How Amazon sellers can succeed on Prime Day 2024: Expert strategies

Posted by Jimi Patel | April 30, 2024

With Amazon Prime Day 2024 just over two months away, sellers looking to cash in big on one of the year’s biggest shopping days have gone into prep mode. Since Prime Day is to take place in the middle of July, the most probable date of Prime Day 2024 is something around Tuesday, the 23rd of July. Though these dates have not been officially announced yet, right now is the perfect time to start planning. Starting even just a little bit earlier can make the difference in your business between a good sales day and record-breaking sales.

More than any clearance sale, Amazon Prime Day symbolizes the perfect chance to court new customers and gain more brand visibility. Prime Day may prove to be a turning point on your selling calendar if the right strategies are applied. This article will walk you through an end-to-end plan—from what you should be doing months in advance to post-event actions that will help you maximize your success this Prime Day 2024.

Expectation and preparation

Amazon Prime Day is tentatively planned for the second week of July in 2024, repeating past years’ schedules. Given that Amazon has been eager to schedule Prime Day for dates that fall somewhere in the middle of the month, some would say that Tuesday, July 23rd, 2024, is even more accurate.

Why start preparing early?

Amazon product listing optimization

The earlier you start preparing for Prime Day, the better your chances of finding all the opportunities. This might give you an edge.

  • Analyze your inventory and sales data down to the last detail, and then handpick the products to highlight them.
  • Start Amazon product listing optimization for marketing strategies.
  • Ensure that your capacity is high enough to cater to the surge in demand, not overextending. Test and refine your promotional tactics to resonate with your target audience.

What to do months before Prime Day

Amazon PPC advertising

  • Select your products properly

Start thorough Amazon product research to discount and promote. Highlight the best-selling ones from your catalog, which have also had good performance on previous Prime Days or similar deals days. These products already have a history and a customer base. Do not use a blanket strategy to apply discounts to your whole inventory. Strategically discount the items that your customers find attractive and the ones that, after offering discounts, are still getting you a good profit margin.

  • A/B test your product detail page

You can even A/B test several elements of your product detail pages by using the ‘Manage Your Experiments’ feature on Amazon. This may include running different images, titles, and A+ Content of the product to see what resonates most with customers. Effective testing over the months can go a long way, significantly improving your product page’s conversion rate as Prime Day approaches.

  • Optimize customer interaction points

Every aspect of your product listings should be polished to perfection. This includes:

  • Bullet points with description: They highlight the key features and benefits the product will provide.
  • Titles: They are the first element of a listing that strikes the eyes of a customer. It should be short, and clear, but at the same time, contain the necessary keywords.
  • Listing images and video: Take lifestyle pictures or video clips if possible to show them using your products.
  • Enhanced Brand Content/A+ Content: This is where you describe an engaging story about the brand and product using this feature.
  • Reviews: Handle customer reviews; from negative comments and encouraging positive ones, since most likely, these affect the buying decision.
  • Customize your Amazon storefront for Prime Day

Highlight the deals and star products. This will present the customers with an event-themed display and enable a seamless shopping experience.

  • Be prepared to spend money to make money

Increase your ad spend during Prime Day; it will pay back. Increase your PPC budget to make sure your products are going to get seen enough to stand up against the increased competition levels.

  • Management of inventory management

It is very important to manage the inventory smoothly as Prime Day approaches. Any setbacks on that front—like a delay in sending shipments to the FBA warehouses—would lead to situations like products being less or out of stock, reducing the brand’s impact.

  • Make sure the Lightning Deals and promotions are submitted within time

Keep an eye on key deadlines for submitting your Lightning Deals or other special promotions. Generally, Amazon has cut-off dates for these submissions. Missing any of them could mean missing key promotion opportunities. Check out eStore Factory’s latest update to stay ahead of the target dates.

  • Send inventory on time

Make sure that all of your inventory has been received and can be stowed by Amazon Fulfillment Center staff well in advance of Prime Day. Late shipments may mean that there isn’t any stock available to you at your time of need, affecting sales and ratings.

