Join Kris and Dustin discussing Prime Day 2020 preparation strategies. We now know the day! October 13th, 2020 is Prime Day. Make sure you are prepared. Learn how to optimize listings, split test A+ content, how to use coupons, optimize ad campaigns, and much more.
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– Hello everybody. And welcome to episode three of Two Amazon Sellers and a Microphone. Today, we are talking Prime Day prep. It’s official, Amazon, Amazon announced it. We’ve been waiting for months. Everyone’s been on, on the edge of their seat, figuring out when Prime Day is gonna be here. And it’s here, October 13th. So I’m Dustin Kane, on with me is Kris Gramlich, as always, Kris, how you doing?
– Good, Dustin, good. This is gonna be an interesting topic. I know there were some thoughts that this day may not come but, with everything going on but it seems like Amazon is moving in the right direction with this.
– Yeah, yeah, I mean, there’s, there’s a lot of really interesting things, wrapped around Prime Day. I mean, typically, in the past Prime Day has just been great for both of us and it’s always in July.
– Amazon setup Prime Day to kind of make it a little bit of a, kind of a Black Friday in the middle of the year when, when typical retail sales are slow. Typically, Prime Day kind of coincides with people getting prepared for back to school. So that’s out the window, a little bit, now, if it’s gonna be in October.
– And there are so many issues that are gonna be at play. Now, we’re gonna have potentially two major events in Q4, plus, of course, the entire month of December.
– And it’s gonna be, it’s gonna be nuts. And so we’re, let’s, let’s dig into some, some Prime Day prep tips and strategies. Things we’ve done in the past, things that we are definitely gonna have to do differently, this year, just because of the way the calendar lays out and all that. And there’s just, there’s so much to unpack, I feel like, in, in this that could, that could help out, people that are trying to prepare for this because we didn’t know until yesterday that it’ll be October 13th. There was speculation across the board but now we know, and now we’ve got, I don’t know what that is, I gotta do some math but it’s not much.
– Three weeks?
– Yeah and what’s, what’s funny about it is, so I’ve been creating lightning deals. Like every time I get a lightning deal opportunity, I create, create, create. And for like the last week, I couldn’t get past, like they wouldn’t give me any deals past October, like first or second or third and I was like, what is going on? Normally I can get them all the way like all up to November.
– And I was like, what the hell is going on? Then last night I refreshed it and I was able to launch a lightning deal but the cut-off was October 11th. So that’s the last day, I could do October 11th. So I’m thinking like, something’s going on and I start seeing all of these forms that 13th is the Prime Day, so it makes sense. It feels…
– Yeah I kinda, I kinda lost you there for a second, Kris but you’re back now.
– Yeah, it feels like the 13th is the day. If it’s, we’ll probably get some confirmations.
– Yeah, I mean, every news report I’ve seen, every article I’ve seen today is quoting that it’s gonna be October 13th. I haven’t seen anything official from Amazon yet, but I think we just need to run with that being the case because there is a lot of preparation that we need to do, right now. I mean, three weeks is not enough, really, especially with the difficulties right now, sometimes with sending an inventory. And we also have some of the caps that Amazon is putting on the inventory. I was doing some reading and I found it fascinating, there’s some, there’s some interesting things that people are talking about right now with this Prime Day and how Amazon might be using it as a good way just to clear stuff out of their warehouses.
– For sure.
– I mean, they could be overloaded on a lot of things and they’re gonna try to clear it out and they’re, ’cause they’re still putting limitations on what people can ship in. And you would think it’s a little bit counterintuitive. You would think there’d be opening up the flood gates, right now to let people ship in because this could be, I mean it’s predicted to be one of the biggest Prime Days, in history. And, you know, I mean, it’s another day. I mean, this could maybe cannibalize a little bit from Black Friday. I mean if anybody’s looking to, start their shopping a little early for Christmas they, you know, they could be taking away some of that from, from them but yeah, it’s gonna be real interesting. So, Kris, just sort of in terms of what you’re doing right now to prep, like inventory, I mean, do you feel like you’re comfortable with your inventory levels or how, you know, what multiple are you sending in versus a normal time, a normal, you know, early first couple weeks of October, what does that look like for you?
