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Optimize Your Amazon Advertising Strategy for Prime Day 2021

Best Practices / May 24, 2021

The Best Ways To Optimize Your Amazon Advertising Strategy for Prime Day 2021

To first understand the best ways to optimize your Amazon advertising strategy for Price Day 2021, you first need to understand what is Prime Day.  Amazon Prime Day is a special day in which some of the biggest sales are offered to its Prime users. Typically Prime day occurs earlier in Q2, but due to the changing nature of the global pandemic, the date is July 12th and 13th, 2021, for the marketplace. Many challenges impacted last year’s, Prime day due to covid-19, and Amazon moved the date from July to October.

Amazon sellers look forward to Prime Day as there is a massive increase in traffic to the Amazon marketplace, as well as various options to participate in special deals through Amazon known as “Lightning Deals.”

This article will outline tips and tricks to prepare for Prime Day and create an Amazon Advertising Strategy specific to Prime Day to help you prepare for great results.

Changes to Amazon Prime Day July 2021

It’s expected that Amazon Prime day will operate more closely to normal for the USA marketplace than last year, 2020. With that in mind, a big challenge many sellers continue to face is the inventory restrictions set forth for specific product SKUs.

For Canadian sellers, the bad news is that Prime Day has been postponed, with no new date issued at this time. Canadian sellers face increased challenges with more stringent inventory restrictions in place. Many of the warehouses were shut down simultaneously dealing with covid-19 outbreaks. High hope is set for the next Prime Day in Canada, so Canadian sellers can begin to recover from the global pandemic’s lengthy effects had on their Amazon businesses.

With this in mind, sellers on will have to plan accordingly and consider moving from FBA (Fulfilment by Amazon) to FBM (Fulfilment by Merchant) to satisfy customer demand maintain healthy sales velocity.

Listing Optimization & Marketing Tips for Amazon Prime Day 2021

Listing Optimization

Before addressing your Prime Day Amazon advertising strategy or the exclusive deals sellers may qualify for, the first step is to optimize your listing.

Review your competitor listings, ensure your images are on point, and adequately address the benefits above the features in the copywriting of your listing. Pull any relevant highly searched keywords that are not in your forward-facing listing and update them in your backend search terms. Avoid terms such as Prime Day or Sale, as these can cause your listing to be suppressed.

Marketing Tips

Another great tip to help drive traffic to your Amazon listing is to promote the upcoming Prime Day a week or so ahead of the July 12th and 13th dates. Create social media posts, and offer select prime day discount codes, along with sending your email subscriber list news of your big Prime Day sales.

Pricing Strategies

Customers will be keenly interested in big deals and avoid product offers that offer little to no discounts. Price your products competitively so that you are a frontrunner for those exclusive discounts and can get ahead of your competition.

In some cases, this may mean you are not achieving as high a profit margin as you are used to on non-Prime day events. That’s okay. Think of Prime Day as a great day to market your products to new customers who weren’t aware of your previously.

While Prime day offers an increase in traffic, it’s also true that specific categories are favored during this exclusive offer. If you’re selling in the electronics niche, you may notice a significant spike in conversions, while other niches only achieve a higher click-through rate with no conversions. It just depends on your niche and product type.

Optimizing your listing, fine-tuning your marketing strategy, and creating a solid pricing strategy on Prime Day can significantly increase traffic to your listing apart from your competition.

Maximize these strategies at this vital time to maximize your results.

Prime Day Exclusive Deals

What are Amazon Prime Day Deals?

Prime day deals are exclusive deals offered to sellers to help boost conversions on Prime Day.

Sellers can access these deals by selecting their Advertising console in Amazon seller central. Under the Create Discount tab, you’ll see the option to create these exclusive Prime Day deals. Only shoppers who are enrolled in Prime membership plans qualify for these special prime day discounts. These discounts are noticeable from the search pages apart from other products, as indicated by a red strike-through.

To be eligible for these exclusive offers, sellers must meet the following criteria:

  • The product needs to be an FBA product and Prime shipping eligible.
  • The product must have a 3.5-star rating or no rating.
  • The discount must be 20% off the non-prime member non-promotional price.
  • The discount must be at most 80% off the non-Prime member, non-promotional price.
  • You must be a seller with at least 4 Seller Feedback Ratings when a seller rating is available.
  • The Prime-exclusive discounted price must be at the lowest price for the ASIN in the past 30 days by 5.0%.

*View full details for Amazon Prime Day eligibility.

Prime Day Lightning Deals

Amazon Lightning Deals are promotions that hold a limited quantity of discount offers for a specific period. These deals have fees associated with them, so be sure to look into all eligibility requirements and fee outlines before applying. The limit is one per customer and is offered for a specific block of time, usually 4-hour increments. Similar to the Exclusive Prime Deal. Sellers can access these deals under the promotions tab, but they must meet the deadline for application and the eligibility requirements.

Amazon Prime Deals

Tips for Your Amazon Advertising Strategy on Prime Day

With a significant increase in traffic to the Amazon marketplace, your PPC campaigns may rise significantly on Amazon Prime Day and a few days ahead of Prime Day as sellers begin to create shopping lists for the big day. It’s best to optimize your Amazon advertising strategy a few days in advance.

You’ll have to take a close look at your best performing and worst performing keywords and decide which you want to bid on during this time. It’s also a good idea to remove any competitor ASINS you are highly unlikely to convert on, as with the increase in traffic for this day, you could see a large unnecessary PPC spend.

Remember that any changes you make during this time can be adjusted following Prime Day or a few days later.

If you’re a Sellozo Amazon PPC Manager customer, you’ll want to determine if your Optimizer button is set to a reasonable ACoS considering the high volume of traffic. Luckily we offer comprehensive reporting tools so you can take a deep dive into what’s working and what isn’t in your campaigns well in advance of the day.

We are currently offering some significant discounts on our monthly membership, so now is a great time to check out how we can help you maximize your Amazon Advertising Strategy just in time for Prime Day.


Final Thoughts

Its been a challenging time for Amazon sellers across the globe in light of the pandemic, but Prime day offers customers fantastic discounts and deals while also offering sellers the opportunity to see increased sales and rankings.

Be prepared and monitor your sales and listings closely the day of. Create a plan of action based on the outcome of this Prime day to help you advance against your competition for Prime Day in the fourth quarter.

Happy Prime Day, Sellers!


Other resources:

How To Get Ready For Amazon Prime Day

3 Ways to Optimize Your Amazon Business in Time for Prime Day

Prime Day Launches

What is the Amazon Exclusives Program?

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