7 tips for Amazon Prime Day 2021
Amazon’s big two-day sale event starts soon. Get prepped with our expert advice! Here are our fast 7 tips:
1. Advertise deals only
Consumers are window shopping deals only. Non deal items have higher CPCs and lower conversion so it’s not a good time to push other items. Your client organically may see a bump in traffic, but advertising is not a time to push expensive traffic!
2. Branded search goes up
As consumers see deal items on the home page and deal pages, they tend to search your brand name. Increase budget on branded as competitors may be trying to steal your search traffic with their deals.
Advertise your deal item only! This is not a time to upsell, but to acquire new-to-brand consumers with your discounted items. Show the consumer the same item they saw on the deal page.
3. Prime Day 1 is higher than Prime Day 2
Prioritize ad spend to day 1 as day 2 we see a decrease in traffic, conversions, and ROAS.
4. Pay attention to UI/UX
Every prime day is different, a “Prime Day Deal” badge can make or break your sales – and your ads! Have a strategy going in but be ready to pivot if things don’t go live the way you expected.
5. Budget 2x during Prime Day
If monthly budgets do not have flex spend, move budget to Monday and Tuesday and decrease budget through the rest of the week. Be willing to 2x your daily budgets during Prime Day.
6. Prioritize Items
Assume we can show 4-5 items in each search result. Prioritize which items to push. Priority can be by discounted price or inventory positioning.
Note – Sponsored Product always shows price discount in ad, Sponsored Brand does not. If you have a deeply discounted item, you may prioritize that item to show in Sponsored Product vs Sponsored Brand.
Prime day is typically a good indicator of Q4 the consumer experience and a testing ground for Amazon to try new things. See what’s new, what works, and start planning how you could leverage it for BFCM, etc.