3 steps to successfully maximising your commerce sales on Prime Day 2020

Estimated reading time: 3 minutes

The retail world has been eagerly awaiting a confirmed date for Amazon Prime Day after weeks of delays caused by the Covid-19 pandemic. Traditionally a firm fixture every July, Prime Day has left consumers and sellers alike on tenterhooks about when it will finally get the green light. With over 100 million products sold, generating $7.16 billion in sales, in last year’s Prime Day, it’s time to start preparing to maximise your online sales potential ready for Prime Day 2020!

However, the wait is now over! Amazon has confirmed that this year’s Prime Day will be held on 13-14th October. Starting off the seasonal sales with Black Friday and Cyber Monday to follow in November.

How should sellers prepare for Prime Day 2020?

So, with Prime Day fast-approaching, now is the time to prepare your product listings to take advantage of the enormous spike in online consumer traffic. Even if you’re not promoting Prime Day deals, you can still win big — here’s what you need to know at a glance to make sure you don’t miss a sale!

Key facts

  • Most shoppers visit amazon 7 days prior to completing their purchase – so plan ahead and get started now!
  • There’s a 5x median increase in new-to-brand shoppers on Prime Day compared to the day before
  • Shopper engagement continues with higher category paid search volume in the 14 days after Prime Day vs the 14 days before

Step 1 – 3 weeks before the big day

  • Increase your daily ad budget by at least 200%
  • Don’t chase non-converting terms — test and refine your ad campaigns
  • Audit your current product categorisation 
  • Focus on broader and exact keywords
  • Ensure all product listings are optimised 
  • Ensure stock levels are covered

Step 2 – Amazon Prime Day success!

  • Focus on exact match advertising 
  • Create your own promotions or vouchers if not taking part in Lightning Deals
  • If low on FBA stock, ensure Merchant Fulfilled SKUs are active to prevent lost sales 
  • Maybe now is the time to consider bulk business offers to increase AOV
  • Sit back and enjoy the sales!

Step 3 – How to keep the momentum going post Prime Day

  • Traffic is higher in the 14 days after Prime Day, so see it as ‘Prime month’ — the perfect opportunity to re-sell and re-engage customers
  • Change tack — implement branded search terms rather than category specific terms post Prime Day

What’s likely to happen during Amazon Prime Day 2020?

The number of Prime members rose by around 10 million between 2018 and 2019 and there are now estimated to be more than 105 million members worldwide! This, combined with changing consumer habits as a result of the pandemic lockdown, suggests that Prime Day 2020 will continue to break records.

For help with any aspect of selling on Amazon for Prime Day and beyond, get in touch and find out how we can help amplify your sales! If marketplace amp is managing your advertising, rest assured that we are already implementing these tactics!

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