Amazon Prime Day 2024 announced

The next Amazon Prime Day has been announced! One of the most popular sales events of the year is back this summer with thousands of savings to be had.

Prime Day will be live from July 16th at 00:00 until July 17th at 23:59, making this the 10th Prime Day in the UK. Prime members will get exclusive access to thousands of deals across the site, hungry for some excellent summer offers. So as a business, what can you do to prepare?

Is your business Prime Day ready?

With just a few weeks to go, it’s important to make sure your business is ready for the event. You will have already submitted your lightning deals and top deals as these are requested much earlier in advance, however, there are a number of things you can do to ensure you maximise the effect of these promotions as it is a highly competitive 2 days:

 

1. Check inventory levels

If you’re an FBA seller, check your stock! Not just for your promoted items but all your stock. While Prime Day will see a lift in promoted items, there is a huge increase in impressions across the board, so be ready with all your best-selling items. Last year, the first day alone saw shoppers worldwide purchasing over 375 million items!

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2. FBM Sellers

Keep on top of your operational metrics so you don’t run into buy box suppressions. This includes important actions such as checking you have the correct stock levels for top-selling SKUs, ensuring you’re shipping on time and entering your tracking details. In order to track your account health shipping metrics, follow these links and change your marketplace country to review your performance: Amazon UK | Amazon USA | Amazon DE

 

3. Submit your products to VINE

The Amazon VINE programme allows businesses to submit their products to be sent out to trusted Amazon-accredited reviewers to get honest reviews written on their listings. 9 times out of 10 we find these reviews to be positive as the reviewers are often given the choice of products from categories they are more active in on Amazon. More reviews can help boost a product’s ranking in the search results. Products rated at 3.7 stars and above are 75% more likely to convert than those with no reviews. Amazon Vine offers different categories to cater to different budgets, so submit products into VINE that you want to receive traffic and increased conversions on during Prime – check out our blog for more information on these. Even though Prime Day is nearly three weeks away, you still have time to submit and, quite possibly, even start to receive some of those reviews.

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4. Optimise keywords

Be sure to optimise keywords and search terms to help increase your organic traffic. Update them to relevant keywords and check that your listing has a clear title, 5 bullet points and a descriptive product description.

 

5. Check mobile vs desktop

Check your mobile vs desktop impressions, particularly for your best-selling products. Depending on which returns the best performance, you should optimise your listing images to reflect the user experience. For example, is the text on your infographics large enough for mobile users to see clearly? One handy thing to remember – listing images can show up twice on a mobile listing. This is especially useful if you don’t have any A+ content in place.

 

6. A+, Premium A+ and Brand Story

A+ Content is a tool offered by Amazon that allows you to enhance your product description with additional media. You can use their templates to create a product description that looks more like a webpage. It can include headers, images, videos, infographics and more, making an ordinarily bland section more visually engaging. It’s a great place to put more keywords and is favoured by Amazon in the search results. Most importantly, it can improve your sales by up to 5%. If you’re registered on the Amazon Brand Registry, you’ll have access to A+ Content.

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7. Brand store

If you have an Amazon Brand Store, put your top-selling or Prime Day promotions on the home page. This makes it easier for shoppers to find your promotions.

 

8. Advertising Campaigns

The average conversion rate on Amazon is approximately 9.44%. To maximise your best return, we advise you to start building traffic up 7-14 days before Prime Day so you can maximise the 7-day attribution window. This is especially useful if you’re participating in a Sponsored Display. This will mean shoppers are retargeted and will see your promotions.

We highly recommend reviewing the time of day your customers are buying. Then you can run day-parting campaigns to maximise your budget. We know Amazon is fast becoming an expensive marketplace, so you could allocate the same ad budget you currently have to the best times of day instead. This can significantly impact your results without spending above your means.

Furthermore, while you’re looking to maximise your efforts over the two-day shopping event, there is a significant opportunity to boost traffic, bring new customers to your product pages, and use the new Audiences function for brands to build tailored promotions after Prime Day to continue capturing more sales.

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9. Startup Campaign

If you’re not too sure how to set up a full campaign structure, you can run a Sponsored Products ‘catch-all’ campaign. This is a Sponsored Products auto campaign that should include all of your products in your catalogue. Simply set your bids to a very low CPC, something like £0.13/$0.15, set your top of search results to 150%-200% and your dynamic bidding to up/down. This will give you great visibility and conversions during Prime Day and will harvest tremendous data (particularly keywords/search terms) to help optimise manual campaigns for better conversion. Alternatively, contact us to help set up your campaigns.

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10. Video Advertising

This is by far one of the best-converting tools in advertising right now. It’s especially useful for driving traffic to a brand store where there is currently little competition presence. Sponsored Brand videos are now showing up in the headline, middle and bottom of the search page, with video adverts consuming around 70% of phone screen space. A video only needs to be a maximum of 10-15 seconds in length. Keep it product and lifestyle-led – show your customers exactly what they’re getting and how they can use it. Allow them to visualise themselves with the product. If you’re not sure what to put in your video, check out some of the search terms customers use to look for your product. That will often give you ideas on what your product video should include to fulfil their needs.

With Prime Day attracting millions of searches you can be sure your competition will be participating in this event so don’t miss out. Being Prime Day optimised is definitely an opportunity not to be missed.