– Yeah, good question, and most of my concern with inventory starts back in like July for Q4.
– So I like to have enough inventory for Q3 and Q4, so I don’t run out during those times. So my inventory levels are good, I think if your inventory levels are a little suspect and running out of stock, you may wanna have like, Fulfilled By Merchant, in the background so you can relax if you do run out of stock at Amazon. So you just create a new listing, not a new listing, but you create a new, what is it, condition.
– And you would do a Fulfilled By Merchant, just kind of as a backup if you do run out of stock of your FBA product.
– So I recommend doing that if you’re a little thin, ’cause it’s gonna take a while for them to even check some stuff in for their FBA. So get that prepared. But yeah, my inventory, I think we’re doing well, I got plenty of stock. I’m just ready to sell through it, so I’ma see what happens.
– I’m excited. When we talked in the last, last episode, I’ve got a few products that I’m actually trying to liquidate, so this could not be better.
– I mean, this is a great opportunity to liquidate. I mean, if you do a lightning deal or a coupon or any and dropping your price, all that in conjunction with these, you know, a Prime Day, the amount of traffic that’s gonna come, it’s a great opportunity to liquidate. So if that’s the situation you’re in, if you’ve got a bunch of products that are and there, you’re getting the warehouse fees right now or any of that, or you’re trying to get rid of it, now is a great time to be doing that for sure. I also saw an interesting strategy. This is not something I’ve done. I actually didn’t really even know you could do this but astonishing strategy about actually creating a subcategory page on your storefront that’s all about your prime deal, that your Prime Day deals. So that is, that’s something great. That’s something I’m gonna actually experiment with this year. ‘Cause that can be a great landing page too, if you are on your social media outlets or any of that, or if you’re doing any outside marketing, you could drive it straight to your, storefront page about your Prime Day deals. That could be just a great tactic as well. So I saw that I really, I really liked that idea of–
– That can be something that can just be year-round too. Like you could, you could change that title, so Prime Day deal, Black Friday deal, after Prime Day is over with, Cyber Monday deal. You can just change that title but you can keep that year-round and that way people, you can kind of build some brand loyalty there. People come back and see other deals you have.
– Absolutely, absolutely I think that’s a that’s a great idea to be doing. What, in terms of right now, three weeks out from Prime Day, what would you be recommending to do for your advertising campaigns to get prepared, and what happens to advertising campaigns on days like Prime Day?
– Yeah, some things I would do for your PPC campaigns, would be consider bidding more aggressively or increasing your bids on your main keywords that you wanna target. You wanna do that now so that you can increase your ranking organically for that when Prime Day comes, your ranking has already increased. So I would review your PPC clicks not your PPC click, I would review your PPC campaigns and make sure that your bids are competitive enough so that you don’t lose any of those placements and you do get more sales through your ads, which will increase your organic ranking, just in time for Prime Day.
– Absolutely. That’s a great point about building up that organic ranking. I think on the opposite side of that coin, you wanna be reviewing your campaigns as well and making sure that you’re getting rid of, especially if you’ve got auto campaigns, getting rid of search terms that are not converting very well. Because if those are on when Prime Day happens and your, and your traffic triples, quadruples, there can be a lot of ways to expand, you don’t wanna have that happen. It can also cause you to run out of budget, which talking about budget, once Prime Day hits, do you raise your daily budget?
– Yeah, I would, I would definitely do that, maybe two or three times extra normal budget, and just keep an eye on it. You’ll run out, it’ll, Amazon will let you know when it’s running out. And if it makes sense to increase that budget go ahead and do that but I would definitely increase your budget, either the night before or even the day before, ’cause some people are gonna probably, be doing early shopping, you know, with this whole thing going on, with the economy and the COVID and stuff, people are probably pretty anxious.
