day to capitalize on a sales boost during a normally sluggish time of year. If you’re a shopper looking to make a big purchase, it might be worth it to wait until around Prime Day!
With all this talk of just how big Prime Day has become, we would be remiss not to share more of its incredible reach and a few more interesting tidbits!
The Amazon Prime program has grown to include more than 200 million members worldwide. These are the countries participating in Prime Day 2024: Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, India, Italy, Japan, Luxembourg, Mexico, Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the US, and the UK
Discover more interesting info about Prime Day here!
Do you have questions about Prime Day? Want to share your success or struggles from last year? Let us know in the comments and be sure to check out the resources listed below!
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