What to do during Prime Day

Amazon product listing optimization

  • Real-time monitoring

Real-time monitoring and adjustments to your strategies can massively help improve outcomes. You should be prepared to change pricing or campaign bids based on live sales data and competitor activities and shift advertising money to the more popular items, whose sales pace exceeded the forecasted levels.

  • Engage the customers

Anticipate more customer issues and questions on Prime Day; therefore, expect increased traffic. Please ensure that your customer servicing team is well-staffed not only to answer questions but also to promptly resolve any arising issues without undue time lags. Quick and effective customer service means better customer satisfaction, thereby avoiding bad reviews and getting the customer to come back.

  • Leverage social media

Promote your deals for Prime Day by being socially active. Use Instagram, Facebook, Twitter, or any other platform to update and share your exclusive Prime Day deals by talking directly to customers. You might want to go live or send stories that create some form of excitement or urgency about the deals.

  • Track human performance metrics

You will be able to track the performance of your sales within the event using tools such as Amazon Analytics. It will help you have a view of what works and what doesn’t work so that you can adjust accordingly. Some of the metrics in question would be sales, revenue, advertisement spending, and conversion rates.

What to do after Prime Day

Amazon PPC optimization

  • Analyze performance

So this is where Post-Prime Day kicks in; this is the point when you really should be able to dig in on all your sales data and finally answer what worked and what didn’t. This could be done by checking inventory levels, effectiveness of promotions, and customer engagement metrics. Analyzing data from these sources will help you identify the areas of success and areas that need improving.

  • Restock and reevaluate inventory

Prime Day can reduce your stock greatly. You need to restock fast-moving products that have benefitted from the increased visibility of your brand during Prime Day.

Your campaigns would help you make necessary adjustments promptly through real-time monitoring. For example, there might be keywords relating to Prime Day and similar events. But if you keep a keen eye on these processes, you can remove them as soon as Prime Day is over and opt for other affordable and more relevant keywords for further campaigning. Thus reducing the wastage of marketing money and also using it wisely.

  • Social media marketing and communication requests

Don’t forget to keep your social media pages even after Prime Day. Respond to mentions, comments, or questions. This makes the customer experience better and maintains brand visibility. You may also host real-time deals or flash sales on your pages on social media to drive even more traffic to your listings.

  • Customer retention efforts

Develop a process to retain the new customers who bought from your brand on Prime Day. Use follow up emails and motivate them to make another purchase. Communication over and above the transaction could finally evolve one-time buyers into recurring buyers.

  • Plan for future events

Take inspiration from the learnings of this year’s Prime Day, and prepare well in advance for all those Black Friday, Cyber Monday, and next year’s Prime Day sales. Take notes on what may be improved and what’s already good enough, so that you can fine-tune everything for your future events.

In conclusion

For Amazon sellers, Prime Day prep is one of the biggest initiatives. It impacts everything they do – marketing, sales, and operations – throughout the whole year. Sellers should approach product selection, product listing optimization, customer engagement, and thorough analysis of Amazon PPC advertising campaigns in a manner that will ring in success.

Don’t forget—it’s Prime Day. Of course, you will boost your sales, but you should also utilize the chance to project your brand value to customers. Get prepared well ahead of time, carry out each step with a high level of detail, and always be prepared to adjust—your Prime Day success will depend on it!

With that, your business is set not just to survive Prime Day but to thrive thereafter, setting the benchmark for sales and operational excellence to ride on for the rest of the year.

Published by Jimi Patel

Jimi Patel, is a Co-founder and CEO at eStore Factory, an Amazon SPN certified agency that serves as a one-stop solution for all your Amazon business needs. Having helped countless brands increase sales and grow their footprint on Amazon, Jimi provides the most practical and effective solutions for your business. He is highly skilled in developing and executing plans that align with your specific business goals and objectives. When not working, Jimi enjoys practicing yoga and traveling to new places. He is an avid reader and enjoys staying up-to-date on the latest trends and developments in the e-commerce industry.

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