– So I would imagine the traffic is gonna be enormous. I would not be surprised if Amazon crashes, honestly. I’ve seen that happen where the dog show up on the listing, you’re like what the hell, dogs… So get ready. I’m sure something like that might happen but anyways, I would definitely increase your budgets, ’cause that’s, that’s something you wanna keep, make sure your ads are still running.
– Absolutely, now, I didn’t check my, I didn’t check inside Seller Central yet this morning to see if they’ve opened up lightning deals yet. I know we’re talking about that, but that, lightning deals on Prime Day, are another huge strategic maneuver that you wanna go for. What is your strategy there with lightning deals on Prime Day?
– So like Prime Day was normally in July, so back in, oh, I wanna say March or April, they made everybody submit their Prime Day deals then.
– And then when they moved Prime Day, the deals still stayed, you just had them out, they just kept pushing them out further.
– So they’re still, you can’t, so after July, I wasn’t able to submit any new Prime Day deals. I could just do lightning deals…
– New lightning deals. So we’ll see but I’ve been running aggressive lightning deals, just to keep my ranking high and get those volume and get that sales velocity up.
– Sure, I wonder if they’re gonna open up more opportunities for Prime Day deals now.
– Maybe, yeah, they might now.
– I mean, there’s a whole different catalog of products that could take advantage of this, I mean if you’re selling Halloween costumes or anything of that, fall decorations, I mean now is that would be a great opportunity. So we’ll be keeping our eyes out to see if they open up more, more spots, spots for that, for sure. What else you got Kris? What’s another, any, any other tips that you wanna–
– Yeah, I’ve got a list here I’ll just touch base on and then you can, we’ll stick around and talk a little bit about these, but one of the things I may be doing right now, especially for preparing for Prime Day is, audit your listing. Check your listings, make sure you have the right title, the bullet points, your images are fantastic. Make sure your descriptions are up to date. All that stuff is gonna help with the Prime Day experience. You’re gonna get people come to your listing. You obviously don’t want them to leave your listing. You want to get that conversion rate high, so making sure your titles are good, your bullets are good, images are fantastic, descriptions are good, all that’s gonna be super, super important to do. Some things I’ll kind of mention on the, on the listings here. Images, you can do things, some of this is kind of, be careful with but you can do things, I’ve seen people do this where you can add like a badge to your like secondary image or your third image that says something along the lines of like, today’s deal or today’s special, just to kind of highlight that maybe you’re doing like a Prime Day deal.
– That might be something you could play around with, just to kind of increase the conversion rate. But that’s, that’s a kind of a tip I would see people doing. Another one is, if you have A-plus content and you’re brand registered, Amazon now allows you to, like you can split test your A-plus content. A plus content is now showing up like higher on the, on the listing, especially on mobile.
– For those of you who don’t know what A plus content is, it’s below the bullets. It gives you more of an area where you can show more images, do more infographics, talk a little bit more about your brand but I would split test that. And Amazon’s got a tool where you could split test that or you can get somebody to create you some A-plus content, pretty quickly. Another, another one is the Amazon coupons, lightning deals we talked about but there’s also those little Amazon coupons you can add, to a listing where someone can save 10%, 5%, $1, $2, you can pick the amount. What I’ve seen work best is choosing a dollar amount. So when somebody comes to your listing, rather than making them figure out what 20% of the price is, that they’re saving, just give them like $3 off. And that resonates more with that customer. And your conversion rate will be a little bit higher ’cause they don’t have to sit there and try to figure out how much they’re actually saving.
– I think you get more clicks that way too. So I would, when you use the Amazon coupons, use the dollar amount as, as the setting and give $1, $2 off. We talked about review–
– Let me, let me jump in on that one because it brings up an interesting point. The the, with all this traffic, you’re trying to take any little advantage that you can have. Okay, and, and especially like on mobile, there’s only a certain amount of area that people see. They didn’t, you know, they didn’t see like your title, maybe your first image. There’s very few things that you can change but that coupon is one of them. When you add a coupon that’s right up there at the top of the listing, especially on mobile, it’s a badge, it’s–
– Bright green.
