How to prep your Amazon store for the Prime Fall Deal Event 2023

Posted by Jimi Patel | August 14, 2023

With Prime Day 2023 in the rearview mirror, it’s time to set your sights on the next significant sales event of the year.

Building upon the triumphs of its previous Fall Prime Day in 2022, Amazon is now broadening the scope of the Prime Day extravaganza to this year. The Prime Day Fall Deal Event is similar to Prime Day but held in the fall giving brands an incredible opportunity to boost traffic and sales before the holiday rush.

To make the most of this event, proper preparation is key. In this guide, we’ll go over everything you need to know about the Prime Fall Deal Event and how Amazon sellers can get their stores ready for it.

What is the Prime Day Fall Event?

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The Prime Fall Deal Event is a Prime-exclusive shopping event that takes place in the fall, providing early access to holiday deals for Amazon Prime members.

Amazon initiated the Fall Prime Event for the first time in 2022. Although sales figures fell short of the monumental Prime Day event held in July, the event still managed to generate substantial revenue, effectively kicking off the holiday shopping season with a bang.

The 2022 Fall Prime Day event saw participation from a significant number of Prime members, referred to as “tens of millions” by Amazon. This enthusiastic participation translated into the purchase of over 100 million items from third-party sellers.

When is the Prime Day Fall Event 2023?

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While the official date for this much-awaited event remains under wraps, our Amazon marketing consultants are speculating that the event might take place around the 17th to 18th of October.

As the fall sale-a-thon inches closer, Amazon has also made important announcements that can greatly impact your preparedness for the event.

Sellers looking to feature their products for Prime Exclusive Lightning Deals, Prime Exclusive Deals, or Prime Exclusive Top Deals must ensure that their submissions are in by the dates listed below.

Amazon has also provided clarity on the crucial cutoffs for FBA inventory. Sellers must align their inventory strategies to adhere to these deadlines. Ensuring that your products are readily available in FBA centers at the right time is paramount to meeting customer demand during the event.

Prime Exclusive Top Deals

July 28: Deadline to submit Prime Exclusive Top Deals in Canada and the United States 

August 7: Deadline to submit Prime Exclusive Top Deals in Japan

July 28: Deadline to submit Prime Exclusive Top Deals in the United Kingdom, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium

Prime Exclusive Lightning Deals

August 11: Deadline to submit Prime Exclusive Lightning Deals in Canada and the United States September 1: Deadline to submit Prime Exclusive Lightning Deals in Japan

September 1: Deadline to submit Prime Exclusive Lightning Deals in the United Kingdom, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium

Prime Exclusive Best Deal

August 8: Deadline to submit Prime Exclusive Best Deal in Canada and the United States 

August 7: Deadline to submit Prime Exclusive Best Deal in Japan

September 1: Deadline to submit Prime Exclusive Best Deal in the United Kingdom, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium

FBA Inventory Cutoff

September 12: FBA inventory cut-off date for sellers in Canada and the United States 

October 6: Retail/FBA inventory cut-off date for sellers and vendors to IXD/AIX in Japan 

October 10: Retail/FBA inventory cut-off date for sellers and vendors to FC in Japan

September 14: FBA inventory cut-off date for sellers in the United Kingdom, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium

Inbound Shipping Cutoff

September 16: Inbound inventory cut-off date for vendors in Canada and the United States

October 6: Retail/FBA inventory cut-off date for sellers and vendors to IXD/AIX in Japan 

October 10: Retail/FBA inventory cut-off date for sellers and vendors to FC in Japan

September 14: FBA inventory cut-off date for sellers in the United Kingdom, France, Germany, Italy, Spain, Netherlands, Poland, Sweden, and Belgium

Tips to prepare for the Prime Fall Deal Event

As the anticipation for the upcoming Prime Fall Deal Event 2023 continues to grow, Amazon sellers must gear up and take proactive measures to make the most of this lucrative sales extravaganza. 

With the event set to kick off in early to mid-October, now is the perfect time to strategize and prep your Amazon store for the potential surge in sales and traffic.

