3 last-minute ways to prepare for Amazon Prime Day 2021
Getting ready for Amazon Prime Day could be the difference between a sales boon and a missed opportunity.
For entrepreneurs Julie Stott and Jo Baar, co-founders of jewelry company Honeycat, last year’s Prime Day sales generated 500% more revenue than a typical two-day period, setting a new record for the company. Total Prime Day sales for Amazon third-party sellers reached $ 3.5 billion in 2020, up nearly 60% year-over-year. Stott and Barr hope to break records again for this year’s Prime Day, which takes place on June 21-22.
“We’ve been preparing for Prime Day for months,” said Stott, adding that the company has shipped its jewelry to Amazon warehouses and implemented an exclusive 20% Prime discount.
If you haven’t started planning for Prime Day yet, there is still time, according to Yoni Mazor, a former Amazon seller turned ecommerce consultant. In 2016, Mazor co-founded Getida, a company that helps Amazon sellers get reimbursed for issues with products sent to Amazon’s fulfillment program, Fulfillment by Amazon.
Here are three of his tips for preparing for Prime Day.
1. Save your marketing budget for the day of sales.
Mazor advises against spending a lot on advertising in the days leading up to Prime Day. “It’s the calm before the storm,” he said. “When the storm comes, then you really capitalize on the momentum.” Prepare your pay-per-click (PPC) budget for heavy ad spend on Amazon once Prime Day begins, he says, as spending on promoting your product list is crucial to get more attention to your product. page.
2. Promote on other sites.
To rank higher in Amazon’s search algorithm, it’s “very powerful” to get traffic to your store’s page that is redirected from other websites, Mazor says. “You can’t rely on just one source of traffic for this,” he says. Advertise your sales on social media and your own website, and consider marketing campaigns to add links to popular blogs and influencer sites. The more diverse the websites, he says, the better your chances are that your product will appear at the top of the search results page.
3. Don’t bet only on Amazon promotional programs.
Some small businesses are recruited by Amazon for further promotion after joining Amazon Launchpad, its program designed to help startups, says Mazor. As an incentive for membership, certain businesses may be selected for promotion in videos featured on Amazon’s homepage or listed on its small business pages for promotion during Prime Day. Mazor advises small business owners to “take this opportunity with a grain of salt” because there is a cost to joining Launchpad – Amazon charges businesses a 5% premium for all sales associated with your account. It might not be worth the extra promotion.