Prime Day 2023: Tips to Drive Online Sales

Be prepared to make the most of major sales events, including Amazon’s Prime Day.
23rd Jun, 2023

What makes Prime Day so important?

Prime Day is an annual deal event that lets Prime members access amazing offers across a range of tech, games, homewares and more.

Pro Tip:

Get the Prime Day advertising guide

Read the comprehensive Prime Day readiness guide from Amazon Ads to help prepare your ads for Prime Day. Use ads to help reach customers and make sales during this year’s event.

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1. What this means for shoppers

It’s easy to see why shoppers might eagerly await Prime Day every year. Prime members worldwide can enjoy epic prices on quality products and free, fast shipping on eligible orders. Not only are there deals to be found on big name brands, but shoppers can also find savings with Aussie brands through our Shop Small Businesses Store.

2. What this means for sellers

There are plenty of reasons to sell on Amazon, and Prime Day is one of them. If you’re a seller it’s worth being prepared for such major sales events. These can be great opportunities to help bring in more sales, grow your brand awareness and delight more customers. Prime members worldwide purchased 100,000 items per minute during Prime Day 2022. Why not offer something exciting in 2023?

So how do you make the most of these moments? You may be looking for Prime Day tips, but these tips for sellers can also help you get ready ahead of any major shopping event.
We increase the budgets so that throughout Prime Day from beginning to end we’re being relevant and we’re being displayed in front of our customers, because we want to take advantage of the traffic that Prime Day is bringing in.
Robert MiyoshiDirector of US operations, AstroAI

Preparing your inventory

When shoppers are ready to buy, the last thing you’ll want is to run out of products to sell. Here are a couple of key inventory management steps you can take to help prepare.

3. Forecasting sales

It can be helpful to look at your historical sales data in the lead-up to a sales event. Which products have sold best during peak shopping times, and what do these popular products have in common? Aim to restock your inventory with enough products to cover the sale event as well as ongoing sales, and do so with plenty of time to accommodate any delays.

4. Considering storage

It’s worth considering storage ahead of a major shopping event, whether you’re fulfilling orders yourself or via Fulfilment by Amazon (FBA). While replenishing your inventory, think about the size and weight of products you’ll need to store. Focus on how you’ll keep products moving to avoid long-term storage costs.

Engaging customers during major sales events

Customer engagement and online selling go hand in hand, and when there’s the potential for a high volume of sales it’s particularly important to pay attention to the following aspects.

5. Building excitement on your channels

If you’re about to have great deals available to your customers, let them know! Plan to drive traffic to your Amazon listings through all of the channels you use to engage with shoppers, be it through social feeds or paid traffic.

6. Customising your storefront

If you’re enrolled with Brand Registry, you can build and customise your own Store. You can design a sales event version of your storefront and schedule this to be published at the right time so shoppers can see there are excellent deals to be found.

Pro tip: Use the Featured Deals widget to showcase any promotions you have on offer.

7. Leaving time for moderation

Everyone’s busy in the lead-up to a sales event, and you won’t want to be waiting for your creative content to be approved when shoppers are actively looking for deals. Be sure to leave plenty of time for moderation and changes when it comes to creative-based shopping experiences like Stores and A+ Content.

8. Providing timely support

Time is of the essence when it comes to a major shopping event, and if buyers have questions they need answering it’s important to be responsive to avoid missing out on that interest. Plan to provide quick, clear and helpful support for potential customers.

Running effective promotions

Promotions and advertising are often a key part of growing an online store, and it’s worth considering these as part of your sales strategy when a big deal event is round the corner.

Customers that advertised throughout all phases of Prime Day were better able to build their brand presence with shoppers and see a 216% median increase in awareness and 214% median increase in consideration.*

The weeks or months before Prime Day is also a great time to set up your marketing strategy to reach customers. In a 2022 Kantar survey, 71% of shoppers said they discovered new brands in the lead-up to Prime Day. The benefits don’t stop once Prime Day has passed, either. Even after the event concludes, 53% of shoppers said they’re likely or highly likely to repurchase again after Prime Day.*
*Source: Amazon Internal Data 2021. Phases of Prime Day include lead up, during, lead out ; vs. those who did not advertise in any phase of Prime Day. WW includes median values across US, CA, MX, UK, DE, JP, AU.

9. Creating coupons for best sellers

You can use coupons to help drive sales for your products, either with a dollar-based discount or with a percentage off full price that will be displayed alongside your product. You can also create Prime-exclusive discounts to appeal specifically to Prime members.

10. Boosting your advertising budget

You may notice that your ads receive more traffic and clicks during a peak sales event, so your daily budget might max out sooner. You might choose to increase your advertising budget during sales events to keep your campaigns active and effective. You can easily set schedule-based rules to set your budget ahead of busy times.

During Prime Day1, campaigns2 with a schedule-based budget rule applied show on average 39.8% increase3 in impressions, 45.8% increase3 in clicks, and 122.2% increase3 in sales, compared to the campaigns with no budget rule.

Learn more with our interactive guide for Sponsored Ads Prime Day 2023: Tips for small business owners.
1Prime Day (12 Jun 2022), Black Friday (25 Nov 2022), Cyber Monday (28 Nov 2022).
2Source: Campaigns with a schedule-based budget rule, which allow you to set budgets in advance for special events or based on a custom period, applied during the events specified in footnote 1, with at least 1 daily impression in the 14 days prior to the day of the event, and that didn’t change the daily budget during the same period.
3Average increase between campaigns that used the event budget rule and those that didn’t in the lift between the daily average of the 14 days pre-event and the key shopping event.
One of the things I highly recommend for Prime Day is increasing your budget. For example, if my daily budget was $50 a day, I would increase my budget to maybe three times that.
Jeff WoonOwner, Hot Carpet

11. Adjusting your bids

Increased traffic can bring with it increased competition for a product’s relevant keywords. As such, you may wish to adjust your bidding strategy for a major shopping event and temporarily raise the limit of what you’re willing to spend on a bid.
Have you tried dynamic bidding?
If you’re using the dynamic bidding feature, Amazon can increase your bid within your parameters when it’s more likely to convert to a sale, and decrease your bid when it’s less likely to. This can help to boost the impact of your advertising spend.

Optimising fulfilment

If you’re preparing in the lead-up to a major sales event, consider how you’ll be fulfilling orders if you have a sudden influx of sales.

12. Choosing fulfilment options

Perhaps you’ll choose to use Fulfilment by Amazon (FBA) for some of your products, or all of them. Maybe you plan to fulfil all orders yourself and increase your staffing during the busy time. Perhaps it will work best to have Amazon Easy Ship handle the delivery from your door to your customer’s, so you can focus on other aspects of your business.

13. Factoring in customer service

If you’re using FBA, rest assured that Amazon will handle customer service, returns and refunds for these orders. For all seller fulfilled orders, it’s worth keeping time aside in a busy sales period to manage all after-sales support. Doing so can help you maintain that positive customer feedback and provide the best possible experience for shoppers from start to finish.

See our guide for beginners for more tips on how to provide amazing customer service.

Analysing your sales performance

After a major sales event has passed and your orders have been successfully delivered, the next step is to take a moment and assess how it all went. You can analyse their sales performance, customer satisfaction and Brand owners can also review Brand Analytics within Seller Central. This analysis can help you gain invaluable insights and strategies ahead of the next big sales event!

You can log in to Seller Central to start preparing, or sign up for your seller account if you’re just getting started.
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