– Bright green, it’s such a differentiator. And it’s, you know, obviously a nice discount, really stands out but just having a discount in general, I think is a great strategy. And it’s something you definitely wanna do when you’re gonna have this many eyeballs on your listing. And you’re gonna have all of your competitors are trying to, you know, attract those same eyeballs and those are little things that can make a big difference, especially in conversion rate. So I just wanted to jump and I think those, it’s just good to focus on those things that don’t take much time to do. Don’t hurt that much but can make a really, really big impact. And that’s, that is for sure one of them.
– Now to kind of piggyback on that, you can adjust your sales price too like, some, I don’t know if I would discount your price, so much for Prime Day, ’cause there’s gonna be a lot of traffic here.
– If anything, I would probably either raise it now or, or raise it, you know, here in a few days.
– And then just keep it like that for the, for the remaining, till Prime Day’s over. ‘Cause, we’re coming into the shopping season and there’s gonna be a ton of traffic.
– This is a good chance for you as a seller to make maybe a little bit more margin on an item. Now on the flip side of that, if there’s something that you just wanna get rid of and liquidate, then by all means there’s an awesome, an awesome chance to move that too. So you could do both but I know I’m gonna probably experiment with raising my price a little bit, $1, maybe $2. I wouldn’t probably go really crazy, ’cause you may lose the buy box when you set when you adjust your price too high in the last 30 days. So I would take advantage, I wouldn’t do it too much but that’s, that’s another one. I got a few more here I wanna touch real quick on.
– So there’s, there’s a feature now inside Amazon that you can request a review by going to the order number of your last 30 days, you can click on the order number and there’s a request to review button inside that. What that is, is Amazon will send that customer an email, asking them how they rate that product that they bought from you. And all the customer has to do, is just give it a one through five rating. They don’t have to write a paragraph out, they don’t have to give it a title, they just have to rate it. That counts as a review on the listing. And so the more you can gather those, the higher conversion that you’re gonna have, the more clicks you’re gonna get, your view count’s gonna go up. There’s tools out there that you can do this in bulk, but if you have a few orders and you wanna try to get some reviews and try to increase those reviews on your listings, go to your order section inside your Seller Central account and look for the orders from the last 30 days and just click on that order number and in the top right, you’ll see the button that says request review.
– Yeah and that’s actually, that’s a fairly new feature. I don’t know when that, it was a few months ago that that came out, maybe longer. This, this whole pandemic makes time–
– I didn’t even know, what is it August, it’s almost October, September, October? What is it?
– Maybe it was eight months ago that it came out or nine months ago. It feels like it was just the other day but the old way of getting reviews were, with follow-up emails. I’ve noticed a much better conversion rate on these emails going out from Amazon to getting reviews. I get a much better response than I did with my follow-up emails I used to send. So it’s, it’s absolutely worth going in there and hitting those, you will get reviews from that and that will obviously will help, your listing convert better.
– Yup and I think if you have like a following or if you have an email list or if you have some type of messenger list or whatever, this is another good chance for you to reach out to that list and draw or drive some traffic to that listing that you’re trying to promote. Any time, any time you can send outside traffic to your Amazon listing, Amazon loves that. It’s gonna help you rank better. And besides, you don’t have to like, kind of compete with other competitors, especially if you’re sending your list or your customers, whether it be from your Shopify store or your email list, whatever it is, to your listing, they’re only gonna see your listing. So it’s, it’s a chance for them to, for you to get that sale. That, that’s a way to increase your, your ranking. You could also do Facebook ads during this time, I’m sure there’s gonna be a lot of people doing that but you could run Facebook ads to a listing during this, you know, Prime Day week. I would probably do it for a week, just to kind of keep the ball moving.
– So there’s just things you could do. A lot of little things that people may not think about doing but those are some things I would check out.