#1: Start early

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Consider starting your promotions and marketing efforts a bit earlier to build anticipation among your target audience. 

Offer teaser discounts or exclusive deals to your email subscribers and social media followers to build excitement leading up to the event. By creating a sense of anticipation, you can attract more customers to your product listings once the Prime Fall Deal Event arrives.

#2: Choose your products strategically

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Take a close look at your catalog’s historical performance during events like Prime Day and Black Friday. 

Did you experience stockouts or an abundance of inventory? By fine-tuning your inventory levels based on your last year’s sales data, you can anticipate demand in October without any guesswork. 

To further optimize your strategy, collaborate with Amazon experts, like those at eStore Factory, who can provide reliable advice on meeting shipping deadlines and other critical deal submission timelines.

#3: Plan your inventory early

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Early preparation is key when it comes to inventory management. 

Discuss with your suppliers to ensure your inventory is ready for the event. Sellers using Fulfilled by Amazon (FBA), must consider their FBA capacity limits before ordering inventory. 

With the introduction of new capacity limits, sellers can now forecast their inventory needs up to three months ahead. Address low capacity limits by boosting your sell-through rate and reducing excess inventory.

#4: Keep your FBM inventory handy

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In cases where your FBA inventory might fall short, consider creating Fulfilled by Merchant (FBM) offers on your listings. 

This way, you can continue fulfilling orders even if your FBA capacity is limited. You can add both FBA and FBM fulfillment methods under a single ASIN, ensuring that you meet customer demand regardless of the fulfillment method.

#5: Bundle products to increase order value

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Leverage virtual product bundles to offer enhanced value to customers. 

Bundling similar and complementary products together at a discounted rate can incentivize shoppers to spend more while feeling like they’re getting a great deal. 

This can lead to higher average order values and increased visibility for your listings.

#6: Engage with Amazon Posts

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During the Prime Fall Deal Event, create Amazon Posts to showcase your deals and create engaging content that resonates with potential customers. This can help to higher brand visibility and engagement.

#7: Dress up your listing for the event

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Using Amazon listing optimization services, audit your titles, bullet points, images, and descriptions to ensure they are compelling and up-to-date. 

If you’re a brand-registered seller, consider utilizing Amazon’s split-testing feature to optimize your A+ content. Increasing your reviews through automated review requests can also bolster your product’s credibility and conversion rates.

#8: Market your products abundantly

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To stand out during the Prime Fall Deal Event, focus on amplifying your brand’s visibility both on and off Amazon. 

Revamp your Sponsored Ad campaigns by bidding more aggressively on profitable keywords from your Search Terms report. 

Consider running off-Amazon ads on platforms like Instagram, TikTok, and Google to drive external traffic to your deals. Create enticing posts, stories, and videos that inform potential customers about the incredible savings they can avail of during the Prime Fall Deal Event.

#9: Harness the power of influencer marketing

Harness the power of influencer marketing

Leveraging influencers and their platforms is an effective way to extend your brand’s reach to new audiences. 

Shoppers are often more inclined to make purchases based on recommendations from their favorite influencers, compared to random online discoveries. 

Partnering with influencers relevant to your niche can amplify your brand’s visibility and enhance your chances of attracting customers during the Prime Fall Deal Event.

#10: Plan post-event engagement

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The Prime Fall Deal Event doesn’t end when the 48-hour window closes. 

The influx of sales and traffic during the Prime Fall Deal Event can signal the A9 algorithms that your products are popular and in demand. 

As a result, your detail page may continue to receive higher visibility in search results, even after the event concludes. 

Bonus: Consult with Amazon seller experts

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Strategizing with Prime Day experts, such as those at eStore Factory, can provide you with valuable category-specific and brand-specific insights. 

Drawing on their experience managing advertising for a diverse range of clients, these Amazon consulting experts can offer deeper insights into Prime Day performance trends. By seeking guidance from seasoned professionals, you can gain a competitive edge in your preparation and execution strategies. 

If you’re looking for comprehensive insights and data-driven recommendations, don’t hesitate to reach out to eStore Factory’s Amazon sales experts.

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.