– Absolutely, and I’ll tell you what I’m excited about. So typically in the past, like this is gonna be my, I guess, seventh Prime Day or six or seventh Prime Day as a seller. Typically in July, that’s when my sales, typically are the slowest for my particular categories that I’m in. So Prime Day, I was super aggressive on Prime Day and I always got this, the effect of being, my sales velocity would just continue for weeks, after Prime Day. Because I’ve been ranked so high now organically, ’cause I was one of the few that was very aggressive. I was doing every Prime Day deal, I was out doing coupons. So I, my sales would, I’d have five to six times my normal daily sales on Prime Day. And then that would just continue for weeks. Well, in the past, when it’s in July that was great to get that bump and get that sales. But then I’d have to kind of re-engineer that for the beginning of Q4 so that I move up. So this is exciting because if you’re, I would be doubly aggressive now on this Prime Day because if that really boosts you and you can ride this wave, I mean, you could be riding the wave into the highest sales quarter in Amazon’s history.
– I’ma keep that word, doubly, I like that. Doubly aggressive. Maybe you’re right though. Like there is no break here. There’s no, it’s not really a big break. It’s gonna go October 13th, let’s say, and we’ll wait for an official word, I guess but it’s gonna be October 13th and then literally like a month after that is gonna be, like the buying season.
– I know it’s not necessarily Black Friday, Cyber Monday type yet but it’s gonna roll right into it. There’s not gonna be a big break there.
– So I would, I would see this as a big Q4. Like this could be, some of the shopping may be done earlier, like maybe a Black Friday and Cyber Monday won’t be as big because everybody’s gonna start doing it now. Like maybe in October.
– That will be very interesting to see for sure. I also think, I mean, the only trick in all of this, is gonna be inventory.
– I mean, it’s a this is a really tricky one because you wanna be prepared, you wanna have all your inventory in there but you do not wanna have a load of inventory, January 1st.
– That’s gonna sit there. So I think there’s gonna be some tricks and we’ll see how Amazon handles all of that, during that. Are they gonna, are they gonna be receiving shipments quickly? I really like your, having the FBM listing tip that you suggested earlier. I think that’s, you know if inventory goes wonky and, you know like nobody can ship stuff in, then FBM may not be a deterrent necessarily to the customer, ’cause it’s–
– You just better be ready. You gotta be ready to make shipments, ’cause you’re gonna get some sales.
– Yeah, exactly, yeah, you’re right. For sure but yeah, well this is exciting. I think we’ve covered a lot of tips and strategies. I learned some stuff today that I’m gonna implement, I’m excited about. Can’t wait to see how this all shakes out. If you guys are interested in maybe making sure your ad campaigns are set up properly and, you know, you’ve got weeks here to optimize those campaigns, Kris and I would love to talk to you. Somewhere either in the show notes or if you’re watching this above or below this video, there’ll be a link where you can schedule a call or you can go to sellozo.com and schedule a call with either Kris or I. We can, we’d love just to talk to you, see how, you know, help consult on your ad strategies. And then if it looks like Sellozo, would be a good fit for you to, to optimize your ads up till Prime Day, we’d love to get you set up with a free trial. We also have, if you wanted to go ahead and take advantage of that right now, we have a coupon code which is PODCAST20. That would get you 20% off your first month of Sellozo, plus a 14-day free trial, plus a call with either Kris or I, plus an onboarding call, with our support team. You’re gonna, you’ll have a lot of people to talk to about your ad campaigns, for sure. So again, that’s PODCAST20. You can go to sellozo.com and sign up and get your ads optimized for Prime Day. Anything you wanna add to that, Kris?
– No, I think that was good. Let’s, let’s keep it moving. I think that that was a good, lot of information there.
– Absolutely. Well again, everybody, thanks for tuning into the podcast. Thanks for joining us live on Facebook, if you’re out there, this again is the third episode of our podcast and we will be back at it tomorrow, with episode four and hope to see you all here. Have a great day, Kris.
– See ya.
– Bye bye.